For more than 5 years, Proof Strategies has been conducting the CanTrust Index as a leading source of knowledge and understanding of trust in Canada. In 2020, we have sampled Canadians three times so far, with our robust annual survey in January and follow-up surveys in May and September. Our data shows a unique Canadian story that is different from the narrative in other countries. We find the pandemic has elevated Canadians to unprecedented heights of trust in doctors and scientists as well as a higher trust in government. Worryingly, our senior leaders in corporations and other places need to do better. In these times of turbulence and transition, organizations have to be designed for trust.
Now in its 6th year, the Proof Strategies* CanTrust Index is a leading source of research and insights on trust in Canada. We report a distinctly Canadian story.
The 2021 Proof Strategies CanTrust Index was in field in January of this year and tells the unique story of trust among Canadians, and who they believe is trustworthy in this world of ever-increasing misinformation, conspiracy theories and keyboard warriors. During the enormous uncertainty of this pandemic, the circumstances can be fuel for mistrust or an opportunity to build trust.
- Trust in Canada has declined over the past two years, notably a sharp 10% decline in trust in government between 2021-2022. Overall trust in NGOs, media, business and government has dropped from 37% in 2021 to 34% in 2022.
- Medical doctors at 78% and scientists at 75% remain the most trusted sources for information. Politicians have very low trust at 18%.
- Approximately half of Canadians report feeling stressed and anxious due to the pandemic, and those individuals show lower levels of trust across many areas compared to those who feel less stressed.
CanTrust Index: COVID-19 Impact Update September 2020Proof
Now in its 5th year, Proof’s CanTrust Index is a leading source of research and understanding of trust in Canada. For 2020, we conducted our robust study in our usual January time period (as COVID-19 began to sweep around the world), and a smaller follow-up survey in early May after Canada had entered a lock-down. Our data shows that Canada’s trust story is in many ways stable, and during this pandemic, both doctors and scientists are rising into stratospheric trust levels. Our research also finds trust is particularly strong in essential services such as local hospitals, banks and grocery stores. Worryingly, our CEOs and senior leaders are losing trust and need to do better. Recovery plans should include building trust.
Proof Strategies CanTrust Index 2022 Summary of FindingsBrockPoirier1
The document summarizes the key findings of the 2022 Proof Strategies CanTrust Index, which measures trust in Canada. Some of the main findings include:
- The aggregate trust index, which measures trust in organizations like NGOs, media, business and government, has declined from 45% in 2016 to 34% in 2022.
- Trust in government has seen a significant 10% decline between 2021-2022, driven partly by stress and anxiety from the pandemic.
- Medical doctors and scientists remain the most trusted sources of information, while politicians have very low trust at 18%.
- Regional differences exist, with residents of the Prairie provinces expressing the lowest levels of trust on most issues.
IPR Third Annual Disinformation in Society ReportOlivia Kresic
The document is the third annual report by the Institute for Public Relations on disinformation in American society. Some key findings from the report include:
- Nearly 70% of Americans view misinformation and disinformation as major problems in society, more than issues like infectious diseases or terrorism.
- Over 70% believe disinformation will prolong the COVID-19 pandemic and impacts elections and democracy.
- Facebook, politicians, and the U.S. government were seen as the top sources spreading disinformation.
- Americans have the most trust in family and friends as news sources and the least trust in social media platforms like Facebook and Twitter.
The document summarizes the key findings of a 2020 report by the Institute for Public Relations on disinformation in American society. The report examines how Americans perceive intentionally misleading news or information. Some of the main findings are: 1) While over half of Americans see misinformation and disinformation as major problems, concerns have declined since 2019; 2) Fewer Americans are verifying information from other sources compared to 2019; 3) There are gaps between who the public thinks should be responsible for combating disinformation and perceptions of their actual performance.
- A survey of over 3,000 US adults found that over half now say they will get vaccinated for COVID-19 or have already received at least one dose, up from 37% in previous research.
- The biggest motivator for getting vaccinated was a desire to return to normal life, while concerns about vaccine safety and efficacy were the top reasons for hesitancy.
- Local news sources like local TV, newspapers, and radio were seen as most reliable compared to national news brands, with over half rating local TV news as reliable versus under 20% as unreliable.
- Hesitancy remained highest among Black respondents and younger women, though resistance declined in these groups compared to previous research.
Now in its 6th year, the Proof Strategies* CanTrust Index is a leading source of research and insights on trust in Canada. We report a distinctly Canadian story.
The 2021 Proof Strategies CanTrust Index was in field in January of this year and tells the unique story of trust among Canadians, and who they believe is trustworthy in this world of ever-increasing misinformation, conspiracy theories and keyboard warriors. During the enormous uncertainty of this pandemic, the circumstances can be fuel for mistrust or an opportunity to build trust.
- Trust in Canada has declined over the past two years, notably a sharp 10% decline in trust in government between 2021-2022. Overall trust in NGOs, media, business and government has dropped from 37% in 2021 to 34% in 2022.
- Medical doctors at 78% and scientists at 75% remain the most trusted sources for information. Politicians have very low trust at 18%.
- Approximately half of Canadians report feeling stressed and anxious due to the pandemic, and those individuals show lower levels of trust across many areas compared to those who feel less stressed.
CanTrust Index: COVID-19 Impact Update September 2020Proof
Now in its 5th year, Proof’s CanTrust Index is a leading source of research and understanding of trust in Canada. For 2020, we conducted our robust study in our usual January time period (as COVID-19 began to sweep around the world), and a smaller follow-up survey in early May after Canada had entered a lock-down. Our data shows that Canada’s trust story is in many ways stable, and during this pandemic, both doctors and scientists are rising into stratospheric trust levels. Our research also finds trust is particularly strong in essential services such as local hospitals, banks and grocery stores. Worryingly, our CEOs and senior leaders are losing trust and need to do better. Recovery plans should include building trust.
Proof Strategies CanTrust Index 2022 Summary of FindingsBrockPoirier1
The document summarizes the key findings of the 2022 Proof Strategies CanTrust Index, which measures trust in Canada. Some of the main findings include:
- The aggregate trust index, which measures trust in organizations like NGOs, media, business and government, has declined from 45% in 2016 to 34% in 2022.
- Trust in government has seen a significant 10% decline between 2021-2022, driven partly by stress and anxiety from the pandemic.
- Medical doctors and scientists remain the most trusted sources of information, while politicians have very low trust at 18%.
- Regional differences exist, with residents of the Prairie provinces expressing the lowest levels of trust on most issues.
IPR Third Annual Disinformation in Society ReportOlivia Kresic
The document is the third annual report by the Institute for Public Relations on disinformation in American society. Some key findings from the report include:
- Nearly 70% of Americans view misinformation and disinformation as major problems in society, more than issues like infectious diseases or terrorism.
- Over 70% believe disinformation will prolong the COVID-19 pandemic and impacts elections and democracy.
- Facebook, politicians, and the U.S. government were seen as the top sources spreading disinformation.
- Americans have the most trust in family and friends as news sources and the least trust in social media platforms like Facebook and Twitter.
