Proof Strategies CanTrust Index 2022

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.
This year, we included questions related to the Omicron variant of COVID-
19 and probed the state of anxiety and stress among Canadians after
almost two years of the pandemic. We also examined trust relating
to climate change and preparedness, a parallel issue of huge importance.
*Proof Strategies Inc. is the largest wholly Canadian-owned
communications and public affairs agency. We ask better questions to
create insight, grow trust and achieve prosperity. Learn more
at getproof.com.
OUR COMMITMENT
TO TRUST IN CANADA

This report provides a summary of findings from Proof
Strategies' general population study, including a special sample of
lower income Canadians.
• 1,536 surveyed 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.
• Sample was representative of Canadian population
statistics by region, age and gender.
• Fieldwork was conducted from January 4 to 14, 2022.
1,536 PEOPLE SURVEYED
CONFIDENCE
INTERVAL OF +/- 2.5
PERCENTAGE POINTS
METHODOLOGY
3

• In our seven years of tracking trust in Canada, the world has seen a
steady erosion of trust. A loss of trust among many citizens of the
UK resulted in a narrow Brexit victory. Economic disruption, social
tensions and the inflammatory echo chamber of social media enabled
Donald Trump to ride a wave of mistrust to victory.
• Trust in Canada is resilient in the face of these trends. What happens
in America often does stay in America. Our values and political culture
differ.
• After two years of COVID-19, almost half of Canadians say they are
stressed and anxious. More Canadians feel the pandemic has divided
communities. We call it the mistrust variant.
• The result is an erosion of trust in Canada in the past
two years, notably a sharp 10 per cent decline in trust in
government between January 2021 and January 2022. Fortunately, we
find that Canadians still trust in facts and trained experts.
• Medical doctors at 78 per cent and scientists at 75 per cent remain
the most trusted voices for reliable information. Educators are at 63
per cent, journalists at 44 per cent and politicians at a lowly 18 per
cent.
• To build trust, Canadians want leaders, brands and
organizations to connect on values, to be caring and to communicate
openly.
FRAYED BY FATIGUE, BUT STILL
TRUSTING IN SCIENCE
EXECUTIVE SUMMARY
4

• Our study's overall index of trust in Canada combines the levels of
trust in NGOs, media, business and government. Over seven years,
this group held steady in the low 40s but dropped in 2021 to 37 per
cent and again further in 2022 to 34 per cent. A ten per cent drop in
trust in government from 2021-22 was a key reason.
• Newcomers show higher levels of trust, resulting in a continuous
"recharging of the trust battery" in Canada. With immigrants now
one-fifth of our country's population, Canada benefits from their
trust resiliency.
• Strong national support for public healthcare is accompanied by
58 per cent trust in this sector. The strain of the pandemic
is causing some erosion in trust among older age groups, but trust
in hospitals remains solid at 64 per cent.
• The economic challenges and political frustrations in the
three Prairie provinces have had a negative impact on trust in
Canada in recent years. Albertans, in particular, show the
lowest trust levels on almost all topics, including their own Premier,
the Prime Minister and business leaders. Political polarization in
Alberta signals that the mistrust comes from different directions,
but the result is not positive.
EXECUTIVE SUMMARY
THE DISTINCT CANADIAN STORY
OF TRUST
5

• This year’s study gauges respondents’ levels of anxiety and stress at
distinct stages of the pandemic and finds correlations between how
Canadians are feeling and their trust levels.
• Approximately one-third (30 per cent) of Canadians who say they felt
anxious about the pandemic at first but now feel better show higher
levels of trust in most areas of the survey, compared to the almost
half (46 per cent) of respondents who say they remain stressed and
anxious.
• For example, trust in provincial Medical Officers of Health to manage
Omicron is at 64 per cent for the “no longer anxious” and only 50 per
cent for those people who remain anxious and stressed. Regarding
the Canadian healthcare system, trust by anxious and stressed
people is 56 per cent compared to 64 per cent for people who feel
better.
• People who responded that they were never stressed or anxious in
the pandemic (24 per cent) appear to be a low trust group. Among
these people, only 65 per cent trust scientists compared to the
national average of 75 per cent. Only 55 per cent trust the healthcare
system, compared to the national average of 58 per cent. Similar
differences appear in numerous questions.
EXECUTIVE SUMMARY
THE LINK BETWEEN STRESS,
ANXIETY AND TRUST
6

