Edelman Trust Barometer 2015 - UK Results Edelman_UK
The 2015 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. The survey was powered by research firm Edelman Berland and consisted and sampled 27,000 general population respondents with an oversample of 6,000 informed publics ages 25-64 across 27 markets.
It measures trust across a number of institutions, sectors and geographies
This update on Mergers & Acquisitions, covering the full year of 2016, is based on publicly available information.
For more information: http://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/m-and-a-2016-deal-makers-catch-their-breath
European public and policy elite views of US tech companies
This presentation explores consumer attitudes to US tech companies in France, Germany, the UK and Brussels, how that interacts with media coverage, and what is driving the European regulatory agenda towards the internet and technology companies.
For more information please contact:
Chris Blundell: http://www.brunswickgroup.com/people/directory/chris-blundell/
Philippe Blanchard: http://www.brunswickgroup.com/people/directory/philippe-blanchard/
For 15 years, the Edelman Trust Barometer has measured trust in institutions, including business, media, NGOs and government. In 2015, we surveyed 33,000 respondents in 27 countries. Since we began tracking trust in financial services in 2011, we have seen a modest increase from 48 percent to 52 percent on a global basis.
Learn more: www.edelman.com/trust2015
Edelman Trust Barometer 2015 - UK Results Edelman_UK
The 2015 Edelman Trust Barometer is the firm’s 15th annual trust and credibility survey. The survey was powered by research firm Edelman Berland and consisted and sampled 27,000 general population respondents with an oversample of 6,000 informed publics ages 25-64 across 27 markets.
It measures trust across a number of institutions, sectors and geographies
This update on Mergers & Acquisitions, covering the full year of 2016, is based on publicly available information.
For more information: http://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/m-and-a-2016-deal-makers-catch-their-breath
European public and policy elite views of US tech companies
This presentation explores consumer attitudes to US tech companies in France, Germany, the UK and Brussels, how that interacts with media coverage, and what is driving the European regulatory agenda towards the internet and technology companies.
For more information please contact:
Chris Blundell: http://www.brunswickgroup.com/people/directory/chris-blundell/
Philippe Blanchard: http://www.brunswickgroup.com/people/directory/philippe-blanchard/
For 15 years, the Edelman Trust Barometer has measured trust in institutions, including business, media, NGOs and government. In 2015, we surveyed 33,000 respondents in 27 countries. Since we began tracking trust in financial services in 2011, we have seen a modest increase from 48 percent to 52 percent on a global basis.
Learn more: www.edelman.com/trust2015
The findings of the 2017 Trust Barometer help explain provide a roadmap for understanding the forces shaping these movements and events, the shifts in influence and power as the tide of populist action sweeps across many western-style democracies around the world.
Explore Trust in Technology: www.edelman.com/trust2017
How world's companies act on corporate social responsibilityGrant Thornton LLP
Business as usual doesn’t cut it anymore for many companies around the world. They are becoming environmentally and socially responsible citizens, and demand the same from their vendors. Data from the Grant Thornton International Business Report reveals what’s driving this change and how it’s playing out across the globe.
Based on more than 2,500 interviews with business leaders, this infographic shows how the U.S. and 33 other countries stack up in their race for claiming responsible corporate citizenship.
See more at: http://gt-us.co/ZLFN4u
92 Percent of Small-Medium Business CEOs Say Washington Is Not Listening To Their Needs
Vistage CEOs Say While Economic Conditions Are Improving, Government Regulations Threaten Their Businesses
The insurance industry is undergoing fundamental transformation as it comes up against the impact of new regulation, new technology, accelerating shifts in consumer demand and mounting competition from digitally-enabled new entrants. In the face of so many disruptive challenges, it’s important not to lose sight of the huge opportunities they’re creating for insurers. Companies from other industries will be looking to your risk insight and expertise to help them navigate an increasingly complex and uncertain business and geopolitical landscape. You’re also in the pole position to capitalise on the new generation of analytics, sensor connectivity, and machine learning technologies that are set to revolutionise our lives. To make the most of these opportunities, it’s important to look beyond the traditional boundaries of the insurance business to embrace new ways of working, new ways of interacting with customers, and whole new possibilities in what your business can deliver.
Pwc 2015 Technology Sector Sec Comment Letter TrendsPwC
PwC's technology industry publication provides a comprehensive analysis of recent SEC staff comments and disclosures to assist you in understanding the key trends relevant to companies in the technology sector.
Survey by Valoria - The barometer of digitalization 2018 (selection)Elena Badea
This survey carried out in partnership with Doingbusiness.ro probes the perceptions of managers and executives about the impact of digitalization on Romanian companies. The questionnaire, which received 369 responses, was applied between, 15 March and 30 April, 2018. In this report we will refer to digitalization as the use of storage and processing technology, search and retrieval of information between on- line users. We are presenting a selection of the comparative results in 2018 and 2017.
Resourcefulness, creativity can help further your nonprofit's missionGrant Thornton LLP
If there’s one lesson that nonprofit organizations have learned in recent years, it’s that resources are finite and must be allocated prudently. How not-for-profits must quickly adapt to find new and creative ways to respond. See more in our State of not-for-profit industry 2014: http://gt-us.co/StateofNFP2014
Our sixth-annual survey explores where parents plan to spend—and how much. With 19 million college students heading off to colleges and universities in the coming weeks, retailers can expect parents to spend $25.5 billion to get their students settled in. Read more at https://deloi.tt/2L4dVWl.
The 2015 Edelman Trust Barometer is the firm’s 15th annual exploration of trust. We surveyed 33,000 people (27,000 General Public and 6,000 Informed Public respondents) in 27 countries around the world on their trust in the institutions of government, media, business and NGOs.
Trust Barometer 2014 Hong Kong Launch PresentationEdelman
About the Edelman Trust Barometer:
The 2014 Edelman Trust Barometer is the firm’s 14th annual trust and credibility survey. The survey was produced by research firm Edelman Berland and consisted of 20-minute online interviews conducted October 16, 2013 – November 29, 2013. The 2014 Edelman Trust Barometer online survey sampled 27,000 general population respondents with an oversample of 6,000 informed publics ages 25-64 across 27 countries. All informed publics met the following criteria: college-educated; household income in the top quartile for their age in their country; read or watch business/news media at least several times a week; follow public policy issues in the news at least several times a week. For more information, visit: http://www.edelman.com/insights/intellectual-property/trust-2014/.
The Proof CanTrust Index is a leading source of research and understanding of trust in Canada. Now in its 5th year, Proof's CanTrust Index is a leading source of research and understanding of trust in Canada. For 2020, we surveyed 2,500 Canadians through two studies in January as COVID-19 began to sweep around the world. Our new data shows that Canada’s trust story is in many ways stable. During this pandemic, trust is particularly strong in essential services such as local hospitals, banks and grocery stores. Worryingly, the people that lead us are losing trust. Canada’s pandemic recovery plan should include building trust. Learn more and read the 2020 report at http://CanTrustIndex.ca
2020 Proof CanTrust Report - January and May resultsProof
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.
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.
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.
The findings of the 2017 Trust Barometer help explain provide a roadmap for understanding the forces shaping these movements and events, the shifts in influence and power as the tide of populist action sweeps across many western-style democracies around the world.
Explore Trust in Technology: www.edelman.com/trust2017
How world's companies act on corporate social responsibilityGrant Thornton LLP
Business as usual doesn’t cut it anymore for many companies around the world. They are becoming environmentally and socially responsible citizens, and demand the same from their vendors. Data from the Grant Thornton International Business Report reveals what’s driving this change and how it’s playing out across the globe.
Based on more than 2,500 interviews with business leaders, this infographic shows how the U.S. and 33 other countries stack up in their race for claiming responsible corporate citizenship.
See more at: http://gt-us.co/ZLFN4u
92 Percent of Small-Medium Business CEOs Say Washington Is Not Listening To Their Needs
Vistage CEOs Say While Economic Conditions Are Improving, Government Regulations Threaten Their Businesses
The insurance industry is undergoing fundamental transformation as it comes up against the impact of new regulation, new technology, accelerating shifts in consumer demand and mounting competition from digitally-enabled new entrants. In the face of so many disruptive challenges, it’s important not to lose sight of the huge opportunities they’re creating for insurers. Companies from other industries will be looking to your risk insight and expertise to help them navigate an increasingly complex and uncertain business and geopolitical landscape. You’re also in the pole position to capitalise on the new generation of analytics, sensor connectivity, and machine learning technologies that are set to revolutionise our lives. To make the most of these opportunities, it’s important to look beyond the traditional boundaries of the insurance business to embrace new ways of working, new ways of interacting with customers, and whole new possibilities in what your business can deliver.
Pwc 2015 Technology Sector Sec Comment Letter TrendsPwC
PwC's technology industry publication provides a comprehensive analysis of recent SEC staff comments and disclosures to assist you in understanding the key trends relevant to companies in the technology sector.
Survey by Valoria - The barometer of digitalization 2018 (selection)Elena Badea
This survey carried out in partnership with Doingbusiness.ro probes the perceptions of managers and executives about the impact of digitalization on Romanian companies. The questionnaire, which received 369 responses, was applied between, 15 March and 30 April, 2018. In this report we will refer to digitalization as the use of storage and processing technology, search and retrieval of information between on- line users. We are presenting a selection of the comparative results in 2018 and 2017.
