Ipsos Unveils 12th Annual Top 10 Most Influential Brands in Canada

Ipsos, in partnership with The Globe Media Group, Publicis and Canadian Marketing Association (CMA), today announced the Ipsos Most Influential Brands in Canada: a comprehensive, data-driven evaluation of the most influential brands across Canada’s corporate landscape.  

Steve Levy of Ipsos Canada presented the findings at an exclusive reception hosted by The Globe and Mail and broadcasted virtually with almost 400 marketing and branding  professionals in attendance.  

Now in its twelfth year, The Most Influential Brands study analyses more than 100 brands across 19 categories, from well-known industry players to newcomers, and evaluates how key dimensions shape their influence on Canadians of all ages. 

Most Influential Brands in Canada 2022 

1. Google (-)  

2. Amazon (-)  

3. Apple (+1)  

4. YouTube (-1)  

5. Netflix (+2)  

6. Walmart (+4)  

7. Microsoft (-1)  

8. PC Optimum (+1)  

9. Visa (-1)  

10. Facebook (-5) 

“Influence goes well beyond name recognition. Influential brands don’t just land in the popular consciousness - they outperform their competitors, weather harsher setbacks,  and cut through the noise to connect with Canadians. In short, influential brands set the agenda,” Steve said.  

For this year’s study, Ipsos study polled a representative sample of over 6,700  Canadians. Survey findings were analysed by region, gender and generation,  encompassing Boomers, gen x, millennials, and gen z.  

Across these categories, a few key dimensions consistently determine brand influence:  Trustworthiness, Engagement, Leading Edge, Corporate Citizenship and Presence. This  year’s survey also uncovered two new dimensions - Empathy and Utility - which encompass integrity, affordability, and other factors that played a crucial role in  connecting with consumers during uncertain times.  

“The Ipsos Most Influential Brands study is a true testament to the power and  importance of strong brand building in today's constantly evolving landscape. At The Globe and Mail, we recognise the value that influential brands bring to both consumers and businesses, and it is inspiring to see the brands that are truly listening to their customers and finding innovative ways to respond, ultimately earning their loyalty and  trust” - Andrew Saunders, chief revenue officer, The Globe and Mail.

Study highlights  

“2022 was such a fascinating year and I eagerly awaited the survey’s results. The emergence of new consumer behaviour from the pandemic and the impact of major changes to the economy such as inflation and product supply has resulted in yet another year of marketers having to take great pause and re-valuate their strategy and investment. Once again, how we influence the behaviour of Canadians is changing under our feet” - Brett McIntosh, president, Publicis Toronto. 

After two years of frothy valuations and strong stock market returns, 2022 brought a  wave of interconnected challenges, reshaping our spending patterns and our  understandings of influence. This uncertain climate affected all of us differently - and  brands were no exception. From big tech to heavy industry, many Canadian businesses felt the sting of a contracting economy and rising interest rates.  

Influential brands, however, showed remarkable resilience. Some extended their influence by expanding into fan-favourite content, while others doubled down on  innovation, or used new strategies like influencer marketing to reach younger audiences. But across the board, successful brands made the most of a challenging situation, and managed to do more with less.  

The top two slots in this year’s list are unchanged. With an expansive online ecosystem, a lucrative advertising business, and a search engine that many Canadians use daily,  Google kept its position as Canada’s most influential brand in 2022. Amazon came in a close second, with a trustworthy and leading edge image powered by innovation. 

Apple climbed to no. three on the strength of its updated product lines, heavy investment in content (both audio streaming and TV), and an influential ad tracking update. YouTube, on the other hand, fell to no. four. Despite early challenges, Netflix climbed two spots to no. five in 2022, thanks to a series of viral hits and the successful launch of ad-funded subscriptions at a lower price point.  

Walmart jumped all the way to no. six this year - an impressive four-point increase, signalling the budget retailer’s appeal in a recessionary climate. Despite the continued  popularity of its productivity tools and an expanded presence in the gaming space, Microsoft fell one spot to no. seven. The loyalty program PC Optimum gained influence this  year and landed at no. eight.  

Beneath that, at no. nine, was Visa, which remains one of Canada’s most widely held and  trusted financial services providers. This year’s ranking is rounded out by Facebook, which fell five spots to no. 10 - reflecting rising concerns about the platform’s strategy  and its diminishing influence on younger audiences.  

Generational differences remained a significant variable in 2022. Consider an up-and coming platform like TikTok: For both Millennials and gen x'ers, it’s reached the Top 40.  When it comes to young Canadians, the app is wildly popular and enormously influential: Among gen z, it’s the seventh most influential brand. But when it comes to Boomers, the app comes in at #116. 

But in 2022, inflation was a cross-generational issue - so brands like Walmart and PC Optimum that communicated empathy and value performed well. (PC Optimum ranks  second among Boomers, but to fresh and engaging campaigns, the brand made it into the top 10 for three out of four generations.)  

This year was also a turning point for influencers, with the term rapidly shifting from a buzzword to a viable promotional strategy for Canada’s top brands. This year’s study found that 29% of Canadians say they regularly follow social media influencers - a 6% increase from 2021.  

“As Canadian’s behaviours and expectations evolve, the ways that brands influence has also changed. Now, empathy and utility are as important for brands in influencing  Canadians as being trusted, engaging, good corporate citizens, and leading edge. It’s one proof point that the age of continual adaptation is upon us, and embracing change is even more important for marketers to thrive.” – Alison Simpson, president & CEO, Canadian Marketing Association.

For a closer look at Canada’s Top 10 Most Influential Brands and the fundamental strategies behind their impact, view the comprehensive Ipsos POV.