March 18, 2024 – A new study by Pollara Strategic Insights, conducted on behalf of United for Literacy, shows that nine-in-ten Canadians believe improving literacy rates would improve Canadians’ standard of living (92%) and contribute to a more prosperous society (93%). Moreover, nine-in-ten also feel that being able to read, write, and understand printed and written materials has a positive impact on Canadians’ quality of life (94%).
After being informed that almost one-in-five Canadian adults have literacy skills too low to independently complete daily tasks such as reading a newspaper or filling out a form, almost eight-in-ten (78%) Canadians indicated that they want the federal government to do more to improve literacy rates.
This new Pollara study was conducted via an online survey on behalf of United Literacy between February 20 to 21, 2024 amongst a randomly-selected, reliable sample of N=1,552 adult Canadians. A probability sample of this size would carry a margin of error of +2.5%, 19 times out of 20. The dataset has been weighted using the most current gender, age, & region Census data, to ensure the sample reflects the actual population of adult Canadians.
The study also found that most Canadians believe that lower literacy leads to lower income (70%), limited employment opportunities, a lower standard of living (58%), financial instability (58%), and a lower quality of life (57%).
For more details and findings see the press release from United for Literacy.
February 26, 2024 —The February edition of Pollara Strategic Insights’ Rage Index explores the phenomenon of “road rage”, and finds that drivers blowing through stop signs or red lights is the top source of driving-fueled anger in the country, making 89% of Canadians angry or annoyed.
Other driving habits that annoy Canadians include people who don’t properly signal lane changes (84% angry or annoyed), tailgaters (84%), and when someone cuts them off (84%).
Drivers talking on their cell phones spurs strong emotions, as it is second only to drivers blowing through stop signs as something that makes people very angry.
Nearly two-thirds (64%) of Canadian drivers admit they are guilty to doing at least one of these anger-inducing driving habits. And those who self-describe themselves as “above average” drivers are even more culpable, with 68% admitting to doing at least one of these.
February 21, 2023 – In Pollara’s 19th wave of bi-monthly mental health tracking research for Mental Health Research Canada (MHRC), we have found the worst self-reported mental health indicators amongst Canadians since the end of the COVID-19 pandemic. More than one-in-ten adults are reporting high rates of anxiety or depression, with a significant increase in depression driven by notably higher rates in Alberta and Ontario.
With the emergence of the COVID-19 pandemic in Spring 2020, MHRC launched a bi-monthly survey of Canadians, dedicated to measuring, understanding, and tracking the country’s mental health. Today, MHRC released the results of its 19th surveyin the series. Designed, fielded, and analysed by Pollara Strategic Insights on behalf of MHRC, the national online survey of N=3,224 adult Canadians was conducted from January 15-24, 2024. Other key findings in the study include:
There is a significant correlation between a high amount of personal screen time and negative mental health indicators. One in four (26%) young Canadians spend 6 or more hours of their personal time on screens per day. While the negative impact of daily news on mental health is slightly better than during the pandemic, the impact of social media has worsened.
Two-fifths of Canadians still feel that the state of the economy is impacting their mental health, and food and housing insecurities remain at a consistent level.
More than one in four Canadians (27%) currently live with chronic pain, with the majority reporting that it has a daily, debilitating impact on their lives. Further insights explore the intersection of chronic pain and opioid use.
Awareness of the new 988 crisis suicide helpline is high, with already 46% of Canadians having heard of it and 3% having used it.
One-in-five (21%) Canadians have either accessed a mental health support in the past year (15%) or feel they should be accessing a support (6%). This rate of need rose last quarter and remains elevated when looking at post-pandemic indicators.
These, and other findings from this latest poll, are featured in both a summary report and a full report – both of which are free to view and download on the MHRC website. In addition, MHRC hosts a Pollara-managed interactive data portal, which allows Canadians to search, view, and interact with the tracking datasets from all waves of this ongoing series of surveys.
February 20, 2024 — A new Pollara survey of Albertans shows that former Calgary Mayor Naheed Nenshi has the potential to excite the Alberta NDP’s base if he were to jump into the leadership race to succeed Rachel Notley. One-in-three (33%) Albertans who say they are likely to buy an NDP membership would be “excited” if Nenshi became the next NDP leader, significantly higher than the 10-to-14% who feel that way about the three declared candidates.
Feelings towards Nenshi are largely positive province-wide, with about twice as many Albertans feeling positive (41%) rather than negative (22%) at the prospect of him leading the NDP.
Though none of the potential candidates for the race are as well known as Rachel Notley (80% know something about her), Albertans are significantly more familiar with Nenshi (51%) than Sarah Hoffman (23%), Kathleen Ganley (9%), or Rakhi Pancholi (7%).
February 1, 2024 – A new survey conducted by Pollara Strategic Insights on behalf of the Insurance Bureau of Canada (IBC), found that 59% of residents of 10 competitive federal ridings in British Columbia’s Lower Mainland feel the federal government should do more to prepare for the possible future occurrence of overland flooding. Moreover, 67% support the federal government introducing a national flood insurance program.
IBC commissioned the survey to gauge interest in a high-risk flood protection insurance solution through a partnership between governments and the property and casualty insurance industry. The results from the survey are clear, with the majority of Lower Mainland residents calling for the federal government to act on flood protection.
Some of the survey’s key findings include:
15% of Lower Mainland residents feel they are at risk of experiencing overland flooding or have already experienced such an event, and 25% are concerned about flooding in their community. Notably, 20% are concerned about losing their home to overland flooding.
74% of Lower Mainland residents feel preparing for future flooding events should be at least a moderate priority for the federal government, with 34% feeling it should be a top or major priority
59% of Lower Mainland residents feel the federal government should do more to prepare for the possible future occurrence of overland flooding.
67% of Lower Mainland residents support the introduction of a National Flood Insurance Program.
The online survey was conducted from December 21, 2023 to January 9, 2024, among N=802 adult (18+) residents in 10 competitive federal ridings (electoral districts) in the Lower Mainland of British Columbia (BC). The dataset has been weighted by age, gender and region to be representative of the proportions of this population. Online samples cannot be assigned a margin of error. However, as a guideline, a probability sample of N=802 carries a margin of error of ± 3.5%, 19 times out of 20. Note: In this report, the term “Lower Mainland residents” refers to the collective sample from the 10 ridings.
January 31, 2024 — New polling from Pollara Strategic Insights conducted on behalf of DoorDash shows how British Columbia voters feel about many of the app-based worker reforms being proposed by the British Columbia Government. While 60% support setting a minimum wage for app-based workers at BC’s current $16.75 minimum wage, this support falls to 39% when asked about the special minimum wage of $20.10 for app-based workers that has been proposed by the Eby government – with a plurality of voters (46%) opposing this.
When presented with arguments for and against a special minimum wage, twice as many British Columbians oppose (55%) rather than support (28%) this.
While views around the minimum wage are mixed, there is largely consensus around many of the other reforms, including: allowing app-based workers to keep 100% of their tips (support 84% / oppose 6%), fair and transparent deactivation procedures (support 77% / oppose 8%), and pay transparency before accepting orders (support 71% / oppose 16%).
“British Columbians want fairness, and the same minimum wage for all workers seems fair to them,” said Dan Arnold, Pollara’s Chief Strategy Officer. “Cost of living pressures are squeezing British Columbians from all directions, and the last thing they want are reforms that mean higher costs every time they order food or a ride.”
The debate around app-based worker reforms comes at a time when the cost of living is the number one issue facing the province. The survey found 47% of British Columbians expect their household income will fall behind the cost of living this year, while only 8% expect it will more than keep pace with the cost of living. Half (50%) feel the policies of the provincial government and six-in-ten (60%) feel the policies of the federal government are making life harder for them.
These findings come from an online survey of 2,000 adult British Columbians conducted from January 8th to 16th, 2024. See the full findings and survey methodology in our report.
January 26, 2024 – Today, Uber Canada released the results of a new national survey of their earners – that is, drivers, delivery people, and those who perform both roles – conducted on Uber’s behalf by Pollara Strategic Insights. The study found that Uber earners in Canada provide high and intense approval for the agreement signed between Uber Canada and UFCW Canada in January 2022. The research also found that Uber earners also provide resounding support to their respective provincial government enacting the slate of industry reforms for app-based workers that are laid out in the Uber Canada-UFCW Canada agreement.
On behalf of Uber Canada, Pollara conducted an online survey amongst a randomly selected, representative sample of N=2,010 rideshare drivers, delivery people and cross-dispatch drivers on the Uber platform (collectively referred to as “earners”) from December 14-22, 2023. Survey results amongst the total sample carry a margin of error of ± 2.2%, 19 times out of 20. Sub-samples carry higher margins of error, such as BC earners (n=581;± 4.1%), Ontario earners (n=655; ± 3.8%) and Quebec earners (n=648; ± 3.8%). Full methodological details can be found at the end of the memorandum listed below.
Some of the key findings of the study include:
After reading a description of the Uber Canada-UFCW Canada agreement, 82% of all Uber earners approve of it. Only 5% express disapproval. Between 78% to 80% of earners in BC, Ontario, and Quebec approve of the agreement.
After reading the list of industry reforms for app-based workers laid out in the Uber-UFCW agreement, 79% of earners express support for their provincial government enacting these reforms, and only 6% oppose. Eight-in-ten earners in BC (79%), Ontario (78%), and Quebec (80%) are supportive.
Testing support for each of the reforms individually reveals high, strong support for provincial governments enacting the reform package, with each element garnering between 85% to 88% support in BC, 84% to 85% in Ontario, 86% to 90% in Quebec, and 83% to 95% support among earners in the remaining provinces.
These high levels of support for the Uber Canada-UFCW Canada agreement and their industry reform proposals are not surprising given that the goals of the agreement and reforms appear to align very strongly with earners’ values and preferences. See the survey results for an analysis of earners’ values, preferences, and priorities as earners on the Uber platform.
