{"id":28338,"date":"2026-06-12T22:59:22","date_gmt":"2026-06-12T22:59:22","guid":{"rendered":"https:\/\/www.rbc.com\/en\/?post_type=rbc_tl&#038;p=28338"},"modified":"2026-06-13T03:33:45","modified_gmt":"2026-06-13T03:33:45","slug":"canada-needs-to-put-its-sales-hat-on","status":"publish","type":"rbc_tl","link":"https:\/\/www.rbc.com\/en\/thought-leadership\/the-trade-zone\/canada-needs-to-put-its-sales-hat-on\/","title":{"rendered":"Trade Zone: Canada needs to put its \u201csales hat\u201d on"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong><em>Also in this edition:<\/em><\/strong><em> Breaking down six under-the-radar trade themes and a deep dive on four strategically significant industries that could drive U.S.-Canada relationship going forward<\/em><\/p>\n\n\n\n<section class=\"wp-block-rbc-section-block  pos-rel\" style=\"border-radius:0px\">\n<div class=\"wp-block-rbc-section-inner-block  section-inner\" style=\"border-radius:0x\">\n<h2 id=\"h-overheard\" class=\"wp-block-heading has-rbc-bright-blue-color has-text-color has-link-color wp-elements-81a65b28d976ff945c625024cb91458f\"><strong>Overheard<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">With the CUSMA deadline looming and rhetoric heating up (\u201cWe don\u2019t need anything Canada has,\u201d President Donald Trump <a href=\"https:\/\/www.bnnbloomberg.ca\/business\/politics\/2026\/06\/10\/we-dont-need-anything-that-canada-has-trump-says-hes-not-looking-to-renew-north-american-trade-deal\/\" target=\"_blank\" data-dig-id=\"LP-28338-f4feab4a\" data-dig-category=\"LP\" data-dig-action=\"link click\" data-dig-label=\"told reporters\" rel=\"noreferrer noopener\" class=\"rbc-link-format\">told reporters<\/a> earlier this week) more than 300 senior business and government leaders from both sides of the border gathered in Toronto for the RBC and Eurasia Group\u2019s US-Canada Summit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are some highlights:<\/p>\n\n\n\n<ul class=\"wp-block-rbc-list is-style-black-disc\">\n<li class=\"wp-block-rbc-list-item\">\n<p class=\"wp-block-paragraph\"><strong>Robert Lighthizer<\/strong>, the 18th United States Trade Representative, argued why 50 years of trade deficits left the U.S. no choice but to impose tariffs. And why, despite not being the worst offender, Canada was a target. In a democratic political system, a government doesn\u2019t have years to address an issue, he said. It needs to act quickly. As for where things go with tariffs from here, Lighthizer didn\u2019t mince words: \u201cNobody here has a grandchild in whose lifetime America is going to be free trade.\u201d<\/p>\n<\/li>\n\n\n\n<li class=\"wp-block-rbc-list-item\">\n<p class=\"wp-block-paragraph\">Regardless, it\u2019s up to Canada to put on its \u201csales hat\u201d said <strong>Pete Hoekstra<\/strong>. Though the U.S. Ambassador to Canada said potash is about the only thing the U.S. needs from Canada, the U.S. is open to offers. <strong>Hoekstra<\/strong> pointed to autos and oil, and even offered some points to help make Canada\u2019s case: the countries have similar pay scales, labour standards, and a thoroughly integrated ecosystem.<\/p>\n<\/li>\n\n\n\n<li class=\"wp-block-rbc-list-item\">\n<p class=\"wp-block-paragraph\">\u201cAmerica First doesn\u2019t mean America Alone,\u201d said <strong>Mark Wiseman<\/strong>, Canada\u2019s Ambassador to the U.S., who added that Canadians are not always good at reminding Americans about the importance of Canada. Remind them of what exactly? For starters: Canada is the largest buyer of U.S. cars, outside the U.S. The No. 1 export market for 30 states. And in the top 3 for almost every state. And Canadians, on per capita basis, buy 40x more American goods than the EU, China and India. <\/p>\n<\/li>\n\n\n\n<li class=\"wp-block-rbc-list-item\">\n<p class=\"wp-block-paragraph\"><strong>Dominic LeBlanc<\/strong>, Minister for Canada-U.S. Trade, noted that the Canadian government has put some proposals forward to the Trump administration\u2014but is also building a Canadian economy that is strong and resilient. Canada is not an \u201cidle spectator.