Proof Strategies released our robust CanTrust Index study in February 2021 and went back into the field in early May 2021 to survey Canadians on their trust levels in elected leaders, scientists, doctors, journalists and vaccines. The distinct trust story in Canada continues as we see a 10-point increase in trust in vaccines in only four months. The increase has happened in every region. Unlike the United States, vaccine trust spans supporters of all political parties. Our research shows that trust in doctors, scientists and medical officers also remains high. Right now, Canadians have trust and want vaccines! The Proof Strategies CanTrust Index is a leading source of research and understanding of trust in Canada. Read the 2021 report at http://CanTrustIndex.ca​

1. TRUST AND
THE
PANDEMIC
CANTRUST WAVE THREE UPDATE
STUDY
MAY 2021

2. TRUST
in Canada’s Leaders, Democratic
Institutions and Sources of Influence
THE PANDEMIC AND
TRUST: OUR THIRD
WAVE UPDATE
As the third wave of the pandemic brings serious public health impact, hospital
overcrowding and vaccination challenges, Proof Strategies examines the changes in
trust among Canadians for their elected leaders, scientists, doctors, journalists and
vaccines.
Trust can shift quickly in a crisis and our new CanTrust Index research tracks the
trends and points to solutions in regions across Canada. Conducted May 1-3, this
study gives the latest update on the Canadian trust story. A total of 1,500 interviews
were completed across Canada. The sample was designed to replicate the
population by region and broader demographics such as age and gender.
Canadians are watching closely and looking for action, with smart, equitable solutions
in the battle against COVID-19 and new variants.
We report on whom they trust and pose the question: which region do you think
has done the best job of managing the COVID-19 pandemic, implementing
vaccinations and protecting public health during the pandemic?
*Defined as those working and earning <25k
if living alone or HH <$35 if living with other
1,500 PEOPLE SURVEYED
FIELDED MAY 1-3, 2021

3. Q
To what extent do you TRUST the following GROUPS OF PEOPLE to
provide you with RELIABLE information about COVID-19.
Overall trust in groups of people
The medical community & scientists at large remain the most trusted sources of reliable COVID-19 information. Journalists, CEOs and
even family & friends have suffered declines since January.
3
75 74
63
61
46 45 46
20
46 44
24
83
80
68
66
47
44 43
38
35 34
32
15
Medical doctors Scientists Canada's Chief
Medical Officer of
Health
Your provincial
Medical Officer of
Health
The pharmaceutical
industry
Your provincial
Premier
The Prime Minister of
Canada
Your mayor Canada's military
leaders
Journalists Word of mouth from
family & friends
Corporate CEOs
January 2021 May 2021

4. Q
To what extent do you TRUST the following GROUPS OF PEOPLE to
provide you with RELIABLE information about COVID-19.
Trust in groups of people by region:
medical and science
Atlantic Canadians are more trusting of the medical experts and scientific community;
Prairie residents less so.
4
85 85
73 74
83
73
66 63
80 78
66
59
84 85
68 67
87 86
78
85
Medical doctors Scientists Canada's Chief Medical Officer of Health Your provincial Medical Officer of Health
BC Prairies Ontario Quebec Atlantic

5. Q
To what extent do you TRUST the following GROUPS OF PEOPLE to
provide you with RELIABLE information about COVID-19.
Trust in groups of people by region:
political leaders
Prairie residents least trusting of political leaders.
5
45
49
33
37
29
39
49
42 40
45
57
33
56 58
52
The Prime Minister of Canada Your provincial Premier Your mayor
BC Prairies Ontario Quebec Atlantic

6. Q
To what extent do you TRUST the following GROUPS OF PEOPLE to
provide you with RELIABLE information about COVID-19.
Trust in groups of people by region: other
All other groups much lower on the trust score across Canada;
although higher scores again shown in Atlantic Canada generally.
6
50
35 35
12
28
47
27
35
13
36
48
33 33
17
38
44
39
22
16
32
53
35
45
20
45
The pharmaceutical industry Journalists Word of mouth from family &
friends
Corporate CEOs Canada's military leaders
BC Prairies Ontario Quebec Atlantic

