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.

1. Client Name | Proof
September 2020
Proof Strategies CanTrust Index
COVID-19 Impact Update
cantrustindex.ca

2. 2
Why We Study Trust?
Trust is what makes economies and democracies work.
During this pandemic of 2020, we’re following trust more closely as Canadians
look for guidance and direction.
At Proof Strategies, 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.

3. Third Wave of the 2020 CanTrust Study Sponsored by Proof Strategies.
Results are based on 1000 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: 811 in English
and 189 in French.
Sample is representative of Canadian population statistics by region, age & gender.
Regional sample sizes are as follows:
- BC 129
- Alberta 115
- Saskatchewan/Manitoba 66
- Ontario 391
- Quebec 229
- Atlantic 70
Caution should be used in interpretation of regional and other demographic variances as the sample sizes are smaller and have larger
confidence intervals.
Fieldwork was conducted September 3rd through September 5th 2020.
3
Methodology

4. 4
DETAILED SURVEY RESULTS

5. Prime Minister’s trust score declining; Provincial Premier’s improving.
5
When you think of these people or groups of people to what extent do you trust each to do what is right for Canada, Canadians, and our society in general.
Use a scale from 1-7. A 1 means you trust them very little. A 7 means you trust them a lot, and the numbers between are the degrees between a lot and a little.
Trust in Political Leadership
46
33
40
34
39 37
32
44
0
10
20
30
40
50
60
The Prime Minister The Premier of your province
2018 2019 20-Jan 20-Sep
%5-7

6. PM trust score declines since January are largest in Ontario (-10 points), Quebec (-9 points).
Improvements noted at the Provincial Premier level most noticeable in Ontario & in Atlantic Canada.
6
Trust in Political Leadership (cont’d)
BC AB M/S ONT QC AT
Jan
20
Sept
20
Jan
20
Sept
20
Jan
20
Sept
20
Jan
20
Sept
20
Jan
20
Sept
20
Jan
20
Sept
20
The Prime Minister 40 34 25 27 32 30 42 32 42 33 45 37
Your Premier 42 46 38 28 37 41 28 41 49 54 36 51
%5-7

7. 7
Trust In Political Leadership (cont’d)
32
39
29
40
34
51
0
10
20
30
40
50
60
The Prime Minister Your Provincial Premier
20-Sept Data By Age
18-34 35-54 55+
%5-7

8. Large corporate CEOs trust levels soften with an 4 point decline since May’s already relatively low
score. Trust in leaders of smaller or medium size businesses improved in that same period.
8
Trust In Business Leadership
30
45
26
50
0
10
20
30
40
50
60
CEOs of Large Corporations Small/Medium Business Leaders
20-May 20-Sep
%5-7

9. Regional data show largest gains in Quebec, BC & Atlantic Canada for trust in small/medium size business
leaders; Declines in trust levels for large company CEOs is evident in all provinces other than Quebec.
9
Trust in Business Leadership (cont’d)
BC AB M/S ONT QC AT
May
20
Sept
20
May
20
Sept
20
May
20
Sept
20
May
20
Sept
20
May
20
Sept
20
May
20
Sept
20
CEOs of Large Corporations 28 23 30 23 24 14 30 25 32 31 42 36
Small/Medium Business Leaders 41 48 43 45 48 46 47 49 44 55 54 59
%5-7

10. 10
Trust In Business Leadership (cont’d)
27
46
26
51
24
53
0
10
20
30
40
50
60
CEOs of Large Corporations Small/Medium Business Leaders
20-Sept Data By Age
18-34 35-54 55+
%5-7

11. Among Canadians employed full time, trust scores related to their own boss is improving, and much higher
than trust for corporate CEOs in general but is consentient with small/medium size business leadership trust
levels. It is clear that personal experiences with business leadership is important to shaping these attitudes
particularly since most Canadians work in small & mid size businesses.
11
Trust In Own Boss – Among Those Employed
45
51
55 54
51
58 55 56
62 59 59
47
56
52
57 58 55 55
26
50
-
10
20
30
40
50
60
70
20-Sept
Region & Demographics%5-7