\u201d<\/p>\n<\/li>\n\n\n\n<li class=\"wp-block-rbc-list-item\">\n<p class=\"wp-block-paragraph\">Wiseman, along with <strong>Michael Sabia<\/strong>, the Clerk of the Privy Council and Secretary to the Cabinet, were clear that the government\u2019s diversification efforts do not equate to decoupling from its largest trade partner. It\u2019s \u2018and\u2019 not &#8216;or&#8217;. A stronger Canada, they both noted, is a stronger partner for the U.S.<\/p>\n<\/li>\n\n\n\n<li class=\"wp-block-rbc-list-item\">\n<p class=\"wp-block-paragraph\"><strong>Hoekstra<\/strong> didn\u2019t disagree, noting that if Canada is a rich country, maybe a few of those dollars could flow south\u2014maybe to Michigan (\u201cin the summer\u201d), Florida and Arizona. He also joked about Kentucky bourbon, which has been removed by several provinces amid the trade war: \u201cIf you need some, I\u2019ll see that you get some.\u201d<\/p>\n<\/li>\n<\/ul>\n<\/div>\n<\/section>\n\n\n\n<section class=\"wp-block-rbc-section-block  pos-rel\" style=\"border-radius:0px\">\n<div class=\"wp-block-rbc-section-inner-block  section-inner\" style=\"border-radius:0x\">\n<h2 id=\"h-a-new-nexus\" class=\"wp-block-heading has-rbc-bright-blue-color has-text-color has-link-color wp-elements-74094c50058634c5c7ee6d93a51c596d\"><strong>A new nexus<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">After decades of economic co-operation comes a trade shock from the U.S. side. In a report in the runup to the U.S.-Canada Summit, <strong>Frances Donald<\/strong>, Senior Vice President and Chief Economist at RBC Economics, notes that the bruised U.S.-Canada&nbsp;ties&nbsp;have uncovered several under-the-radar trade themes.&nbsp;Here are a few worth highlighting:<\/p>\n\n\n\n<ul class=\"wp-block-rbc-list is-style-black-disc\">\n<li class=\"wp-block-rbc-list-item\">\n<p class=\"wp-block-paragraph\"><strong>Global trade growth rate doubled without the U.S.<\/strong>&nbsp;Rather than break the global economy, the rest of the world is re-orienting around the U.S. market.<\/p>\n<\/li>\n\n\n\n<li class=\"wp-block-rbc-list-item\">\n<p class=\"wp-block-paragraph\"><strong>The year of Canada\u2019s trade divergence. <\/strong>Higher gold prices&nbsp;helped Canada boost exports to other markets, even as shipments to the U.S. fell 6% in 2025.<\/p>\n<\/li>\n\n\n\n<li class=\"wp-block-rbc-list-item\">\n<p class=\"wp-block-paragraph\"><strong>Canadians have taken economic protection into their own hands. <\/strong>Cutting U.S. travel, boycotting American-made liquor, and seeking out domestic products showed Canadian resolve.<\/p>\n<\/li>\n\n\n\n<li class=\"wp-block-rbc-list-item\">\n<p class=\"wp-block-paragraph\"><strong>Canada added more jobs than the U.S. in 2025<\/strong>. While 68% of Canadian exports are headed for the U.S., only 12% of jobs are dependent on U.S. demand.<\/p>\n<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" height=\"595\" width=\"1024\" src=\"https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2026\/06\/Trade-Shock-Charts_6-1.png?quality=80&amp;w=1024\" alt=\"Canadian employment rose in 2025 despite trade shock. Annual percent change. \" class=\"wp-image-28340\" srcset=\"https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2026\/06\/Trade-Shock-Charts_6-1.png 4000w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2026\/06\/Trade-Shock-Charts_6-1.png?resize=300,174 300w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2026\/06\/Trade-Shock-Charts_6-1.png?resize=768,446 768w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2026\/06\/Trade-Shock-Charts_6-1.png?resize=1024,595 1024w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2026\/06\/Trade-Shock-Charts_6-1.png?resize=1536,892 1536w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2026\/06\/Trade-Shock-Charts_6-1.png?resize=2048,1190 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Read Frances Donald\u2019s full briefing <a href=\"https:\/\/www.rbc.com\/en\/thought-leadership\/the-trade-hub\/a-slow-leak-the-us-canada-trade-shock\/\" data-dig-id=\"LP-28338-cc2dc48a\" data-dig-category=\"LP\" data-dig-action=\"link click\" data-dig-label=\"here\" class=\"rbc-link-format\">here<\/a>.