The document summarizes the key findings of a 2020 report by the Institute for Public Relations on disinformation in American society. The report examines how Americans perceive intentionally misleading news or information. Some of the main findings are: 1) While over half of Americans see misinformation and disinformation as major problems, concerns have declined since 2019; 2) Fewer Americans are verifying information from other sources compared to 2019; 3) There are gaps between who the public thinks should be responsible for combating disinformation and perceptions of their actual performance.
- A survey of over 3,000 US adults found that over half now say they will get vaccinated for COVID-19 or have already received at least one dose, up from 37% in previous research.
- The biggest motivator for getting vaccinated was a desire to return to normal life, while concerns about vaccine safety and efficacy were the top reasons for hesitancy.
- Local news sources like local TV, newspapers, and radio were seen as most reliable compared to national news brands, with over half rating local TV news as reliable versus under 20% as unreliable.
- Hesitancy remained highest among Black respondents and younger women, though resistance declined in these groups compared to previous research.
Canadians have a generally high disposition to trust others, though younger Canadians are less disposed to trust. Canadians identify strongly with their country, though millennials feel less close to Canada and their local communities. Trust in institutions remains low in Canada, especially in Alberta, though those over 50 and newcomers tend to trust institutions more. Trust in political leaders is also quite low across Canada. While Canadians feel their country performs well in protecting freedoms, ratings are lower for values like diversity, inclusion and economic security. Higher national identity, disposition to trust, and perceived values performance are associated with greater trust in institutions.
This document discusses the decline of trust in society and provides several explanations for this trend. It notes that trust in government is at an all-time low according to polls. It then explores cultural, economic, and technological reasons for the lack of trust. Culturally, it suggests America has become more secular and diverse. Economically, it points to a growing income gap and changes in the job market. Technologically, it cites the spread of misinformation online and a decline in personal interactions. Overall, the document finds that while personal relationships still engender trust, distrust is widespread for institutions like the media, politicians, and Facebook.
Delphi Polling and Consulting- Focus on Religion - February 3, 2021Adrian Macaulay
New analysis from our polling in late 2020:
-Which Canadians are more/less likely to say they are religious?
-Among those who are religious, how important is their religion to them?
-To what extent do religious Canadians view public policy spending and cultural issues differently than Canadians overall?
There is a significant disconnect between how academics and the public view the role and reputation of universities. When asked about the most important attributes of a top university, academics prioritized deep academic expertise while the public emphasized career outcomes like access to top jobs. Additionally, the public expects universities to demonstrate real-world impact beyond academic excellence in order to be highly reputable. Universities must communicate how they provide opportunities for students through career preparation, access, and societal impact if they want to improve their reputation with the public.
Delphi Polling and Consulting - Grassroots Public Affairs - Focus on AgricultureAdrian Macaulay
A cross-sectional study of public opinions and attitudes towards agriculture, agri-food and issues affecting the Canadian food space. This polling was done in partnership with Grassroots Public Affairs - a government relations firm in Toronto with a strong track record of working with clients in the agri-food sector.
The document summarizes several news stories:
1) A study found that 60% of employees have medical deductibles over $1,200, showing the rising costs of healthcare in the US.
2) The percentage of unbanked US households hit a record low of 7% last year, but over a quarter of households are still unbanked or underbanked.
3) Research warns that the percentage of women in computing jobs will decline to 22% by 2025 unless more is done to encourage women to study computer science.
4) Stock markets indexes tracking companies that benefit from Clinton or Trump fell similarly after the final debate, suggesting the election outcome is now seen as a risk by investors
Delphi Polling and Consulting - Focus on Health Care - January 6, 2021Adrian Macaulay
Health care was one of the major public policy realms Delphi Polling measured in its most recent wave of research in late 2020.
The research was able to provide a greater understanding of where health care stood in relation to other major Canadian policy realms with respect to importance as well as:
• Which political party was seen as best suited to manage health care, the impacts of COVID-19 as well as pharmacare and prescription drug coverage.
• Whether government spending on the health care, mental health and prescription drug coverage should be increased, decreased or kept about the same as now.
• Whether the Canadian public had warm or cold feelings towards nurses and doctors.
The 2013 Consumer Financial Literacy SurveyVivastream
This document summarizes the key findings of the 2013 Consumer Financial Literacy Survey conducted by Harris
Interactive for the National Foundation for Credit Counseling and the Network Branded Prepaid Card Association. Some
of the main findings include: two in five Americans have a budget but many give themselves low grades on financial
knowledge; insufficient savings is a top financial worry; most pay bills on time but some have debt in collections; fewer
carry credit card balances month-to-month but many have not reviewed credit reports/scores; and prepaid debit cards are
used by some for convenience and control over spending.
The survey summarizes key findings from the 2013 Consumer Financial Literacy Survey conducted by Harris Interactive for the National Foundation for Credit Counseling and the Network Branded Prepaid Card Association. It provides details on the survey methodology and examines topics like budgeting, spending, savings, bill payment, credit cards, financial knowledge, debt problems, and prepaid debit card usage. Over 2,000 US adults ages 18 and up were surveyed online between March 4-6, 2013. The survey highlights trends in financial behaviors and concerns.
2017 Edelman Trust Barometer - California ResultsEdelman
For 17 years, the Edelman Trust Barometer has measured trust in institutions including business, media, NGOs and government. View the California Trust survey results.
Read the full global results at www.edelman.com/trust2017
Delphi Polling & Consulting - Focus on the Environment - December 14, 2020Adrian Macaulay
The document summarizes the results of a Delphi Plebiscite study on Canadian public opinion and voting behavior. Some key findings include:
- The Liberal Party was seen as best able to manage COVID-19 impacts, while the Green Party had the most ownership over environmental issues. The Conservatives were viewed as best on security/defence and reducing debt/deficit.
- One-third of Canadians believed more should be spent on COVID-19 relief and the environment, while natural resources and manufacturing saw more support for less spending.
- Nurses, doctors, police and scientists received the warmest feelings, while politicians, lobbyists and unions were viewed colder. Traditional media was seen warmer than
Edelman - UK General Election Research 2015Edelman_UK
Three-quarters of voters polled said they were more interested in the 2015 UK election than the 2010 election. While 8 in 10 saw the campaign period as an opportunity for voters to learn more, opinions were divided on how effective it was at educating voters. Over half of respondents said the election campaign had no impact on their intention to vote. Television news was seen as the most informative and trustworthy source of information during the campaign period, with nearly a quarter saying it changed their voting intention.
The 2020 Edelman Trust Barometer found that trust in major societal institutions like government, business, NGOs and media remains stagnant, with no institution achieving majority trust. A growing sense of inequity and fears about the future are undermining people's belief that these institutions can effectively address challenges. Eighty-three percent of employees globally fear job loss due to various factors like automation and a lack of training. Over half of respondents feel they are losing respect and dignity in their country. Trust is much higher among the informed public than the mass population, resulting in record trust inequality in many markets.