For additional study results, please see the memorandum report in English or French.
January 25, 2024 – A new survey of 1,500 Atlantic Canadians, conducted by Pollara Strategic Insights on behalf of the Insurance Bureau of Canada (IBC), found that 71% of respondents support the federal government’s introduction of a national flood insurance program. IBC commissioned the survey to gauge interest in a high-risk flood protection insurance solution through a partnership between governments and the property and casualty insurance industry. The results from the survey are clear, with the majority of Atlantic Canadians calling for the federal government to act on flood protection.
Flooding is Canada’s greatest climate threat and puts millions of people at risk each year. The national flood insurance program would protect Canadians from flood risk with little or no additional cost to governments, as homeowners at high risk would be able to purchase affordable flood coverage rather than receive limited, unpredictable and taxpayer-funded disaster financial assistance. As demonstrated with similar programs in the U.K., U.S. and France, this approach to flood recovery is more cost-effective and addresses the financial and emotional toll of disasters on Canadians.
“After recent catastrophic events such as Hurricane Fiona in 2022, flooding has devastated communities across Atlantic Canada. Yet the residents at greatest risk continue to be unable to obtain affordable flood insurance,” said Craig Stewart, Vice-President, Climate Change and Federal Issues, IBC. “IBC understands why so many Atlantic Canadians support the National Flood Insurance Program. They need the federal government to move forward with this cost-effective solution and announce details of the program in the 2024 Federal Budget. By getting the National Flood Insurance Program up and running, the federal government can help protect those at greatest risk.”
At a glance, the survey found:
59% of Atlantic Canadians believe the federal government must do more to protect Canadians from flooding
43% of Atlantic Canadians disapprove of the federal government’s efforts to prepare Canadians for natural disasters
76% of Atlantic Canadians believe flood protection should be a priority for the federal government.
The online survey was conducted from December 21, 2023, to January 9, 2024, amongst a randomly-selected, reliable sample of N=1,500 adult (18+) Atlantic Canadians. The dataset has been weighted by the latest Census age, gender, and region statistics to be representative of the actual adult population of Atlantic Canada and its individual provinces. Online samples cannot be assigned a margin of error. However, as a guideline, a probability sample of N=1,500 carries a margin of error of ± 2.5%, 19 times out of 20.
January 15, 2024 – As the 2024 US presidential cycle kicks off with the Republican Iowa Caucus, a Pollara survey finds Canadians unsure how the upcoming US election will end. A similar share of Canadians expect President Biden to be re-elected (25%) as expect the return of President Trump (22%), but the majority either don’t know who is most likely to win (28%) or expect another Democratic (14%) or Republican (11%) contender to emerge and take the White House.
Canadians are largely negative about Trump, with nearly three times more feeling negative (63%) than positive (23%) emotions towards him. At the same time, Canadians are mixed on Biden, with a similar share feeling positively (41%) and negatively (42%) about him.
Younger Canadians are the most down on Biden and the most positive towards Trump. Indeed, a similar share of 18-34 year olds in Canada have positive feelings towards Trump (37%) and Biden (34%).
These findings mark the launch of Pollara’s syndicated study on the 2024 US Presidential election. In addition to providing monthly updates on how Canadians feel about the US election, we’ve partnered with Emerson College to provide subscribers with regular reports on polling among Americans. This will include polls and analysis on the primaries, presidential election, and key gubernational/state elections. Subscribers will also receive invites to exclusive seminars with experts at Emerson College.
January 8, 2024 — Canada’s longest running economic outlook tracking survey finds Canadians’ 2024 financial outlook among the most pessimistic Pollara has recorded over this poll’s 29 year history.
Lower inflation levels in 2023 did nothing to lower economic pessimism, as 82% of Canadians believe the country is in recession – virtually unchanged from last year. Furthermore, Canadians don’t expect 2024 to be any better, with 53% expecting Canada’s economy to worsen and only 15% expecting it to improve.
This pessimism can also be seen when people look at their personal finances. Close to half (46%) of Canadians expect to fall behind financially in 2024, while only 8% expect to get ahead.
This post-COVID economic malaise is being driven by the housing market and high interest rates. When asked to describe their personal finances, renters (65%) and mortgage holders (57%) are significantly more likely to say they are “worried” than homeowners who have paid down their mortgage (37%).
The public’s one ray of hope for 2024 is Canada’s job market. Only 19% of Canadians feel it is likely they or a family member will lose their job this year, the lowest level recorded since 2008.
December 28, 2023 —Pollara’s year-end poll shows the news stories Canadians paid the most attention to in 2023 were the war in Ukraine, wildfires across Canada, the conflict in Israel and Gaza, and the Bank of Canada raising interest rates. These were all stories that elicited negative emotions from at least two-thirds of Canadians.
When asked which stories they actively searched for news on in 2023, the top answers were:
The conflict in Israel and Gaza
26%
The war in Ukraine
24%
The Bank of Canada raising interest rates
22%
Wildfires across Canada
21%
Search for the Titan submersible
11%
Donald Trump’s indictments
11%
Oppenheimer and Barbie movies
9%
ChatGPT growing in popularity
9%
There are big differences between the types of stories searched for when comparing Canadians of different ages. Younger Canadians were more likely to search for news about Taylor Swift, Barbenheimer, ChatGPT, and interest rates, with older Canadians searching more for news about Trump and overseas conflicts.
December 17, 2023 – Canadians are less optimistic about the future of Canada’s middle class now than at any time over 9 years of tracking by Pollara Strategic Insights. Less than a third (31%) are optimistic about the future of Canada’s middle class, down over 20 points from 2020.
Canadian parents are increasingly pessimistic about their children’s future, as only half (52%) are confident their kids can be middle class (or higher) through hard work. Eight-in-ten (79%) Canadians agreed with this same statement in 2020.
This wave of Pollara’s Middle Class tracking study also finds:
77% feel that Canada’s middle class is shrinking, but the percentage of Canadians who self-identify as middle class has stayed consistent in recent years.
Eight-in-ten (78%) Canadians consider themselves middle class, including 39% of those earning less than $20,000, and 92% of those earning more than $150,000.
A majority of middle class Canadians are just getting by (43%) or are falling behind (15%) on their monthly expenses.
December 14, 2023 – Auto theft is a crisis right across Ontario, but Brampton residents are feeling it most acutely, according to a new Pollara Strategic Insights survey commissioned by Insurance Bureau of Canada (IBC). Notably, 78% of Brampton residents feel their community is facing an auto theft crisis.
“The auto theft crisis is creating unsafe communities – 73% of Brampton residents are concerned that their car will be stolen. And with good reason – the number of theft claims increased 133% between 2018 and 2022 and the cost of those claims skyrocketed nearly 400%. These increases outpace the province – which is already the worst in the country – by about an additional 20%,” says Amanda Dean, interim Vice-President, Ontario, IBC. “While we need a whole of society approach to solve this crisis, including all levels of government, insurers and auto manufacturers, there are steps you can take to deter thefts.”
Insurance Bureau of Canada (IBC) is the national industry association representing Canada’s private home, auto and business insurers. Its member companies make up the vast majority of the property and casualty (P&C) insurance market in Canada. For more than 50 years, IBC has worked with governments across the country to help make affordable home, auto and business insurance available for all Canadians. IBC supports the vision of consumers and governments trusting, valuing and supporting the private P&C insurance industry. It champions key issues and helps educate consumers on how best to protect their homes, cars, businesses and properties.
Pollara Strategic Insights conducted an online survey from October 13 to 27, 2023, among 1,603 randomly-selected adult (18+) Ontarians. Online samples cannot be assigned a margin of error. However, as a guideline, a probability sample of N=1,603 carries a margin of error of ±2.5%, 19 times out of 20. The margin of error is larger for sub-segments. The dataset has been weighted according gender, age, and region, to ensure sample reflects actual population of adult Ontarians.
In addition, IBC encourages drivers to follow Équité Association’s layered approach to auto theft protection, which consists of four categories: simple steps, anti-theft devices, vehicle immobilizers and tracking devices. And, IBC shares more information on how to solve the auto theft crisis at endautotheft.ca.
If you have a question about home, auto, or business insurance, contact IBC’s Consumer Information Centre at 1-844-2ASK-IBC.
December 12, 2023 – With the emergence of the COVID-19 pandemic in Spring 2020, Mental Health Research Canada (MHRC) launched a bi-monthly survey of Canadians, dedicated to measuring, understanding, and tracking the country’s mental health. Today, MHRC released the results of its 18th poll in the series, revealing that many Canadians (37%) are experiencing anxiety about financial matters due to the expenses associated with the holiday season. Designed, fielded, and analysed by Pollara Strategic Insights on behalf of MHRC, the national online survey of N=3,207 adult Canadians was conducted from November 1-16, 2023. Other key findings in the study include:
Nearly a quarter of Canadians (23%) are facing ongoing struggles with food and housing security, heightening anxiety over meeting rent or mortgage obligations.
Financial concerns continue to be a predominant factor influencing mental health, with two in five Canadians (41%) indicating the economic downturn has negatively impacted their mental health.
Canadians report record high access to mental health care (15%) – the highest levels since the advent of the COVID-19 pandemic “recovery period”. In-person mental health support is preferred by Canadians (46%), followed by hybrid approaches (26%), encompassing both virtual and in-person elements.
The prevalence of suicide ideation is alarmingly elevated among individuals experiencing financial challenges, with a staggering 42% reporting having thought about suicide in the past year.
Nearly half of Canadians have experienced a chronic pain issue – with half of those currently experiencing it. Reported use of opioid medications for chronic pain management has doubled over the last five years from 5% to 10%.