7. Q
To what extent do you TRUST the following GROUPS OF PEOPLE to
provide you with RELIABLE information about COVID-19.
Trust in groups of people by city
Toronto residents are less trusting of senior health officials both federally and provincially compared to other major urban
centres.
7
68
64
38
46
33
67
60
36
27
38
65
61
37
28
37
59
52
42
31
44
64
59
47
53
35
Canada's Chief Medical Officer of
Health
Your provincial Medical Officer of
Health
The Prime Minister of Canada Your provincial Premier Your mayor
Vancouver Calgary Edmonton Toronto Montreal

8. Q
To what extent do you TRUST the following GROUPS OF PEOPLE to
provide you with RELIABLE information about COVID-19.
Trust in groups of people by age
Younger Canadians least trusting overall.
8
80
74
53 53
44
22
42
28
33
16
28 27
80 80
66
61
41
31
42 41
32
16
35 35
79
76
62 62
45
34
39 40
32
12
37
41
85 85
74 72
54
42
46
51
35
18
40
43
83 83
80 80
57
32
49
58
25
15
31
39
Medical doctors Scientists Canada's Chief
Medical Officer of
Health
Your provincial
Medical Officer of
Health
The
pharmaceutical
industry
Journalists The Prime
Minister of
Canada
Your provincial
Premier
Word of mouth
from family &
friends
Corporate CEOs Canada's military
leaders
Your mayor
Gen Z Millennial Gen X Boomer 75+

9. Q
Trust in groups of people by vaccination
status
Those that have had at least one vaccine dose appear to be more trusting of medical leadership and the scientific
communities across the country.
9
88 87
76 74
58
40
49 52
31
19
38
44
78 75
61 58
38
28
38 38
33
13
33 33
Medical doctors Scientists Canada's Chief
Medical Officer of
Health
Your provincial
Medical Officer of
Health
The
pharmaceutical
industry
Journalists The Prime
Minister of
Canada
Your provincial
Premier
Word of mouth
from family &
friends
Corporate CEOs Canada's military
leaders
Your mayor
At least one dose No doses
To what extent do you TRUST the following GROUPS OF PEOPLE to
provide you with RELIABLE information about COVID-19.

10. Q
Vaccination rates
One in three Canadians claim to have had at least one dose as of the dates of this survey undertaking. This lines up closely
with StatsCan reporting for the same timeframe.
10
34
27
4 3
62
70
Total Survey StatsCan (May 4)
One dose Two doses None at this time
Not exactly comparable
because survey includes only
adults 18+ while StatsCan is a
measure of total population –
and that would deflate the
proportions.
Have you personally received one or both COVID-19 vaccination doses
yet?

11. Q
Vaccination rates by region
These proportions as reported across the country are shown below.
11
34 34 36 37
21
2
8
4
1
4
64
58 60 62
75
BC Prairies Ontario Quebec Atlantic
One dose Two doses None at this time
25
33 34 33
30
5 6 4 6
2
70
61 62 61
68
Vancouver Calgary Edmonton Toronto Montreal
One dose Two doses None at this time
Have you personally received one or both COVID-19 vaccination doses
yet?

12. Q
Vaccination rates by demographics
Younger and less affluent Canadians are far less likely to report being vaccinated at this point.
12
34
27
34
39
33
41
4 3 4 6 5 5
52
70
62
55
62
54
Total <$35k $35k-$74k $75k-$99k $100k-$199k $200k+
One dose Two doses None at this time
35 34
13
16
24
56
69
3 5 5 4 2 2
12
62 61
82 80
74
42
19
Male Female GenZ Millennial GenX Boomer 75+
One dose Two doses None at this time
Have you personally received one or both COVID-19 vaccination doses
yet?

13. Q
Vaccine trust levels by if vaccinated or not
Canadians express strong trust that the COVID-19 Vaccines are safe and effective, with a 74% rating overall, up 10 points since January.
Those who have had one dose are reporting higher trust levels than those who had two – perhaps due to side effects associated with the second dosage.
13
74
91
60
Total Had one at least one dose Had none to date
Overall Trust Based On Vaccination
64
74
Total
January 2021 May 2021
+10
On a scale of 1 to 7, do you TRUST the COVID-19 vaccine to be safe
and effective? 1 means you “trust very little” and 7 means you “trust a
lot”.

14. Q
Vaccine trust levels by region
Trust levels in the vaccine have increased in all regions.
14
67
63 63 65 66
76 74 74 73 73
BC Prairies Ontario Quebec Atlantic
January 2021 May 2021
+9 +11 +11 +8 +7
On a scale of 1 to 7, do you TRUST the COVID-19 vaccine to be safe
and effective? 1 means you “trust very little” and 7 means you “trust a
lot”.

