Based on a global survey of 6,000+ small and medium-sized enterprises across 18 countries, this new report from Mastercard reveals how business owners are navigating growth in a digital-first world.

For Canadian SMEs specifically:

• Stability is taking precedence over rapid growth: Nearly three-quarters (72%) of Canadian SMEs prioritize predictability and confidence in a stable future, while just 28% prioritize fast growth if it means taking on greater risk and uncertainty.
• Personal well-being is being prioritized over burnout: Two-thirds (67%) of Canadian SMEs say their top priority is ensuring their business supports their health, relationships and personal life, compared to 33% who would prioritize career or business growth at the expense of personal sacrifices.
• Purpose is influencing business decisions: Canadian SMEs are placing greater value on authenticity and impact, with 64% wanting their work to reflect who they are and what they care about and 55% prioritizing positive impact over maximizing income and financial success.
• Customer loyalty is beating mass reach: Nearly two-thirds (63%) would rather build deep customer relationships than reach as many customers as possible, while 61% prefer their brand to matter deeply to a smaller audience rather than be widely known and influential.

New consumer research conducted by Mastercard² uncovers insights into how Canadians support this critical sector of our economy:

• Supporting small businesses is outweighing convenience alone: Support remains strong, with 87% of Canadians saying it’s important to support small businesses and 81% feeling better about purchases that help entrepreneurs build something of their own.
• Trust is shaping purchase decisions: Security remains a key factor in purchasing decisions, with 91% of Canadians choosing where to shop based on secure checkout experiences and 90% saying protection of their payment information is important.
• Canadians are turning their support into action: Small businesses play an important role in everyday spending habits, with 39% of Canadians shopping with them at least weekly and 65% doing so at least two to three times a month.

As small businesses prepare for the future, Mastercard provides support for the realities of running and growing a business today. It’s connected system of insights, resources and solutions help small businesses propel their dream, protect against risk and power their payments.

“Small business owners dream big, and they know their business best,” said Nishant Raina, Vice President, Small & Medium Enterprises, Mastercard, Canada. “Our goal is to support them with the capabilities, protection and resources they need to grow and with confidence — so they stay on the path they always envisioned for themselves.”

Small business owners are seeking support to help protect and grow what they’ve built. According to the Dreamonomics Report, almost two thirds (63%) of small business owners in Canada say cyber protection is a high priority. Yet, 34% still feel unsure or unprepared to protect their business from cyber threats.

At the same time, small business owners are looking for ways to manage growing responsibilities more efficiently as 69% want digital business tools that seamlessly integrate with one another.

To address these needs, Mastercard is continuously introducing new benefits for small business cardholders. Starting October 1, 2026, eligible Small Business Mastercard cardholders can access the growing suite of benefits designed to:

• Protect: Proactive Cyber Protection (My Cyber Risk) for World Elite cardholders identifies and helps mitigate cybersecurity vulnerabilities; enhanced ID Theft Protection provides proactive monitoring and expert resolution for all eligible cardholders.
• Power: Simplified Expense Management powered by Extend is an optional benefit giving business owners streamlined spending control and visibility for Mastercard Business and World Elite Mastercard for Business clients.
• Propel: The Mastercard Collection for Business offers World Elite cardholders premium travel, dining, entertainment and business experiences — plus exclusive access to productivity tools and curated business opportunities.

Read the full terms and conditions associated with small business card benefits and learn more about the Mastercard BusinessCard and the World Elite Mastercard for Business.

In support of small businesses and Canada’s economy, Mastercard will bring together small business owners and industry leaders at the Mastercard Small Business Summit on October 6 in Toronto to host real-world conversations on growth, opportunity and overcoming challenges.

In partnership with GLORY Media, the Summit will feature The Canada Small Business 100 award winners, recognizing Canada’s most dynamic innovators and entrepreneurs. Additionally, the Summit will uniquely shine a spotlight on local small businesses at the Mastercard Small Business Marketplace, powered by Moneris.