These, and other findings from this latest poll, are featured in a summary report and full report – both of which are free to view and download on the MHRC website. In addition, MHRC hosts a Pollara-managed interactive data portal, which allows Canadians to search, view, and interact with the tracking datasets from all waves of this ongoing series of surveys.
November 24, 2023 —The November edition of Pollara Strategic Insights’ Rage Index shows Canadians are angrier than at any other point since Pollara began tracking the Rage Index 15 months ago. Though anger towards governments is down slightly, this wave featured a record high 70% of Canadians who are angry or annoyed about the latest stories in the news.
Drilling down on that, the majority of Canadians feel negative emotions about the war in Ukraine (79%), the conflict in Israel and Gaza (78%), and the Canadian Parliament accidentally giving an ovation to a veteran who fought for Nazi Germany (70%).
The Rage Index also hit a record high 43% of Canadians angry or annoyed about their own personal financial situation. This appears driven by high interest rates, with twice as many mortgage holders annoyed or angry about their personal finances (48%) as home owners who have paid down their mortgages (24%).
The Rage Index also finds:
60% of Albertans angry or annoyed about Danielle Smith’s consultations to take Alberta out of the CPP, compared to just 17% who are happy or pleased.
More Atlantic Canadians pleased/happy (47%) than angry/annoyed (22%) about the Trudeau government exempting oil home heating from the carbon tax. However, negative sentiment outweighs positive sentiment in all other regions.
November 9, 2023 – A new survey conducted by Pollara Strategic Insights on behalf of the Indigenous Leadership Initiative reveals that the vast majority of Northwest Territories (NWT) residents support the core aspects of the Northwest Territories Project Finance for Permanence initiative currently being developed.
Support was nearly unanimous for some of the core elements expected to be included in the initiative, such as efforts to help NWT communities prepare for the growing risk of wildfires (99%), invest in economic opportunities that are also good for the land, water, and wildlife in the NWT (96%), and collaborate with Indigenous Governments to identify areas within the NWT to protect (94%).
The proposed Northwest Territories Project Finance for Permanence, known as the NWT PFP, is a collaboration led by Indigenous Governments partnering with the Government of Canada, the Government of the Northwest Territories, and private philanthropies that will fund the protection of lands, employ land managers, support Indigenous cultures, and foster economic diversification across the Northwest Territories. On October 11, 2023, all 25 partners signed a framework agreement outlining the terms and expected outcomes of the NWT PFP. Partners are now working towards a final agreement in the coming months.
Utilizing a landline and cellphone-based telephone survey methodology, Pollara surveyed a randomly-selected, representative sample of N=104 adult residents of the Northwest Territories between October 19 and 25, 2023. A sample of this size and design carries a margin of error of ±9.6%, 19 times out of 20. Some of the key findings include:
Resounding Support for the NWT PFP: Almost 9 in 10 (88%) NWT residents support the NWT PFP after reading a brief description of what it includes.
Vast majority say conservation generates economic prosperity: 83% of people surveyed say conserving lands in the NWT is a priority issue for them, and 84% agree that focusing on land protection will help economic growth and jobs in the NWT.
Most see the NWT PFP as good for the NWT economy: Investing in economic initiatives that sustain lands, waters, and wildlife was one of the most strongly supported aspects of the NWT PFP (96%). And nearly 7 in 10 NWT residents agree the NWT PFP will have a positive impact on the economic growth and development of the NWT.
More survey results can be found in the report, hosted on the Indigenous Leadership Initiative website.
The Indigenous Leadership Initiative (ILI) is dedicated to strengthening Indigenous Nationhood as a path to fulfilling the responsibility to care for lands and waters. ILI plays a convening role in the NWT PFP planning process, bringing partners together and hosting meetings. ILI will not receive funding from the PFP initiative. Instead, its role focuses on supporting partners’ collective vision, guided by Indigenous values, ambitions, and leadership.
October 30, 2023 – The high cost of housing is taking its toll on Canadians, with 37% very stressed by it. Housing pains are especially acute for those paying down a mortgage (42% very stressed) and renters (52% very stressed).
Indeed, only 18% of renters believe buying a home is attainable in their future. Even among renters with 6-figure household incomes, only 28% consider home ownership an attainable goal.
Faced with these stressors, the majority of Canadians (60%) support increasing housing density in Canadian cities. However, many are still reticent about the idea of increasing housing density where they live. When asked how they would feel about a single-family home on their block being converted into a triplex, just 20% would see it as a “good thing” while more than twice that would see it as a “bad thing”.
Those living on streets with both single-family and multi-family units are split evenly on how they would feel about a triplex conversion (good thing 27% / bad thing 25%), but those living on single-family home blocks are cool to the idea (good thing 17% / bad thing 50%). See the full details in our report.
October 25, 2023 – According to the second annual BMO Climate Institute Business Leaders Survey, the business impact of climate change is driving more business leaders to think about mitigation plans, especially in the United States. Based on a survey of 700 business leaders in the U.S. and Canada, once again conducted on behalf of BMO by Pollara Strategic Insights, the 2023 results reveal why companies are increasingly taking action, how they are thinking about climate risk, and the challenges and opportunities they face in their transition to net-zero.
Even though, as in 2022, concerns like inflation and interest rates (89%), labour shortages (76%), and supply chain bottlenecks (75%) continue to weigh heavily, business leaders are increasingly paying attention to climate change:
Nearly half (48%) of business leaders surveyed believe climate change is already affecting their businesses and even more (81%) anticipate it will affect their businesses in the next 5 years.
A third (32%) of businesses have a plan in place to address climate change – up 6 points from last year – and 35% are in the process of developing one.
U.S. business leaders (38%) are more likely to be moving forward with plans (up 10 points), compared to Canada where only 27% have a plan in place (up 3 points).
Though business leaders are slightly less confident in their ability to make a difference regarding greenhouse gas emissions, the survey identified actions believed to have the most impact:
76% of Canadian and U.S. businesses chose the use of renewable, compostable and recyclable resources.
61% chose tracking and managing supply chain emissions and cutting back on travel.
Over half (53%) chose the purchase of carbon credits, up 6 points from 2022, and an 8-point increase in Canada alone.
Many business leaders think governments and industries could provide more realistic policies to help. Industry policies continue to be perceived as more lenient by all businesses, especially in Canada where only 44% of businesses find them ambitious (10% too ambitious, 34% ambitious but achievable).
The majority (68%) of businesses leaders continue to believe that financial institutions could play a role in helping companies become more climate-friendly. 22% (28% in the U.S. and 15% in Canada) say they are already playing this role, with 46% saying there is more they need to do. Among the products and services available from financial institutions:
77% of leaders are interested in the ability to generate insights on how business can adapt and thrive in an evolving climate landscape.
77% are interested in financial premiums for meeting climate-related targets, including discounted loans, and higher deposit rates.
76% value more analysis on how climate change will affect their business.
75% are interested in a tailored suite of green advisory, investment and lending products and services to support climate-related investments.
74% are looking for an easier way to track greenhouse gas emissions.
67% are looking for help with carbon offsets and trading carbon credits globally.
The second annual BMO Climate Institute Business Leaders survey was conducted by Pollara among more than 700 business leaders (at companies with at least five employees) in the U.S. and Canada between August 3 and August 24, 2023. Since the inaugural survey in 2022, the scope of the research has expanded to include more companies of all sizes. For more details and insights from the study, see BMO’s press release and report.
October 18, 2023 – Five years after the legalization of cannabis across Canada on October 18, 2023, the public continue to largely accept legalization (72%), with 52% expressing outright approval, 20% ambivalent, and just 23% disapproving. These levels have remained steady since 2020. Notably, the current incidence of negative perceptions about cannabis is far below the more pessimistic public expectations held prior to legalization.
We now see 27% of Canadians reporting usage of cannabis in some form in the past 12 months – representing a 2-point increase from July 2022, a 9-point increase since March 2019 (five months after legalization), and a doubling of reported usage levels pre-legalization (+14 points). Although many Canadians feel that legalization has caused an increase in the number of cannabis users and usage frequency, this proportion is notably lower than the number of Canadians who expected such an increase prior to legalization.
Dry bud/flower remains the most frequently used format amongst past 12-month users, followed by edibles. However, when considering all formats used in the past 12 months – regardless of frequency – edibles are now slightly ahead of dry bud.
Eight-in-ten (82%) past 12-month users report buying legal, with two-thirds (65%) saying they only buy legal – a 7-point increase in legal buying since Nov 2022 and a 15-point increase since Mar 2021. One-in-ten (13%) report buying illegal – with 4% reporting that they buy illegal only, close to our Nov 2022 sounding.
Past 12-month users still tend to view legal prices as higher (36%) or the same (17%) as illegal prices, but perceptions of higher prices remain significantly lower than 2019-2021 and four-in-ten are currently unsure. For more details, see our report.
October 5, 2023 (Toronto) – The Investment Funds Institute of Canada (IFIC) and Pollara Strategic Insights today released the results of their annual Canadian Mutual Fund and Exchange-Traded Fund Investor Survey, which has tracked Canadian investor sentiments and behaviour since 2006.
The survey explores investor confidence, the value of advice, responsible investing (RI), sources of financial information, understanding of and satisfaction with statements, document delivery preferences, and the impact of inflation.
“The annual Pollara survey provides valuable insights to help us better understand what’s important to investors,” said Andy Mitchell, President and CEO, IFIC. “It is heartening to see that investors continue to place a great deal of confidence in advisors, especially during times of market volatility and uncertain economic conditions.”
“This survey gives us the opportunity to learn more about how investors respond to the ever-evolving environment,” said Lesli Martin, Senior Vice-President, Pollara Strategic Insights. “The data can help companies make the right decisions to best advise the investors they serve.”
Key findings
Satisfaction with advisors: Satisfaction with advisors remains very high for both mutual fund investors at 92 per cent and ETF investors at 91 per cent.