Resourcefulness, creativity can help further your nonprofit's missionGrant Thornton LLP
If there’s one lesson that nonprofit organizations have learned in recent years, it’s that resources are finite and must be allocated prudently. How not-for-profits must quickly adapt to find new and creative ways to respond. See more in our State of not-for-profit industry 2014: http://gt-us.co/StateofNFP2014
Our sixth-annual survey explores where parents plan to spend—and how much. With 19 million college students heading off to colleges and universities in the coming weeks, retailers can expect parents to spend $25.5 billion to get their students settled in. Read more at https://deloi.tt/2L4dVWl.
The 2015 Edelman Trust Barometer is the firm’s 15th annual exploration of trust. We surveyed 33,000 people (27,000 General Public and 6,000 Informed Public respondents) in 27 countries around the world on their trust in the institutions of government, media, business and NGOs.
Trust Barometer 2014 Hong Kong Launch PresentationEdelman
About the Edelman Trust Barometer:
The 2014 Edelman Trust Barometer is the firm’s 14th annual trust and credibility survey. The survey was produced by research firm Edelman Berland and consisted of 20-minute online interviews conducted October 16, 2013 – November 29, 2013. The 2014 Edelman Trust Barometer online survey sampled 27,000 general population respondents with an oversample of 6,000 informed publics ages 25-64 across 27 countries. All informed publics met the following criteria: college-educated; household income in the top quartile for their age in their country; read or watch business/news media at least several times a week; follow public policy issues in the news at least several times a week. For more information, visit: http://www.edelman.com/insights/intellectual-property/trust-2014/.
The Proof CanTrust Index is a leading source of research and understanding of trust in Canada. Now in its 5th year, Proof's CanTrust Index is a leading source of research and understanding of trust in Canada. For 2020, we surveyed 2,500 Canadians through two studies in January as COVID-19 began to sweep around the world. Our new data shows that Canada’s trust story is in many ways stable. During this pandemic, trust is particularly strong in essential services such as local hospitals, banks and grocery stores. Worryingly, the people that lead us are losing trust. Canada’s pandemic recovery plan should include building trust. Learn more and read the 2020 report at http://CanTrustIndex.ca
2020 Proof CanTrust Report - January and May resultsProof
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.
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.
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.
www.cantrustindex.ca
The Proof Strategies CanTrust Index, now in its 7th 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 2022 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.
At one end of the spectrum, in the U.S., trust in institutions dropped a combined 37 points, the steepest decline of any country. At the opposite end, in the United Arab Emirates, trust towards institutions rose a combined 24 points, second only to China.
Read more: http://edl.mn/2on3C1t
2015 Edelman Trust Barometer: Canadian ResultsEdelman
The Edelman Trust Barometer is the world’s preeminent study of trust around the world. This deck compiles both global and Canadian findings for 2015.
For more information, visit: www.edelman.ca
Given the global elite’s self-flagellation every year over declining trust in business and society, we have now reviewed all the global long-term trends on the subject from the 1960’s onwards, to look at the extent to which the media’s obsession with declining trust is actually valid, and how much it matters.
We find that trust in experts and science is actually rising in many countries, that “trust” on its own is pretty nebulous - heavily driven by things leaders cannot directly affect, and that it is most meaningful to look at “trust to do what” – in short, there is a problem, but it is not a new crisis, nor is it particularly acute.
Our panel:
Kelly Beaver – Managing Director, Social Research Institute, Ipsos MORI
Ben Page - Chief Executive, Ipsos MORI
Kenneth Cukier – Senior Editor, Economist
Alex Edmans – Professor of Finance, London Business School
Mark Easton – BBC Home Editor
Trust in news and approaches to combat misinformationVincent Peyrègne
News organisations used to trade in attention. But with the current uproar over so-called “fake news” trust is the new currency of news professionals around the world. But trust is complex. What are the key drivers of distrust in our society, and how news professional can (re)build a trusted relationship with the public?
The 2018 Edelman Trust Barometer delves into the shifting societal and economic forces that are challenging people’s belief in.
Fake news. Rising social activism. Growing populism. Trust in the media?institutions, and identifies new opportunities for
organisations to build trust. This year the Barometer also looks in detail at what makes the media and other information sources trustworthy or not.
rust in traditional journalism has rebounded by five percentage points to 53 percent while trust in search engines and social media platforms has plummeted by eight percentage points to 33 percent since last year, according to the 2018 Edelman Trust Barometer. The annual study shows that as a significant majority (64 percent) are concerned about fake news there is a yearning for journalism that provides accurate, credible information. According to the study a strong majority of Irish people believe that traditional journalists are meeting expectations in terms of investigating corruption (56 percent), guarding information quality (54 percent) and educating on issues (61 percent).
This year’s study shows a revival of faith in experts. Academic (68%) and technical (66%) experts are seen as the most credible spokespeople for a company, while trust in ‘a person like yourself’ dropped 2 points to 52%. Trust in CEO’S as a voice of authority increased by 14 points to 41%.
The research finds that business is now expected to be an agent of change. 63% say that CEOs
should take the lead on change rather than wait for Government to impose it. This show of faith in business comes with high expectations. 75% of respondents believe that producing high-quality products and services is the most important job for CEOs, followed by ensuring that the company is trusted (73%) and has high ethical standards (66%). In Ireland trust in US headquartered companies fell by 6 points.
“At a time when people are struggling with who and what to believe there is a notable rise in trust in journalism. People’s trust in social media as a source of news is collapsing, leaving an opportunity for journalists and bona fide experts to inform society,” said Joe Carmody, MD, Edelman Ireland.
According to the Barometer, Government is seen as the preferred institution to lead Ireland to a better future ahead of business and NGOs. Trust in Government is also increasing year on year and now stands at 35%. Over the past five years trust in Government has increased by 15%, the largest increase of each of the four institutions during that period.
Manufacturing (61%) and education (70%) are the most trusted sectors, according to the Irish study, with financial services (29%) and automotive (44%) the least. The study also reveals that trust in industry sectors including technology, food and beverage, telecommunications, entertainment, automotive and consumer packaged goods declined over the past five years.
The 2017 Edelman Ireland Trust Barometer reveals a crisis in trust levels across the institutions of government, business, media and NGOs. Trust in media fell from 39 percent to 29 percent and media is now seen as the least trusted institution in Ireland. Trust in Government in Ireland remained at the same level as the previous year on 32 percent. Trust in Business and NGOs dropped and are now only 2 percentage points apart at 41 percent and 43 percent respectively.
Edelman Ireland can benchmark trust levels in your organisation compared to your competitors and wider industry. Further information, analysis and commentary on this year's Edelman Trust Barometer is available at www.edelman.ie
Chatty Kathy - UNC Bootcamp Final Project Presentation - Final Version - 5.23...John Andrews
SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
Levelwise PageRank with Loop-Based Dead End Handling Strategy : SHORT REPORT ...Subhajit Sahu
Abstract — Levelwise PageRank is an alternative method of PageRank computation which decomposes the input graph into a directed acyclic block-graph of strongly connected components, and processes them in topological order, one level at a time. This enables calculation for ranks in a distributed fashion without per-iteration communication, unlike the standard method where all vertices are processed in each iteration. It however comes with a precondition of the absence of dead ends in the input graph. Here, the native non-distributed performance of Levelwise PageRank was compared against Monolithic PageRank on a CPU as well as a GPU. To ensure a fair comparison, Monolithic PageRank was also performed on a graph where vertices were split by components. Results indicate that Levelwise PageRank is about as fast as Monolithic PageRank on the CPU, but quite a bit slower on the GPU. Slowdown on the GPU is likely caused by a large submission of small workloads, and expected to be non-issue when the computation is performed on massive graphs.
Techniques to optimize the pagerank algorithm usually fall in two categories. One is to try reducing the work per iteration, and the other is to try reducing the number of iterations. These goals are often at odds with one another. Skipping computation on vertices which have already converged has the potential to save iteration time. Skipping in-identical vertices, with the same in-links, helps reduce duplicate computations and thus could help reduce iteration time. Road networks often have chains which can be short-circuited before pagerank computation to improve performance. Final ranks of chain nodes can be easily calculated. This could reduce both the iteration time, and the number of iterations. If a graph has no dangling nodes, pagerank of each strongly connected component can be computed in topological order. This could help reduce the iteration time, no. of iterations, and also enable multi-iteration concurrency in pagerank computation. The combination of all of the above methods is the STICD algorithm. [sticd] For dynamic graphs, unchanged components whose ranks are unaffected can be skipped altogether.
06-04-2024 - NYC Tech Week - Discussion on Vector Databases, Unstructured Data and AI
Round table discussion of vector databases, unstructured data, ai, big data, real-time, robots and Milvus.
