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The Environics Communications 2016 CanTrust Index


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The Environics Communications CanTrust Index is a study of the levels of trust Canadians have in organizations, leaders and industry segments.

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The Environics Communications 2016 CanTrust Index

  1. 1. The 1st annual study by Environics Communications of Canadians’ trustin information sources,organizations and leaders 2016 REPORT
  2. 2. 2 WHAT IS THE INDEX? The Environics Communications 2016 CanTrust Index examines the sources that Canadians trust for important information as well as their trust in organizations and leaders to do what is right for Canada and our society. We examined several Canadian population segments including Newcomers and Primary Shoppers.
  3. 3. 3 WHO IS ENVIRONICS? Environics Communications identifies and engages with audiences and influencers to build trust in companies and brands. Environics Communications is a leading Canadian integrated marketing communications agency with approximately 130 team members in offices in Toronto, Ottawa, Montreal and Washington, DC. This survey demonstrates our commitment to knowing Canadians. The study is an online sample of 1,001 Canadians conducted between February 29 to March 7, 2016. It is nationally representative by region, age and gender. The subsample of Newcomers (with 15 or fewer years in Canada) was 151. The subsample of Primary Shoppers was 562.
  4. 4. 4 Executive Summary: Trust 4
  5. 5. 5 EXECUTIVE SUMMARY: TRUST Canadians show highest levels of trust in not-for-profit organizations (NFPs), followed by news media. • We see about one-third unsure of whether they trust, or distrust, various aspects of Canadian companies/organizations. • For large corporations, there is a higher proportion who ‘trust very little’ (ratings of 1 out of 7). Canadians place the most trust in their CEO, followed by their Mayor, then the Prime Minister. There is no “Trudeau halo”. • There’s an interesting overlap within groups that trust their CEO a little and a lot, with home ownership a potential influencer of trust. • Popular Mayors in Calgary and Toronto help boost the national score.
  6. 6. 6 Newcomers show higher trust levels in large corporations, government and political leaders. • In this sub-sample we asked people who have lived in Canada for 15 years or less and compared responses against national averages. Word of mouth, product sampling, editorial content and consumer reviews yield the highest levels of trust among Canadians. • Quebecers are less likely to trust word of mouth, and product sampling, but have higher levels of trust for many other information sources. ….
  7. 7. 7 …. Broadcasting, food retailers and banks are among the sectors/industries that yield the most trust; however, almost one-third indicate no trust for all industry categories. • Quebecers have higher levels of trust in almost all industry sectors. Social media platform firms and energy/pipeline companies are tied with low levels of trust. Canadians are more likely to trust an organization if it creates local jobs, if they enjoy the company’s products or services, if open and accessible, and if it is Canadian-owned. • Canadians aged 50+ tend to place more importance on these actions in determining their level of trust for them.
  8. 8. 8 …. Three-quarters of Canadians deem it important for CEOs of companies to be visible on social media. • Canadians aged 50+ deem it very important. • Primary Shoppers are more likely to say it’s not at all important. Approximately four-in-five would prefer product verification by 3rd party or government organizations, as a means to verify their quality promises. • Newcomers are more likely to be in favour of verification. Online reviews drive purchasing behaviour. • About four in five Canadians check online reviews prior to purchasing a product and almost all (90%) claim it impacts their purchasing decisions.
  9. 9. 9 The Results 9
  10. 10. 10 TRUST IN ORGANIZATIONS ▶ Self-identified Primary Shoppers are more likely to be distrustful (22%) ▶ Newcomers are more likely to trust large corporations (37%) Average (Trust Index): 45 Canadians trust not-for-profits and news media most to do what is right for Canada
  11. 11. 11 Canadians place the most trust in the CEO of their own organization TRUST IN LEADERS ▶ Newcomers are more likely than the average to trust their Premier (at 34%) ▶ Albertans, are more likely to trust their Premier (41%), and Calgarians their Mayor (66%) ▶ Those with lower income ($15k-$25k) are less likely to trust in general (at 46%)
  12. 12. 12 Broadcasting, food retailers and banks among the top trustworthy industries TRUST IN INDUSTRY ▶ In general, Quebecers and Newcomers are more trusting of most sectors. Primary Shoppers are the least trusting.
  13. 13. 13 Key drivers of trust: job creation, product enjoyment, and open communication
  14. 14. 14 Three-quarters of Canadians deem it important for CEOs to be on social media CEO VISIBILITY & ACCESSIBILITY Very important 76% Not very important Somewhat important Not all important 31% 45% 18% 6%
  15. 15. 15 A majority prefer product verification by independent third-parties QUALITY PROMISES OF PRODUCTS BY LARGE CORPORATIONS I don’t know I prefer verification by government inspectors or independent third-parties I trust their quality promises 79% 11%10%
  16. 16. 16 Canadians place the most trust in word of mouth and product/service sampling TRUST IN SOURCES OF INFORMATION ABOUT A PRODUCT OR SERVICE Net: Editorial trust 55%
  17. 17. 17 Consumers prefer editorial content and word of mouth to get current news PREFERRED INFORMATION SOURCES NET: Editorial trust 89%
  18. 18. 18 Traditional news sites are preferred, but mobile apps and online news sites also popular PREFERRED ONLINE SOURCES TO RECEIVE INFORMATION ▶ While mobile apps and online- only news sites were 7% of Canadians’ first choice, they are part of the top 3 preferred online sources ▶ Newcomers are more likely to prefer online-only news sites as their 1st choice (at 13%) ▶ Young Canadians are more likely to prefer Facebook (30%), while those aged 25-49 prefer Twitter (5%), and online news sites (9%) ▶ Quebecers are more likely to prefer Facebook (18%) or another online source (9%)
  19. 19. 19 Most Canadians check online reviews from experienced consumers prior to purchase Who is more likely to be influencedby the online reviews they read? • 95% Newcomers • 95% Married/common law • 97% Those with teenage kids in their household • 95% Those who trust large companies Has reading an online review or comment from others who have purchased the same product or service you are seeking ever been the reason you have chosen to buy or not buy that product or service? Yes 84% No 16% PREVALENCE OF CHECKING ONLINE REVIEWS PRIOR TO PURCHASE Yes 90% No 10%
  20. 20. 20 Appendix: Profile of Respondents 20
  21. 21. 21 REGION 76% 24%Born in Canada Born Elsewhere 58% speak English 25% speak French 8% speak Chinese (incl. Mandarin/Cantonese *note: all otherlanguages 5% or less Age 18 to 24 25 to 34 35 to 44 45 to 54 65+ 8% 19% 22% 21% 30%
  22. 22. 22 EDUCATION
  23. 23. 23 MARITAL STATUS 28% 7% 3%62% Single, never married Married/living common-law Separated/ divorced Widowed
  24. 24. 24 SOCIAL MEDIA USE
  25. 25. 25 EMPLOYMENT 66%employed 20% are retired 5% are students 5% are unemployed
  26. 26. 26 LIVING
  27. 27. 27 TENURE IN CANADA *Note: Tenure in Canada only asked to people born outside Canada
  29. 29. For more information please contact: JOSH COBDEN • 416-969-2746 • VANESSA EATON • 416-969-2713 • THANK YOU