Advisor evaluation: Scores evaluating advisors increased from last year, with 77 per cent of mutual fund investors and 71 per cent of ETF investors saying advisors help encourage better savings and investment habits. In addition, 85 per cent of mutual fund investors and 80 per cent of ETF investors feel more confident in reaching their investment goals when working with an advisor.
Investor confidence: Confidence is still high, with 90 per cent of mutual fund investors and 91 per cent of ETF investors saying they are somewhat confident, confident, or completely confident in these investment products.
CRM2 statements: Fifty-six percent of mutual fund investors and 66 per cent of ETF investors report receiving and reading their annual fee and performance statements (CRM2 statements). New questions this year related to CRM2 revealed significant confusion about statement fees. Only 21 per cent of mutual fund investors and 26 per cent of ETF investors correctly state that some investment fees are not included in their annual fee statements.
Statement delivery: The vast majority of mutual fund and ETF investors prefer to receive all their investment statements electronically, citing easier management, reduced clutter, and lower environmental impact.
Responsible investing (RI): More mutual fund investors (39 per cent) and ETF investors (54 percent) are somewhat or very knowledgeable about RI compared to last year – an increase of seven per cent and four per cent, respectively.
Impact of inflation: Inflation continues to affect investors, but less than it did last year. Forty-four per cent of mutual fund investors and 39 per cent of ETF investors are investing less than usual due to inflation, representing five per cent fewer mutual fund and ETF investors who said this last year.
The samples for the 2023 survey were 4,121 mutual fund investors and 1,514 ETF investors.
The Investment Funds Institute of Canada is the voice of Canada’s investment funds industry. IFIC brings together approximately 150 organizations, including fund managers, dealers, professional and back-office service providers, to strengthen the integrity of the investment funds industry, foster public confidence in investment funds, and enable investors to achieve good outcomes. By connecting savers to Canada’s economy, our industry contributes significantly to Canadian economic growth and job creation. IFIC website
About Pollara Strategic Insights
Founded in 1980, Pollara Strategic Insights is one of Canada’s premier full-service research firms – a collaborative team of senior research veterans who are passionate about conducting research through hands–on creativity and customized solutions. Taking full advantage of their comprehensive toolbox of industry-leading quantitative and qualitative methodologies and analytical techniques, Pollara provides research-based strategic advice to a wide array of clients across all sectors on a local, national, and global scale.
Contact:
Christine Harminc Senior Manager, Communications and Public Affairs charminc@ific.ca 416-309-2313
Lesli Martin Senior Vice President, Public Affairs Pollara Strategic Insights leslimartin@pollara.com 416-707-9770
September 29, 2023 — As federal Liberal and NDP MPs work to finalize a bill this session on their joint commitment of national pharmacare coverage , Pollara Strategic Insights is releasing this comprehensive survey of how Canadians understand the idea of national pharmacare, where it ranks in their health priorities, and their preferences on the design of the program.
In short, Canadians are fair and compassionate. They want people who don’t have drug coverage to have it. They want the failings of the current health system addressed more urgently. And they believe that achieving universality through support for the underinsured is a better approach than reinventing the pharmacare wheel with an expensive, new government program.
September 27, 2023 – As the “Barbenheimer” phenomenon swept across Canada this summer, many Canadians were picking sides based on which movie they preferred. As the run for both movies wraps up, Pollara finds that while Barbie won the box office battle, more Canadians are likely to consider themselves part pf “team Oppenheimer”.
Overall, 27% of Canadian adults declare themselves as part of “team Oppenheimer” versus 20% for “team Barbie”. This is more a byproduct of what type of movie Canadians think they’d prefer than how they felt about the actual movies; among the 5% of Canadians who saw both movies this summer, 44% preferred Barbie and 42% preferred Oppenheimer.
Even politicians got in on the “Barbenheimer” craze, with a tweet from Prime Minister Justin Trudeau where he declared himself part of “team Barbie” drawing 43 million views. Despite Trudeau’s preference, Liberal voters are more likely to side with “team Oppenheimer” than “team Barbie”:
Team Oppenheimer
Team Barbie
Liberal voters
28%
17%
Conservative voters
34%
15%
NDP voters
23%
36%
Bloc voters
24%
13%
Green voters
35%
34%
PPC voters
19%
6%
This is a byproduct of demographics more than anything else, with the Liberals stronger among many of the groups preferring Oppenheimer: older Canadians, higher education voters, and immigrants. Meanwhile, NDP voters were more likely to prefer Barbie, largely due to their base of younger women. See the full details in our report.
September 20, 2023 — New polling from Pollara Strategic Insights conducted on behalf of the Greater Toronto Airport Authority (GTAA) shows 78% of travellers through Toronto Pearson Airport over the past 90 days are satisfied with their experience.
“After much public grumbling about lineups at airports across North America in the summer of 2022, travellers appear in a good mood about their experiences this year,” said Dan Arnold, Pollara’s Chief Strategy Officer.
Travellers through Pearson are over twice as likely to be satisfied rather than dissatisfied with all aspects of airport service tested, including the check in process, terminal facilities, and baggage claim.
This improved airport experience is partly being driven by increased usage of new digital tools at the airport, including a live wait times dashboard, interactive digital maps, and YYZ Express. At least 78% users of these digital tools report a good experience, and the majority of users say they are likely to use them again.
September 18, 2023 – Fresh polling by Pollara Strategic Insights offers a reminder of how disconnected most Canadians are from federal politics, with just 57% of Canadians able to name the leader of the federal Conservative Party and only 40% able to name a member of the federal cabinet.
Though Poilievre has risen in the polls in recent months and is airing a multi-million dollar advertising campaign, over four-in-ten Canadians were unable to name him top-of-mind on an open-ended survey question. This includes over one-in-four (28%) Conservative voters who are unable to name him.
This lack of familiarity is not unique to Poilievre. Rather, it reflects that most Canadians do not follow federal politics closely. Indeed, awareness of federal Cabinet Ministers is even lower, with the majority of Canadians unable to identify a single minister.
Chrystia Freeland was, by far, the most widely named minister (30%), followed by Melanie Joly (15%) and Anita Anand (7%). No other ministers were named by more than 5% of survey respondents nationally, though some have regional profile.
September 14, 2023 —The September edition of Pollara Strategic Insights’ Rage Index shows Canadians are angrier than at any other point since Pollara began tracking the Rage Index 13 months ago. This wave also sees record high levels of anger towards the federal government, with 58% either angry or annoyed.
This is being driven by record levels of anger towards the Canadian economy. Economy angst is felt most among Canadians 18-34, with 71% of them annoyed or angry about the economy, significantly higher than any other age group. The housing market is a major pressure point for them, with eight-in-ten (81%) young people annoyed or angry – including 49% who are very angry.
“Young Canadians are the driving force behind this record-high level of anger, and it’s largely due to the housing market” said Dan Arnold, Pollara’s Chief Strategy Officer. “When young people can’t live the same life their parents enjoyed, it’s natural this would lead to frustration.”
While housing pressures are especially acute among young people, inflation is a source of anger for nearly all Canadians. Even though the rate of inflation is significantly lower, the share of Canadians angry about inflation is higher than a year ago.
The Rage Index also found that seven-in-ten (69%) Ontarians are angry or annoyed about Doug Ford’s plan to rezone parts of the greenbelt for housing, up 8 points from December 2022. Only 17% of PC voters are pleased or happy about the plan.
September 8, 2023 – Today, Mental Health Research Canada (MHRC) released the results of the latest in-depth survey designed, executed, and analysed on their behalf by Pollara Strategic Insights. This is the 17th survey conducted for MHRC since the beginning of the COVID-19 pandemic, in order to monitor, track, and understand Canadians’ mental health during and beyond this crisis.
This latest study reveals that financial concerns remain a major factor driving negative mental health among Canadians, especially among those who are facing financial and/or cost of living challenges. Among the key findings:
39% of respondents feel economic issues are impacting their mental health.
Suicide ideation among Canadians experiencing financial challenges is alarmingly high, with 41% reporting having thought about suicide in the last year.
The impacts of inflation are affecting Canadians, with 24% reporting having gone into debt as a result.
Housing and food insecurity remains high, with 23% of Canadians concerned about their ability to make rent or mortgage payments, and 37% struggling to feed themselves or their families.
When it comes to accessing mental health care, 29% (+11 vs. previous polls) of Canadians cite an inability to pay as the reason for not doing so, despite needing it. Nevertheless, there has been an increase in Canadians paying for mental health services out of pocket (+7 vs. May 2023) due to not having sufficient coverage.
The online survey was conducted from July 27 to August 13, 2023 amongst a randomly-selected, reliable sample of N=3,819 adult Canadians.
For more detailed findings from this survey, please read the report. In addition, in collaboration with Pollara, MHRC hosts an interactive, easily searchable Data Portal, which tracks the data captured in this series of surveys. MHRC has also released a series of research briefs that provide an in-depth investigation of specific issues and population cohorts in this survey series. All of these materials and more are hosted on the MHRC website.
July 13, 2023 — The latest horse race polling from Pollara shows the Conservatives leading the Liberals 32% to 30% among decided voters, with the NDP in third at 21%. These figures are largely in line with 2021 election results, and have been stable over the past 8 months of polling.
The Liberals lead in each of the four Atlantic provinces, while the Conservatives lead in each of the four Western provinces. The Liberals lead the Conservatives by 2 points in Ontario, despite some erosion of their support in the GTA. Meanwhile in Quebec, the Bloc lead the Liberals by 5 points.
This survey used a larger than normal sample size of 7,001 eligible voters, allowing for a far more granular look at vote demographics than is usually available. This includes a deep dive analysis on the nuances of the “youth vote” and “racialized voters”. See the methodology and full findings in our report.