A lively discussion with NJ Gen AI Meetup Lead, Prasad and Procure.FYI's Co-Found
Adjusting primitives for graph : SHORT REPORT / NOTESSubhajit Sahu
Graph algorithms, like PageRank Compressed Sparse Row (CSR) is an adjacency-list based graph representation that is
Multiply with different modes (map)
1. Performance of sequential execution based vs OpenMP based vector multiply.
2. Comparing various launch configs for CUDA based vector multiply.
Sum with different storage types (reduce)
1. Performance of vector element sum using float vs bfloat16 as the storage type.
Sum with different modes (reduce)
1. Performance of sequential execution based vs OpenMP based vector element sum.
2. Performance of memcpy vs in-place based CUDA based vector element sum.
3. Comparing various launch configs for CUDA based vector element sum (memcpy).
4. Comparing various launch configs for CUDA based vector element sum (in-place).
Sum with in-place strategies of CUDA mode (reduce)
1. Comparing various launch configs for CUDA based vector element sum (in-place).
Adjusting primitives for graph : SHORT REPORT / NOTES
Proof CanTrust Index 2018
1. CanTrust Index 2018 | Proof Inc.
1
Proof Inc.
CanTrust Index 2018
The third annual study by Proof Inc. on trust levels among Canadian consumers
2. CanTrust Index 2018 | Proof Inc.
2
The Proof Inc. CanTrust Index takes a distinctly Canadian approach to measuring and tracking
Canadians’ trust in organizations, leaders, industries and information sources, and uncovers
themes, trends and perspectives that tell us who we are. This is our third year examining what
and who Canadians trust.
Like the 2017 study, the 2018 CanTrust Index examines several Canadian population segments,
including Newcomers, and in 2018, we have expanded our survey to explore trust in the electoral
system, Artificial Intelligence, and what attributes in influencers are most trusted.
What is the CanTrust Index?
3. CanTrust Index 2018 | Proof Inc.
3
Proof Inc. identifies and engages with audiences and influencers to build trust in companies
and brands. The independently owned Proof family of companies (Proof Inc., Proof
Experiences Inc., Proof Strategies) have over 175 staff members in offices in Toronto,
Montréal, Ottawa, Vancouver and Washington, DC.
The CanTrust Index is part of our service to our clients on how to build and preserve trust.
Driven by our curiosity, we like to Ask Better QuestionsTM, of ourselves, our clients and of the
world around us. We believe that better questions can lead to better insights and outcomes.
This survey demonstrates our commitment to knowing Canadians. The study is an online
sample of 1,560 Canadians conducted between January 18 to February 5, 2018. It is
nationally representative by region, age and gender.
About Proof Inc.
5. CanTrust Index 2018 | Proof Inc.
5
Trust is the oil that lubricates the engine of our economy.
It is the foundation of a civil society and the workings of
government, courts, police and other public services.
Unlike declining trust in some nations, we said last year
that we can trust Canada to be different. In 2018, trust
levels remain stable and strong. Our CanTrust Index
found continuing strong levels of trust among Canadians
in our institutions, leaders, media and information
sources.
We see the continuation of a trend that has emerged
through our research over three years – that new
Canadians harbour higher levels of trust across the board,
driving a sense of optimism within our country.
In this year’s survey, we explored the disparity in trust
levels among new Canadians here more and less than 15
years, and found that once newcomers reach 15 years in
Canada, their trust levels decline across the board – in
many cases to levels lower than respondents born in
Canada. A “window of trust” in newcomers’ first 15 years
where trust levels are highest presents an opportunity for
marketers.
The most trusting Canadians continue to be new
Canadians, residents of Québec and women. Young
Canadians age 18-24 are emerging as drivers of our trust
economy.
Note: on the results slides that follow, we include regional/gender
breakdowns only where significant differences were uncovered.
Executive Summary
6. CanTrust Index 2018 | Proof Inc.
6
Specific Results:
• For the third year running, not-for-profit organizations are the most highly trusted organizations in their ability to do
what is right for Canada, Canadians and our society. Trust in not-for-profits and small/medium sized companies rose
in 2018, and large corporations continue to yield the lowest levels of trust from Canadians.
• The public sector continues to lead the trust race versus the Canadian private sector. Canadians trust and like their
government services – with hospitals and universities/colleges tied at 63%. The CBC is trusted by 71%.
• Many private sector companies saw significant year-over-year increases in trust, including retail pharmacies
(52% from 48% in 2017) and loyalty programs (50% from 41% in 2017) scoring highest.
• Canada’s policing and justice system* enjoys relatively high levels of trust, where 66% of Canadians trust the RCMP,
64% trust their local police service. Canada’s court system and judges follow at 55%.
• Canadians again rank their CEOs or their most senior boss as the most trusted public figures (55%), scoring slightly
higher than community mayors this year. Trust in Mayors and the Prime Minister remain relatively high and steady
(52% and 46% respectively).
Executive Summary
* New categories of study in 2018 CanTrust Index
7. CanTrust Index 2018 | Proof Inc.
7
• Trust in provincial premiers continues to score low among leaders for the third year in a row (33%), pulled
down by the largest province Ontario. Those living in Alberta, Manitoba, and Saskatchewan are less likely to
trust the Prime Minister, while trust among those in the Atlantic provinces in most public figures is significantly
higher.
• A new area of our research in 2018 was exploring trust levels in organizations with male or female leaders*.
We found that 14% of respondents indicated higher trust in organizations with female leaders, compared with
4% who have higher trust in male-led organizations.
• When it comes to federal party leaders, Liberal Prime Minister Justin Trudeau is the most highly trusted at
43%, followed by Green Party leader Elizabeth May (26%), Conservative Leader Andrew Scheer (25%) and
NDP leader Jagmeet Singh (24%). One in four Canadians (39%) do not trust any of these leaders.
• Trust in Donald Trump remains stagnant at 13%, while Germany’s Angela Merkel is the most highly trusted
world leader at 54%.
* New categories of study in 2018 CanTrust Index
Executive Summary
8. CanTrust Index 2018 | Proof Inc.
8
• The majority of Canadians also believe that our electoral system* is fair (62%) and adequately represents
the votes of citizens (61%). However, those in Québec are significantly less likely to believe this.
• Another new area of exploration in 2018 was Canadians’ trust in Artificial Intelligence* which set a low
benchmark with only 25% trusting this sector to do what is right for Canada. Less than four in ten Canadians
believe AI will contribute positively to the Canadian economy and improve the consumer experience – which
is surprising considering the high trust in brands who are highly active in the AI realm, such as Google (67%).
• CBC/Radio-Canada (71%) is our most trusted brand, followed closely by Google (67%) whereas trust in
Facebook has taken a 17-point drop in trust from 51% in 2017 to 34% in 2018, the second
worst year-over-year decline of any company or category tested.
* New categories of study in 2018 CanTrust Index
Executive Summary
9. CanTrust Index 2018 | Proof Inc.
9
• Positive corporate reputation and a product’s reliability/dependability are important factors in building trust.
Canadians still highly value job creation and local investment in the community and open and accessible leadership.
• For the third year in a row, Canadians trust product / service sampling or word-of-mouth the most, followed by
traditional editorial content (e.g. newspapers).
• Trust in consumer opinion or reviews posted online has risen significantly (+4) while trust in bloggers has declined (-4).
• Slight increases are also seen in trust in information shared through online and traditional editorial content, emails/newsletters,
company websites, and advertising.
• Those in Québec, and those aged 18-24, are more likely to trust in most types of information.
• Canadians trust their friends and family members as those who most highly influence their opinion or actions
(73%)* followed next by industry thought leaders and professionals (58%).
• Levels of trust in influencers and their content are affected by the influencers’ expertise on a given subject
(authority and contextual relevance) over their engagement and reach.
* New categories of study in 2018 CanTrust Index
Executive Summary
12. CanTrust Index 2018 | Proof Inc.
12
Key Differences (2018)
• Higher income earners are most likely to trust
government (49% among those earning $150K+),
with trust in government also somewhat higher
among students (57%).
• Those earning $25-$50K are more likely to trust
small or medium sized corporations (54%).
• Those who are employed full-time are more
likely to trust large corporations (32%).
• Those living in Québec rate highest on the
overall Trust Index (55), as they are more likely to
trust all types of government, corporate and not-
for-profit institutions to do what is right.
61%
51%
45%
41%
28%
19%
57%
50%
41%
39%
27%
22%
59%
54%
44%
40%
29%
19%
Not-for-profitorganizations
Newsmedia
Smallormediumsizedcorporations
Governments
Largecorporations
Noneoftheabove
Trust in Organizations
2018 Total
2017 Total
2016 Total
6. 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. Select one response for each. (Q9 2016)
n=1560
Trust Index 2018: 45
Trust Index 2017: 43
Trust Index 2016: 45
Trust index increases slightly, as more trust NFPs,
media and small business
13. CanTrust Index 2018 | Proof Inc.
13
• The Trust Index for those age 18 to 24 is slightly higher than for their older counterparts (48 vs. 45 for those 25 to
49 and 46 for those 50+).
• Older adults are slightly more likely to trust the news media.
