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

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.


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.


Gillian Stevens, University of Alberta, Canada


NA - Advances in Consumer Research Volume 40 | 2012

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