July 12, 2023 —A new study by Pollara shows Canadians place a high level of trust in national news networks like CTV, Global, and the CBC, and in major print publications like The Globe and Mail, The National Post, Maclean’s, and The Toronto Star.
On the other end of the spectrum is FOX News, which is trusted less than even The Beaverton, a satirical news outlet.
Though Canadians are largely trusting of major Canadian media outlets, there is a partisan divide, with Liberal voters more trusting than Conservative voters of most major news outlet. Even The Weather Network is not immune to this, with Liberal voters significantly more trusting (81% trustworthy / 9% untrustworthy) of it than Conservative voters (70% trustworthy / 18% untrustworthy).
15% of workers in public sector unions say their wages are keeping up with inflation
36% of investors are thinking about investing less money or cashing out investments because of inflation
38% of Canadians are very stressed by the cost of food at the grocery store, the highest cost-of-living pressure
59% of Canadians expect the rate of inflation to increase over the next few months
78% of parents are spending less money on vacations this year because of inflation
These are just some of the findings from research conducted by Pollara on a national June survey. These figures show that, even though inflation rates have eased, Canadians are still feeling inflation. Moreover, the higher interest rates introduced to fight inflation are causing other ripple effects throughout the economy.
Pollara’s new quarterly syndicated study, Inflation Pressure Points, explores how economic perceptions are evolving and the behavioural impacts this new economic outlook is having on investment and consumer habits in various sectors.
Each wave of this study will feature deep dives on topics such as interest rates, financial services, and travel. Subscribers will also receive 2 custom questions each wave, to understand more directly how your organization and the issues you deal with are being impacted by the public’s rapidly shifting economic outlook.
June 25, 2023 —The June edition of Pollara Strategic Insights’ Rage Index shows the mood of Canadians continuing to improve, with the Rage Index falling 5 points since December.
This decline in anger has been primarily concentrated among men, leading to the largest gender gap recorded on the Rage Index over the past year, with women significantly angrier than men. This gap is especially pronounced when it comes to feelings towards the Canadian economy (60% of women frustrated/angry vs. 46% of men) and their personal financial situations (41% of women frustrated/angry vs. 32% of men).
“The ongoing economic pressures of inflation are hitting women harder than men.” said Dan Arnold, Pollara’s Chief Strategy Officer. “We don’t see high intensity anger among women yet, but there’s widespread frustration.”
This wave of the Rage Index looked at topical issues, including reports of Chinese interference, the NHL’s Stanley Cup playoffs, and government subsidies for EV plants. Feelings towards the later are mixed – in Ontario, more feel positive than negative about these subsidies (31% pleased/happy vs. 27% annoyed/angry), but feelings skew negative in Quebec and the Prairies. See the full details in our report.
June 20, 2023 — New polling from Pollara Strategic Insights conducted on behalf of the Greater Toronto Airport Authority (GTAA) shows 75% of travellers through Toronto Pearson Airport over the past year are satisfied with their experience.
“Despite news coverage of airport lineups last summer and winter storm delays over the holidays, most Canadians who have travelled through Pearson feel good about their experience,” said Dan Arnold, Pollara’s Chief Strategy Officer.
When Canadians are asked how they feel about Toronto Pearson Airport, impressions run neutral to positive, with over three times more people feeling positive (38%) than negative (11%) toward the airport. Among those travelling through Pearson over the past year, positive sentiment runs 17 points higher, with no increase in negative feelings.
These positive feelings by Pearson visitors are partly being driven by increased usage of new digital tools at the airport, including a live wait times dashboard, interactive digital maps, and YYZ Express. At least eight in ten users of these digital tools report a good experience, and the majority of users say they are likely to use them again.
These findings come from an online survey of 2,000 adult Canadians conducted from April 19 to 27, 2023. See the full findings and survey methodology in our report.
May 16, 2023 – Nine-in-ten Canadians feel that people are quitting the country’s workforce due to stress and burnout, according to the latest Canadian Household Perspectives survey conducted by Pollara Strategic Insights for The Prosperity Project. The sixth survey in this series of groundbreaking research reveals that, for most, the reasons cited are work-related – that is, feeling stressed, being underpaid, or not getting enough support. And, women are notably more likely to consider taking a step back from work.
More than three-quarters (77%) of women say they have considered quitting their jobs over work-related issues, compared to 66% of men.
“The immediate health threat from COVID-19 may have abated, but the economic threat is still very real,” said Julie Savard-Shaw, Executive Director of The Prosperity Project, a registered charity created to ensure Canadian women are not left behind in the COVID-19 recovery.
On behalf of The Prosperity Project, Pollara Strategic Insights conducted the online survey from April 3 to 11, 2023, among N=1,001 adult (18+) Canadians. This dataset mainly includes men and women who are currently working and some recent retirees that have retired since 2020 onwards. It also includes some who are unemployed or stay at home/care for family. The dataset is weighted as per the profile of these Canadians by age, gender within regions to be representative of the proportions of this population. Online surveys do not permit the application of a margin of error. However, as a guideline, a probability sample of N=1,001 carries a margin of error of ±3.1% nineteen times out of twenty.
A key theme in the 2023 survey was attitudes and perceptions around workplace advancement as the pandemic recovery progresses. Nearly six-in-ten employed Canadians (59%) are looking to change their job levels to a more senior role, with about three quarters (76%) being optimistic about this move. Men are notably more ambitious (64%) regarding the move to a senior role compared to women (55%) and are slightly more optimistic about it (78% of men versus 75% of women). Conversely, 7% of those employed – 9% of women and 5% of men – have taken or are considering taking a step back from their work. Women are more stressed about handling a senior role, while men are more concerned about getting paid enough for the amount of hours they put in.
“For women to accept a senior role, they need more flexible working options such as hours or location, they need to be valued as a team member and they need mentoring and affordable education and training options. Employers need to recognize and understand the stresses people are feeling, and adjust to keep our workforce robust,” Savard-Shaw said. “A practical work-home balance, particularly for women with added burdens such as childcare, is critical to both retention and advancement,” Savard-Shaw noted.
Other highlights from the poll:
Burnout
90% of Canadians believe that burnout is prevalent in the Canadian work force. A third (32%) feel that many people are quitting their jobs due to burnout, 46% feel that this is happening occasionally, and 11% feel it is happening but rarely.
Notably, 71% of Canadians have at least considered quitting their jobs due to burnout or stress – 32% report actually quitting, while the remainder have at least thought of it. Women are more likely to say they quit their jobs because of stress or burnout than men (39% vs. 25%), and are also more likely to think of quitting their jobs at least occasionally than men (38% vs. 30%).
Most of the reasons for considering taking a step down are related to job stress (51%), not feeling appreciated for the amount of work they put it (42%) or not getting enough support at work (29%). Although the reasons are similar among men and women, women are more likely to experience work related stress than men (57% vs. 43%), are more likely to not feel appreciated at work (49% vs. 33%) and are more likely feel they don’t have enough support at work (35% vs. 22%).
Some decided to prioritize themselves (34%), with women more likely to take this step than men (37% vs. 28%). A majority see those who prioritize themselves over work as positive affirmative action (83%) and don’t see stepping down as a sign of weakness (72%). That said, men are more likely than women to see this as a sign of weakness (28% vs. 19%).
Working women find it more difficult to manage their households and work responsibility than working men (53% vs. 42%).
Childcare is a key concern. Mothers of kids under 13 years have considered quitting much more often than the fathers (80% vs. 63%) – among them, four-in-ten (41%) say they have left a job, compared to 24% of the fathers. Almost one-fifth of women specifically work hours that allow them to handle the childcare as well as work (17% vs. 6% of men). More than a third of working mothers (35%) say it is very difficult for them to arrange for childcare.
Compensation/Promotion
Women are more likely to feel that they are not being fairly compensated because of their gender (46%) than men (30%). They are also more likely to feel that their colleagues are not fairly compensated because of their gender (29% women vs. 18% men).
Employed BIPOC Canadians are much more likely to feel they are not fairly compensated (31%) and that their colleagues are not fairly compensated (28%) because of their racial identity compared to employed Caucasian Canadians (18% and 15% respectively). Similarly, 35% feel they have been passed over for a promotion or feel a colleague was passed over for a promotion (27%) because of their ethnicity compared to White Canadians (14% and 18% respectively).
While salary remains the most important factor to consider when moving to senior role for both men and women, there are a few subtle differences between other priorities: working women are more likely to want work flexibility in terms of hours and location (25% vs. 20% men), to be seen as a valuable member of the team (22% vs. 14% men) and to be able to take the allotted vacation time off (21% vs. 16%).
May 11, 2023 — A new survey by Pollara Strategic Insights explores Canadians’ familiarity and feelings with terms and concepts often associated with the culture war, which has been raging in recent years across the United States, and recently in Canada.
The term woke is often at the centre of this, with many conservative politicians using the word derisively. The three-in-four (75%) Canadians who have heard the term before are mixed towards it: 31% feel being woke is usually bad and 16% feel it is usually good, while the majority hold mixed opinions.
Only 25% of Canadians consider themselves woke, though this figure rises to 38% among younger women and 35% among younger men. The term is politically charged, with half (50%) of NDP voters and one-third (33%) of Liberal voters considering themselves woke, compared to 17% of Conservative voters. And while 63% of Conservative voters feel the Prime Minister is “too woke”, only 16% of Liberal voters feel this way.
While views on being woke are mixed, Canadians are generally positive towards Black Lives Matter, pride flags, feminism, and the #MeToo movement. They are largely negative towards defund the police and cancel culture.
March 31, 2023 – About 3 years after the first COVID-19 lockdown began, Pollara Strategic Insights today released a new research report detailing Canadians’ views and experiences regarding the COVID-19 pandemic. The report also includes public assessments of the government responsiveness during the pandemic and government preparedness for another, future pandemic.