Trust index slightly higher for younger adults
6. 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. Select one response for each. (Q9 2016) *small base
=significantly higher than average =significantly lower than average
TOTAL MALE FEMALE 18-24* 25-49 50+
Total 1560 761 799 89 840 631
Not-for-profit organizations 61% 60% 61% 58% 61% 61%
News media 51% 53% 49% 53% 48% 55%
Small or medium sized corporations 45% 46% 45% 49% 44% 47%
Governments 41% 42% 40% 48% 42% 40%
Large corporations 28% 30% 27% 30% 30% 25%
None of the above 19% 18% 20% 19% 20% 17%
Trust index 45 46 44 48 45 46
14. CanTrust Index 2018 | Proof Inc.
14
Recent Canadian newcomers are more trusting
in all organizations
65%
47%
44%
55%
40%
20%
57%
46%
37%
46%
25%
18%
60%
52%
47%
37%
26%
19%
Not-for-profitorganizations
Newsmedia
Smallormediumsizedcorporations
Governments
Largecorporations
Noneoftheabove
Trust in Organizations – By Tenure in Canada
New Canadians - <15 years (n=210)
New Canadians - 15+ years (n=143)
Born in Canada (n=1207)
Trust Index 2018 Total: 45
Trust Index - New Canadians in
Canada less than 15 years: 50
Trust Index - New Canadians in
Canada 15+ years: 42
Trust Index - Born in Canada: 40
6. 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. Select one response for each. (Q9 2016)
15. CanTrust Index 2018 | Proof Inc.
15
55%
52%
46%
33%
48%
23%
51%
50%
44%
30%
30%
52%
50%
46%
34%
28%
Your CEO or most senior boss at your
employer
YourcommunityMayor
YourPrimeMinister
YourprovincialPremier
GovernorGeneral
Noneoftheabove
Trust in Public Figures
2018 total
2017 total
2016 total
Key Differences (2018)
• Those with higher household incomes (59%
among those earning more than $150K) and
those working full-time (57%) are more likely to
trust their CEO or senior boss.
• Students (60%) and renters (50%) are more
likely to trust the Prime Minister.
• Retirees (54%) and those earning $50K-$75K
(54%) are more likely to trust the Governor
General.
• Newcomers are more likely to trust mayors,
premiers, Governor-General.
Trust in bosses and provincial Premiers increases slightly in 2018
7. 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. Select one response for each. **Note-CEO item manually re-based to exclude N/A. (Q.10 2016)
n=1500
16. CanTrust Index 2018 | Proof Inc.
16
Atlantic Canadians are more likely to trust their local
and national leaders
7. 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. Select one response for each. (Q.10 2016) *small base
• Atlantic Canadians are more likely to trust their local mayor, the Prime Minister and the Governor General.
• Those living in the Prairie provinces are less likely to trust the Prime Minister.
TOTAL BC AB MB/SK* ON QC ATL*
VAN
CMA
EDM
CMA*
CGY
CMA*
TOR
CMA
MTL
CMA
Total 1560 173 133 82 494 584 94 101 44 66 303 235
Your CEO or most senior
boss at your employer (if
not working, opt out)
55% 53% 59% 51% 54% 58% 55% 51% 66% 57% 56% 62%
Your community Mayor 52% 41% 58% 45% 51% 56% 66% 45% 56% 59% 53% 51%
The Governor General of
Canada
48% 46% 48% 41% 54% 36% 62% 46% 45% 55% 55% 39%
Your Prime Minister 46% 46% 36% 35% 49% 45% 59% 46% 34% 37% 53% 52%
Your provincial Premier 33% 34% 33% 42% 29% 34% 41% 36% 30% 32% 36% 39%
None of the above 23% 26% 19% 25% 23% 24% 18% 23% 17% 20% 23% 22%
=significantly higher than average =significantly lower than average
17. CanTrust Index 2018 | Proof Inc.
17
More than 1 in 10 are more likely to trust organizations
with female leaders
n=1560
14%
4%
83%
86%
3%
9%
Woman
Man
TIO5. What is your level of trust in an organization that is led by a ___?
• Organizations with female leaders are more likely
to be trusted by:
• Women (17%)
• BC residents (16%) and those living in
Québec (15%)
• 18-24 (25%)
• Lower-income earners (18% of those
earning <$60K)
• Those who are separated/divorced (19%)
or single (16%)
18. CanTrust Index 2018 | Proof Inc.
18
T3B
43%
26%
25%
24%
18%
7%
4%
3%
16%
8%
7%
7%
4%
21%
15%
16%
15%
12%
18%
27%
28%
28%
21%
10%
16%
19%
17%
17%
13%
13%
13%
14%
16%
17%
29%
Liberalleader/PMJustinTrudeau
GreenPartyleaderElizabethMay
ConservativeleaderAndrewScheer
NDPleaderJagmeetSingh
BQLeaderMartineOuellet*
n=1560
7- Trust
him/her a lot
1- Trust
him/her
very little
None of the above: 39%
Prime Minister Trudeau most trusted Federal party leader
19%9%
18%
TIO3. Thinking about the following Canadian political party leaders, please rate how much you trust each one and their ability or potential ability to do what is right for
Canada and Canadians using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust him/her a lot.
*BQ Leader Martine Ouellet only rated by Québec respondents (n=584)
19. CanTrust Index 2018 | Proof Inc.
19
Trudeau more trusted in Atlantic Canada and Ontario;
less trusted in the Prairies
7. 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. Select one response for each. (Q.10 2016) *small base
• Trust in specific party leaders corresponds closely to where the main national parties have the most support; Justin Trudeau
is more likely to be trusted in Ontario and Atlantic Canada and less likely to be trusted by those on the Prairies.
• Conservative leader Andrew Scheer, meanwhile, is more likely to be trusted by Albertans.
=significantly higher than average =significantly lower than average
TOTAL BC AB MB/SK* ON QC ATL*
VAN
CMA
EDM
CMA*
CGY
CMA*
TOR
CMA
MTL
CMA
Total 1560 173 133 82 494 584 94 101 44 66 303 235
Justin Trudeau (Liberal
leader and Prime Minster)
43% 44% 32% 34% 45% 43% 54% 47% 32% 33% 49% 49%
Elizabeth May (Green
Party of Canada leader)
26% 27% 17% 13% 31% 23% 38% 26% 23% 18% 32% 31%
Andrew Scheer
(Conservative leader)
25% 23% 35% 27% 27% 19% 23% 24% 32% 39% 29% 20%
Jagmeet Singh (NDP
leader)
24% 25% 20% 20% 26% 22% 33% 28% 25% 17% 31% 28%
Martine Ouellet (BQ
leader)**
- - - - - 18% - - - - - 14%
None of the above 39% 38% 42% 48% 36% 45% 34% 36% 42% 35% 35% 38%
20. CanTrust Index 2018 | Proof Inc.
20
Newcomers are more likely than general public to trust all leaders
19%9%
18%
TIO3. Thinking about the following Canadian political party leaders, please rate how much you trust each one and their ability or potential ability to do what is right for
Canada and Canadians using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust him/her a lot. *BQ Leader Martine Ouellet only rated by Québec
respondents – Caution: Small base sizes for New Canadians
50%
36%
38%
38%
20%
36%
42%
23%
22%
23%
11%
40%
42%
25%
23%
22%
19%
40%
Liberalleader/PrimeMinisterJustinTrudeau
GreenPartyleaderElizabethMay
ConservativePartyleaderAndrewScheer
NDPleaderJagmeetSingh
BQleaderMartineOuellet*
Noneoftheabove
Trust in Public Figures – By Tenure in Canada (T3B)
New Canadians -
<15 years (n=210)
New Canadians -
15+ years (n=143)
Born in Canada
(n=1207)
21. CanTrust Index 2018 | Proof Inc.
21
Germany’s Merkel most trusted world leader;
Trump remains distrusted
n=1560
QWL1. Thinking about the following world leaders, please rate how much you trust each of them and their policies and actions to have a
positive impact on people and societies in their respective countries and Canada and the working relationship between Canada and each
country, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot.
T3B
54%
43%
43%
17%
13%
7- Trust
him/her
A lot
1- Trust
him/her
very little
Trump - 2017
T3B: 13%
None of the above: 33%
10%
4%
4%
21%
15%
15%
5%
3%
22%
24%
24%
12%
7%
17%
23%
24%
18%
9%
9%
10%
11%
17%
5%
7%
7%
16%
10%
7%
20%
62%
Germany-AngelaMerkel
France-EmmanuelMacron
UK-TheresaMay
China-XiJinping
U.S.-DonaldTrump
6%4%
6%
22. CanTrust Index 2018 | Proof Inc.
22
Nearly two thirds of Canadians trust the RCMP and
their local police service
n=1560
7- Trust a lot 1- Trust
very little
None of the above: 21%
13%
11%
10%
8%
25%
25%
20%
19%
28%
28%
25%
24%
19%
20%
21%
23%
7%
7%
11%
12%
5%
6%
8%
7%
6%
RCMP
Localpoliceservices
Canada'scourtsystem/judges
Canada'selectionsystem
T3B
66%
64%
55%
51%
TIO8b. Please rate the following institutions on 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.
24. CanTrust Index 2018 | Proof Inc.
24
Half of Canadians trust the electoral system to be fair
and representative
n=1560
TIO4a. To what extent do you trust that the current election system in Canada is fair, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot.
TIO4b. To what extent do you trust that the current election system in Canada adequately represents the votes of it’s citizens, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot.