The 2020 Edelman Trust Barometer is the firm’s 20th annual trust and credibility survey. It measures trust across a number of institutions, sectors and geographies.
2020 Edelman Trust Barometer Spring Update UKEdelman_UK
The 2020 Edelman Trust Barometer Spring Update reveals trust in government has reached record levels amongst Britons, rising more than any other country surveyed for a special pandemic edition of the Edelman Trust Barometer released today.
Brunswick Insight has released its US Post-Election Business Outlook research which includes survey data from Washington elites and US Financial elites.
For more information please contact our Washington, DC office: http://www.brunswickgroup.com/contact-us/washington-dc/
Between 2013 and 2015:
- Uninsured rates for adults declined in all states, by at least 3 percentage points in 48 states. States that expanded Medicaid eligibility saw the largest declines of 10-13 percentage points.
- Uninsured rates among low-income adults also declined in every state. States that expanded Medicaid generally had lower uninsured rates among low-income adults.
- The share of children who were uninsured dropped by at least 2 percentage points in 28 states.
While access to coverage increased significantly nationwide due to the Affordable Care Act, some states still had high uninsured rates, especially for low-income populations. States that expanded Medicaid eligibility achieved greater reductions in uninsured individuals.
This document provides information from the 2017 Edelman Trust Barometer report on Hong Kong. It includes data on trust levels in institutions like government, business, and media. Some key findings are:
- Trust in government is at an all-time low in Hong Kong, declining from 55% in 2012 to 42% in 2017.
- Trust in business is also at an all-time low in Hong Kong, falling from 43% in 2012 to 34% in 2017.
- Trust in media has declined significantly in Hong Kong over the past 5 years, down from 54% in 2012 to 41% in 2017.
The document summarizes key findings from a 2019 survey of metro Atlanta residents about perceptions of life and issues in the region. Some of the main topics covered include transportation remaining the top concern, strong support for expanding public transit but declining support for related tax increases, an economy seen as generally strong but with inequality issues, and neighborhood changes linked to declining housing affordability. Nearly half of respondents favored expanding public transit as the best long-term solution to traffic problems, though support varied by county.
The Proof Strategies CanTrust Index, now in its ninth year, is a leading source of research and insights on trust in Canada. We report a distinctly Canadian story. Societies, democracies and economies cannot function without trust.
Our study uses a 7-point scale with 7 being the highest trust and 1 being the lowest. Respondents choosing 7, 6 or 5 result in the percentages of trust used in this report.
The Proof Strategies CanTrust Index is released within one month of completion to ensure the most current data and analysis, unlike older studies. Our research tells the unique story of trust among Canadians, and who they believe is trustworthy in this world of ever-increasing misinformation, conspiracy theories and keyboard warriors.
Canadians have a generally high disposition to trust others, though younger Canadians are less disposed to trust. Canadians identify strongly with their country, though millennials feel less close to Canada and their local communities. Trust in institutions remains low in Canada, especially in Alberta, though those over 50 and newcomers tend to trust institutions more. Trust in political leaders is also quite low across Canada. While Canadians feel their country performs well in protecting freedoms, ratings are lower for values like diversity, inclusion and economic security. Higher national identity, disposition to trust, and perceived values performance are associated with greater trust in institutions.
This document discusses the decline of trust in society and provides several explanations for this trend. It notes that trust in government is at an all-time low according to polls. It then explores cultural, economic, and technological reasons for the lack of trust. Culturally, it suggests America has become more secular and diverse. Economically, it points to a growing income gap and changes in the job market. Technologically, it cites the spread of misinformation online and a decline in personal interactions. Overall, the document finds that while personal relationships still engender trust, distrust is widespread for institutions like the media, politicians, and Facebook.
Delphi Polling and Consulting- Focus on Religion - February 3, 2021Adrian Macaulay
New analysis from our polling in late 2020:
-Which Canadians are more/less likely to say they are religious?
-Among those who are religious, how important is their religion to them?
-To what extent do religious Canadians view public policy spending and cultural issues differently than Canadians overall?
There is a significant disconnect between how academics and the public view the role and reputation of universities. When asked about the most important attributes of a top university, academics prioritized deep academic expertise while the public emphasized career outcomes like access to top jobs. Additionally, the public expects universities to demonstrate real-world impact beyond academic excellence in order to be highly reputable. Universities must communicate how they provide opportunities for students through career preparation, access, and societal impact if they want to improve their reputation with the public.
Delphi Polling and Consulting - Grassroots Public Affairs - Focus on AgricultureAdrian Macaulay
A cross-sectional study of public opinions and attitudes towards agriculture, agri-food and issues affecting the Canadian food space. This polling was done in partnership with Grassroots Public Affairs - a government relations firm in Toronto with a strong track record of working with clients in the agri-food sector.
The document summarizes several news stories:
1) A study found that 60% of employees have medical deductibles over $1,200, showing the rising costs of healthcare in the US.
2) The percentage of unbanked US households hit a record low of 7% last year, but over a quarter of households are still unbanked or underbanked.
3) Research warns that the percentage of women in computing jobs will decline to 22% by 2025 unless more is done to encourage women to study computer science.
4) Stock markets indexes tracking companies that benefit from Clinton or Trump fell similarly after the final debate, suggesting the election outcome is now seen as a risk by investors
Delphi Polling and Consulting - Focus on Health Care - January 6, 2021Adrian Macaulay
Health care was one of the major public policy realms Delphi Polling measured in its most recent wave of research in late 2020.
The research was able to provide a greater understanding of where health care stood in relation to other major Canadian policy realms with respect to importance as well as:
• Which political party was seen as best suited to manage health care, the impacts of COVID-19 as well as pharmacare and prescription drug coverage.
• Whether government spending on the health care, mental health and prescription drug coverage should be increased, decreased or kept about the same as now.
• Whether the Canadian public had warm or cold feelings towards nurses and doctors.
The 2013 Consumer Financial Literacy SurveyVivastream
This document summarizes the key findings of the 2013 Consumer Financial Literacy Survey conducted by Harris
Interactive for the National Foundation for Credit Counseling and the Network Branded Prepaid Card Association. Some
of the main findings include: two in five Americans have a budget but many give themselves low grades on financial
knowledge; insufficient savings is a top financial worry; most pay bills on time but some have debt in collections; fewer
carry credit card balances month-to-month but many have not reviewed credit reports/scores; and prepaid debit cards are
used by some for convenience and control over spending.
The survey summarizes key findings from the 2013 Consumer Financial Literacy Survey conducted by Harris Interactive for the National Foundation for Credit Counseling and the Network Branded Prepaid Card Association. It provides details on the survey methodology and examines topics like budgeting, spending, savings, bill payment, credit cards, financial knowledge, debt problems, and prepaid debit card usage. Over 2,000 US adults ages 18 and up were surveyed online between March 4-6, 2013. The survey highlights trends in financial behaviors and concerns.
2017 Edelman Trust Barometer - California ResultsEdelman
For 17 years, the Edelman Trust Barometer has measured trust in institutions including business, media, NGOs and government. View the California Trust survey results.
