The Proof Inc. CanTrust Index is an annual study of trust levels of Canadians and the features that make up Canada. We study and analyze topics, events and population segments unique to Canada – Quebec residents, newcomers to Canada, seniors, political party supporters and where people reside (large city versus small town). The 2019 Proof Inc. CanTrust Index, based upon an annual online survey of a sample of 1,543 Canadians 18+ years of age, was conducted February 7 - 24, 2019. It is nationally representative by region, age and gender.
Trust is what makes economies and democracies work.
Trust should be coveted and built, nurtured and protected.
At Proof, we are curious about what drives trust among Canadians
and we want to tell the unique and distinct story about this country
and how that story may evolve over time and through events.
We believe people and leaders should be trust builders
and hope insights from the study point the way forward.
WHY WE STUDY TRUST?
“THE RULE OF LAW DEPENDS ON TRUST.
AND IF THE RULE OF LAW CANNOT WORK,
THEN OUR DEMOCRACY AND ITS INSTITUTIONS
RT. HON. DAVID JOHNSTON,
THE PROOF CANTRUST INDEX
IS THE MOST IN-DEPTH STUDY OF
CANADIANS’ TRUST IN CANADA
ENTERING ITS FOURTH YEAR
Newcomers to Canada
People in Quebec
Large versus small communities
CRACKS ARE APPEARING
IN THE FOUNDATION
ERODING TRUST IN CANADA
For the 1st time in four years, our overall Trust Index*
has fallen significantly – demonstrating a worrisome change.
*The 2019 Trust Index is scored based on taking an average of trust on all types of institutions.
ONLY 2 IN 5 THINK PEOPLE
OVER FOUR YEARS, MEDIA (14%)
AND LARGE CORPORATIONS (9%) HAVE SEEN
THE LARGEST DECLINE IN TRUST
2019 Results. Q. Please rank the following categories of organizations for how much you trust them to do what is right for Canada,
Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot.
TRUST IN OUR LEADERS IS FALLING
Local mayors are now our most trusted leaders.
2019 Results. Q. Thinking about Canada and the province and city you live in, please rank the people in each role according to where you live for how much
you trust them to do what is right for Canada, Canadians and our society, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust them a lot.
TRUST IN CEOs HAS FALLEN
TO ITS LOWEST POINT IN FOUR YEARS
ONLY HALF OF CANADIANS TRUST THAT THE
ELECTORAL SYSTEM IS FAIR AND REPRESENTATIVE
AREAS OF MISTRUST
DECLINING TRUST IS MOST PRONOUNCED
IN TWO AREAS
PROVINCIAL: Albertans are consistently less trusting
than all other provinces
POLITICAL: Those who align with Conservatives
and NDP show low trust levels
across the board
TRUSTED INFORMATION SOURCES
2019 Results. Q. Using a seven point scale, where ‘1’ is strongly distrust and ‘7’ is completely trust,
to what extent do you trust the following sources of information about a product, service, brand or organization?
FAMILY AND OUR
THE MOST TRUSTED
ONLY 2 IN 5 TRUST THE INFORMATION
2 IN 5 VERIFY THE INFORMATION THEY CONSUME MOST
OR ALL OF THE TIME.
GOOGLE IS THE GO-TO VERIFICATION SOURCE.
THE CHANGING CIRCLE OF TRUST
Canadians’ preferred information source
in 2019 is word of mouth.
FRIENDS AND FAMILY ARE IN THE CIRCLE OF TRUST
Friends and family are the most trusted ‘influencers’ and impact our opinions and actions most –
more than thought-leaders and professionals.
2019 Results. Q. Rate your level of trust for the following potential ‘influencers’ based on how much they may influence you, your
opinion and / or actions using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot.
TRUST IS NOT A POPULARITY CONTEST
Subject matter expertise and being consistently relevant increases trust.
2019 Results. Q. How do each of the following 4 variables impact your level of trust in ‘influencers’ and their content?
Using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot. Responses of <4% have been removed.
ORGANIZATIONS’ ACTIONS THAT BUILD TRUST
2019 Results. Q. Please rate the following actions based on level of importance in determining how much you trust an organization to do what is right for
Canada, Canadians and our society, using a seven point scale, where ‘1’ is not that important and ‘7’ means very important.
TRUSTED LEADERSHIP TRAITS
Honesty and integrity are the two strongest drivers of trust.
TRUST CONSIDERATIONS IN PRODUCTS AND SERVICES
What Canadians deem important when it comes to determining how much they trust
a particular product or service.
2019 Results. Q. Please rate the following factors on their level of importance to you when it comes to determining how much you trust a particular
product or service. Use a seven point scale, where ‘1’ is not that important and ‘7’ means extremely important.
IN THIS AGE OF TRANSPARENCY,
HOW A COMPANY DOES THINGS
HAS BECOME AS IMPORTANT
AS WHAT IT DOES.
BRANDS THAT BUILD TRUST CAN RISE ABOVE THEIR CATEGORY