T3B
56%
51%
9%
8%
21%
18%
25%
25%
21%
23%
11%
11% 8%
Electoralsystemisfair
Electoralsystemadequately
representsthevotesofits
citizens
7- Trust a lot 1- Trust
very little
6% 6%
7%
25. CanTrust Index 2018 | Proof Inc.
25
Faith in the electoral system higher in Ontario, B.C.,
Atlantic Canada
7. 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. Select one response for each. (Q.10 2016) *small base
=significantly higher than average =significantly lower than average
• Trust in these two attributes of the Canadian election system tends to be higher in British Columbia and the Atlantic
provinces. Those living in Ontario (as well as within Toronto) are also more likely to trust that the electoral system is
fair and representative.
• Quebecers, meanwhile, are less likely to trust in the fairness and representativeness of the Canadian electoral system
TOTAL BC AB MB/SK* ON QC ATL*
VAN
CMA
EDM
CMA*
CGY
CMA*
TOR
CMA
MTL
CMA
Total 1560 173 133 82 494 584 94 101 44 66 303 235
Current election system is
fair
56% 60% 53% 51% 60% 47% 61% 61% 52% 52% 63% 51%
Current election system
actually represents votes of
citizens
51% 58% 45% 45% 55% 45% 58% 56% 48% 43% 58% 53%
26. CanTrust Index 2018 | Proof Inc.
26
Newcomers more trusting of the electoral system being
representative
TIO4a. To what extent do you trust that the current election system in Canada is fair, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot.
TIO4b. To what extent do you trust that the current election system in Canada adequately represents the votes of it’s citizens, using a seven point scale, where ‘1’ is trust very little and ‘7’ is trust a lot.
62%
61%
60%
52%
54%
49%
Trustelectoralsystemisfair
Trustelectoralsystemadequatelyrepresentsvotesofcitizens
Trust in Electoral System – By Tenure in Canada (T3B)
New Canadians - <15
years (n=210)
New Canadians - 15+
years (n=143)
Born in Canada (n=1207)
28. CanTrust Index 2018 | Proof Inc.
28
Recent newcomers are much more likely to trust banks,
energy and pharma
8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors
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.
Select one response for each. .(Q11 2016)
53%
53%
49%
49%
47%
41%
40%
37%
24%
48%
45%
42%
37%
50%
27%
32%
18%
14%
52%
50%
48%
42%
45%
28%
34%
23%
17%
RetailPharmacies
Loyaltypointsprograms
Foodretailers
Banks
Onlineshopping
Energy,pipelinesandresources
Automanufacturers
PharmaceuticalCompanies
Marijuana producers
Trust in Industry – “Gaining” Sectors By Tenure in Canada
New Canadians - <15 years
(n=210)
New Canadians - 15+ years
(n=143)
Born in Canada (n=1207)
29. CanTrust Index 2018 | Proof Inc.
29
Albertans more likely to trust energy sector;
Québec trusts other sectors more
8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors 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. Select one response for each. .(Q11 2016) *small base
• Among sectors that gained in public esteem during the past year, Québec residents are more likely to trust the vast majority
of industries and sectors, with the only exceptions being that they are no more or less likely to trust the energy sector or
marijuana producers.
• Albertans, meanwhile, are more likely to trust the energy industry.
=significantly higher than average =significantly lower than average
TOTAL BC AB MB/SK* ON QC ATL*
VAN
CMA
EDM
CMA*
CGY
CMA*
TOR
CMA
MTL
CMA
Total 1560 173 133 82 494 584 94 101 44 66 303 235
Retail Pharmacies 52% 49% 46% 43% 49% 61% 58% 51% 51% 45% 47% 60%
Loyalty points programs 50% 47% 44% 49% 50% 54% 49% 44% 46% 43% 53% 55%
Food retailers 48% 43% 44% 41% 45% 58% 52% 38% 51% 44% 42% 55%
Online shopping 46% 42% 45% 40% 45% 51% 47% 40% 48% 45% 48% 51%
Banks 43% 41% 41% 30% 41% 49% 45% 44% 48% 42% 41% 47%
Auto manufacturers 35% 33% 39% 27% 32% 40% 36% 30% 38% 41% 32% 39%
Energy, pipelines and
resources
30% 30% 45% 23% 28% 27% 30% 30% 49% 44% 32% 27%
Pharmaceutical
Companies
25% 24% 24% 20% 23% 32% 21% 26% 34% 20% 27% 26%
Marijuana producers 18% 18% 20% 19% 18% 16% 22% 21% 23% 21% 17% 21%
None of the above 11% 16% 12% 14% 12% 8% 8% 16% 9% 10% 15% 6%
30. CanTrust Index 2018 | Proof Inc.
30
Hospitals and universities and colleges remain the
most trusted sectors
8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors 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. Select one response for each. .(Q11 2016)
n=1560
63%
63%
40%
38%
35%
34%
30%
30%
22%
62%
60%
39%
36%
33%
33%
29%
28%
20%
44%
35%
26%
Hospitals
UniversitiesandColleges
Broadcastingandstreaming
Computer/electronictechnologycompanies&retailers
Long-termcarehomes
Retirementresidences
Telecommunications&cabletelevision
Lifeandhealthinsurancecompanies
Socialmediaplatforms
Trust in Industry – “Stable” Sectors
2018 Total
2017 Total
2016 Total
• Trust in these sectors did not shift
significantly during the past year.
• Those earning higher household incomes are
more likely to trust universities and colleges
(73% among those earning $150K+).
• Those earning low household incomes
(<$15K) are less likely to trust the
broadcasting/streaming (33%) and
telecommunications and cable television
sector (18%).
• Weekly Snapchat and Instagram users also
tended to be more trusting of many of these
sectors.
31. CanTrust Index 2018 | Proof Inc.
31
Quebecers are more likely to trust telecom, tech
and insurance firms
8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors 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. Select one response for each. .(Q11 2016) ) *small base
• Among these industries that maintained similar levels of trust, Quebecers expressed higher levels of trust in most types of
companies, particularly broadcasting/streaming companies, telecommunications and cable firms, technology companies,
life and health insurance companies and long-term care homes.
=significantly higher than average =significantly lower than average
TOTAL BC AB MB/SK* ON QC ATL*
VAN
CMA
EDM
CMA*
CGY
CMA*
TOR
CMA
MTL
CMA
Total 1560 173 133 82 494 584 94 101 44 66 303 235
Hospitals 63% 62% 60% 61% 64% 63% 64% 59% 55% 67% 65% 63%
Universities and Colleges 63% 60% 62% 60% 59% 75% 60% 61% 67% 60% 58% 75%
Broadcasting and
streaming
40% 36% 31% 33% 37% 55% 40% 39% 29% 35% 38% 57%
Computer & electronic
technology companies
and retailers
38% 42% 31% 26% 37% 44% 37% 44% 44% 24% 38% 45%
Long-term care homes 35% 36% 35% 28% 32% 41% 37% 39% 40% 33% 33% 38%
Retirement residences 34% 34% 36% 30% 31% 38% 40% 33% 39% 37% 31% 39%
Life and health insurance
companies
30% 28% 30% 17% 28% 36% 35% 33% 37% 29% 30% 35%
Telecommunications &
cable television
30% 31% 30% 25% 23% 44% 27% 33% 39% 30% 26% 41%
Social media platforms 22% 18% 24% 15% 21% 27% 19% 20% 30% 22% 26% 28%
None of the above 11% 16% 12% 14% 12% 8% 8% 16% 9% 10% 15% 6%
32. CanTrust Index 2018 | Proof Inc.
32
Artificial Intelligence (AI) companies lagging in trust
19%9%
18%
8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors 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. Select one response for each. .(Q11 2016)
52%
42%
36%
31%
25%
Localpublictransitagency
Airline/aviationcompanies
Financialplanning/investmentservicescompanies
Taxi/ride-sharingcompanies
Artificialintelligencecompanies
Trust in Industry – New Sectors Rated in 2018
2018 Total
n=1560
• The following sectors were included for the
first time this year. Among these, Canadians
are more likely to trust their local public
transit agency (52%), with only one-quarter
trusting firms involved in artificial
intelligence (25%).
• Among newly-rated sectors, Quebecers are
also most likely to be trusting, with those in
Manitoba and Saskatchewan less trusting of
most of these organizations, including
transit agencies and artificial intelligence
firms.
• Albertans are also more likely than others to
trust their local transit agency.
33. CanTrust Index 2018 | Proof Inc.
33
Recent newcomers to Canada are more likely to trust all sectors
19%9%
18%
8. Please rate the following industry categories/sectors for how much you trust companies and groups within each of these categories/sectors 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. Select one response for each. (Q11 2016)
56%
48%
37%
36%
36%
46%
35%
34%
26%
21%
52%
42%
35%
30%
23%
Yourlocalpublictransitagency
Airlineandaviationcompanies
Financial–suchasplanningandinvestingservicescompanies
Taxiandridesharingcompanies
Artificialintelligencecompanies/companieswithafocusonartificialintelligence
Trust in Industry – New Sectors Rated in 2018 By Tenure in Canada
New Canadians - <15 years
(n=210)
New Canadians - 15+ years
(n=143)
Born in Canada (n=1207)
34. CanTrust Index 2018 | Proof Inc.
34
Trust in Facebook, Bombardier decreases significantly in 2018
19%9%
18%
Q9. On a scale of 1-7, with 1 being the lowest and 7 being the highest, how much do you trust the following companies
and brands for reliable, high quality products or services? Select one response for each.
n=1560
55%
49%
36%
36%
34%
45%
41%
56%
31%
51%
Samsung smart phones
Nestle
Bombardier
Volkswagen
Facebook
Trust in Brands – Year-over-Year Tracking
2018 Total
2017 Total
35. CanTrust Index 2018 | Proof Inc.
35
CBC is Canada’s most trusted brand - followed closely by Google
19%9%
18%
Q9. On a scale of 1-7, with 1 being the lowest and 7 being the highest, how much do you trust the following companies and brands for
reliable, high quality products or services? Select one response for each. (Q11b in qnr).
n=1560
71%
67%
66%
63%
56%
55%
53%
52%
49%
47%
47%
46%
41%
36%
36%
35%
34%
7%
CBC/Radio-Canada
Google
Visa
Amazon
Netflix
Samsung smart phones
Tim Horton’s
The Globe and Mail
Nestle
Dell Technologies
Loblaws
Air Miles
Boeing
Volkswagen
Bombardier
Airbus Industries
Facebook
None of the above
Trust in Brands (T3B) – All Brands
Key Differences
• Those earning <$60K are also more likely to
trust brands such as Tim Horton’s (57%) and Air
Miles (50%).