Read the full global results at www.edelman.com/trust2017
Delphi Polling & Consulting - Focus on the Environment - December 14, 2020Adrian Macaulay
The document summarizes the results of a Delphi Plebiscite study on Canadian public opinion and voting behavior. Some key findings include:
- The Liberal Party was seen as best able to manage COVID-19 impacts, while the Green Party had the most ownership over environmental issues. The Conservatives were viewed as best on security/defence and reducing debt/deficit.
- One-third of Canadians believed more should be spent on COVID-19 relief and the environment, while natural resources and manufacturing saw more support for less spending.
- Nurses, doctors, police and scientists received the warmest feelings, while politicians, lobbyists and unions were viewed colder. Traditional media was seen warmer than
Edelman - UK General Election Research 2015Edelman_UK
Three-quarters of voters polled said they were more interested in the 2015 UK election than the 2010 election. While 8 in 10 saw the campaign period as an opportunity for voters to learn more, opinions were divided on how effective it was at educating voters. Over half of respondents said the election campaign had no impact on their intention to vote. Television news was seen as the most informative and trustworthy source of information during the campaign period, with nearly a quarter saying it changed their voting intention.
The 2020 Edelman Trust Barometer found that trust in major societal institutions like government, business, NGOs and media remains stagnant, with no institution achieving majority trust. A growing sense of inequity and fears about the future are undermining people's belief that these institutions can effectively address challenges. Eighty-three percent of employees globally fear job loss due to various factors like automation and a lack of training. Over half of respondents feel they are losing respect and dignity in their country. Trust is much higher among the informed public than the mass population, resulting in record trust inequality in many markets.
The 2020 Edelman Trust Barometer is the firm’s 20th annual trust and credibility survey. It measures trust across a number of institutions, sectors and geographies.
2020 Edelman Trust Barometer Spring Update UKEdelman_UK
The 2020 Edelman Trust Barometer Spring Update reveals trust in government has reached record levels amongst Britons, rising more than any other country surveyed for a special pandemic edition of the Edelman Trust Barometer released today.
Brunswick Insight has released its US Post-Election Business Outlook research which includes survey data from Washington elites and US Financial elites.
For more information please contact our Washington, DC office: http://www.brunswickgroup.com/contact-us/washington-dc/
Between 2013 and 2015:
- Uninsured rates for adults declined in all states, by at least 3 percentage points in 48 states. States that expanded Medicaid eligibility saw the largest declines of 10-13 percentage points.
- Uninsured rates among low-income adults also declined in every state. States that expanded Medicaid generally had lower uninsured rates among low-income adults.
- The share of children who were uninsured dropped by at least 2 percentage points in 28 states.
While access to coverage increased significantly nationwide due to the Affordable Care Act, some states still had high uninsured rates, especially for low-income populations. States that expanded Medicaid eligibility achieved greater reductions in uninsured individuals.
This document provides information from the 2017 Edelman Trust Barometer report on Hong Kong. It includes data on trust levels in institutions like government, business, and media. Some key findings are:
- Trust in government is at an all-time low in Hong Kong, declining from 55% in 2012 to 42% in 2017.
- Trust in business is also at an all-time low in Hong Kong, falling from 43% in 2012 to 34% in 2017.
- Trust in media has declined significantly in Hong Kong over the past 5 years, down from 54% in 2012 to 41% in 2017.
The document summarizes key findings from a 2019 survey of metro Atlanta residents about perceptions of life and issues in the region. Some of the main topics covered include transportation remaining the top concern, strong support for expanding public transit but declining support for related tax increases, an economy seen as generally strong but with inequality issues, and neighborhood changes linked to declining housing affordability. Nearly half of respondents favored expanding public transit as the best long-term solution to traffic problems, though support varied by county.
The Proof Strategies CanTrust Index, now in its ninth year, is a leading source of research and insights on trust in Canada. We report a distinctly Canadian story. Societies, democracies and economies cannot function without trust.
Our study uses a 7-point scale with 7 being the highest trust and 1 being the lowest. Respondents choosing 7, 6 or 5 result in the percentages of trust used in this report.
The Proof Strategies CanTrust Index is released within one month of completion to ensure the most current data and analysis, unlike older studies. Our research tells the unique story of trust among Canadians, and who they believe is trustworthy in this world of ever-increasing misinformation, conspiracy theories and keyboard warriors.
The Proof Strategies CanTrust Index, now in its 8th year, is a leading source of research and insights on trust in Canada. We report a distinctly Canadian story. Societies, democracies and economies cannot function without trust.
Our study uses a 7-point scale with 7 being the highest trust and 1 being the lowest. Respondents choosing 7, 6 or 5 result in the percentages of trust used in this report.
The Proof Strategies CanTrust Index is released within one month of completion to ensure the most current data and analysis, unlike older studies. Our research tells the unique story of trust among Canadians, and who they believe is trustworthy in this world of ever-increasing misinformation, conspiracy theories and keyboard warriors.
- Trust among Canadians is declining for the first time according to the Proof CanTrust Index, which surveys over 1,500 Canadians annually about trust.
- Trust is falling in media, large corporations, leaders, and CEOs. Only 2 in 5 Canadians think people are generally trustworthy.
- Areas with particularly low trust are Alberta and those who identify as Conservative or NDP politically. Newcomers to Canada and those who lean Liberal have higher trust.
Bruce MacLellan, CEO of Proof Inc, presented on trust levels among Canadians. He found that trust in key institutions has remained stable in Canada, unlike declines seen in other countries. Canadians' highest trust is in hospitals, universities, police forces, and the CBC. Word of mouth from friends and family is the most influential information source. Large corporations often ignore trust building, while charities have strong trust when they demonstrate local community work and efficient use of funds. Canadians gain trust through credible expertise and recommendations within their social networks.
20th Annual Transamerica Retirement Survey of Retirees - Transamerica Center for Retirement Studies® (TCRS) is a division of Transamerica Institute® (The Institute),
a nonprofit, private foundation. The overall goals for the study
are to illuminate emerging trends, promote awareness, and help educate the public. It has grown to be one
of the longest running and largest national surveys of its kind.
This document summarizes the key findings of a survey examining how retirees have been impacted by the COVID-19 pandemic. The survey found that while most retirees reported their retirement confidence remained unchanged during the pandemic, few were very confident to begin with. Additionally, the survey found indicators that many retirees may be unable to withstand financial difficulties due to living on fixed incomes and having limited savings. The report provides recommendations to help current and future retirees better prepare for challenges like the pandemic.
The document summarizes the key findings of the 2016 Edelman Trust Barometer survey. It finds that trust in institutions has risen among elites but remained low among the general population, leading to a growing trust divide. Business faces both challenges and opportunities to address inequality and earn trust from the skeptical general public through inclusive growth that benefits all stakeholders. Overcoming the "grand illusion" of past elite influence will require business leaders to engage with and address the concerns of the mass population.