15. Q
Vaccine trust levels by age
All age cohorts other than Gen Z (<25) show improved trust levels for the vaccine.
15
55 58 61
71
86
57
69 68
82
96
Gen Z Millennial Gen X Boomer 75+
January 2021 May 2021
+2
+11
+7
+11
+10
On a scale of 1 to 7, do you TRUST the COVID-19 vaccine to be safe
and effective? 1 means you “trust very little” and 7 means you “trust a
lot”.

16. Q
Vaccine trust levels by gender and income
Improved trust in the vaccine since January is more evident with affluent Canadians.
16
68
64
58
64 65
69 70
76
72
58
75
80 78
86
Male Female <$35k $35k-$74k $75k-$99k $100k-$199k $200k+
January 2021 May 2021
+8 +8 +11
--
+15 +9
+14
On a scale of 1 to 7, do you TRUST the COVID-19 vaccine to be safe
and effective? 1 means you “trust very little” and 7 means you “trust a
lot”.

17. Q
Vaccine trust levels by political leaning
Trust in the vaccine is not impacted significantly by party preference.
17
74
82
73 76
71
80
67
Total Liberal Conservative NDP Green Bloc Undecided
On a scale of 1 to 7, do you TRUST the COVID-19 vaccine to be safe
and effective? 1 means you “trust very little” and 7 means you “trust a
lot”.

18. Q
Vaccine brand awareness
More than nine in 10 Canadians have heard of each of the four main vaccine brands at this point.
18
96 94 91 94
Pfizer Moderna J&J AstraZeneca
There are four main COVID-19 vaccination brands. Are you aware of…

19. Q
Vaccine brand trust levels
Pfizer and Moderna have an almost 2:1 edge in trust levels among Canadians over J&J and AstraZeneca.
19
FOR EACH you are AWARE of , do you TRUST each of the COVID-19
vaccine brands to be safe and effective?
83
78
49
45
Pfizer Moderna J&J AstraZeneca

20. Q
Vaccine brand trust levels by age
Trust levels in vaccine brands generally increases with age, with older Canadians (75+) most trusting.
20
83
75
79 79
87
97
78
62
74 73
84
93
49
42
48
40
52
66
45
34
39 39
51
62
Total Gen Z Millennial Gen X Boomer 75+
Pfizer Moderna J&J AstraZeneca
FOR EACH you are AWARE of, do you TRUST each of the COVID-19
vaccine brands to be safe and effective?

21. Q
Which one of the following regions of Canada do you think has done the
best job of managing COVID-19 pandemic, implementing vaccinations
and protecting public health during the pandemic which began last March
of 2020?
The region seen to be doing best at
protecting public heath during the
pandemic
Among those expressing an opinion, the largest group of Canadians overall believe that Atlantic Canada has been most effective during the pandemic. Only one in 10 say the same for Ontario, and fewer
still for Western Canada. Among residents in each province, Atlantic Canadians are most likely to contend that their region has been most effective. Most Quebecers say the same. Fewer than one in four
Ontario residents believe that Ontario has led the country during the pandemic.
21
7
6
10
14
28
27
BC Prairies Ontario Quebec Atlantic Not sure
Among All Canadians
28
22 24
56
77
BC Prairies Ontario Quebec Atlantic
Among Residents In Home Province

22. TRUST
in Canada’s Leaders, Democratic
Institutions and Sources of Influence
IF YOU’RE NOT BUILDING
TRUST, YOU’RE PROBABLY
LOSING IT
While trust in the vaccine is high, it is not shared equally between the four main
brands. Public health officials need to manage their words carefully.
There is a broad coalition behind vaccine safety in Canada and trust is improving as a
result. Political leaders will do well when they can show they are following the
advice of their own health experts.
Leaders and organizations should have deliberate strategies for building trust.
*Defined as those working and earning <25k
if living alone or HH <$35 if living with other

23. For more information about our studies and how to build
trust in your organization, please contact:
THANK YOU
BRUCE MACLELLAN
bmaclellan@getproof.com
416.969.2727
VANESSA EATON
veaton@getproof.com
416.969.2713
cantrustindex.ca