• Those who are working full-time are more likely
to trust airline manufacturers Boeing (46%) and
Airbus (40%).
• Trust is highest in Québec.
36. CanTrust Index 2018 | Proof Inc.
36
Media brand ranking – CBC remains on top
19%9%
18%
Q9. On a scale of 1-7, with 1 being the lowest and 7 being the highest, how much do you trust the following companies and brands for
reliable, high quality products or services? Select one response for each. (Q11b in qnr).
n=1560
Key Differences
• Lower-income earners (43% of those earning <$60K) and
those with are separated or divorced (42%) are more
likely to trust Facebook.
• Those with HHI of $150K+ are more likely to trust The
Globe and Mail (64%).
• Technology companies such as Netflix, Google and
Facebook earn higher levels of trust from those who use
related social media platforms on a weekly or daily basis.
• New Canadians are just as likely as more established
newcomers and those born in Canada to trust these
media and technology brands.
71%
67%
63%
56%
52%
34%
CBC/Radio-Canada
Google
Amazon
Netflix
The Globe and Mail
Facebook
Trust in Media Brands (T3B)
37. CanTrust Index 2018 | Proof Inc.
37
Recent newcomers are more likely to trust Tim Horton’s,
Airbus, Visa
Q9. On a scale of 1-7, with 1 being the lowest and 7 being the highest, how much do you trust the following companies and brands for reliable, high quality
products or services? Select one response for each. (Q11b in qnr).
68%
70%
69%
68%
59%
59%
58%
53%
53%
53%
48%
49%
53%
48%
43%
49%
39%
8%
68%
67%
76%
69%
59%
56%
49%
59%
53%
50%
54%
39%
48%
35%
34%
34%
34%
4%
CBC
Google
Visa
Amazon
Netflix
Samsung smart phones
Tim Horton’s
The Globe and Mail
Nestle
Dell Technologies
Loblaws
Air Miles
Boeing
Volkswagen
Bombardier
Airbus Industries
Facebook
None of the above
Trust in Brands – By Tenure in Canada
New Canadians - <15
years (n=210)
New Canadians - 15+
years (n=143)
38. CanTrust Index 2018 | Proof Inc.
38<#>
Trust in Organization Actions
& Values
<#>
39. CanTrust Index 2018 | Proof Inc.
39
Trust in organizations’ products and services
19%9%
18%
TIO11. 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. Select one response for each. Responses of less than <4% have been removed from the graph
n=1560
37%
20%
17%
16%
11%
15%
7%
7%
28%
33%
31%
31%
30%
27%
25%
20%
15%
3%
19%
26%
30%
29%
33%
32%
29%
33%
28%
9%
11%
16%
15%
17%
18%
21%
20%
27%
26%
18%
2%
3%
4%
5%
4%
6%
6%
8%
12%
17%
2%
3%
7%
16%
7%
35%
Reliable/dependable
Reputationofcompanyispositive
Well-reviewed/goodratings
Wordofmouthfromfriends/family
Favourableviewofcompany
Favourableviewofproduct/serviceitself
MadeinCanada
Innovativeproduct/service
Portionofproceedsgotocharity
Celebrityendorsement
T3B
85%
79%
77%
76%
75%
70%
69%
60%
49%
14%
7- Extremely
important
1- Not at all
important
None of the above: 6%
40. CanTrust Index 2018 | Proof Inc.
40
Women, those 55+ more likely to desire Canadian-made
products and services
TIO11. 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. Select one response for each *small base
• While older adults are more likely to care about Canadian-made products and having a favourable view of a company and
its products/services, those aged 18-24 are less likely to be concerned with these aspects.
=significantly higher than average =significantly lower than average
TOTAL MALE FEMALE 18-24* 25-49 50+
Total 1560 761 799 89 840 631
Reliable/dependable 85% 84% 86% 82% 83% 89%
Reputation of company is positive 79% 79% 80% 75% 76% 84%
Well-reviewed/good ratings 77% 78% 77% 68% 77% 79%
Word of mouth of friends and family 76% 72% 80% 64% 76% 78%
Favourable view of company 75% 74% 76% 61% 73% 79%
Favourable view of the product/service &
relate to what it stands for
70% 68% 71% 58% 69% 72%
Made in Canada 69% 63% 74% 60% 65% 75%
Innovative product/service 60% 63% 57% 50% 61% 60%
Portion of proceeds from purchase go to
charity
49% 44% 54% 45% 49% 48%
Celebrity endorsement 14% 15% 13% 16% 17% 9%
None of the above 6% 7% 6% 10% 7% 5%
41. CanTrust Index 2018 | Proof Inc.
41
A higher proportion of Canadians are placing importance
on various actions
10. 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. Select one response for each. *note – items shortened for convenience (Q12 – 2016)
n=1560
73%
70%
67%
67%
61%
46%
32%
12%
74%
71%
71%
70%
63%
48%
29%
11%
69%
67%
64%
68%
56%
46%
32%
13%
Theorganizationcreatesjobsandinvestsinmycommunity
Theleadershipopenlycommunicatesandisaccessible
TheyareCanadianowned
Ienjoytheirproductsorservices
Theysupportcharitablecausesinmycommunity
Iknowsomeonewholikesworkingthere
Theleadersusesocialmediachannelstocommunicate
Noneoftheabove
Importance of Actions By Organizations (Tracking)
2018 total
2017 total
2016 total
Key Differences
• Openly communicating and being
accessible is more important to
weekly users of Twitter (76%) and
LinkedIn (75%).
• Using social media to
communicate is more likely to be
valued by those with lower
incomes (36% <$60K), those with
young children at home (39% of
those with kids <13 years).
• Importance of organizational
attributes is consistent across
Canada.
42. CanTrust Index 2018 | Proof Inc.
42<#>
Trust in Artificial Intelligence
Artificial intelligence (AI) is an area of computer science that involves developing intelligent computers
or machines that work and react like humans. Some of the activities that computers with artificial
intelligence are designed for include:
Speech recognition – Learning – Planning – Problem solving – Manipulating and moving objects
43. CanTrust Index 2018 | Proof Inc.
43
Fewer than four in ten Canadians trust artificial intelligence
to be beneficial
QAI1. How much do you trust Artificial Intelligence to improve your experience, as a consumer? Select one response for each
QAI2. How much do you trust Artificial Intelligence to positively contribute to the Canadian economy? Select one response for each.
n=1560
T3B
38%
37%
4%
3%
11%
10%
23%
24%
30%
30%
13%
15% 8%
Positively contribute to
the Canadian economy
Improve experience as a
consumer
9% 9%
9%
7- Trust a lot 1- Trust
very little
44. CanTrust Index 2018 | Proof Inc.
44
Effects of AI more likely to be trusted by men, those 25-49,
Québec residents
QAI1. How much do you trust Artificial Intelligence to improve your experience, as a consumer? Select one response for each
QAI2. How much do you trust Artificial Intelligence to positively contribute to the Canadian economy? Select one response for each *small base
=significantly higher than average =significantly lower than average
TOTAL BC AB MB/SK* ON QC ATL*
VAN
CMA
EDM
CMA*
CGY
CMA*
TOR
CMA
MTL
CMA
Total 1560 173 133 82 494 584 94 101 44 66 303 235
Positively contribute to
the Canadian economy
39% 37% 35% 34% 37% 47% 37% 35% 37% 35% 41% 50%
Improve your experience
as a customer
37% 34% 37% 32% 37% 41% 34% 35% 35% 41% 40% 44%
TOTAL MALE FEMALE 18-24* 25-49 50+
Total 1560 761 799 89 840 631
Positively contribute to the Canadian
economy
39% 42% 36% 35% 41% 36%
Improve your experience as a customer 37% 41% 34% 29% 40% 34%
45. CanTrust Index 2018 | Proof Inc.
45
Recent newcomers are more likely to trust AI will
bring positive effects
QAI1. How much do you trust Artificial Intelligence to improve your experience, as a consumer? Select one response for each
QAI2. How much do you trust Artificial Intelligence to positively contribute to the Canadian economy? Select one response for each
Other Key Differences
• Those with children at home are more
likely to expect AI to contribute positively
to the economy and improve their
customer experience (44% each).