• Climate change is one of the single greatest threats to our planet. As
the world warms, extreme weather events are becoming more
frequent. To achieve the dual goals of reducing carbon and preparing
to mitigate impacts of warmer temperatures, building trust is needed.
• With overall low trust levels in government, climate change needs a
coalition approach working with Ottawa. The government can’t act
alone if public confidence and trust are important.
• Scientists represent the most trusted “go-to” for information
about climate change at 69 per cent. They need to be given a seat at
the table to define the problems, set priorities and produce solutions.
• When a community or region in Canada is hit by a natural disaster, 61
per cent trust the military to provide meaningful response and support.
Our military needs to be equipped for the crisis relief work that will be
needed. Canadians trust them.
• Charities like the Canadian Red Cross, with a high trust level at 61 per
cent, need to be engaged as well.
• Indigenous leaders must also be involved, as their communities are
often at the forefront of extreme weather events. The Canadian public
recognizes that reconciliation takes many forms, including
genuine engagement on these health and safety issues.
EXECUTIVE SUMMARY
BUILDING TRUST IS ESSENTIAL TO
FIGHTING CLIMATE CHANGE
7

2022
CANTRUST
INDEX:
IN-DEPTH RESULTS
AND INSIGHTS
8

Q
40 45 47 49
60 55 53 51
2019 2020 2021 2022
You can't be too careful in dealing with people
Most people can be trusted
Generally speaking, do you believe that most people can be trusted,
or you can’t be too careful in dealing with people?
TRUST DISPOSITION HOLDING AT
ABOUT HALF THE COUNTRY.
The population is split on trust disposition. This measure of underlying capacity to be trusting has not changed at all over the years.
9
47
40
35
42
35
55
49
51
47
45
46
54
Total BC Prairies
ON QC Atlantic
2021
2022

39
43
38
51
67
33
47 45
50
69
41
49
43
51
69
Gen Z (<25) Millennials (25-44) Gen X (45-54) Boomers (55-74) Older (75+)
Most people can be trusted
2020
2021
2022
10
TRUST DISPOSITION GREW WITH THE YOUNGER AGE COHORTS, ALTHOUGH THEY CONTINUE TO
LAG IN THIS METRIC WITH THE OLDER GENERATION OF CANADIANS.

THE
CANTRUST
INDEX
AGGREGATE TRUST
SCORES
11

Q
Thinking again about Canada, to what extent are you
willing to trust the following organizational categories to
be competent and effective and to do the right thing?
1 means you “trust very little” and 7 means you “trust a lot” [5-7 reported].
AGGREGATE TRUST IN
NGOS, BUSINESS, MEDIA
AND GOVERNMENT CONTINUES
ITS FIVE-YEAR DECLINE.
This decline shows that Canadians have become more suspicious generally and they are less confident in the information they are receiving from groups that underpin
Canadian society.
12
45 43 45
39 38 37 34
2016 2017 2018 2019 2020 2021 2022
The CanTrust Index score: five institutional components of Canadian society were aggregated to create an overall aggregate trust score.
This included trust in NGOs, media, small and medium businesses, governments and large corporations.

Aggregate trust in NGOs, media, small and medium businesses, governments and large corporations.
37
33
39
45
36
40
34 36
44 42
33
30
38
44 43
33 31
34
40
33
BC Prairies Ontario Quebec Atlantic
2019
2020
2021
2022
13
DECLINES EVIDENT IN ONTARIO AND EAST, ALTHOUGH PRAIRIE RESIDENTS REMAIN THE
LOWEST IN ABSOLUTE TRUST SCORE.

Aggregate trust in NGOs, media, small and medium businesses, governments and large corporations. 14
SUPPORTERS FOR ALL POLITICAL PARTIES HAVE BECOME LESS TRUSTING OVER A FOUR-
YEAR PERIOD. LIBERAL PARTY SUPPORTERS REMAIN THE MOST TRUSTING.
51
35
39
35
46
31
48
36 36
31
44
28
48
33
30
35
48
27
43
31
27 27
41
16
24
Liberal Conservative NDP Green Bloc PPC No affiliation
2019
2020
2021
2022

Aggregate trust in NGOs, media, small and medium businesses, governments and large corporations. 15
WHEN COMPARING THE CANTRUST INDEX SCORE WITH TRUST DISPOSITION THERE IS
CLEARLY A RELATIONSHIP – THOSE WITH A HIGHER CAPACITY FOR TRUST ARE, NOT
SURPRISINGLY, MORE TRUSTING.
37
43
28
34
42
26
Total Most people can be trusted Can't be too careful
2021
2022

37 38 39
41
34
38
36
42
32
36
34 33
<$35k $35k-$74k $75k-$99k $100K+
2020
2021
2022
16
The highest income group has shown a nine-point decline year-over-year.
TRUST DECLINED AMONG ALL INCOME GROUPS, ESPECIALLY HIGHER INCOME CANADIANS.

