As the geopolitical landscape continues to pivot, Canada finds itself walking a tightrope. It is smartly reacting to the increasingly strident competition between Washington and Beijing. Experts indicate that Canada often occupies a “strategic but secondary player” role, aligning closely with U.S. priorities while being perceived as an extension of American foreign policy rather than an independent global actor.
This perception creates obstacles for Canada as it tries to carve out a role for itself in the Indo-Pacific. Recent evaluations of Canada’s Indo-Pacific strategy indicate that to the degree it is well-intended, it is considered somewhat generic. Experts warn that, at the very least, the approach runs the risk of coming across as moralizing or out of touch. The Ipsos report goes on to note that Canada must focus on its legacy as a principled and constructive partner. Yet at the same time, it should impart humility to reach the ambition that its resources and capabilities merit.
Canada usually has a very good reputation in most countries—particularly as a nation that’s a significant commodity-exporter, with deep democratic roots. Its first mover advantage is undercut by significant challenges to raise its profile in the Indo-Pacific. Experts contend that Canada is eroding its attractiveness as a partner in the region. They point to diminished on-the-ground visibility as their primary explanation for this drop. Even more concerning to some insiders in Australia is the fact that Canada isn’t even on their radar. They highlight a troubling overall ignorance of Canada’s strategic efforts.
There’s the fact that Canada continues to extract fossil fuels that worsen climate change, undercutting greatly its promises to the world on environmental issues. Australian experts emphasize that this practice undermines Canada’s standing as a responsible global actor, especially when considering the increasing focus on climate change.
Canada’s approach to CANDU nuclear reactors has been criticized for producing excessive radioactive waste. Unsurprisingly, this has sent public health experts in South Korea into a tizzy. This latest concern only bolsters the argument that Canada must address environmental and public health priorities more forcefully. Doing so will significantly strengthen its diplomatic ties throughout the Indo-Pacific.
Even with these hurdles, there is still plenty of opportunity. Ipsos report uncovers promising opportunities for collaborative ventures. Such partnerships may lead to breakthroughs in important industries such as clean energy, digital technologies, and agri-food. Some of those experts have called on Canada to increase its security partnership engagement. Chief amongst this opportunities, they say, is the Quad – Australia, India, Japan and the United States. These types of alliances may be the first step to return to and require expanded regional engagement.
The experts we spoke with caution that Canada’s embassy efforts seem rather passive. By comparison, the Australian and New Zealand embassies have been considerably more engaged. This passivity would limit Canada’s potential to build strong, long-term relationships and enhance its profile and presence in the region.
Canada’s perception challenges go beyond its brand image struggles, further to its actual recognition within countries. Building from Canadian private sector success and presence in markets such as the Philippines, demonstrated by Manulife’s decades-long established footprint. Unfortunately, Canadian brand awareness is pathetically low. According to an industry expert from Korea, ice wine is currently the most popular and best-known Canadian product in these markets. This very honour isn’t enough to make a dent on Canada’s reputation.
“If we go down the street today (and) we ask people whether Canada and America are the same country, they probably won’t be able to tell the difference.” – Regional expert in Indonesia
Experts including the EDC’s Theriault and Ms. Specifically, they think its crucial for the United States to develop a positive brand identity in the Indo-Pacific. The need for a clear narrative surrounding Canada’s role as “a bridge-builder among competing powers” has never been more pressing.