• Weekly users of LinkedIn and Snapchat
are more likely to agree with these two
positions regarding AI.
47%
49%
40%
40%
37%
34%
PositivelycontributetotheCanadianeconomy
Improveyourexperienceasacustomer
Views Regarding AI – By Tenure in Canada (T3B)
New Canadians - <15 years (n=210)
New Canadians - 15+ years (n=143)
Born in Canada (n=1207)
46. CanTrust Index 2018 | Proof Inc.
46<#>
Trust in / usage of Media
& Information Sources
47. CanTrust Index 2018 | Proof Inc.
47
Canadians' trust in several information sources is increasing
19%9%
18%
1. 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? Top 3 Box Summary
n=1560
Key Differences in 2018
• Those earning lower household incomes are
more likely to trust advertising overall (51% of
those earning <$60K), including traditional forms
of advertising (45%), information shared by
companies on social media (35%) and online
advertising by companies/organizations (34%).
• Daily users of social media such as LinkedIn
(41%), Snapchat (38%) and Instagram (36%) are
more likely to trust blogs.
76%
76%
54%
51%
46%
46%
46%
41%
39%
29%
28%
25%
6%
74%
76%
52%
47%
43%
43%
38%
37%
27%
26%
29%
8%
75%
73%
49%
51%
44%
40%
38%
31%
29%
24%
34%
9%
Recommendationsorwordofmouth
Samplingtheproductorservice
Editorialcontent(e.g.newspaper)
Consumeropinionorreviewspostedonline
Emailsornewslettersyousignedupfor
Companyororganizationwebsites
Informationsharedonsocialmediabysomeoneyouknow
Editorialcontent(ononlinenewssites)
Traditionaladvertising(e.gTV,radio,print)
Informationfromacompanyonsocialmedia
Onlineadvertisingbycompanies
Blogsfrombloggers
Noneoftheabove
Trust in Media Sources
Total 2018
Total 2017
Total 2016
Net: Editorial
60% 2018
57% 2017
55% 2016
Net: Advertising
45% 2018
41% 2017
37% 2016
48. CanTrust Index 2018 | Proof Inc.
48
First-hand experience and word of mouth most trusted
information sources
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? Select one response for each
Responses of <4% have been removed from the graph.
n=1560
T3B
Sampling the product or service 76%
Recommendations by someone you know
or word of mouth
76%
Editorial content such as a story in a
newspaper, on TV or on radio
54%
Consumer opinion or reviews posted online 51%
Company or organization websites 46%
Emails or newsletters you signed up for 46%
Information shared on social media
channels by a friend, family member etc.
46%
Editorial content shared through online
news sites
41%
Traditional advertising in television,
radio, print or billboard
39%
Information shared by a company or
organization on social media
29%
Online advertising by companies or
organizations
28%
Blogs from bloggers 25%
16%
9%
3%
3%
3%
4%
34%
36%
19%
17%
14%
13%
16%
11%
11%
6%
5%
6%
27%
31%
31%
31%
30%
30%
27%
28%
26%
21%
21%
18%
16%
17%
29%
27%
32%
33%
27%
33%
32%
35%
35%
30%
5%
4%
11%
13%
14%
14%
14%
15%
16%
19%
20%
20%
4%
6%
6%
6%
9%
8%
9%
12%
12%
16%
4%
3%
6%
6%
9%
7- Trust a lot 1- Trust
very little
49. CanTrust Index 2018 | Proof Inc.
49
Those aged 18-24 & 50+ trust highly in editorial content
19%9%
18%
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? Top 3 Box Summary.
*small base
• Younger adults aged 18-24 are more likely than those 25-49 to trust most types of editorial content, including items in the
news media, information shared on online news sites and content by bloggers.
• Women and men have similar views on editorial and advertising content, with women slightly more likely to trust
recommendations from people they know.
TOTAL MALE FEMALE 18-24* 25-49 50+
Total 1560 761 799 89 840 631
NET: Editorial 60% 59% 61% 71% 56% 64%
Recommendations by someone you know or word of mouth 76% 73% 79% 80% 75% 78%
Sampling the product or service 76% 74% 79% 80% 75% 78%
Editorial content such as a story in a newspaper, on TV or on radio 54% 53% 55% 61% 49% 60%
Consumer opinion or reviews posted online 51% 49% 53% 55% 55% 45%
Emails or newsletters you signed up for 46% 44% 48% 49% 44% 48%
Editorial content shared through online news sites 41% 42% 40% 54% 39% 41%
Blogs from bloggers 25% 23% 27% 29% 30% 19%
NET: Advertising (Incl. Social Media) 50% 48% 52% 51% 51% 50%
Information shared on social media channels by a friend, family member or
someone you know
46% 44% 49% 46% 47% 45%
Company or organization websites 46% 47% 46% 48% 47% 45%
Traditional advertising in television, radio, print or billboard by companies or
organizations
39% 38% 40% 42% 38% 41%
Information shared by a company or organization on social media 29% 29% 29% 35% 32% 25%
Online advertising by companies or organizations 28% 29% 27% 24% 29% 26%
None of the above 6% 7% 5% 7% 7% 4%
=significantly higher than average =significantly lower than average
50. CanTrust Index 2018 | Proof Inc.
50
Quebecers tend to be more trusting of almost all sources
of information
• Regional differences show that Québec residents are more likely to trust editorial content in the news media, as well as company advertising.
However, they are less likely than other Canadians to trust “first-hand” knowledge via recommendations and sampling products/services.
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? Top 3 Box Summary.
*small base
=significantly higher than average =significantly lower than average
TOTAL BC AB MB/SK* ON QC ATL*
VAN
CMA
EDM
CMA*
CGY
CMA*
TOR
CMA
MTL
CMA
Total 1560 173 133 82 494 584 94 101 44 66 303 235
NET: Editorial 60% 56% 58% 53% 58% 70% 59% 56% 63% 58% 58% 65%
Recommendations by someone you know or word of
mouth
76% 75% 79% 85% 79% 71% 75% 73% 83% 75% 78% 71%
Sampling the product or service 76% 79% 75% 84% 77% 69% 84% 78% 79% 74% 79% 68%
Editorial content such as a story in a newspaper, on TV or
on radio
54% 52% 53% 47% 50% 63% 55% 51% 63% 49% 50% 58%
Consumer opinion or reviews posted online 51% 51% 56% 53% 54% 44% 53% 53% 70% 50% 59% 49%
Emails or newsletters you signed up for 46% 47% 38% 44% 45% 53% 44% 45% 50% 36% 45% 53%
Editorial content shared through online news sites 41% 38% 36% 35% 40% 47% 44% 39% 35% 34% 41% 44%
Blogs from bloggers 25% 25% 29% 24% 27% 22% 21% 28% 39% 24% 29% 21%
NET: Advertising (Incl. Social Media) 50% 46% 49% 46% 48% 57% 55% 49% 42% 54% 49% 54%
Information shared on social media channels by a friend,
family member or someone you know
46% 49% 47% 52% 46% 43% 46% 50% 52% 46% 44% 37%
Company or organization websites 46% 46% 48% 42% 42% 52% 53% 47% 47% 52% 45% 52%
Traditional advertising in television, radio, print or
billboard by companies or organizations
39% 38% 40% 35% 36% 45% 45% 39% 40% 44% 37% 40%
Online advertising by companies or organizations 28% 26% 29% 24% 24% 36% 26% 27% 35% 28% 27% 33%
None of the above 6% 7% 4% - 7% 6% 7% 7% 5% 4% 9% 5%
51. CanTrust Index 2018 | Proof Inc.
51
High trust among newcomers to Canada
19%9%
18%
1. 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? Top 3 Box Summary.
79%
76%
54%
64%
51%
50%
49%
42%
37%
34%
39%
5%
71%
76%
53%
49%
47%
41%
37%
32%
24%
26%
23%
5%
Recommendationsorwordofmouth
Samplingtheproductorservice
Editorialcontent(e.g.newspaper)
Consumeropinionorreviewspostedonline
Emailsornewslettersyousignedupfor
Companyororganizationwebsites
Editorialcontent(ononlinenewssites)
Traditionaladvertising(e.gTV,radio,print)
Informationfromacompanyonsocialmedia
Onlineadvertisingbycompanies
Blogsfrombloggers
Noneoftheabove
Trust in Media Sources – By Tenure in Canada
New Canadian - < 15 years
(n=210)
New Canadian - 15+ years
(n=143)
Net: Editorial
63% among those in Canada <15 years
58% among those in Canada 15+ years
60% among those born in Canada
Net: Advertising
48% among those in Canada <15 years
39% among those in Canada 15+ years
45% among those born in Canada
7%
23%
27%
28%
40%
40%
46%
45%
49%
54%
76%
77%
52. CanTrust Index 2018 | Proof Inc.
52
Word of mouth remains the most preferred method
of receiving information
2. When looking at news sources please indicate which of the following sources you prefer to get your news about
current events. Please select the top three responses that most apply. *note <5% values not shown on chart
=significantly higher than average =significantly lower than average
37%
23%
10%
9%
8%
4%
4%
1%
1%
2%
15%
19%
18%
16%
9%
8%
6%
4%
3%
2%
11%
17%
14%
15%
9%
12%
8%
7%
3%
3%
Word of mouth
Editorial content shared through online news sites
Editorial content shared through online news sites
Your Facebook news feed
Blogs from bloggers
LinkedIn
Your Twitter feed
Preferred Sources to Receive Current Events
Choice 1
Choice 2
Choice 3
Sum
2018
Sum
2017
Sum
2016
63% 67% 58%
59% 62% 69%
42% 40% n/a
40% 43% 52%
26% 22% 29%
24% 22% 25%
18% 19% 31%
12% 15% 14%
7% 6% 10%
7% 6% 10%
Key Differences (Choice 1)
• Retired Canadians (31%), those
who were born in Canada and
homeowners (25% each) are
more likely to prefer editorial
content such as a story in a
newspaper, on television or the
radio.