37
33
40
45
38
Total Canadian born Born elsewhere <5 yrs 5+yrs
17
Those born here are least trusting compared to those who chose to move to Canada. Our data also shows that the more recent the arrival, the more trusting.
THE 2022 CANTRUST INDEX EXAMINES THE CANADIAN MOSAIC AND REPORTS ON
CANADIAN BORN VERSUS CANADIANS WHO WERE BORN IN OTHER COUNTRIES AND
MOVED HERE.

AGGREGATE
TRUST SCORE
BREAKDOWN
The following slides are a breakdown of the individual
scores within the CanTrust Index aggregate.
Separating the elements of the aggregate score help
to uncover what parts of the puzzle are most
impacting this downward trend.
18

Q
Thinking again about Canada, to what extent are you willing to trust
the following organizational categories to be competent and
effective and to do the right thing?
THE FIVE COMPONENTS OF
THE CANTRUST INDEX ARE
SEPARATED BELOW. BIG DROPS
FOR MEDIA AND GOVERNMENT.
Media continues its seven-year slide in trust levels – from majority trust (54 per cent) to 35 per cent today. Government shows a 10-point drop this year.
19
54 54
40
44
20
53
50
39 41
27
56
51
41
45
28
49
40
36 36
20
49
44
33
38
26
48
38
32
41
27
47
35
22
39
27
NGOs News media Governments Small or medium corporations Large corporations
2016
2017
2018
2019
2020
2021
2022

TRUST IN
LEADERS AND
CORPORATIONS
20

Q
46
34
50
44
30
50
46
33
52
40
34
52
39 37
45
32
36 37
33 32
38
The Prime Minister The Premier of your province Your community mayor
2016
2017
2018
2019
2020
2021
2022
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?
TRUST IN GOVERNMENT
LEADERSHIP STABLE BUT DOWN
SIGNIFICANTLY OVER A SEVEN
YEAR PERIOD.
All levels of government now in the 30s for trust among the general public.
21

22
Prime Minister and Premier trust levels down in all regions when compared to pre-pandemic levels.
REGIONALLY, PRE-PANDEMIC TRUST LEVELS COMPARED TO TODAY PAINT A TROUBLING
TREND FOR GOVERNMENT LEADERSHIP; TRUST IN ATLANTIC CANADA PREMIERS RECORDS
A STRIKING 17-POINT DROP.
40
27
42 42
45
31
25
33
38 39
29
22
34
38
41
BC Praire Ontario Quebec Atlantic
Prime Minister
2020 2021 2022
42
38
28
49
36
38
22
33
45
50
33
23
30
42
33
BC Prairie Ontario Quebec Atlantic
Premier
2020 2021 2022

Q
44
20
41
27
45
28
36
20
38
26
41
27 26
39
27 26
Small and medium size corporations Large corporations Corporate boards
2016
2017
2018
2019
2020
2021
2022
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?
TRUST IN BUSINESS LEADERSHIP
STABLE, BUT LOW – PARTICULARLY
IN LARGE CORPORATIONS AND
THEIR BOARDS.
Three in four Canadians do not trust large corporations and their boards to do what is right for Canada and society in general.
23

Q
69.2
76.2 73.7
68.2
64.0
67.7
61.9
66.7
58.9
62.2
58.8
54.8
70.7 71.9 69.3 69.2 67.2 69.2
Total Upper management
(c-suite or VP)
Middle management
(manager or director)
Administrative or support
staff
Skilled labour Frontline service
2020
2021
2022
D
Grade Given Indexed to 100 and Converted to Letter on below scale
LEGEND: A (85-100) B (75-84 ) C (65-74) D (50-64) F (<50)
If you were to grade your employer on their capacity to
BUILD trust with external stakeholders (clients, customers,
suppliers, partners, etc.) what grade from an A+ to an F
would you give them?
CANADA’S EMPLOYEES HAVE
GIVEN HIGHER OVERALL TRUST
GRADES TO THEIR EMPLOYERS.
REPORT CARD GRADES INCREASED
THIS YEAR.
C
C C C
B D C
C D C
C D C
D D C
C
24

