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2019 Proof Inc. CanTrust Index

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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.

For more information, visit CanTrustIndex.ca.

Published in: Data & Analytics
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2019 Proof Inc. CanTrust Index

  1. 1. April 25, 2019
  2. 2. 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?
  3. 3. “THE RULE OF LAW DEPENDS ON TRUST. AND IF THE RULE OF LAW CANNOT WORK, THEN OUR DEMOCRACY AND ITS INSTITUTIONS ARE DOOMED.” RT. HON. DAVID JOHNSTON, Former Governor-General.
  4. 4. THE PROOF CANTRUST INDEX IS THE MOST IN-DEPTH STUDY OF CANADIANS’ TRUST IN CANADA ENTERING ITS FOURTH YEAR 1,543 CANADIANS Newcomers to Canada People in Quebec Political affiliation Large versus small communities Geographic breakouts
  5. 5. CRACKS ARE APPEARING IN THE FOUNDATION OF TRUST
  6. 6. 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.
  7. 7. PROOF POINT: ONLY 2 IN 5 THINK PEOPLE ARE TRUSTWORTHY
  8. 8. PROOF POINT: TRUST IN ORGANIZATIONS IS FALLING
  9. 9. PROOF POINT: 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.
  10. 10. PROOF POINT: 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.
  11. 11. PROOF POINT: TRUST IN CEOs HAS FALLEN TO ITS LOWEST POINT IN FOUR YEARS
  12. 12. PROOF POINT: ONLY HALF OF CANADIANS TRUST THAT THE ELECTORAL SYSTEM IS FAIR AND REPRESENTATIVE
  13. 13. 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
  14. 14. AREAS OF MISTRUST THE ALBERTA TRUST DEFICIT
  15. 15. AREAS OF MISTRUST CANADIANS WHO LEAN CONSERVATIVE AND NDP
  16. 16. THE TRUST BEACONS TRUST IS BUOYED BY LIBERAL-LEANING VOTERS, AND NEWCOMERS TO CANADA WHO HAVE HIGH TRUST
  17. 17. THE TRUST BEACONS PEOPLE WHO ARE LIBERAL LEANING AND NEWCOMERS TO CANADA HAVE HIGHER TRUST
  18. 18. ...BUT NOT INDEFINITELY ONCE NEWCOMERS REACH 15 YEARS IN CANADA, THE WINDOW OF TRUST CLOSES AS THEIR TRUST LEVELS DECLINE ACROSS THE BOARD
  19. 19. MOST INDUSTRY SECTORS ARE TAKING A HIT IN TRUST
  20. 20. ENERGY AND PIPELINE SECTOR IS ON THE REBOUND
  21. 21. SOCIAL MEDIA COMPANIES ARE LEAST TRUSTED
  22. 22. THE RACE TO THE BOTTOM CREATES OPPORTUNITY AT THE TOP.
  23. 23. BUILDING TRUST
  24. 24. 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? FRIENDS AND FAMILY AND OUR FIRST-HAND EXPERIENCE ARE THE MOST TRUSTED SOURCES OF INFORMATION.
  25. 25. ONLY 2 IN 5 TRUST THE INFORMATION THEY CONSUME. 2 IN 5 VERIFY THE INFORMATION THEY CONSUME MOST OR ALL OF THE TIME. GOOGLE IS THE GO-TO VERIFICATION SOURCE.
  26. 26. THE CHANGING CIRCLE OF TRUST Canadians’ preferred information source in 2019 is word of mouth.
  27. 27. 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.
  28. 28. 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.
  29. 29. 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.
  30. 30. TRUSTED LEADERSHIP TRAITS Honesty and integrity are the two strongest drivers of trust.
  31. 31. 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.
  32. 32. IN THIS AGE OF TRANSPARENCY, HOW A COMPANY DOES THINGS HAS BECOME AS IMPORTANT AS WHAT IT DOES.
  33. 33. BRANDS THAT BUILD TRUST CAN RISE ABOVE THEIR CATEGORY
  34. 34. FIVE TRUST TAKE-AWAYS
  35. 35. TRUST BUILDING SHOULD BE “ALWAYS-ON.”
  36. 36. QUALITY AND RELIABILITY TRUMP ALL, BUT IN A SEA OF SAMENESS, REPUTATION IS THE TIE-BREAKER.
  37. 37. BUILD CONNECTIONS AND MAKE MEANINGFUL RELATIONSHIPS.
  38. 38. UNDERSTAND NEW CANADIANS AND BUILD RELATIONSHIPS FOR THE LONG-HAUL.
  39. 39. KNOW YOUR AUDIENCE.
  40. 40. THANK YOU

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