More than three-quarters of Canadians want the country to strengthen trade and economic ties with the European Union over the next five years, while nearly two-thirds favour reducing its trade focus on the United States, according to a new national survey commissioned by Apertera.
The survey of 1,510 Canadian adults found 79 per cent support increasing Canada's trade and economic focus on the EU, while 63 per cent believe the country should decrease its focus on the U.S.
The findings point to broad public support for diversifying Canada's international trade relationships, alongside recognition that businesses face practical challenges when entering foreign markets.
Europe leads in support for trade diversification
The survey found 85 per cent of respondents consider building a significantly stronger trade and economic relationship with the EU important, including 67 per cent who said it is very important.
When asked about the potential benefits of closer ties with Europe, 70 per cent identified reducing Canada's economic reliance on the United States. Another 54 per cent cited strengthening Canada's economic security and resilience, while 51 per cent pointed to giving Canadian businesses access to more customers and markets.
Thirty-nine per cent identified greater employment and investment as potential benefits, while 31 per cent cited increased trade in Canadian energy and critical minerals. The same proportion said closer ties could make it easier for Canadians to work, study or do business in Europe.
"Canadians are making it clear that they want stronger relationships with a broader range of trade partners, with Europe clearly at the top of the list," said Gary Kalaci, CEO of Apertera (formerly Alexa Translations). "The support for, and opportunity to, diversify our trading partners is there. The challenge now is making sure Canadian businesses are ready to compete effectively when they enter those markets."
Support for expanding trade relationships also extended beyond Europe. Seventy per cent of respondents favoured increasing Canada's trade focus on Latin America and the Caribbean, while 58 per cent supported greater attention to East and Southeast Asia. Another 52 per cent favoured increased focus on South Asia, including India.
Regulatory requirements among barriers to expansion
Despite support for international expansion, respondents identified several obstacles businesses must address when entering new markets.
More than half, or 54 per cent, cited navigating tariffs, customs and border requirements as a major challenge. Half pointed to understanding local laws, regulations and compliance requirements.
Other frequently identified barriers included finding reliable local partners or distributors, cited by 44 per cent, and finding customers and building awareness in new markets, identified by 43 per cent. Understanding local business practices and cultural expectations was cited by 42 per cent.
Respondents also pointed to challenges involving the adaptation of products and business materials for local markets, access to financing, operating across languages and developing international market expertise.
"Success in a new market depends on much more than access. Businesses have to understand the regulatory environment, customers and local business practices, and make sure their products, contracts and communications work in that market," Kalaci said. "Localization is an important part of that equation as accuracy, terminology, context and the ability to serve customers in their preferred language can have real consequences on in-market success."
When asked what could help Canadian businesses compete internationally, 54 per cent of respondents identified negotiating new trade agreements and improving access to foreign markets. Another 49 per cent cited reducing regulatory and administrative barriers to exporting, while 46 per cent said assistance with understanding foreign laws, regulations and compliance requirements would make a difference.
Other priorities included support with technical or certification requirements, identified by 38 per cent, and connections to international mentors, partners and networks, cited by 37 per cent. Twenty-eight per cent said help translating and adapting products, websites, contracts and other materials for different languages and markets would be beneficial.
Businesses urged to build international expertise
The survey also found Canadians believe companies must invest in their own capabilities to prepare for international growth.
More than half of respondents, or 54 per cent, said businesses should invest in understanding foreign customers and market demand. Forty-four per cent identified the need for local legal, regulatory and compliance expertise, while 43 per cent cited employee training to work across different markets and regulatory environments.
More than one-third of respondents said businesses should invest in employees with international business, language and cultural expertise. A similar proportion identified adapting contracts, legal materials and other business documents for local markets as important. Multilingual customer service and support was cited by 36 per cent.
The findings also highlighted the role of education and workforce development in preparing Canada for a more globally connected economy.
Thirty-five per cent of respondents identified greater investment in education and training for international work and business as an important way to support competitiveness. Another 27 per cent cited helping young entrepreneurs understand and access international markets, while 26 per cent pointed to building language, cultural and global market skills in Canada's workforce.