The Story
Canadians are “elbows up” at a time when the country’s economy – and even its future as a sovereign country – feel threatened by the United States. Manitobans are strongly on board with this sentiment, as their attitudes towards America as a neighbour, trading partner and place to visit are rapidly shifting.
Consumer and tourism behaviour are at the leading edge of this shift. Companies are encouraging people to buy Canadian, and there is a very large and receptive audience for that message here in Manitoba. These results of our survey of N=1,000 Manitoba adults - conducted March 4 to 16, 2025 - show people are seeking more guidance on how to buy Canadian goods and services, so local brands may need to make it very clear how what they source and what they sell is produced in this country.
There is also a huge opportunity for tourism in Manitoba and across Canada, as more people consciously avoid travelling to the U.S. Demand for direct connections to other non-U.S. international destinations, as well as more desire to visit other parts of Canada, is likely to increase as Manitobans avoid visiting the U.S.
As a federal election gets underway, it is also a moment where Manitobans and Canadians are likely looking for louder and more overt displays of Canadian patriotism from those on the campaign trail. Grim perceptions about Canada “being broken” or not running as it should may be out of step with the current mood.
And while Manitobans do not support – and do not expect – their country to be annexed by the U.S., there is an interesting undercurrent of support for this idea, especially among younger men and those in rural parts of the province.
Some of other key findings from this survey include:
- Since Donald Trump was sworn in as U.S. president and began proposing tariffs on Canadian goods, two-thirds of Canadians have reported buying something made in Canada rather than the U.S., with eight in 10 – up from three-quarters in early February – indicating they actively avoid buying items from the U.S. Roughly one in five Manitobans have made a specific effort to wear clothing with the maple leaf or Canadian flag on it, with a similar number opting to hang a Canadian flag at their home.
- Seven in 10 agree they have either cancelled or decided against taking a trip to America right now – up from six in 10 in early February – with nearly one in five indicating they have specifically cancelled a trip that was already planned. There is also some potential stigma with U.S. travel, as one-half of Manitobans agree they would actually think less of a fellow Canadian who decided to take a trip to the U.S in this climate.
- Meanwhile, more than three-quarters of those surveyed indicate they are prouder of Canada today than they were at this time last year. Women, those living in Winnipeg and those over the age of 55 are more likely to express this heightened degree of pride in their country.
- At the same time, Manitobans are also strongly against Trump’s suggestion that America annex Canada and make it the 51st state. Eight in 10 Manitobans are strongly against this idea, with only one in 10 expressing support for joining the U.S. While the vast majority of Manitobans are against the U.S. annexing Canada, fewer than one in 10 think it will actually happen.
- Interestingly, younger men (and to some extent, younger women and those living in rural Manitoba) are somewhat more open to Canada becoming part of the U.S. Those who voted for conservative parties federally and provincially are also more open to annexation.
Disclosure Statement
Probe Research is a member of the Canadian Research Insights Council (CRIC) and confirms that this research fully complies with all CRIC Standards including the CRIC Public Opinion Research Standards and Disclosure Requirements. Learn more at: https://www.canadianresearchinsightscouncil.ca/standards/por/
Methodology
Probe Research surveyed a random and representative sampling of 1,000 adults residing in Manitoba between March 4 and 16, 2025.
With a sample of 1,000, one can say with 95 per cent certainty that the results are within ± 3.1 percentage points of what they would have been if the entire adult population of Manitoba had been surveyed. The margin of error is higher within each of the survey’s population sub-groups.
The sample consists of 497 Manitobans randomly recruited via live-agent operator; 313 randomly recruited via Interactive Voice Response (IVR) and 190 members of Probe Research's online panel. All respondents completed the survey on an online platform.
Modified random digit dialing, including both landline and wireless numbers, ensured all Manitoba adults had an equal opportunity to participate in this Probe Research survey.
Probe weighted the data by age, gender, region and educational attainment so that the sample properly reflects the province’s population, based on Census data. Probe used SPSS software to do all statistical analysis.