• Those who use Instagram,
LinkedIn, Snapchat (12% each)
and Twitter (11%) at least once
per week are more likely to
prefer mobile news apps.
n=1560
Information shared on social media channels by a
friend, family member or someone you know
Editorial content such as a story in a
newspaper, on TV or on radio
Information shared by a company or organization
on social media
53. CanTrust Index 2018 | Proof Inc.
53<#>
Trust in Influencers
& their attributes
An ‘influencer’ is considered to be someone or an organization or group that is able
to influence other people by sharing their views, opinions, reports or experiences
through social media, blogs and / or traditional media.
54. CanTrust Index 2018 | Proof Inc.
54
Family members, friends and thought leaders are
most trusted as influencers
INF1. 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. . Select one response for each. Responses of <4% are not shown.
n=1560
7- Trust a lot 1- Trust
very little
T3B
73%
58%
48%
48%
45%
43%
15%
14%
6%
4%
4%
3%
28%
21%
15%
14%
13%
12%
3%
31%
31%
30%
29%
28%
27%
11%
19%
23%
28%
31%
31%
29%
20%
6%
10%
12%
12%
12%
14%
20%
5%
6%
6%
7%
8%
19%
4%
3%
5%
6%
25%
Friends/family members
Industry thought leaders /
professionals
Professional services
experts
Regular people like me who
I may or may not know
Journalists
Lifestyle experts
Celebrities
55. CanTrust Index 2018 | Proof Inc.
55
Authority rules
19%9%
18%
INF2. 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
n=1560
10%
6%
3%
26%
20%
11%
8%
30%
33%
29%
22%
20%
26%
32%
33%
7%
9%
13%
17%
3%
7%
11%
5%
7%
Authority
Contextual relevance
Engagement
Reach
4%
T3B
66%
59%
43%
31%
7- Trust a lot 1- Trust
very little
• As the graph below shows, Canadians are most likely to say that their level of trust is impacted by the influencer’s authority
and the degree of contextual relevance offered. Trust is similar across regions.
56. CanTrust Index 2018 | Proof Inc.
56
Engagement and reach matter more to newcomers to Canada
9%
18%
INF2. 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.
4%
67%
64%
53%
45%
22%
70%
58%
40%
30%
23%
65%
58%
41%
29%
25%
Authority
Contextual relevance
Engagement
Reach
None of the above
Factors Affecting Trust In Influencers –
By Tenure in Canada (T3B)
New Canadians
- <15 years
(n=210)
New Canadians
- 15+ years
(n=143)
Born in Canada
(n=1207)
Other Key Differences
• Those with higher household incomes ($150K+)
are more likely to trust in the authority (77%) and
contextual relevance (72%) of influencers and
their content.
• Those with children are more likely to have
higher trust in the influencer’s engagement
(49%).
• Daily users of LinkedIn and YouTube are more
likely to put trust in the influencer’s engagement
(53%) and 50% respectively) and reach (45% and
40% respectively). Those who use LinkedIn only
once a week are more likely to trust their
authority (74%) and contextual relevance (66%).
Weekly Twitter users are also more likely to trust
an influencer’s authority (72%).
57. CanTrust Index 2018 | Proof Inc.
57
Factors that increase trust in influencer content
9%
18%
INF3. Which of the following variables might increase your likelihood to trust an influencer and their blog or content?
4%
Other Key Differences
• Those with higher household incomes (74% of
$150K+) are more likely to have trust in an
influencer who is considered an expert in his/her
field.
• Having content liked or shared by friends/family
is more likely to be important to women 18 to 24
and those who have lower household incomes
(34% <$60K).
• The authenticity of the influencer’s content, as
well as sharing common interests, are also more
likely to be valued by Canadian women.
n=1560
65%
52%
52%
43%
36%
29%
9%
4%
9%
Theinfluencerisconsideredanexpertintheirfield
Knowingtheinfluencerpersonally
Theinfluencer’scontentisperceivedasauthentic/genuine
Theinfluencerdisclosespayments/paidendorsements
Sharingcommoninterests
Myfriendsorfamilylikeand/orsharetheinfluencer’sblogorcontent
Thenumberoffollowersaninfluencerhas–themorethebetter
Theinfluencerhascelebritystatus
Noneofthese
Factors affecting trust in influencer content
Total
58. CanTrust Index 2018 | Proof Inc.
58
Trust among women increases when content is shared
or liked by others
INF1. Which of the following variables might increase your likelihood to trust an influencer and their blog or content? *small base
• The authenticity of the influencer’s content, as well as sharing common interests, are also more likely to be valued by Canadian women.
• Older adults are more likely to gravitate to an influencer if s/he is considered to be an expert.
TOTAL MALE FEMALE 18-24* 25-49 50+
Total 1560 761 799 89 840 631
Influencer is considered an expert 65% 63% 67% 62% 63% 68%
Knowing the influencer personally 52% 52% 53% 52% 51% 55%
The influencer’s content is perceived as
authentic/genuine
52% 49% 55% 45% 51% 54%
The influencer discloses payments/ paid
endorsements
43% 42% 43% 42% 41% 45%
Sharing common interests 36% 32% 39% 46% 36% 33%
My friends or family like and / or share the
influencer’s blog or content
29% 24% 33% 41% 29% 27%
The number of followers an influencer has –
the more the better
9% 9% 10% 17% 12% 4%
The influencer has celebrity status 4% 4% 3% 6% 5% 2%
None of these 9% 11% 7% 9% 10% 8%
=significantly higher than average =significantly lower than average
60. CanTrust Index 2018 | Proof Inc.
60
Atlantic 7%
Québec 23%
Ontario 39%
Manitoba /
Saskatchewan 7%
BC 13%
Alberta 11%
Vancouver Area: 8%
Edmonton/Calgary: 9%
GTA: 24%
Montreal Area: 9%
Profile of Respondents
61. CanTrust Index 2018 | Proof Inc.
61
Marital Status
25%
Single,
never married
63%
Married/living
common-law
9%
Separated / divorced
3%
Widowed
48%
Men
52%
Women
18 to 24
25 to 34
35 to 44
45 to 54
55+
5%
23%
22%
20%
31%
Age
66%
23%
7%
Speak English
Speak French
Speak Chinese
n=1560
57%
27%
12%
1%
University or higher
(incl. some)
College/CEGEP (incl.
some)
Secondary School
(incl. some)
Grade School or less
(incl. some)
Education
Profile of Respondents
incl. Mandarin/Cantonese *note: all other languages 2% or less
62. CanTrust Index 2018 | Proof Inc.
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65% employed
25% are retired; 3% are students
4% are unemployed
4%
Manual
labour
Average HHI $82K
(incl. Mandarin/Cantonese
*note: all other languages 2% or less
66%
23%
7%
Speak English
Speak French
Speak Chinese
N=353
< 25K
>$25K - <$60K
>$60K - < $80K
>$80K - < $100K
> $100K
7%
25%
14%
12%
23%
*note: Refused 18%, DK 1%
74%
Born in
Canada
26%
Born
elsewhere
Sales / service /
clerical
26%
Professional /
executive
43%
Supervisory /
managerial
13%
14%
Skilled / technical
labour
Tenure in Canada
4%
11%
25%
22%
6%
33%
Less than 2 years
2 to less than 5 years
5 to less than 10 years
10 to less than 15 years
15 to less than 20 years
20 years or more
Note* Tenure in Canada only asked to
people born outside Canada 53%
are the primary shopper
41%
shop with another
Own 66%
Rent or Lease 28%
Neither
(living at home with
parents or with
someone else)
6%
Home
Under 13 years of age 17%
13 to 17 years of age 9%
None of the above 75%
Profile of Respondents
63. CanTrust Index 2018 | Proof Inc.
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DAILY
(base: weekly
users)
DAILY
(base: weekly
users)
WEEKLY
(base: all
Canadians)
WEEKLY
(base: all
Canadians)
WEEKLY
(base: all
Canadians)
2018 2017 2018 2017 2016
84% 85% 76% 75% 74%
53% 47% 64% 63% 64%
64% 62% 40% 37% 34%
45% 35% 30% 25% 30%
72% 66% 29% 24% 19%
64% 57% 24% 23% 24%
50% 37% 24% 24% 18%
59% 61% 12% 12% n/a
None of the
Above
19% 21% 7% 7% 8%
=significantly higher than average
=significantly lower than average
Profile of Respondents
* Note: Daily Facebook use among all Canadians is 64%.
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Thank You
Contact
Vanessa Eaton
veaton@getproof.com
416 969 2713