In terms of the health impact of COVID, more than half (55%) of adult Canadians report catching COVID-19 over the past 3 years – with 43% testing positive and 13% believing they have caught it (without confirming via test). Those who report catching COVID in the past 3 years are far more likely to say they have caught it once (68%) than multiple times (22%). And, half say their symptoms were mild while a quarter say their symptoms were severe.
Notably, 1-in-10 (9%) of those who have caught COVID say they have been diagnosed with (3%), or believe they have (6%), Long COVID.
Two-thirds of Canadians still wear a face mask to protect themselves at least some of the time – just 34% say they never wear a mask
Turning to the relationship impacts of the pandemic, about one-in-five Canadians report having lost a family member or friend who died due to COVID. 7-in-10 feel Canada is more divided since the pandemic, and a quarter – or almost 10 million Canadians – have stopped talking to a friend or family member over COVID-related disagreements.
When considering the job done by governments responding to the pandemic, 6-in-10 feel the federal government did a good job overall, and 7-in-10 feel the same about the job done procuring vaccines for Canadians.
Less than half of the residents of Alberta (39%), Manitoba (41%), Saskatchewan (48%), and Ontario (49%) feel their provincial governments did a good job managing the pandemic, whereas clear majorities (62-82%) in the other provinces approve of the job done by their provincial governments.
Looking towards the future, three-quarters of Canadians believe there will be another pandemic in the next 20-30 years. However, only four-in-ten feel federal and provincial governments are currently prepared for it.
March 27, 2023 —The March edition of Pollara Strategic Insights’ Rage Index shows that Canadians who spend more time on social media tend to be angrier, with heavy users of social media scoring 6 points higher on the Rage Index than non-users.
This is having an impact on the way Canadians use social media, with over one-third (35%) of Canadians saying they have quit a social media platform due to the angry or toxic tone. Notably, half (49%) of women 18-34 have quit a platform due to the tone.
Facebook and Twitter are the focal points of online rage, as the users of these platforms feel significantly angrier when using them than the users of other platforms. Moreover, 17% of Canadians report having quit Facebook due to the tone there and 12% of Canadians report having quit Twitter.
Meanwhile, Canadians generally report feeling happy or pleased when they’re on Instagram and TikTok. This bodes well for the long-term viability of these platforms, as the latest edition of Pollara’s SocialScape shows usage of these platforms on the rise, especially among the younger female demographic who are most turned off by online anger.
February 23, 2023 – Today, Mental Health Research Canada (MHRC) released the results of the latest in-depth survey designed, executed, and analysed on their behalf by Pollara Strategic Insights. This is the 15th survey conducted for MHRC since the beginning of the COVID-19 pandemic, in order to monitor, track, and understanding Canadians’ mental health during this crisis and beyond.
In our recent waves of research for MHRC, we saw mental health indicators improve. However, this new piece of research sees levels of high anxiety (10%), depression (8%), and not coping well with stress (14%) remain constant compared to our last data collection in November 2022. Future polls will validate whether this is indicative of a new normal for Canadians, or the result of transitional changes, such as a seasonal impacts or the state of the economy.
The online survey was conducted from January 23 to February 6, 2023 amongst a randomly-selected, reliable sample of N=3,238 adult Canadians.
The poll reveals some positive trends, such as high levels of happiness (81%) and hopefulness (64%) and a slight increase in the number of Canadians accessing mental health services in the past year. However, the poll also reveals a number of items of concern:
A quarter of Canadians are feeling exhausted and burnt out (24%, and higher among the unemployed and students).
A disproportionate level of mental health challenges faced by 2SLGBTQIA+ Canadians, including self-rated anxiety, depression, and resilience indicators.
While half of Canadians indicate that inflation is not having a negative mental health impact on them, those whose mental health has been affected by inflation are showing significant signs of worsening mental health, in terms of higher anxiety (33%), depression (32%), difficulties handling stress (30%), suicide ideation (31%), and alcohol (23%) or cannabis (22%) dependency.
We’ve also noted increases in similar negative mental health indicators in parents of children under the age of nine.
For more detailed findings from this survey, please read the report. In addition, in collaboration with Pollara, MHRC hosts an interactive, easily searchable Data Portal, which tracks the data captured in this series of surveys. MHRC has also released a series of research briefs that provide an in-depth investigation of specific issues and population cohorts in this survey series.
February 2, 2023 — New polling from Pollara Strategic Insights shows Canadians conceptually support safe injection sites, but are more hesitant about one potentially opening in their community. While 62% of Canadians feel that safe injection sites save lives and 51% support governments funding them, only 41% would support a safe injection site opening in their community.
Quebecers are the most supportive of governments funding safe injection sites (58%), and are the most open to one opening in their community (53%).
There is a partisan skew on this issue, with around two-thirds of Liberal, NDP and Bloc voters supportive of safe injection sites, compared to one-third of Conservative and PPC voters.
January 23, 2023 — Pollara Strategic Insights’ poll of Canadians shows no consensus on who Canada’s Greatest Prime Minister was, though Pierre Trudeau (11%) and Stephen Harper (10%) picked up the most votes.
Both Trudeau and Harper are polarizing figures, as Trudeau was the choice of 23% of Liberal voters but few Conservatives, and Harper was the choice for 26% of Conservatives but hardly anyone else.
Trudeau and Harper are followed on the list by John A. Macdonald (6%), Brian Mulroney (6%), Jean Chretien (5%), Lester B. Pearson (5%), and Justin Trudeau (5%). Meanwhile, long-serving PMs like Wilfrid Laurier (3%) and Mackenzie King (2%) who predated most Canadians alive today were largely overlooked.
Regionally, Pierre Trudeau topped the list in most provinces, with Harper in front in Alberta and Saskatchewan, and Mulroney chosen most by Quebecers.
January 11, 2023 — Pollara’s annual Economic Outlook study finds the public the most pessimistic about the Canadian economy and their personal finances they have been since the 2008 financial crisis. On many questions, we see levels of negativity only reached a few times over the 28 years this study has been fielded.
As we head into 2023, over eight-in-ten (83%) Canadians feel the country is in a recession, a 17-point increase from last year, and the highest level recorded since 2009.
This pessimism can also be seen when people look at their personal finances. The percentage of Canadians who feel they are “losing ground” financially has jumped from 25% last year to 38% this year. The biggest cost of living expenses driving this are the cost of food (46% say it’s a major source of stress), housing expenses (34%), and the cost of gas (30%).
Amidst these cost of living pressures, when looking ahead to 2023, half (50%) of Canadians expect their household income will fall behind the cost of living – a high only reached once during the 28 years of Pollara’s Economic Outlook study.
The public’s one ray of hope for 2023 is Canada’s job market, which ended the year with low unemployment levels. Only two-in-ten (20%) Canadians feel it is likely they or a family member will lose their job this year, the lowest level recorded since 2008.
December 21, 2022 – Today, Pollara Strategic Insights released an updated report for the 5th edition of SocialScape – Canada’s definitive measurement of social media, messaging, and videoconferencing platform usage patterns. Although SocialScape 2022 was released two months ago, recent anecdotal reports of Twitter account cancellations occurring in the wake of Elon Musk’s purchase of Twitter prompted us to conduct a short follow-up survey in order to update Twitter membership and usage data in the report. Ultimately, we found no evidence of a significant post-Musk exodus of members, as recent anecdotes may suggest, but reading and posting activity amongst members has reduced noticeably from August to December 2022. Some of the key findings in SocialScape 2022 include:
90% of Canadiansare social media users.
Facebookand Instagram continue to be the top social media platforms used in Canada. Notably, newer platforms, like TikTok and Discord,have quickly entered the top 10 social media platforms in Canada.
Many platforms have somewhat lower membership figures in 2022 compared to 2019, with the exception of Instagram and Reddit. Although Twitter recorded a steady, gradual increase in membership from 2016 to 2019, membership numbers declined notably by August 2022 – and continued to do so following Elon Musk’s purchase and assumption of the CEO position. However, as mentioned above, there is no evidence of a significant post-Musk exodus of members.
As in 2019, social media users spend 6 hours per week on social media, on average – with browsing far more prevalent than posting content.
Social media continues to be a tool that helps people stay connected with family and friends. However, it is also considered a medium that allows the spread of conspiracy theories and fake news and fosters hate and violence. And, privacy concerns remain high, with few trusting social media to keep their personal information private.
Turning to messaging platforms, 94% of Canadians use at least one. Three-quarters use basic SMS or MMS texting or (Facebook) Messenger – by far the most-used messaging platforms. iMessage and WhatsApp are used by two- fifths. While these four platforms see an uptick in usage, other older platforms such as Skype, Android Messages, and Google Chat see a significant drop in usage.
And, turning to our new entry in SocialScape, 82% of Canadians use at least one video conferencing platform. Zoom is – by far – the most widely-used platform, followed by Facetime and Microsoft Teams.
December 19, 2022 — Just in time for the festive season, Pollara Strategic Insights today released the fourth edition of our Rage Index, with the level of overall rage and anger reaching a new high.
Despite Canadians expressing a high level of happiness about the holidays, they are also feeling angry about inflation and new, controversial plans by provincial governments in Alberta and Ontario. Despite falling gas prices, Canadians are angrier about inflation today than they were during the summer. This may be a partially responsible for the overall Rage Index score hitting a new high this month, rising from October’s high of 15% to 18% this month.
Within the provinces, a majority of Ontarians have express negative emotions about Premier Ford’s plan to rezone parts of the Greenbelt (62%), and the majority of Albertans have negative feelings about Premier Smith’s Sovereignty Act (52%).
Looking more broadly, Canadians are three times more likely to be angry (32%) than happy (11%) about Tesla and SpaceX CEO Elon Musk buying Twitter. Of course, most Canadians are ambivalent about this development – a good reminder that Twitter is not real life.