Q
THE ELEMENTS THAT DRIVE
CORPORATE TRUST HAVE
REMAINED STABLE FOR ALL THREE
YEARS OF INCLUSION.
25
On a scale of 1-7 to what extent do you think each of the actions
listed below will help make a company or brand MORE trustworthy
to you personally?
67
62
64
66
62
54
61
67
67
58
63
61
59
58
60
67
66
63
63
62
61
58
58
Focusing on employee safety & wellbeing
Having values that are close to my own
Having a brand, product or service meet
my needs
Having a leader that communicates openly
Creating local employment opportunities
Investing in my local community
Advocating for positive social change
Being Canadian-owned and operated
2020 2021 2022
63
57
59
52
57
57
32
57
54
55
55
57
55
21
60
55
55
54
54
53
47
31
25
Being endorsed by my friends and family
Being innovative
Having a clearly stated corporate or social
purpose
Knowing someone who likes working there
Committing to inclusion and diversity
Supporting charitable causes
Committing to Indigenous reconciliation
Endorsed by Canadian Olympic team athlete
Being endorsed by an influencer that I follow
2020 2021 2022
Focusing on employee well-being, having shared values remains key.

Q
HOSPITALS LEAD IN TRUST,
FOLLOWED BY FOOD, RETAIL AND
STREAMING SERVICES – ALL
ESSENTIAL TO PHYSICAL AND
MENTAL WELL-BEING DURING THIS
PANDEMIC.
26
Thinking about Canada and the economy, to what extent are you
willing to TRUST the following industries to operate competently
and effectively and to do the right thing.
62
58
35
48
40 42
33 32
44
39
27
32 31
67
60
45 46 44 43 42
35
32 32 31 31
27
64
58
46 46
43 42 41
38 36 36 36 35
29 29 28
Hospitals
Grocery
&
food
retail
Streaming
services
Banks
e-commerce
Pet
care
companies
Broadcasters
Pharmaceutical
companies
Telecommunications
Long
term
care
facilities
Telemedicne
companies
Airlines
Cannabis
producers
Insurance
companies
Oil
&
gas
2020
2021
2022

TRUST IN OUR
CANADIAN
INSTITUTIONS
Canadians remain trusting of the core
institutions that help define the essence
of the country.
27

Q
Thinking about Canada, to what extent are you willing to trust the
following institutions to operate competently and effectively and to
do the right thing?
TRUST IN HEALTHCARE DROPS 5-
POINTS THIS YEAR BUT REMAINS
CANADA’S MOST TRUSTED INSTITUTION;
TRUST IN MILITARY DROPS 6-POINTS.
In addition to the health sector (down 5) the military took a hit (down 6) as did the RCMP (down 13 from 2021). Free & independent press also showing cracks (down 5 from
2021). These institutions form a significant piece of the Canadian identity, and we are seeing the collateral impact of the pandemic on the public psyche.
28
57
62
55 54 54
61
48
36
63
58 56 54 52 50
47
43
58
52 54 53
49 48 46
40 38
45
Canadian
healthcare
system
Canadian
Military
Canadian
education
system
Canada's
Central Bank
Free &
independent
press
RCMP Canada's
judicial system
Canadian
financial
markets
Canadian
Parliament
Canadian
electoral system
2020 2021 2022

Prairie residents remain the least trusting in Canada.
REGIONAL RESULTS MIRROR THE NATIONAL TRENDS.
60
51 52
49 48 48
34
45
36
45
55
52 51
45 44
41
33
47
30
38
59
50
52 53
47
44
42
49
38
45
59
55
59 59
54
49
45
50
46
49
57
53
58
54
52
49
46
48
39
51
Canadian
healthcare
system
Canadian
Military
Canadian
education
system
Canada's
Central Bank
Free &
independent
press
Canada's judicial
system
Canadian
financial
markets
RCMP Canadian
electoral system
Canadian
Parliament
BC
Prairies
Ontario
Quebec
Atlantic
29

TRUST IN CANADIAN INSTITUTIONS IMPROVES WITH AGE.
56
51
45
50
36
46
43
51
44
47
54
49
52
48 48
43
40
43
38
42
57
52 52 53
44 42
39
49
34
42
62
55 57 57
52
48
40
53
37
48
69
55
71
67
59 59
42
51 51
58
Canadian
healthcare
system
Canadian
Military
Canadian
education
system
Canada's
Central Bank
Free &
independent
press
Canada's
judicial system
Canadian
financial
markets
RCMP Canadian
Parliament
Canadian
electoral
system
Gen Z
Millenials
Gen X
Boomers
75+
30
Trust levels highest among Boomers in almost all categories.