12. Trust levels in the Charity/Not-for-Profit sector fell back to January levels after
improving in May.
12
Trust In Charities Not-For-Profits
54 53
56
49 49
56
50
0
10
20
30
40
50
60
Not-for-Profits/Charities
2016 2017 2018 2019 20-Jan 20-May 20-Sep
%5-7

13. Trust in the sector much lower with older Canadians as well as BC & Alberta residents.
13
Trust In Charities/Not-For-Profits (cont’d)
46
54
0
10
20
30
40
50
60
70
Male Female
61
50
42
18-34 35-54 55+
43
37
48
54
51
68
BC AB M/S ON QC AT
%5-7

14. Doctors & scientists remain on top of the trust spectrum among Canadians with both in the top
of all groups measured in September. The thirst for credible information about covid19 has
brought these professionals to the forefront of the public conscience and trust levels show
confidence Canadians have in them. Small slips in trust score since May are reported - which
will need to be watched.
14
Trust In Doctors & Scientists
76
70
87
8283
77
0
20
40
60
80
100
Doctors Scientists
20-Jan 20-May 20-Sep
%5-7

15. While remaining strong in all regions, drops since May for doctors are noted in BC (-14), and
Saskatchewan/Manitoba (-9) more than in other parts of Canada.
15
Trust In Doctors & Scientists (cont’d)
BC AB M/S ONT QC AT 18-34 34-54 55+
May
20
Sept
20
May
20
Sept
20
May
20
Sept
20
May
20
Sept
20
May
20
Sept
20
May
20
Sept
20
May
20
Sept
20
May
20
Sept
20
May
20
Sept
20
Doctors 93 79 86 86 92 81 88 83 85 83 85 84 87 82 83 81 92 86
Scientists 84 74 79 77 83 80 82 77 86 78 81 81 83 78 79 74 86 80
%5-7

16. Trust scores for educators has declined consistently through the year. Trust scores
are lower with those under 35 and males.
16
Trust In Educators
65
59
51
0
10
20
30
40
50
60
70
Educators
Trend
20-Jan 20-May 20-Sep
47
51
54
49
54
48
57
51 49
54
47
18-34 35-54 55+ Male Female BC AB M/S ON QB AT
20-Sept
Region & Demographics%5-7

17. News Media trust ratings well below prior years.
17
Trust In News Media
54
50 51
40
44
33
36
0
10
20
30
40
50
60
News Media
2016 2017 2018 2019 20-Jan 20-May 20-Sep
%5-7

18. Trust scores for News Media are lower among younger Canadians & among men. Regionally,
trust scores for News Media are higher on each coast and lowest in Alberta.
18
Trust In News Media (cont’d)
36
30
33
43
34
38
41
29
35 35 36
42
-
5
10
15
20
25
30
35
40
45
50
Total 18-34 35-54 55+ Male Female BC AB M/S ON QB AT
20-Sept
Region & Demographics%5-7

19. Law enforcement groups have held their trust levels since January. At the local levels, trust levels
have improved slightly and RCMP trust levels are steady. With over 60% trust scores, both groups
are scoring much higher than political leaders, business leaders and the News Media.
19
Trust In Law Enforcement Groups
58
6162 61
0
10
20
30
40
50
60
70
Local Police Force RCMP
20-Jan 20-Sep
%5-7

20. Trust scores for law enforcement groups are much lower among younger Canadians.
20
Trust In Law Enforcement Groups (cont’d)
62
51
61
71
59
65
61
64
53
60 62
71
61
49
63
67
57
64
61 59
63
58
61
70
-
10
20
30
40
50
60
70
80
Total 18-34 35-54 55+ Male Female BC AB M/S ON QB AT
20-Sept
Region & Demographics
Local Police RCMP
%5-7

21. 21
Trustlab is the newest member of the Proof family of companies.
We are a research and consultancy firm dedicated to advancing the
knowledge and practice of trust building in Canada.
We work with organizations like yours to help you better understand,
measure and build trust for the long-term.
Trustlab is powered by experienced business acumen, strong academic
connections and decades of strategic communication.
https://www.getproof.com/what-we-do/trustlab/
Trustlab

22. 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
Kathleen McGinn
kmcginn@trustlab.ca
416.969.2711
cantrustindex.ca