"The largest, fairest, most balanced, and modern trade agreement ever achieved."

Maybe it's time to use Trump's own words to defend CUSMA (free trade agreement) as a monumental success.

According to the recent Abacus Data poll of 1,500 Americans, a slight majority (52%) say the USMCA (United States-Mexico-Canada Agreement), negotiated under President Donald Trump, has been good for the United States, while only 10% feel it has been bad.

This sentiment is even stronger among Trump’s own voters: 65% believe USMCA has benefited the country compared to just 7% who disagree.

These findings underscore how critical it is to remind Americans—and Trump supporters specifically—that the USMCA, also referred to as CUSMA in Canada, is ultimately Trump’s deal - and as the President would likely tell you - nothing he does, nothing he builds, and nothing he negotiates is bad. Seriously, take a read of his remarks the day the agreement was signed (January 29, 2020).

For Canadian businesses, associations, and government leaders looking to maintain or expand cross-border relationships, the poll offers a clear lesson: framing matters.

Positioning USMCA as a Trump-negotiated agreement can help sidestep partisan or ideological biases that might otherwise complicate trade discussions. Trump supporters are loyal to the President and view his policies favourably, so emphasizing that this deal carries Trump’s stamp of approval can defuse skepticism and foster a more constructive dialogue.

In practical terms, this could look like highlighting the ways in which USMCA supports American jobs, advances domestic manufacturing, and keeps the United States competitive—points that resonate with a “America First” mindset.

For instance, in conversations about cross-border supply chains, Canadian representatives can note how USMCA improves efficiency and reduces costs for American industries while reminding their counterparts that Trump himself championed the renegotiation. This approach can reassure those who might otherwise be wary of foreign partnerships and underscore the mutual benefits without triggering fears of sacrificing American interests.

Moreover, a focus on local success stories—such as American workers benefiting from continued trade with Canada—helps personalize the benefits of USMCA. Sharing data about rising exports, stable supply chains, or industry growth can put a human face on what can sometimes feel like an abstract trade deal. This personalizes the conversation for Trump supporters, connecting the agreement directly to outcomes they value, like job security and economic growth.

Ultimately, if Canadian leaders want to sustain strong trade ties with the United States under potentially polarized conditions, it’s crucial to engage with American stakeholders on their terms. By centring Trump’s role in the deal and clearly demonstrating how USMCA (CUSMA) aligns with U.S. interests, Canadians can keep the conversation focused on shared prosperity rather than political divide.