Overview

In Ontario, the top five includes Chapman’s, Cirque du Soleil, Indigo, MEC, and DavidsTea—brands that perform well across both emotional and moral dimensions. Indigo, in particular, sees strong scores in respectful and tolerant, highlighting Ontario’s receptiveness to brands perceived as inclusive, thoughtful, and aligned with social values.

This diverse top five reflects Ontario’s role as a cultural and demographic cross-section of the country. Brands that balance creativity, warmth, and ethical standing perform best. There is room for adventurousness (as seen with Cirque and MEC), but only when paired with a deep sense of moral credibility. Ontarians want their brands to be both expressive and ethical.