Q
56
50 50 47
42 40
35 36
42
63
52
58 59
50 51
46 42
53
Canadian
healthcare
system
Canadian Military Canadian
education
system
Canada's Central
Bank
Free &
independent
press
Canada's judicial
system
Canadian
financial markets
Canadian
Parliament
The Canadian
electoral system
<$35k HH
$100k+ HH
To what extent are you willing to TRUST the following Canadian
institutions to operate competently and effectively and to do the
right thing?
HIGHER INCOME CANADIANS GIVE
HIGHER TRUST SCORES ACROSS
CORE INSTITUTIONS.
There is a significant trust gap when comparing lower income Canadians with their higher income counterparts, likely due to their needs not being met in some of
these areas.
31

Q
On a scale of 1 to 7, please indicate how much you are willing to
trust each the following CATEGORIES OF PEOPLE for RELIABLE
INFORMATION.
TRUST REMAINS HIGHEST FOR
DOCTORS AND SCIENTISTS
PROVIDING RELIABLE
INFORMATION.
78
75
65
63
44
35
27
27
22
19 14
2022
Medical doctors
Scientists
Friends & family members
Educators
Journalists
Bankers
Religious or spiritual leaders
Business executives
Politicians
Independent bloggers/social media influencers
Celebrities
33

HIGHER INCOME CANADIANS ARE MORE TRUSTING OF DOCTORS AND SCIENTISTS.
70 69
59 57
47
35 33
24
19 21
16
84 82
69 69
54
38
25
30
19 20
16
Medical
doctors
Scientists Friends & family
members
Educators Journalists Bankers Religious or
spiritual leaders
Business
executives
Politicians Independent
bloggers/social
media
influencers
Celebrities
<$35kHH
$100k+ HH
34
Lower income Canadians have higher trust in only one category – religious or spiritual leaders.

77 75
64 62
43
35
24 25
17 17 13
77 77
68 65
49
35 36 33
25 23
18
Medical
doctors
Scientists Friends &
Family
members
spiritual
leaders
Business
executives
bloggers/
Social media
influencers
Celebrities
Born in Canada Born elsewhere
NEWER CANADIANS SHOW HIGHER OVERALL TRUST LEVELS COMPARED TO THOSE BORN
HERE.
35
In particular, the two highlighted categories below.

COMPARING TRUST AMONG MILLENIALS AND BOOMERS OVER TWO YEARS.
79 76
62 64
48
35
24 27
18
22
16
74 76
66 65
44
33
29 30
20
27
18
84
79
66 64
51
39
31
23
16
11 11
81
77
63 61
45
34
22 21
16
9 8
Medical
doctors
Scientists Friends &
Family
members
spiritual
leaders
Business
executives
bloggers/
Social media
influencers
Celebrities
Millennials 2021
Millennials 2022
Millennials 2023
Boomers 2021
Boomers 2022
36
Boomer trust has declined in all categories, while Millennial trust has increased in many categories.

Q
54
50 51
40
44
38
35
News media
2016
2017
2018
2019
2020
2021
2022
34
32
31
39
45
37
33
32
30
34
39
39
2022
2
-3
-7
0
5
-2
-4
-1
-5
3
-5
-3
1
Gen Z
Millennials
Gen X
Boomers
75+
Male
Female
BC
Prairies
Ontario
Quebec
Atlantic
2022 O(U) 2021
When you think of each of the following 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?
THE FIVE-YEAR TRUST DECLINE IN
THE NEWS MEDIA SHOWS BIGGEST
DROPS AMONG THE GEN X COHORT
AND QUEBEC RESIDENTS.
37

Q
55 53 50 50 49
47
40
37 35 33
28
24 22 21
15
56
53
50 49
52
45
40 38 37 35
32
26 27
23
19
News on
traditional
media
Product
sampling
Word of
mouth from
people you
know
News on
news
websites
Consumer
reviews
Internet
search
Information
on
company
websites
Social
Media
posts by
people you
know
Traditional
advertising
on
traditional
media
Opinions on
traditional
media
Opinions on
news
websites
Online
advertising
by
companies
Social
media
posts by a
brand or
company
Blogs Sponsored
social
media
posts by
celebrities
or other
influencers
2021 2022
On a scale of 1 to 7, please indicate how much you are willing to
TRUST the following sources to provide you with RELIABLE
INFORMATION?
While there is very little movement year-over-year, there continues to be a wide gap in trusting the reliability of information disseminated in the Canadian
population by various sources.
38
TRADITIONAL MEDIA REMAINS A
MORE RELIABLE SOURCE OF
INFORMATION COMPARED TO
DIGITAL SOURCES.

