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Guy Cormier, president and chief executive officer of Desjardins Group, a the International Economic … [+] Forum of the Americas (IEFA) on Sept. 4, 2019. Photographer: Cole Burston/Bloomberg
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Made In Canada: A Playbook For Business Leaders In America
In an era marked by radical political, economic, and social uncertainty, business leaders in Canada have redefined what it means to be successful.
With threats of tariffs on Canadian goods looming—and provocative remarks like Trump’s offhand idea of Canada becoming the “51st state”—the North American business landscape is under renewed scrutiny. Yet here in Canada, a robust, homegrown movement to buy “Made in Canada” has taken root, driven by national pride and a belief that economic strength and community well-being can—and must—go hand in hand.
This cultural awakening is more than a trend. It’s a signal that Canadians are embracing a new era of proactive engagement in local industry and social progress. The recent triumph in the 2025 4 Nations Face-Off not only reaffirmed the country’s unique competitive spirit, but also underscored the notion that, for Canadians, winning isn’t a zero-sum game — it’s an opportunity for shared success.
I spoke with three of Canada’s most iconic business leaders—Patchell-Evans from GoodLife Fitness; Jenn Harper, Founder & CEO of Cheekbone Beauty; and Guy Cormier, President of Desjardins Group—to find out what “Made in Canada” leadership looks like and share ideas that can benefit American business leaders in today’s volatile political climate.
Patchell-Evans founded GoodLife Fitness in 1979. Since then, it has become the largest health club company in Canada. “Canadians used to buy American products because they were from somewhere else and they were cool,” said David Patchell-Evans, CEO of GoodLife Fitness. “American is no longer cool in Canada.”
Cheekbone Beauty, the company founded by Harper in 2015, has created a space in the beauty industry where everyone, including Indigenous people, feel represented and seen. “Representation saves lives,” says Harper. “This is the core of Cheekbone Beauty.”
Desjardins Group is a 125 year old Canadian financial service cooperative that is the largest federation of credit unions in North America, “At Desjardins we’re contributing to society, not only with the taxes that we’re paying, but throughout our business, with our suppliers, at our call center, and with the profits we’ve made every year we’ve been in business,” said Cormier.
Patchell-Evans, Harper and Cormier offered lessons in “Made in Canada” leadership that extend beyond the border. What they shared is rooted in human rights, long-term vision, community partnerships, and and being profitable in a way that helps everyone win. The Canadian playbook provides a compelling case for American business leaders that demonstrates why doing well and doing good are indivisible.
Businesses in Canada Stand Up For Human Rights
At a time when many businesses in the U.S. are rolling back or cutting DEI programs, businesses in Canada believe treating people fairly and equitably is not up for debate. “I have businesses in the States and I’m not going to operate them differently now,” said Patchell-Evans. “It doesn’t matter who gets elected, we’re going to be fair to our members and fair to our staff.”
“Before ESG or DEI existed, Desjardins was already prioritizing what we do based on our mission to help our members and clients to become financially autonomous,” said Cormier. “And operating in ways that reflect our values which include engagement, solidarity, democracy, and helping to put money to work for people.”
“Canadian businesses emphasize creating opportunities for underrepresented groups, whether through employment, partnerships, or programs that address systemic inequities,” said Harper. “Canadian businesses often stand out for their community-first approach, driven by values of equity, inclusion, and sustainability.”
Made in Canada business is grounded in treating diverse employees and other stakeholders equitably. By standing up for human rights, Canadian companies are building more inclusive organizations and setting a global standard for what ethical leadership can achieve.
CEO and president of Good Life David Patchell-Evans practices on his rowing machine. (Photo by Jim … [+] Ross/Toronto Star via Getty Images)
Toronto Star via Getty Images
Business Leaders In Canada Play The Long Game
Canadian leaders also emphasized the importance of forward-thinking strategies over quarterly gains. Cormier believes it’s important to “bring a more long-term perspective to business performance instead of just the next quarter by investing in our people, investing in our systems, and investing in our products.”
“The New York style of doing a deal is ‘OK, let’s agree that we’re gonna do a deal.
And then once we’ve signed it, then we start negotiating,’” said Patchell-Evans. “Having a short term attitude doesn’t lead to long term success.”
“I’m particularly proud of our commitment to education — we donate a portion of our profits to organizations supporting Indigenous education through the Cheekbone Scholarship Fund,” said Harper. “This is not just charity but a long-term investment in our next generations.”
In today’s environment, short-term political pressures, market volatility and pressure from activist investors can compromise a company’s mission and values. Made in Canada businesses focus on strategic investments that deliver value over decades not quarters or electoral terms.
Companies In Canada Believe In Communities
Beyond profit margins and market share, Canadian businesses have woven community well-being into the fabric of their operations.
“Cheekbone Beauty was built on the foundation of giving back to Indigenous youth and addressing the systemic barriers that many face,” said Harper. “Our mission is not just about creating high-quality, sustainable beauty products but also ensuring that our success translates into tangible benefits for the community. This goes beyond the transactional — it’s about creating a shared sense of purpose and uplifting communities while maintaining financial success.”
“There’s a uniquely Canadian humility in how we prioritize collaboration over competition, and this ethos reflects in how many of our companies are deeply intertwined with their communities,” said Cormier. “At Desjardins we’re contributing to society, not only with the taxes that we’re paying, but throughout our business, with our suppliers, at our call center, and with the profits we’ve made every year we’ve been in business,” said Cormier.
This deep-seated community orientation is a testament to how Canadian businesses prize collaboration over competition and view long-term profitability as inseparable from community impact.
Jennifer Harper, CEO of Cheekbone Beauty on International Women’s Day at the Porcupine Dante Club. … [+] NICOLE STOFFMAN/The Daily Press jpg, TD
NICOLE STOFFMAN/The Daily Press
In Canada Everybody Wins
At the heart of Canada’s business culture lies a commitment to making a profit in a way that is also fair to business partners and consumers.
“I think there’s a focus on win-win that’s just a part of our culture,’ said Patchell-Evans. “It’s not just me winning with you. It’s us winning together and everybody else winning too.”
“Every year we are returning half a billion dollars to communities, member dividends, sponsorships, and donations and still making two or three billion dollars per year of net profit with returns of 10 or 12%,” said Cormier. ”Even though we see more and more people that are banking with us online, we still have more than 500 branches in smaller regions because we want to stay in proximity to our members and their communities. We also decided that our call center will stay in Canada and not be outsourced to somewhere else in the world. Why? Because we want to contribute to the economy here locally.”
The “Made in Canada” business philosophy is about more than heavy-handed negotiation tactics—it reflects a broader belief that success is most sustainable when it is shared.
Business leaders in Canada are proving that profitability and social impact are not mutually exclusive. The “Made in Canada” playbook, with its unwavering commitment to human rights, belief in long-term investments, partnerships with communities, and emphasis on win–win, instead of win-lose, offers a compelling model for executives on both sides of the border.
Business leaders in America should also know that their Canadian counterparts view the current political challenge with the United States as an opportunity. “I’m convinced that even though there is uncertainty and risk right now, there is also opportunity,” said Cormier. “And as CEOs and leaders, we are paid to also find these opportunities – and some of them are in the area of ESG or investing in clean energy.”
“There is a massive opportunity for businesses in Canada to be really healthy in this country and want to stay here and grow,” said Patchell-Evans. “The call to action is for businesses to invest in Canada and consumers to invest in Canada.”
In today’s world of radical uncertainty, this uniquely Canadian approach is a blueprint for building a better, more inclusive future.
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