“I Am Canadian”: the Rise of Canadian Identity in Canada's Censuses, 1981-2006

Gillian Stevens, University of Alberta, Canada
The “I am Canadian” campaign for Molson's Canadian beer, first aired in 2000, became an overnight phenomenon. This campaign's success rode (and helped produce the crest of) a wave of nationalistic identity that can be traced through self-reports of race and ethnic origins in Canadian censuses from 1981 through 2006.
[ to cite ]:
Gillian Stevens (2012) ,"“I Am Canadian”: the Rise of Canadian Identity in Canada's Censuses, 1981-2006", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 139-142.