Despite all of these sources of anger, Canadians can still smile when they look ahead to the holidays. A majority (55%) are happy or pleased about the festive season, whereas just 12% are annoyed or angry.
December 15, 2022 — Pollara Strategic Insights’ new report, “30 Years of Perspective”, revisits polling questions we first asked in 1992, to show how Canadians’ priorities and feelings have evolved over the past 30 years.
On many topics, we see dramatic shifts. With our population aging, “healthcare” and the “Canada Pension Plan” were identified as the two areas where Canadians most want to see government spend more money today. This is a significant change from 1992, when neither of these issues cracked the top 5 spending priorities. Then, high unemployment rates pushed “job creation programs” and “incentives for businesses to create jobs” to the top of the list.
Priorities for Additional Spending 1992
Priorities for Additional Spending 2022
Job creation programs (spend more 74% / spend less 9%)
Health care (spend more 74% / spend less 3%)
Incentives for businesses to create jobs (72% / 10%)
Canada Pension Plan (53% / 4%)
Environmental protection (67% / 6%)
Environmental protection (46% / 14%)
Post-secondary education (63% / 7%)
Research & Development (31% / 10%)
Research & Development (60% / 9%)
Small business assistance (31% / 11%)
Despite recent rhetoric about declining trust in the performance of government institutions, Canadians actually feel better about the federal government today than they did in 1992. Perhaps this is not surprising given the unpopularity of Prime Minister Mulroney in 1992, but we find that Canadians now feel better about all three levels of government, and the federal civil service. Context is everything on this question. In 1992, governments were in the midst of an extended period of constitutional bickering. More recently, Canadians saw governments spring into action and make a real difference in their lives during COVID.
The two organizations taking the largest reputational hits over the last 30 years are airlines (favourables down from 41% to 21%) and grocery chains (favourables down from 68% to 45%). However, Canadians now feel better about labour unions (favourables up from 18% to 38%) and teacher federations (favourables up from 30% to 42%).
In other areas, the consistency of public opinion is surprising: Canadians are nearly as trusting of the media today as they were in an era before Substack and Twitter, when newspapers and the evening newscast was king. This may be a surprising result given today’s widespread chatter about distrust in mainstream media, but there is a difference in who trusts the media now compared to 30 years ago. While younger Canadians trusted the media more in 1992, today it is older Canadians who trust them more.
December 14, 2022 – Today, Craig Worden and Mubashera Kothawala presented fresh Pollara Strategic Insights data at the Cannabis Insights Forever conference. The presentation provided a sneak preview of the areas of exploration in our upcoming subscription-based syndicated study Growing Green. Launching in February 2023, this study will be dedicated to testing the impact of a range of market, regulatory, product, retail, and brand levers upon current and potential cannabis users’ legal purchase patterns. Today’s presentation was primarily devoted to answering the question of whether lower prices and higher THC purchase limits can persuade illegal cannabis buyers to go legal.
Notably, past 12 month cannabis users are more likely to believe that legal prices are higher than illegal prices by a 2-to-1 margin (36% higher vs. 15% lower) – although almost half feel that pricing is about the same (21%) or are unsure (27%). Amongst Canadians who admitted to buying cannabis illegally in the past 12 months, six-in-ten (62%) indicated they would buy legally more often (25%), exclusively (26%), or for the first time (11%) if legal pricing was reduced by twenty percent. The impact was about the same for a twenty-five percent price reduction, but notably higher (70%) if prices are reduced by 30%. Lower price reductions of five percent (50%), ten percent (54%), and fifteen percent (59%) saw smaller, but not insignificant, proportions of illegal buyers increase their participation in the legal market.
Of course, in order for Canada’s cannabis companies to be financially able to reduce pricing, they would likely need to see a reduction in excise duties/taxes placed on their products by federal and provincial governments. On this front, half of general population adult Canadians express support for governments reducing their hidden taxes on cannabis products when presented with reasoning and arguments in favour of this proposal.
Turning to THC purchase limits, significant proportions of illegal cannabis buyers indicate they would increase their legal purchases if the THC limit on edibles was increased from 10mg to 100mg per unit (56%), if the THC limit on edibles was increased from 10mg to 100mg per container (53%), if the THC limit on edibles was increased from 10mg to 1,000mg per container (57%), and if the THC limit on drinkables, capsules, and vape pens was increased from 10mg to 100mg per unit (50%).
Moreover, half (54%) of illegal cannabis buyers indicated they would go legal more often if the purchase limits on drinkables were changed to be based on THC content instead of product weight, allowing them to buy more drinkables at the time of purchase than is currently allowed.
Our upcoming Growing Green syndicated study will explore these topics and more, amongst a large N=2,500 sample of legal and illegal cannabis users. Stay tuned for our study prospectus. If you have any questions about this presentation or interest in subscribing to Growing Green, please contact Craig or Mubashera.
September 30, 2022 —Pollara Strategic Insights’ second edition of the Rage Index shows Canadians’ mood improving after a summer of frustration, with the percentage of Canadians annoyed or angry across our tracking questions down 5 points this month.
One topic at the centre of high profile outbursts of rage over the past year is vaccine mandates. However, this poll shows only 23% of Canadians are annoyed or angry by the mandates – while nearly twice as many (43%) are pleased or happy with them. However, the mandates are a highly politicized issue, with three-in-ten Conservative voters and over seven-in-ten PPC voters very angry about them:
While the mandates themselves are not a source of widespread anger, they may be leading to increased frustration among Canada’s unvaccinated. This edition of the Rage Index finds that unvaccinated Canadians are significantly angrier about nearly all topics polled, with the majority of them annoyed or angry about the federal government (71%), provincial government (64%), Canadian economy (68%), personal financial situation (52%), and the types of changes happening in Canada (63%).
One topic generating significantly more widespread anger this month than vaccine mandates is the firing of Lisa LaFlamme. This news story has struck a nerve among women over 50, with 36% of them very angry and another 29% annoyed or moderately angry. Strikingly, this is as big a source of anger for women over 50 as inflation or delays in the healthcare system.
September 29, 2022 – Pollara’s 2022 Canadian Telecom Sentiment Report shows a majority (59%) of Canadians are annoyed or angry about telecom companies, ranking ahead of insurance companies (51%), airlines (45%), real estate companies (41%), banks (41%), and grocery stores (40%).
Price is driving much of this negativity, as two-thirds (66%) of Canadians say their cell phone bill would be “unaffordable” if it rose by 10%. Moreover, telecom bills trail only groceries and gas as the cost of living bills that make Canadians angriest:
When asked about other Telecom irritants, the majority of Canadians report being annoyed or angry at companies who try to upsell them (63%), hidden fees (59%), and locking phones to networks (57%). Close to half are also upset about fees for going over their data limit (49%), their monthly bill (48%), and roaming charges (48%).
These findings come from the 2022 Canadian Telecom Sentiment Report, conducted by Pollara on behalf of Globalive. The survey was fielded online between September 2nd and 12th, 2022, among 3,105 Canadians 18 years and older. A probability sample of this size would carry a margin of error of ± 1.8%, 19 times out of 20.
For a detailed summary of the findings from this survey, please see our report . For Globalive’s commentary on the survey, you can read their press release.
October 3, 2022 (Toronto) – The Investment Funds Institute of Canada (IFIC) and Pollara Strategic Insights today released the results of their annual Canadian Mutual Fund and Exchange-Traded Fund Investor Survey. The annual survey has tracked Canadian investor sentiments and behaviour since 2006.
The survey this year expanded its focus on the value of advice and investor responses to annual fee and performance statements and added a component investigating the impact of inflation on saving and investment. The survey also had additional questions relating to responsible investing, including perceived impact on returns, sources of information, and interests in specific focus areas.
“The Pollara investor survey has become an increasingly valuable tool to test regulatory assumptions about the value of advice and to better understand how investors view advice,” said Paul Bourque, President and CEO, IFIC. “We are particularly pleased to see that the vast majority of investors feel that the advice they receive is worth the fees, and that investors feel more confident about reaching their investment goals when using a financial advisor.”
“This survey gives us the opportunity to learn about how investors respond to the ever-evolving economic environment,” said Lesli Martin, Vice President, Pollara Strategic Insights. “In a year of rising inflation, it was particularly interesting to learn more about how investors have reacted and responded.”
This year, the survey moved to an online-only format. The samples for the 2022 survey were 4,045 MF investors and 1,503 ETF investors.
Key Findings:
For mutual fund investors, confidence their product will help them achieve financial goals is at 88%, and for ETF investors, confidence is at 91%.
Nine in ten mutual fund and ETF investors are satisfied with their advisors.
Eight in 10 mutual fund investors agree that advice is worth the fees and they would not want to handle investments on their own, an increase by two and three points respectively. Seven in 10 ETF investors would not want to handle investments on their own, an increase by seven points.
80% of mutual fund investors and 73% of ETF investors believe that they get a better return on investments due to their financial advisor.
84% of mutual fund and 78% of ETF investors feel more confident that they will reach their investment goals when using a financial advisor.
Two-thirds of investors remember receiving their annual fee and performance (CRM2) statements, and 56% of mutual fund investors and 63% of ETF investors report reading their statements.
25% of investors currently own responsible investments, and a majority who do not currently own responsible investments report they may include these investments in their portfolio in the future.
Inflation has had an impact on investing with half of investors saying they are investing less than usual
The Investment Funds Institute of Canada is the voice of Canada’s investment funds industry. IFIC brings together approximately 150 organizations, including fund managers, dealers, professional and back-office service providers, to strengthen the integrity of the investment funds industry, foster public confidence in investment funds, and enable investors to achieve good outcomes. By connecting savers to Canada’s economy, our industry contributes significantly to Canadian economic growth and job creation. To learn more about IFIC, please visit www.ific.ca.
