Bloc Quebecois Leader Yves-Francois Blanchet (L) and Canadian Prime Minister and Liberal Party chief Mark Carney leave the stage following the English Federal Leaders Debate broadcast at CBC-Radio-Canada, in Montreal, Canada, on April 17. Quebec voters appear to be weighing the merits of voting Liberal or for the Bloc with an eye toward what will help Quebec the most.
Bloc Quebecois Leader Yves-Francois Blanchet (L) and Canadian Prime Minister and Liberal Party chief Mark Carney leave the stage following the English Federal Leaders Debate broadcast at CBC-Radio-Canada, in Montreal, Canada, on April 17. Quebec voters appear to be weighing the merits of voting Liberal or for the Bloc with an eye toward what will help Quebec the most.
Éric Blais is president of Headspace Marketing in Toronto, a marketing communications firm helping clients build their brands in Québec.
Four days before Prime Minister Mark Carney called this snap election, I warned in this space that the “Rest of Canada” should be careful not to overinterpret the rise in Canadian pride among Quebecers. Since it became clear that U.S. President Donald Trump wasn’t joking about turning Canada into the 51st state, Quebecers had rallied behind the Maple Leaf — standing shoulder to shoulder with the ROC to keep the country strong and united.
That surge of Canadian patriotism gave the federal Liberal Party a lift. Quebecers may not fully understand Carney’s French, but his resumé passed the job interview. And while Conservative Leader Pierre Poilievre’s French may be better, his “direct” style and a certain “je ne sais quoi” still manage to rub most Quebecers the wrong way. As for the Bloc? Its mission isn’t to speak for Quebec in Washington — it’s to look after Quebec in Ottawa.
At the time, I noted that the strength of this alliance would depend on each party’s motivations. I should have added: it also depends on Donald Trump’s feed on Truth Social.
When Trump ranted about tariffs, our “unfair” border, or his fantasy trade deals on Truth Social and from the comfort of Air Force One, Quebecers kept their elbows up — especially younger Francophones, who discovered their inner Canadian patriot.
But recently, Trump’s been busy elsewhere — thanks to his Liberation Day comments, a rogue secretary of defence and his headline-grabbing deportations to El Salvador. He’s mostly gone quiet on Canada, save for the occasional reminder from the indomitable White House press secretary Karoline Leavitt that
That’s nice. But Quebecers need to hear the threats from the horse’s mouth. Otherwise? Not so worrisome.
This likely won’t reshape the campaign overnight — unless Trump decides to post something inflammatory about Canada on his way to Rome. But in Quebec, that silence could mean the difference between a majority and a minority government.
Abacus Data’s latest poll shows the Liberals at 33 per cent, the Bloc close behind at 30 per cent, and the Conservatives at 26 per cent. , “this is the smallest gap we’ve seen in Quebec since the campaign began.”
It’s doubtful that Bloc leader Yves-François Blanchet’s debate performance triggered the shift. More likely? Trump’s silence — and the steady drumbeat of background noise, mainly from Quebecor-owned platforms, warning Quebecers not to trade Quebec’s interests for some pan-Canadian ideal. Headlines like, “A vote for Carney is auto-destructive for Quebecers” and “Carney is the ghost politician who ignores Québec” aren’t just clickbait. They create the kind of cognitive dissonance that lingers.
ARTICLE CONTINUES BELOW
ARTICLE CONTINUES BELOW
Yes, Canadian flags still wave in Quebec — especially when the Habs are on a run. But the old slogan “Maîtres chez nous” (Masters in our own house) — which both Carney and Poilievre pointedly inserted into their talking points — now echoes with its original force, as the rallying cry of Quebec’s Quiet Revolution.
And while Quebecers are encouraged to buy Canadian, their government reminds them: buy Quebec first. A polite way of saying, “Let’s take care of our own.” And a not-so-subtle reminder that keeping Canada Strong translates into looking after your closest friends.
Once again, Quebecers find themselves “entre l’arbre et l’écorce” — between the tree and the bark. It’s a familiar place. They’re a people of heart and head, never too quick with a yes or no regarding major decisions. Trump’s bluster jolted them off the fence. But now, with his relative silence, they may climb right back up, hedging their bets on Ottawa.
And perhaps Quebecers are relishing the idea of holding the balance of power — again. Quebec voters know how to shape a federal outcome. And if they can nudge Carney into becoming a banker they actually like — less Goldman Sachs and Bank of England, more socially concerned Desjardins — so much the better.
The Bloc’s campaign line, “I choose Québec,” may finally be resonating. And in a tight election, that may be enough to keep the Liberals in check.
Opinion articles are based on the author’s interpretations and judgments of facts, data and events. More details
Éric Blais is president of Headspace Marketing in Toronto, a
marketing communications firm helping clients build their brands in
Québec.
To join the conversation set a first and last name in your user profile.
Sign in or register for free to join the Conversation