Q
Now, thinking about the country, your province and your city, to
what extent are you willing to TRUST the following people in YOUR
LIFE to be competent and effective and to do the right thing?
PEOPLE TRUST THEIR INNER
CIRCLES TO DO WHAT IS RIGHT FOR
THEM, WITH FAMILY AND FRIENDS
AT THE TOP.
From pre-pandemic results, doctors drop five points on this measure.
39
78 79
61 58 57 56
78 78
56 55 53 51
77 74
57 54 52 49 49
Your family & friends Your doctor Your accountant Your lawyer Your banker or advisor Your colleagues at
work
Your boss
2020
2021
2022

Inner circle aggregate scores are higher among baby boomers and those 75+ as well as higher income Canadians. Millennials are the lowest in these ratings.
THE AGGREGATE OF THE INNER CIRCLE METRICS SHOWS A SEVEN-POINT DECLINE FROM
PRE-PANDEMIC LEVELS (65 DOWN TO 58).
65
62
58
2020 2021 2022
Aggregate of Inner Circle
59
54
59
62
59
59
53
59
63
75
49
70
BC
Prairie
Ontario
Quebec
Atlantic
Gen Z
Millennials
Gen X
Boomers
75+
<$35k HH
$100k+
2022
40

Q
61
54 53 52 50 50 50 49 48 47 45 44 44 42 41 41
38 37
33 32
23
Canadian
Red
Cross
La
Presse
Salvation
Army
Pfizer
CTV
CBC
or
Radio-Canada
Hydro-Quebec
Amazon
Mastercard
Netflix
Ontario
Hydro
Videotron
TVA
Johnson
&
Johnson
Bayer
The
Globe
&
Mail
Telus
Air
Canada
Bell
Rogers
Facebook
What extent are you willing to TRUST the following companies to
operate competently and effectively and to do the right thing?
THE CANADIAN RED CROSS IS THE
MOST TRUSTED ORGANIZATION BY
CANADIANS, COMPARED TO
FACEBOOK, WHICH REMAINS THE
LEAST TRUSTED.
41

Q
Freedom is down 13 points, safety is down eight points, democracy is down 11 points, health is down six points, fairness is down seven points,
and privacy is down six points. These declines show the strains Canadians are feeling as they grapple with the pandemic and the measures
imposed on them. While many support the measures overtly, these results suggest something more complex lurking at the subconscious level.
43
In thinking about Canada as a country, please rate how well you
think Canada is performing in the following areas.
FROM A LIST OF TWELVE CORE
VALUES, CANADIANS RATE
ALMOST HALF OF THEM LOWER
NOW THAN PRE-PANDEMIC.
73
68
53
65
60
53
43
55 53
39 39
35
65 63 62
58
55 53 53
49 49
46 46
41
60 60 59
54 54
51 50 48 47
44 44 43
Freedom Safety Diversity Democracy Health Average of all
values
Inclusion Fairness Privacy Equity Sustainability Economic
Security
2020
2021
2022

50
54
59
43
52
44
48
54
50
47
60
44
56
60
63
47
56
49
53
63 61
54
51
62
Average
of
all
values
Democracy
Diversity
Economic
Security
Equity
Fairness
Freedom
Health
Inclusion
Privacy
Safety
Sustainability
<$35k HH
$100k+ HH
44
LOWER INCOME CANADIANS ARE MORE CRITICAL ON THE CORE VALUES FRONT.