About Pollara Strategic Insights
Founded in 1980, Pollara Strategic Insights is one of Canada’s premier full-service research firms – a collaborative team of senior research veterans who are passionate about conducting research through hands–on creativity and customized solutions. Taking full advantage of their comprehensive toolbox of industry-leading quantitative and qualitative methodologies and analytical techniques, Pollara provides research-based strategic advice to a wide array of clients across all sectors on a local, national, and global scale.
For more information, please contact:
Pira Kumarasamy Senior Manager, Communications and Public Affairs pkumarasamy@ific.ca 416-309-2317
Lesli Martin Senior Vice President, Public Affairs Pollara Strategic Insights leslimartin@pollara.com 416-707-9770
September 13, 2022 — Fresh polling by Pollara Strategic Insights fielded in the days after the death of Queen Elizabeth II shows only 35% of Canadians want Canada to remain a constitutional monarchy, with 44% wanting to end this connection to the British Crown.
Quebecers are the most opposed to remaining a constitutional monarchy (18% yes / 64% no), and a sharp age divide can be seen across the country with support for keeping the monarchy over twice as high among Canadians 55+ (47% yes / 35% no) as among Canadians 18-to-34 (22% yes / 54% no).
While there is not consensus on this question, the majority of Canadians (56%) are against Canada putting Charles III’s face on its money, with only one-in-four (24%) supportive.
This is not necessarily indicative of intense negativity towards the new King, as Canadians are divided on how they feel about Charles III: 37% are favourable and 33% are unfavourable. Though Canadians are divided on Charles, they are largely favourable towards his sons, Prince William and Prince Harry:
September 7, 2022 – Today, Pollara Strategic Insights released a new study focussed on Canadians’ engagement, understanding, and views on Bitcoin and other cryptocurrencies.
Nearly all Canadians have heard about Bitcoin, but it remains a mystery to most, as only one-in-four (26%) Canadians report ownership and/or sufficient familiarity that they could explain it to someone else.
Less than one-in-ten (8%) Canadians report ownership of Bitcoin and/or other cryptocurrencies, with ownership overwhelmingly concentrated among young men. Politically speaking, PPC and Conservative Voters are more likely to report ownership and interest in investing in Bitcoin and/or other cryptocurrencies.
Amongst those who own Bitcoin or have some understanding of it, almost nine-in-ten (88%) view it as a risky investment and more than three-quarters (77%) report that it has declined in value.
Amongst those who own Bitcoin or have some understanding of it, only one-in-ten (11%) think it is a good way to opt out of inflation, and half (48%) feel that most people who recommend investing in Bitcoin are scam artists. PPC Voters and young men are the most likely to feel that moving investments into Bitcoin are a good way to opt out of inflation.
June 15, 2022 – The Prosperity Project released the results of a new Pollara Strategic Insights survey today, with fascinating findings for employers to pay heed to. This – the 5th survey in The Prosperity Project – Pollara series of Canadian Household Perspectives surveys – surveyed employed women to understand their views and preferences for their working situations as society continues to re-open.
Fewer Canadian women (62%) are working full-time now as compared to before the COVID-19 pandemic (70%). While three-quarters (73%) acknowledged that employers were more accommodating during the pandemic, a similar proportion (72%) expect employers to put the priority on in-person office work going forward. However, the vast majority of women (91%) would prefer to work remotely most or part of the time in the foreseeable future.
Nearly six-in-ten feel they will have to choose between their career and their family – at a time when almost half (46%) said the pandemic has increased their responsibilities at home.
More than six-in-ten (63%) said they would turn down promotions in order to keep working from home.
Most alarmingly, almost half (45%) are more likely to quit their jobs if working from home at least part of the time is not an option.
“As organizations create post-pandemic work strategies, this research sheds light on what women are thinking and feeling about work and their careers. A majority would like the flexibility offered during the pandemic to continue, specifically the option to work remotely some of the time,” said Andrea Spender, CEO of The Prosperity Project, a registered charity created to ensure Canadian women are not left behind in the COVID-19 recovery.
The research also highlighted mixed views on the impact of the pandemic, with a third (35%) of working women saying their careers are in a better place now, compared to 29% who said they are worse off than two years ago and 36% saying their career condition had not changed. Opinions were also mixed on what the end of the pandemic could mean for career prospects, with three-in-ten (29%) optimistic that there will be more opportunities ahead and a quarter (24%) believing there will be fewer opportunities. However, the research shows many Canadian women are concerned that the better paying and higher level jobs are more likely to be offered to men than to themselves.
A plurality (44%) of women are excited about their career prospects, while one-third (33%) are not.
“We learned important lessons about workplace flexibility during the pandemic, and we must continue to heed those lessons,” said Pamela Jeffery, founder of The Prosperity Project. “Canada’s economic growth needs women contributing. Enabling women to balance their careers and home responsibilities – through hybrid home/office work and other adjustments, with equal opportunity for promotion and advancement – is a critical priority.”
Other highlights from the study:
Working from Home: All of the women surveyed were working full-time in January 2019. During the pandemic, almost half (46%) went from working outside the home to working from home. Of those who started working remotely, 71% continue to work from home at least part of the time, with 28% returning to work in-person at the office most or all of the time.
Return to In-Person OfficeWork: – Half of the respondents believe they will be returning to working in the office, either with a hybrid model (31%) or in the office full-time (2%), while 8% said their employer no longer has an office, and 17% believe they will have a choice of where they will work. Approximately half of the women surveyed (51%) are fine with their organization’s plan regarding going back to the office. A fifth (19%) said it is not exactly what they want, but they aren’t concerned about it, and 18% are concerned about how they will make it work.
Home/Office Preferences: The vast majority (91%) of women surveyed want to work remotely at least part of the time. Almost three-quarters (73%) of women would prefer to work from home all (42%) or most (31%) of the time. One-fifth (22%) would rather spend all (9%) or most (13%) of their work time in the office.
Advancement: In terms of career advancement, 28% of working women are considering but not actively looking to advance, 22% are actively looking, and 19% said they could be open to advancement if the right opportunity came along. Racialized women are more likely to be actively looking to advance their careers (31%).
Barriers: For half (52%) of the working women with kids under 18, balancing their career with being a good parent is the major barrier. Only a sixth (16%) said it is not a barrier at all. Work-life balance is cited as a barrier for almost two-thirds (64%) of the women surveyed.
Childcare – Those working from home during the pandemic and having kids under 12 are somewhat (37%) to very (24%) concerned about going back to work in-person. Younger women are most likely to be concerned about going back into the office. More than half of the women surveyed (55%) are primarily responsible for child care. Only 7% said their partner/spouse are responsible and over a third (35%) share the responsibilities equally.
Finances: Views on women’s financial situations were almost evenly split: A third (33%) said they are in a better place in terms of their finances, with almost an equal number (37%) saying they are in a worse place, and 30% reporting no change in their finances. Younger women are likely to be in a better place with their finances (46% amongst those aged 18-34, 30% for 35-54, and 20% for 55+).
“This research tells us some changes brought about by the pandemic were actually improvements for working women, but there’s still uncertainty about whether they’re permanent,” said Pollara Senior Vice-President Lesli Martin. “Amid this uncertainty, many Canadian working women are understandably apprehensive about their future.”
These are some of the findings of The Prosperity Project’s 5th Canadian Household Perspectives survey, conducted by Pollara Strategic Insights from May 12 to May 17, 2022. The online survey interviewed a randomly-selected, reliable sample of N=800 employed adult women across Canada. As a guideline, a probability sample of N=800 carries a margin of error of ± 3.5, 19 times out of 20. The margin of error is larger for sub-segments. The dataset was weighted by the most current age and region Census data, to ensure the sample reflects the actual population of women in Canada.
The survey is part of The Prosperity Project’s Canadian Households’ Perspective on the New Economy initiative. Partner organizations in the initiative are CIBC, Enterprise Canada, and Pollara Strategic Insights. Launched in May 2020, The Prosperity Project is a volunteer-driven, registered charity conceived by a diverse group of 62 female leaders from across the country – women who have historically made a difference and are committed to continuing to promote positive change as active participants in The Prosperity Project.
May 30, 2022 – A new Pollara Strategic Insights study, conducted on behalf of News Media Canada, shows eight-in-ten (79%) Canadians believe web giants like Facebook and Google should have to share revenue they generate from Canadian news content with the Canadian media outlets that produce these copyrighted stories. The proportion who strongly supportive (42%) of this outnumber the strongly opposed (4%) by a 10:1 ratio.
This survey also found that nine-in-ten (90%) Canadians believe it’s important that local media outlets survive, and eight-in-ten (80%) support Parliament passing a law that would let smaller outlets negotiate collectively with the web giants.
Notably, this is a topic that has broad cross-partisan support with the supporters of all parties placing a high level of important on the survival of local media outlets, and supportive of forcing web giants to share their revenue with Canadian media outlets.
Federal Voting Intention
Important that local media outlets survive
Web giants should have to share revenue with Canadian media outlets
Parliament should pass a law that would let smaller outlets negotiate collectively with the web giants
Liberal
96%
86%
88%
CPC
86%
71%
74%
NDP
94%
83%
84%
Bloc
92%
97%
94%
Green
97%
81%
88%
PPC
65%
61%
65%
Undecided
89%
73%
73%
These are some of the findings arising from a survey conducted by Pollara Strategic Insights, on behalf of News Media Canada. Pollara conducted an online survey of N=1,500 adult Canadians between May 20to May 26, 2022. Data has been weighted by gender, age, and region statistics, based on the most recent census data, so as to be representative of all Canadians. Online surveys cannot be officially assigned a margin of error, but a probability sample of this size is accurate within ± 2.5%, 19 times out of 20.