Proof Strategies CanTrust Study of Black Canadians - 2022.pdfProof
www.cantrustindex.ca
For seven years, Proof Strategies has measured Canadian trust levels in government, sources of information, institutions and more. In 2022, Proof Strategies engaged On Point Insight, a Black-owned and operated research firm, to conduct a separate trust survey of 311 Black Canadians from January 4-13, 2022. The sample used is representative of population statistics by region, age and gender.
Canadian high net worth individuals are increasingly relying on social media like LinkedIn for investment information and guidance. Over 85% of Canadian HNWIs use social media, a higher percentage than in other countries. Nearly half prefer LinkedIn, where they spend three times as long as other financial sites. When HNWIs find desired information on LinkedIn, over half take further action like additional research or purchasing investments. Financial advisors should provide the type of educational, mobile-friendly content HNWIs seek on LinkedIn to build relationships and engage this influential audience.
Employee Health & Financial Wellness approachWarren Handsor
- Nearly half (45%) of Canadians surveyed reported having a low level of financial wellness, with issues like inadequate retirement savings, lack of financial protections, and high money-related stress.
- Employees with low financial wellness were more likely to feel distracted at work due to financial worries, which can negatively impact productivity.
- Improving employees' financial wellness through workplace financial education and support programs could help boost engagement and productivity, benefiting both employees and employers.
The document discusses a study of high net worth individuals (HNWIs) in the U.S. who use social media. It finds that 70% of U.S. HNWIs use social media, with most preferring desktop access. While 60% are over 65 years old, they remain active online. The study also finds that HNWIs use LinkedIn most for keeping up with industry news and finding information on new financial products. Nearly a third have taken action, such as further research or purchases, based on financial information found on social media like LinkedIn. The document provides recommendations for financial firms to engage with HNWIs by creating relevant content tailored to their needs and stages of life.
Reputation is a company's character and what stakeholders really think and feel based on its behaviors, not just its branding. Trust is the most important factor for many stakeholders when choosing companies and is built through consistent actions that meet expectations over time. While some traditional media are still trusted, personal recommendations from similar individuals are highly influential. Companies must communicate openly, accept responsibility, and adhere to strong ethics to develop credibility and earn stakeholders' long-term trust.
An authentic organization is one where its actions, character and purpose are aligned. To be authentic, an organization must consciously build and manage trust internally and externally through having a clear purpose, strong values, meaningful relationships, self-discipline and acting with heart. Employees can help their organization be authentic by adding extra value without exploitation, seeking authenticity, meaningful work and simple rules over bureaucracy. Authentic brands and leaders produce strong results through integrity and stewardship while serving all stakeholders.
I am a proud angel investor in LEARNVEST, which was sold to Northwestern Mutual earlier this year. I just came across this very interesting report they did on financial confidence. If you know me, you know I love research, especially on anything related to women and money. Here it is!
2016 Edelman Trust Barometer New ZealandDavid Brain
This document summarizes key findings from the 2016 Edelman Trust Barometer report for New Zealand. Some of the main points include:
- Trust in institutions is rising globally but declining in New Zealand, with media being much less trusted.
- There is a significant divide in trust levels between the informed public and mass population in New Zealand and globally.
- Peer-driven media and social networks now have more influence than traditional top-down sources of news and information.
- Experts and peers are seen as more credible sources of information about companies than CEOs or government officials.
- Business is the most trusted institution in New Zealand to keep up with changing times. Within industries, technology and
The document discusses organizational trust and its value. It conducted research that identified four key reasons why being a trustworthy organization is valuable: 1) It drives overall business performance by gaining customer loyalty and advocacy, attracting investors and partners, etc. 2) It puts an organization in a stronger position during times of crisis by having more goodwill from stakeholders. 3) It overcomes the growing skepticism that stakeholders have towards organizations. 4) It allows an organization to manage stakeholder relationships proactively by understanding how trust impacts future behavior. The research also developed a model and methodology for organizations to measure, diagnose, and take actions to build and maintain trust levels.
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2020 Proof CanTrust Report - January and May results
1. Client Name | Proof
April 21, 2020
Updated May 15, 2020
Proof CanTrust Index
2020 Results and Insights
cantrustindex.ca
2. OUR COMMITMENT TO TRUST IN CANADA
2
Now in its 5th year, Proof's CanTrust Index is a leading source of research and understanding of
trust in Canada. We are committed to studying and measuring trust and sharing our findings
because societies can’t function without it. Proof Inc. is the largest wholly Canadian-owned
public relations, public affairs and events consulting firm in the country,
operating in five offices with more than 200 people.
In 2020, we advanced our research and surveyed 2,500 Canadians through two studies in January
as COVID-19 began its extraordinary disruption of our world. In addition to our benchmark questions,
this year we examined our citizens’ disposition to trust, sense of National and local identities
as well as values to further inform our understanding of what makes Canada unique.
Trust is more critical now than it ever was given the current state of the world.
Actions taken throughout the COVID-19 crisis and recovery will not only impact
an organization’s reputation, but also its long-term survival.
Canada’s COVID-19 pandemic recovery plan must include building trust.
This is our moment of truth.
3. FLASH: May Follow up Survey
3
Proof followed up with Canadians in May 2020 to see how trust levels changed as COVID-19 arrived
• In May 2020, Proof conducted a follow up survey to measure how trust has shifted in the wake of
COVID-19 reaching Canada’s shores.
• Since January, there has been a heartening increase in trust in several key groups of Canadians including
doctors, scientists, not-for-profits and governments. It is clear the country is putting its faith in
government and essential workers to guide us through the crisis.
• However, the increase in trust has not been all-inclusive. In the same period, trust in CEOs has declined
to an all-time low, demonstrating the fact CEOs need to better-understand the values of their employees
and how to communicate with them effectively during the crisis.
Online survey of 1,000 Canadians conducted May 1–3, 2020
4. When you think about recent events, how much do you trust each of these people or groups of people to do the right
thing for Canada, Canadians and our society in general? – Online survey of 1,000 Canadians conducted May 1-3, 2020. 4
FLASH: Stratospheric Trust Levels for Doctors and Scientists during COVID-19
Not for
profits/
charities
Governments Doctors Scientists Educators CEOs
January May
Small/Medium
Business
5. January Study Methodology
5
This report provides a summary of findings from Proof’s general population study.
• 1,500 interviews using a national opt-in panel administered by The Logit Group.
• Participants completed the survey instrument online from either a mobile device or a desktop computer.
The study was completed in both official languages: 1,260 in English and 240 in French.
• Sample is representative of Canadian population statistics by region, age & gender.
• Fieldwork was conducted January 17th through January 27th, 2020.
Proof conducted a second study this year of 1,000 employees exclusively to gain a benchmark of trust
within Canadian workplaces. If you would like to learn more about that study, please contact
Bruce MacLelllan at bmaclellan@getproof.com, 416.969.2727 or visit cantrustindex.ca.
6. Executive Summary
6
• Canadians have a high disposition to trust and hold very distinctive values, which inform our own
evaluation of trust in others. Our citizens identify very highly as Canadian and share a sense of belonging
to Canada. Trust is associated with identity. Our research found that the stronger the sense of belonging
and identification as “Canadian”, the greater the willingness to trust.