<\/p>\n<\/div>\n<\/section>\n\n\n\n<section class=\"wp-block-rbc-section-block  pos-rel\" style=\"border-radius:0px\">\n<div class=\"wp-block-rbc-section-inner-block  section-inner\" style=\"border-radius:0x\">\n<h2 id=\"h-aligning-the-stars\" class=\"wp-block-heading has-rbc-bright-blue-color has-text-color has-link-color wp-elements-e5f270d8ad9829651f39a7e660011386\"><strong>Aligning the stars<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s&nbsp;the world\u2019s largest bilateral trade relationship\u2014but it\u2019s now under strain. <strong>Jordan Brennan<\/strong>, RBC Thought Leadership\u2019s Managing Director, identified four strategically significant industries, which could drive U.S.-Canada relationship going forward.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Auto Manufacturing: <\/strong>Build on the<strong> already-<\/strong>integrated nature of the industry by harnessing Canadian clean power, aluminum, and critical minerals with American capital markets, OEM headquarters, and consumer demand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Critical Minerals:<\/strong><em> <\/em>Tie Canadian geology and mining with American financing and manufacturing demand, to deepen supply chain resilience and dependence on China-controlled minerals.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" height=\"598\" width=\"1024\" src=\"https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2026\/06\/Four-Strategic-Sectors-Charts-Critminerals-1.png?quality=80&amp;w=1024\" alt=\"China has a tight grip on minerals, but Canada offers and alternative. The U.S. demand for minerals is projected to grow significantly into 2035. \" class=\"wp-image-28339\" srcset=\"https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2026\/06\/Four-Strategic-Sectors-Charts-Critminerals-1.png 4000w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2026\/06\/Four-Strategic-Sectors-Charts-Critminerals-1.png?resize=300,175 300w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2026\/06\/Four-Strategic-Sectors-Charts-Critminerals-1.png?resize=768,449 768w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2026\/06\/Four-Strategic-Sectors-Charts-Critminerals-1.png?resize=1024,598 1024w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2026\/06\/Four-Strategic-Sectors-Charts-Critminerals-1.png?resize=1536,897 1536w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2026\/06\/Four-Strategic-Sectors-Charts-Critminerals-1.png?resize=2048,1197 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Oil and Gas:<\/strong><em> <\/em>Match Canada\u2019s significant oil and gas resources, pipeline infrastructure, and tidewater access with U.S. refining capacity and capital markets to deliver affordable energy domestically\u2014and to the world.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Defence: <\/strong>Combine American capital depth, technological sophistication, and R&amp;D expenditure, with Canada\u2019s geographic depth and world-class capabilities in sensors, avionics, satellite technology, and training and simulation to surveil and defend the continent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Read Jordan Brennan\u2019s full briefing <a href=\"https:\/\/www.rbc.com\/en\/thought-leadership\/the-trade-hub\/aligning-the-stars-how-to-deepen-the-canada-us-relationship-in-four-critical-sectors\/\" data-dig-id=\"LP-28338-e79aa4de\" data-dig-category=\"LP\" data-dig-action=\"link click\" data-dig-label=\"here\" class=\"rbc-link-format\">here<\/a>.<\/p>\n<\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"<p>Highlights from RBC and Eurasia Group\u2019s US-Canada Summit<\/p>\n","protected":false},"author":337,"featured_media":28341,"parent":0,"menu_order":0,"template":"","meta":{"_acf_changed":false,"disable_focal_point":false,"featured_image_focal_point":{"x":0.18,"y":0.56},"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","footnotes":""},"rbc_tl_category":[207],"rbc_tl_tag":[],"class_list":["post-28338","rbc_tl","type-rbc_tl","status-publish","has-post-thumbnail","hentry","rbc_tl_category-the-trade-zone"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Trade Zone: Canada needs to put its \u201csales hat\u201d on - RBC<\/title>\n<meta name=\"description\" content=\"Highlights from RBC and Eurasia Group\u2019s US-Canada Summit\" 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