Q
Thinking about your own life in Canada, to what extent do you feel
satisfied?
PERSONAL SATISFACTION LEVELS
ARE DOWN SEVEN POINTS
OVERALL FROM LAST YEAR.
The aggregate drop is more a function of social satisfaction rather than economics. This is at the core of the 2022 results. Canadians are feeling the impact of two
years of this pandemic. It is showing in their satisfaction levels, which in turn is showing in their trust scores.
45
51
55 54 54
40
44
49 47
44
38
Aggregate Personally Educationally Socially Economically
2021
2022

Q
How important is it for you to live in a country that is governed
democratically?
CANADIANS BELIEVE IN THE
IMPORTANCE OF DEMOCRATC
GOVERNMENT.
This is the dominant opinion across Canada, but there are gaps. For younger cohorts, democratic government is less important. Green Party voters, less so, lower income
Canadians, less so.
79 80 78 78
82
77
68
73
78
87
97
82
77
81
71
84 82 85
54
83
78
74
82 82
76
Not important (1-3)
4%
Neutral (4)
17%
Important (5-7)
79%
46

Q
75 74
63 61 59 58
46 46 46 45 44
24
20
71 71
58 57 55 56
43 40 40 40
46
24
19
Medical
doctors
Scientists
Canada's
Chief
Medical
Officer
of
Health
Your
provincial
Medical
Officer
of
Health
The
World
Health
Organization
Hospital
administrators
The
pharamceutical
industry
Journalists
The
Prime
Minister
of
Canada
Your
provincial
Premier
Word
of
mouth
from
family
&
friends
Corporate
CEOs
Social
media
feeds
2021
2022
To what extent do you TRUST the following groups of people to
provide you with RELIABLE information about COVID-19?
WHEN IT COMES TO RELIABLE
INFORMATION ABOUT COVID-19,
CANADIANS STILL TRUST MEDICAL
DOCTORS AND SCIENTISTS THE
MOST.
However, trust for both these groups is down year-over-year. Government leaders and journalists have also lost ground.
48

Trust drops 10 points in doctors when the discussion is about Covid-19, versus just a general conversation. It is also six points lower with scientists, nine points lower
with journalists and 18 points lower with one's own family and friends.
THERE'S A SHARP DIFFERENCE IN GENERAL TRUST AND TRUST AROUND COVID-19.
81 77
49
64
71 71
40
46
-10 -6 -9
-18
Medical
doctors
Scientists
Journalists
Word
of
mouth
from
family
&
friends
General trust
Covid-related trust
Difference
49

Q
The COVID-19 vaccine has been distributed to any Canadian who
asked. On a scale of 1 to 7, do you TRUST the vaccine to be safe
and effective to receive for yourself and for children.
THREE IN FOUR CANADIANS TRUST
THE VACCINE, UP EIGHT POINTS
FROM LAST YEAR.
Trust levels have grown among all cohorts across Canada. There is less certainty in terms of vaccinating children (on par with 2021 data).
50
64 67
63 63 65 66
55 58
62
71
86
50
69 68
61
72 71 69 72 75
79
67
71
82
93
73 71 73 73 72
Total
BC
Prairie
ON
QC
AT
Gen
Z
Millennials
Gen
X
Boomer
75+
<$35k
HH
$100k+
Male
Female
2021
2022
72
64
Yourself Your child

Q
In terms of the Covid-19 vaccination, have you been vaccinated?
ALMOST NINE IN TEN OF THE
ADULTS SURVEYED CLAIM TO HAVE
HAD TWO DOSES, OR TWO PLUS
THE BOOSTER.
Most Booster recipients are older, due to the timing of this survey.
3 1 3 4 1 3 6 4 2 1 3 3 2 4 4 2 3 2
51
63
49 47 52
62
69
62
56
40
10
50 53 54
55 52
49 50 53
36
24
37 41 38
28
14
22
32
52
87
37 35 38
25 29 43 41
32
10 12 11 8 9 7 11 12 10 7 3 10 9 6 16 15 6 6 13
None
Plus Booster
Two Doses
One Dose
51

Q
11
15
8 10 9
17
8
18
7 9
-2
11 11
Total
BC
Prairie
Ontario
Quebec
Atlantic
Gen
Z
Millennials
Gen
X
Boomers
75+
Male
Female
Change in “Less Together”
31
44
26
28
35 37
More together
and united
No difference
than before the
pandemic
Less together
and united
2021 2022
The pandemic has required people to adapt and make sacrifices in
how they normally lead their lives. When you think about your fellow
citizens in your community, would you say that this experience has
made you feel: more together; less together and united; or no
difference than before the pandemic?
THE PERCENTAGE OF CANADIANS
WHO FEEL LESS UNITED AS A
RESULT OF COVID-19 HAS GROWN
BY 11 POINTS SINCE LAST YEAR.
BC and Atlantic provinces are more likely to hold this view, as are Millennials.
52