• Our research shows steady trust in public services. Trust in the RCMP, for example, is at 61 percent, trust
in our health care system is at 57 percent, and trust in the education system at 55 percent.
• Similarly, our research shows relatively high levels of trust in important services during this pandemic like
hospitals at 66 percent, grocery stories at 58 percent and banks at 48 percent.
• Another distinctly Canadian feature of trust is the number of newcomers arriving with relatively higher
baseline levels of trust, serving to raise the national average.
7. Executive Summary
7
• Trust in the news media is proving resilient and up slightly to 44 percent in 2020 from 40 percent in
2019. This trust may grow further as Canadians rely on news media for up-to-date information and as
audiences grow during the COVID-19 crisis.
• Friends and family (78 percent), scientists (70 percent) and medical doctors (76 percent) top the trust
scale as sources for reliable information, while politicians are at a dismal 12 percent.
• Considering our high disposition to trust, it is concerning that trust remains low in many areas. Our
overall trust index this year hovers at 38 percent (39 percent in 2019, down from 45 percent when we
began this study five years ago). Of note, the trust index increases among those with a higher
disposition to trust (up to 55 percent).
• Younger Canadians exhibit a lower disposition to trust than older Canadians and have lower trust scores
in many areas of our research.
8. Executive Summary
8
• The largest trust gaps in Canada are regional, with Albertan alienation and younger people who need to
see the economic system and their leaders working for them.
• An important area of concern, especially now, is low trust in our leaders. Employees give their employer
a C grade in efforts to build trust internally. Further, the overall trust level of Canadians in CEOs has
fallen from 55 percent in 2018 to 38 percent in 2020.
• CEO trust levels are weakest with younger and lower paid employees. Moreover, when we asked
Canadians who they trust as sources of reliable information, business executives were trusted by only 28
percent.
• How leaders and businesses behave now and into the future will have an important impact on shaping
trust levels of young people. It’s clear, especially now, that trust needs to be part of Canada’s recovery
plan and our leaders need to understand and measure trust.
10. Trust Defined
What is Trust?
There are a myriad of definitions of trust. In order to provide
high-quality data and conclusions based on solid evidence, at
the outset of the survey, we defined what we meant when we
wrote “trust”.
We defined trust as:
“The willingness to be vulnerable to the actions of another party
based on positive expectations of the intentions or behaviour of
that party."
When we surveyed Canadians this year in our general population
survey, 85 percent agreed with this definition. In our employee
study, 91 percent of respondents agreed with this definition.
This definition is based on the widely cited work of
Rousseau et al. (1998).
10
11. 11
Just as there are many definitions of trust, there are
different ways of measuring trust. One way is
measuring ‘propensity or disposition to trust’ – a
personality trait that is a part of each individual. This trait
informs how we tend to “see” others – in either an
optimistic or pessimistic way.
Disposition to trust develops as a result of previous
developmental experiences, specific culture,
and from other personality traits.
A person with high trait-trust assumes most
people are fair, honest and have good intentions.
People with low trait-trust see others as selfish
or devious and tend to be more
cynical and skeptical themselves.
The assumption that people
are basically honest and
well-intentioned has a
number of important
implications for the ability to
function in complex social
systems
(Couch et al. 1996)
Canadians’ Disposition to Trust
12. It takes time and life experience to build trust.
Consistent with research, younger Canadians exhibit a lower disposition to trust than older
Canadians and must be given the opportunity to further develop this aspect of themselves.
Costa & McCrae (1992) 12
Many Canadians see Others as Honest, Trustworthy and Well-Intentioned
ALL CANADIANS
I think most of the people
I deal with are honest
and trustworthy
I believe most people
are well-intentioned
My first reaction is to
trust people
13. Younger Canadians are less disposed to trust than are older Canadians.
High trust
disposition
28%
Moderate trust
disposition
61%
Low trust
disposition
11%
13
Read as: 28% of the Canadian population are in the high trust disposition category; 29% of males and 27%
of females are in that category.
Individual Disposition to Trust is Heavily Informed by Age
Total
Male
Female
<25
25-49
50-59
60+
BC
AB
M/S
ON
QC
AT
High Trust Disposition Index
14. Client Name | Proof
TRUST IN CANADA:
OUR INSTITUTIONS, ORGANIZATIONS AND
LEADERS
15. Canadians continue to express reservations in their willingness to trust the country’s basic
institutions. Canada is not yet rebounding from low trust scores
and is at our lowest point in five years.
15
Five institutional components of Canadian society were aggregated to create an overall trust score. This included trust in
charities, media, small businesses, medium businesses, governments and large corporations.
Canada’s Overall Trust Index Remains Stable but Weak
2016 2017 2018 2019 2020
16. 16
Aggregate trust in charities, media, small businesses, medium businesses, governments and large
corporations.
Those over 50 years of age and Newcomers to Canada Have Higher Trust Scores
25-49 50+ Born in
Canada
Born
elsewhere
17. No difference by gender; those 25-49 are the least trusting of Canadian
institutions on an aggregate level.
17
Aggregate trust in charities, media, small businesses, medium businesses, governments and large corporations.
Late Millennials and Gen-X are Least Trusting
Total Male Female <25 25-49 50+
2019 2020
18. And those who arrived more recently to Canada are more trusting of
Canadian institutions on an aggregate level.
18
Aggregate trust in charities, media, small businesses, medium businesses, governments and large corporations.
Newcomers to Canada Report Significantly Higher Trust Scores
Canada’s Trust
Index Score
Born in
Canada
Born
Elsewhere
Longer than
15 years
Under 15
years
19. Aggregate trust in charities, media, small businesses, medium businesses, governments and large corporations.
19
Alberta Least Trusting; Quebec & Atlantic More Trusting
Total BC Alberta Man/Sask Ontario Quebec Atlantic
2019 2020
20. The Trust Disposition Score predicts aggregate trust ratings by a factor of over two to one.
20
Trust Disposition Levels Impact Trust General Ratings Significantly
Canada’s Trust
Index Score
High Trust
Disposition
Moderate Trust
Disposition
Low Trust
Disposition
21. Q:Thinking again about Canada, to what extent are you willing to trust the following organizational categories to be
competent and effective and to do the right thing? 1 means you “trust very little” and 7 means you “trust a lot”.
21
In 2020 Trust is Rebounding in News Media & Large Corporations Slightly
Not-for-Profits/Charities News Media Governments Small/Medium
Corporations
Large Corporations
2016 2017 2018 2019 2020
22. BC AB M/S ONT QC ATL
Not-for-Profits/Charities 51% 41% 53% 47% 52% 57%
News Media 45% 36% 47% 41% 50% 54%
Governments 38% 26% 31% 31% 37% 36%
Small/Medium Corporations 38% 26% 31% 31% 37% 36%
Large Corporations 28% 23% 20% 24% 34% 22%
22
Alberta Sets the Bar on Low Trust
23. 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 a lot”.
