The next generation of quantum technologies in computing, sensing, communications and other domains is likely to bring major disruption to Canada’s economy, security and society. Canada’s strategic approach to quantum science and technology research relies on existing strength in research and training capacity and places an emphasis on Canada’s international reputation and the Canadian brand. Part of the government’s branding has been the promotion of gender equality, including through gender-based analysis in domestic politics and the projection of a feminist foreign policy abroad. Current quantum strategy in Canada does not consider gender-related issues in a robust manner, often promoting inclusive workspaces as a means to fill high-demand roles. Three recommendations for a more gender-sensitive quantum strategy are proposed: an end to the instrumental framing of gender as a tool for hiring highly qualified personnel; the consideration of gender-sensitive use cases when funding technical research and development; and the expansion of research funding to include the social impacts of quantum technologies.