Overview

Québec’s top-ranked brand, Cirque du Soleil, stands well above the rest—with a GCBI score notably higher than in any other region. This performance reflects Québecers’ strong cultural pride and appreciation for creativity, individuality, and artistic excellence. Cirque scores especially high on adventurous, friendly, and nice, suggesting that Québec consumers value brands that are not only socially warm and morally grounded, but also daring and imaginative. The presence of Roots and MEC in the top five reinforces a taste for brands that combine lifestyle relevance with respectful and honest values.

Interestingly, Citytv and VIA Rail round out the top five, with both scoring well on tolerance and respectful. Their inclusion hints at Québec’s receptiveness to brands that promote inclusivity, mobility, and national connection—especially when delivered with an approachable tone. Québecers appear to favor brands that reflect a strong identity, whether rooted in cultural expression or public service. Brands that succeed in Québec must go beyond functionality—they must evoke a sense of authenticity, expressiveness, and shared community values. ​