23
Trust in Political Leadership Remains Low
The Governor
General
The Prime Minister Your Provincial Premier Your Community Mayor
2016 2017 2018 2019 2020
24. BC AB M/S ONT QC ATL
The Governor General 49% 43% 47% 47% 40% 51%
The Prime Minister 40% 25% 32% 42% 42% 45%
Your Premier 42% 38% 37% 28% 49% 36%
Your Mayor 45% 41% 36% 43% 49% 52%
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 a lot”.
24
Trust in the Prime Minister is Acutely Low in Alberta, Manitoba & Saskatchewan
25. Trust in the judicial system is showing decline;
financial markets and Parliament remain low.
Q: Thinking about Canada, to what extent are you willing to trust the following institutions to operate competently and
effectively and to do the right thing? 1 means you “trust very little” and 7 means you “trust a lot”.
25
Higher Trust for Uniquely Canadian Institutions, but Political Institutions are Considerably Lower
Canadian
Military
RCMP Canadian
Healthcare
System
Canadian
Education
System
Free &
Independent
Press
Canada’s
Central
Bank
Canada’s
Judicial
System
Canadian
Financial
Markets
Canadian
Senate
Canadian
Parliament
2018 2019 2020
26. 26
Trust in Many Canadian Institutions is Significantly Higher Among Those Over 50
Canadian
Military
RCMP Canadian
Healthcare
System
Canadian
Education
System
Free &
Independent
Press
Canada’s
Judicial
System
Canadian
Senate
Canadian
Parliament
25-49 50+
27. Client Name | Proof
<#>
NATIONAL & LOCAL IDENTITY,
VALUES PERFORMANCE & TRUST
28. Why National and Local Identities Matter
Research has shown that the construct of ‘identity’ is highly correlated
with trust. When we inquire about national or local identities, what we
are measuring is the sum of each individual’s sense of belonging or
“closeness” to a given nation, city or community.
National and local identities occur as a result of common elements
that people share and experience such as culture (e.g.; values),
language, history and symbols and the “level of awareness”
of these elements.
We measured Canadians’ level of identification by asking this
question: “When thinking about belonging to the place where you
live, how close do you feel to…your town or city, province, Canada &
North America.
(Very close, Close, Not very close, Not close at all, Can’t choose)
The Bottom Line:
A key function of identity is to promote a wide radius of trust.
Societies thrive on trust – but they need the widest possible
radius in order to flourish.
28
29. Canadians Overall Claim to Have a Strong Sense of National identity. This is encouraging.
Gen-Zs, Boomers and our Elder Generation feel the closest to Canada,
while Millennials have the lowest sense of belonging across the board.
Very/Somewhat Close to Canada Very/Somewhat Close to Province
Very/Somewhat Close to CityQ: When thinking about
belonging to the place you live,
how close do you feel to…
29
30. Greater National Identity in Canada Correlates With Higher Levels of Institutional Trust
The closer one claims to feel to Canada, the significantly more trusting they tend to be in the
institutions that are empowered to protect and support them.
Canadian
Military
RCMP Canadian
Healthcare
System
Canadian
Education
System
Free &
Independent
Press
Canada’s
Central
Bank
Canada’s
Judicial
System
Canadian
Financial
Markets
Canadian
Senate
Canadian
Parliament
Feel Close Not Close
Closeness to Canada
30
31. Why the Evaluation of our Country's Values Performance Matters
Values Performance is a key element of the construct of identity.
The stronger the identity, the wider the radius of trust.
We derived the values we inquired about from the experts
at the Canadian Index of Well-Being. They include a composite
index of 8 interconnected domains (Diversity, Fairness, Inclusion,
Economic Security, Safety, Sustainability, Equity, Health).
We added our own that are closely linked to identity (Freedom,
Democracy) and current values we know to be in a state of
change (like Privacy).
Values Performance can also be an indicator of Canadians’
Quality of Life and can be used as a companion measure of
social progress next to the GDP.
31
32. Our values inform our overall levels of trust in others.
32
Overall, Canadians do not Feel Canada is Living up to its Values
Q: In thinking about Canada as a country, please rate how well you think Canada is performing in the
following areas (listed as above) – Scale 1to 5; Poor, Fair, Good, Very Good, Excellent.
33. Total GenZ Millennials GenX Boomers Older
Freedom 51% 56% 45% 50% 55% 60%
Democracy 40% 43% 36% 38% 43% 54%
Diversity 39% 47% 42% 40% 37% 20%
Safety 37% 45% 37% 37% 34% 46%
Health 31% 45% 31% 28% 27% 37%
Inclusion 29% 34% 29% 29% 29% 19%
Fairness 27% 35% 27% 25% 25% 23%
Privacy 25% 36% 25% 25% 22% 29%
Equity 25% 37% 27% 25% 19% 29%
Sustainability 25% 36% 26% 23% 22% 27%
Economic Security 12% 35% 22% 20% 17% 24%
33= significantly higher score compared to other generations; = significantly lower score compared to other generations
Gen Z Most Optimistic About the Extent to Which Canada is Living up to its Values
Boomers and Elder Canadians rate Canada significantly lower than other age cohorts.
Millennials and Gen X are not far behind. This puts our sense of national identity at risk.
34. Low Values Performance Scores Impact our Level of Trust
Scores represent the indicated group’s evaluation of Canada’s values performance on a scale of 100.
Overall index score included for baseline comparison purposes.
OVERALL VALUES INDEX SCORE
Among those who say they feel close to Canada
Among those who say they do not feel close to Canada
Among highly trusting Canadians
Among low trusting Canadians
Among high trust disposition Canadians
Among low trust disposition Canadians
34
35. TRUST SCORES
FOR CORPORATE CANADA, CEOS
AND SENIOR MANAGERS, BUSINESS
SECTORS & INDIVIDUAL COMPANY RATINGS
36. CEO trust is highly dependent on income levels.
Less affluent = less trusting of the CEO.
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 a lot”.
36
Trust in Canadian CEOs at an All Time Low
2016 2017 2018 2019 2020 < $50K
Income
$50-150K
Income
Over $150K
Income
37. WE ASKED CANADIANS WHO ARE
EMPLOYED TO GRADE THEIR EMPLOYER
ON A TRUST SCALE FROM A TO F.
WE INDEXED THEIR RESPONSES
TO PROVIDE GRADING.
38. . . . . . . .
Q: If you were to grade your employer on their capacity to BUILD trust with external stakeholders (clients, customers, suppliers, partners
etc.) what grade from an A+ to an F would you give them (where A+ means exceptional and F means failure)?
The further employees are from the C-suite, the lower they will grade their employer.
38
Employees Give Their Employer a ‘C’ in Building Trust
Total Senior
Executives
Middle
Managers
Junior
Managers
Administrative
Workers
Labourers Front Line
Service
39. Hospitals and food retail most trusted; social media platforms least so.
Q: Thinking about Canada and the economy, to what extent are you willing to trust the following industries to: operate
competently and effectively and to do the right thing? 1 means you “trust very little” and 7 means you “trust a lot”.
