In times of change, the hardest part isn’t taking action—it’s knowing which way to go
6 Seeds is a Food Marketing, Communications & Research Agency that helps food and agriculture brands answer the question: Where do we go next? Whether you're stuck, stalled, or scaling—we're your wayfinder, helping you move forward.
Trusted by food, agriculture, and CPG brands worldwide
For food and agriculture brands at a turning point
- •Maybe you're a brand with stalled sales, a commodity board chasing new markets, a leader under pressure from challengers, or an exporter navigating global complexity.
Whatever your challenge, we help you:
- •Fix what's broken with consumer research, marketing, and communications that reset your story, close the say–do gap, rebuild trust, and win back momentum
- •Fuel what's next with strategies that open markets, scale growth, and strengthen your brand—whether that means new products, retail wins, or owning your category narrative
- •Find your way forward with clarity and confidence
Consumer Sentiment Shifts: Navigating Tariff Uncertainty & AI Adoption
Canadian and American consumers head into autumn 2025 with cautious optimism. While economic headwinds persist, both markets show resilience through selective spending, AI curiosity, and renewed preference for domestic solutions. Our September dashboard reveals how tariff anxiety, living-cost pressures, and technology adoption are reshaping consumer priorities—and what this means for food and agriculture brands positioning for growth.
Consumer Sentiment Dashboard
Canada
Market Overview
Subdued yet sturdy. The Conference Board's Index of Consumer Confidence sits at 59.9, barely above July and well below the long-term average. Real GDP shrank 0.3% in Q2 and jobs slipped for a second straight month, yet services spending and retail resilience prevent deeper collapse.
Mood Profile
Key Metrics
Key Insights
- •Tariff overhang now dominates consumer concerns—Bank of Canada surveys show tariffs as top cited risk to household finances
- •66% of Canadians have tried Gen AI tools, yet only 30% use them weekly; 73% of firms have not begun formal adoption
- •Frugality with selective splurges—households cut travel and big-ticket goods but still pay for small 'feel-good' treats
- •Support for domestic infrastructure and Canadian-made products climbing amid U.S. trade friction
Canada Business Implications
- •Position products as smart money moves: lock-in pricing, bundle essentials, promote durability
- •Showcase Canadian supply chains and tariff-mitigation efforts to justify prices
- •Market small indulgences tied to mental health and micro-breaks—mood-boosting beverages, adaptive snacks
- •Co-brand with local suppliers; highlight 'home-grown' innovation in packaging
United States
Market Overview
Cautiously pessimistic. The University of Michigan Consumer Sentiment Index dropped 6% to 58.2 in August, down from 61.7 in July and remaining 10% below year-ago levels. GDP rebounded strongly at 3.0% in Q2, but job market softening and rising inflation expectations signal growing unease.
Mood Profile
Key Metrics
Key Insights
- •Inflation expectations jumped to 4.8% year-ahead, ending months of decline—tariff price pass-through creating early pressure
- •Corporate AI surge: 78% of companies now use AI daily, saving employees 2.5 hours per day on average
- •Trade-down acceleration: 75% of consumers traded down in Q1, with generational splits on spending priorities
- •Climate action consensus: 70% of voters want stronger corporate climate action, 91% of executives maintain clean energy investments
United States Business Implications
- •Launch inflation-proof pricing models: subscription bundles, bulk discounts, multi-year rate locks
- •Position AI tools as time-savers and stress-relief solutions as economic anxiety peaks
- •Showcase domestic manufacturing and supply chain resilience amid 'America First' sentiment
- •Capitalize on business-voter climate consensus—frame sustainability as cost-saving innovation