In 2026, Purolator commissioned HelloInfo to survey 348 shipping and logistics decision-makers in Canada and the United States across industrial, retail, healthcare and technology supply chains. The goal: to understand how Canadian and American businesses are navigating an increasingly uncertain trade environment. The quantitative survey was complemented by 41 in-depth interviews with logistics and procurement leaders across both countries, providing the qualitative depth to go beyond the numbers.
In our report, The Burden of Uncertainty: How North American Businesses are Shaping Their Response to Tariffs and What Trade Volatility Really Costs, some of the findings were:
- 91% of respondents are concerned about trade policy shifts
- On average, respondents said that tariffs have affected revenues by 23%
- 74% say they’ve experienced a moderate to significant impact on business planning
- 93% of respondents have made at least one operational change in the past 18 months but strategy is still catching up to reality for many
But the most common thread across businesses in the industrial, retail, healthcare and technology sectors: Uncertainty is harder to manage than tariffs themselves.
That’s because a tariff can be modeled, absorbed or passed through. Uncertainty is different. It paralyzes planning and forces businesses to react to what just happened instead of preparing for what comes next.
What you’ll learn in this report
- The financial impact of tariffs across industries and both countries, including revenue impact and customer loss data
- How Canadian and U.S. businesses are responding differently and what separates the companies remaining stable from those still catching up
- A detailed breakdown of operational changes companies have made and are planning across supplier diversification, routing, manufacturing relocation and market exits
- The state of CUSMA/USMCA certification and preparedness for the July 2026 review, by industry and country
- What shippers want from their logistics partners (and what they’re not getting)
- A practical 12-month framework for the actions that matter most before and after the review
Download the report to see how your industry has been affected and what to do in the months ahead.