39
Trust in Industry Sectors
40. Q: Thinking about the businesses and brands that operate within Canada, to what extent are you willing to
trust the following companies to operate competently and effectively and to do the right thing? 40
Google has High Volume Trust, SNC Lavalin Trust is Lowest
41. The sharing economy platforms receive low level trust scores,
although among younger Canadians, the scores are higher.
41
Trust is not Always Shared
Total <25 25-49 50+
Airbnb Uber
42. The telecommunication companies are in the bottom third of trusted companies this year.
42
Telco’s Dial Wrong Number on Trust
Telus Bell Rogers Huawei
43. Huawei and SNC Lavalin are at the bottom of the list in 2020.
Facebook and Twitter remain low.
43
Trust Penalty Box
Airbnb Uber Facebook Twitter Huawei SNC Lavalin
44. After a 6-point gain in 2019, Tim Hortons dropped those 6 points again in 2020.
While relatively high among corporate entities in Canada, the decline underscores the need to
continue to reinforce trust measures among Canadians on an ongoing basis.
Region:
BC 51%
AB 49%
M/S 50%
ON 50%
QC 62%
ATL 63%
44
Trust Relapse for Tims?
2018 2019 2020
45. Having “values close to my own” is the #1 factor that makes a company more trustworthy.
Q: On a scale of 1to 7 to what extent do you think each item below will make a company or
brand MORE trustworthy, 1 means “very little” and 7 means you “trust a lot”. 45
Corporate Behaviours that Build Trust
Having values that are close to my own
Creating local employment opportunities
Having a leader that communicates openly
Is endorsed by my friends and family
Having a brand, product or service that meets my needs
Investing in my local community
Being Canadian-owned and operated
Having a clearly stated corporate or social purpose
Being in a highly regulated sector
Being innovative
Committing to inclusion and diversity
Supporting charitable causes
Advocating for positive social change
Knowing someone who likes working there
Having a compelling story
Is endorsed by an influencer that I follow
46. Client Name | Proof
<#>
TRUST IN INFORMATION
PROVIDERS & SOURCES
47. There are clearly three levels of trust in information providers. Top trust tier includes friends and family,
doctors, scientists and educators. Trust scores are relatively consistent regardless of age.
Q: On a scale of 1 to 7, please indicate how much you are willing to trust each of the following CATEGORIES OF
PEOPLE for RELIABLE information. 1 means you “trust very little” and 7 means you “trust a lot”. 47
Family & Friends, Doctors, Scientists and Educators are in the Trust Hall of Fame
Friends
& Family
Medical
Doctors
Scientists Educators Journalists Bankers Religious
Leaders
Business
Executives
Bloggers/
Influencers
Celebrities Politicians
48. 48
Bloggers and Celebrity Endorsers Two Times More Trusted Among Younger Canadians
Bloggers/Influencers Celebrities
<25 25-49 50+ <25 25-49 50+
49. BC AB M/S ONT QC ATL
Family & Friends 80% 73% 78% 77% 79% 83%
Medical Doctors 78% 69% 75% 74% 79% 83%
Scientists 71% 62% 69% 69% 76% 77%
Educators 70% 58% 65% 63% 68% 75%
Journalists 46% 34% 39% 38% 52% 59%
Bankers 45% 37% 40% 37% 42% 55%
Religious Leaders 33% 34% 39% 35% 27% 45%
Business Executives 30% 26% 32% 27% 31% 26%
Bloggers/Influencers 19% 13% 20% 16% 17% 22%
Celebrities 17% 14% 14% 12% 19% 18%
Politicians 12% 10% 8% 12% 16% 12%
49= significantly higher score compared to other regions; = significantly lower score compared to other regions
Regional Trust Breakdown in Information Providers and Sources
50. More than half of all Canadians say they trust the institution of Canada’s free & independent press…
more than they say they trust the individual providers.
50
News Media is Weathering the Storm
Free &
Independent Press
News Media Journalists
51. 51
Q: On a scale of 1 to 7, please indicate how much you are willing to TRUST each of the following to provide you with
RELIABLE information. 1 means you “trust very little” and 7 means you “trust a lot”.
Traditional more Trusted than Social Media Platforms
52. Total <25 25-49 50+
Newspapers 55% 55% 48% 60%
Television 53% 43% 46% 61%
Online news 49% 44% 45% 53%
Radio 53% 38% 49% 60%
Facebook 25% 29% 28% 22%
Instagram 24% 42% 27% 19%
Twitter 23% 35% 24% 19%
52
= significantly higher score compared to other regions; = significantly lower score compared to other regions
Age has an Impact on Trust Across Media
53. 67% of all Canadians are verifying information all or most of the time.
This remains true across regional and demographic cross-sections of the Canadian population.
53
Q: When the information you are consuming is on a topic that is important to you, how often will
you verify it’s true through other sources?
With the Fall of Trust Comes the Rise of Verification
All the time Most of the time Some of the time Rarely Never
54. 54
Q: On a scale of 1 to 7, please indicate how much you are willing to TRUST the following sources to provide
you with RELIABLE information. 1 means you “trust very little” and 7 means you “trust a lot ”.
Product Sampling and Search Results Have Highest Trust Levels
Product
Sampling
Internet
Search
Results
Online
Reviews
Company
Websites
Traditional
Media Ads
Email
from
Brands
Digital
Ads
Social Posts
from Brands
Network
Shared
Posts
Blogs
2016 2020
56. LIVING VALUES SPEAK
LOUDER THAN WORDS
A company’s values are even more important in a time
of crisis and the litmus test of all communications.
Communications during this pandemic that align with your
company’s values will become a channel for building integrity
and competence-based trust across your organization.
56
57. 57
EMPATHY = RELEVANCE
You won’t build trust if your messages aren’t relevant.
In this type of environment there is unprecedented fear and anxiety.
Communication becomes most relevant to people when it
expresses an understanding of their experience.
58. 58
TRUST BY EXAMPLE:
MIDDLE MANAGERS ARE
MEGA INFLUENCERS
Although senior leaders must always remember to walk their talk,
employees are generally more inclined to trust their direct manager.
Earn the trust of your middle managers and then empower
them to build the trust capacity of your organization.
59. 59
UNDERSTAND NEW CANADIANS
AND BUILD RELATIONSHIPS
FOR THE LONG HAUL
New Canadians are the main source of population
growth in Canada. They arrive in Canada with higher trust
than multigenerational Canadians, but after 15 years the window of
trust closes and they become less trusting.
60. MEASURE YOUR TRUST
If you aren’t measuring trust, you don’t know if you are building it.
An accurate measurement of organizational and leadership trust
should be part of every CEO's performance report.
TRUST IS CRITICAL TO THE SUCCESS OF YOUR BUSINESS
NOW, MORE THAN EVER.
60
61. Thank You
FOR MORE INFORMATION ABOUT OUR STUDIES AND
HOW TO BUILD TRUST IN YOUR ORGANIZATION,
PLEASE CONTACT:
Bruce MacLellan
bmaclellan@getproof.com
416.969.2727
Vanessa Eaton
veaton@getproof.com
416.969.2713
cantrustindex.ca