Q
The pandemic has required people to adapt and make sacrifices in
how they normally lead their lives. When you think about your fellow
citizens in your community, would you say that this experience has
made you feel…
OVER ONE-THIRD OF CANADIANS
SAY THE PANDEMIC HAS MADE
THEM FEEL LESS UNITED AND
TOGETHER WITH FELLOW CITIZENS.
This is more acute with younger Canadians and does suggest there will be work to do to reinvigorate the world that was left behind prior to the pandemic.
More together
28%
Less together
37%
No difference
35%
-37
-44
-36
-31
-23
-34
-39
-37
-45
-48
-35
-27
32
28
28
28
28
30
26
25
20
31
31
26
Gen Z
Millennials
Gen X
Boomers
75+
Male
Female
BC
Prairies
Ontario
Quebec
Atlantic
53

Q
The COVID-19 pandemic has impacted our lives in different ways.
Which of the following describes how you are currently feeling?
THREE IN FOUR CANADIANS ADMIT
TO FEELING INCREASED STRESS
AND ANXIETY, ALTHOUGH 30 PER
CENT OF THAT GROUP SAY THEY
ARE BETTER NOW.
Those who say that their stress and anxiety persists are mostly among the younger cohorts.
54
Increased
anxiety,
continues today
46%
Increased
anxiety, better
now
30%
No impact on
anxiety
24%
41
50
48
43
32
44
47
48
50
48
39
43
Gen Z
Millennials
Gen X
Boomers
75+
Male
Female
BC
Prairies
Ontario
Quebec
Atlantic

If respondents reported that their pandemic stress and anxiety had gone away, their trust levels also went back to normal. If they reported continued stress and anxiety,
their trust levels have gotten lower. Comparatively, those who never felt any pandemic stress and anxiety are the least trusting overall.
STRESS AND ANXIETY HAS AN IMPACT ON CANTRUST INDEX SCORES.
34
32
39
31
Total Canada Increased anxiety,
continues today
Increased anxiety, better
now
No impact on anxiety
55

Q
Since the beginning of the pandemic there have been several
variants to the original virus. The most recently discovered variant
is called Omicron. Have you heard of the Omicron variant?
BY EARLY JANUARY, ALMOST
EVERYONE WAS AWARE OF
OMICRON.
People are split on the severity of Omicron, compared to prior variants.
56
97
Aware of Omicron
16 17
20
28
10 9
A lot more serious More serious Same risk Less serious A lot less serious Not sure
Compared to prior variants
33%
38%

Q
To what extent do you trust each of the following people to respond
with appropriate public safety measures related to the Omicron
variant?
LESS THAN HALF OF CANADIANS
TRUST GOVERNMENT LEADERS TO
RESPOND APPROPRIATELY TO THE
OMICRON VARIANT.
This speaks to the overall erosion of trust in 2022. Pandemic stress and anxiety has overtaken every aspect of people’s lives for two years, resulting in lower trust in leaders
and institutions.
57
44 42
55 57
Prime Minister Your Premier Your provincial medical
health officer
Your place of work

Q
Has the arrival of Covid-19 variant Omicron affected your
confidence in the Canadian economy in 2022?
OMICRON HAS MADE ALMOST ONE-
THIRD OF CANADIANS MORE
PESSIMISTIC ABOUT THE
CANADIAN ECONOMY IN 2022.
The younger and older cohorts are most pessimistic, as are western Canadians.
58
Omicrom has
not affected my
confidence in
the Canadian
economy for
2022
23%
Omicrom has
made me more
pessimistic
35%
Omicrom has
made me more
optimistic
6%
I don’t know
what to think
right now
36%
36
39
33
35
38
43
33
39
41
37
37
32
28
Total
Gen Z
Millennials
Gen X
Boomers
75+
Male
Female
BC
Prairies
Ontario
Quebec
Atlantic
More Pessimistic

Q
How important is the role of each of the following in helping
address these issues in a way that is consistent with Canadian
values?
CANADIANS HAVE MORE TRUST IN
ORDINARY CITIZENS TO ADDRESS
RACISM AND INEQUALITY.
Fewer Canadians this year believe that government leaders need to address these issues.
60
69 67 66 63
56 56
68
62 62 59
54 53
Ordinary citizens like
myself
The federal government Provincial goverments News media Charity groups Private businesses
2021
2022

Q
When it comes to important issues such as climate change, racism
and social equity, do you think business leaders should speak out...
or should they not speak out and take positions on behalf of their
company?
OVER HALF OF CANADIANS BELIEVE
THAT BUSINESS LEADERS SHOULD
SPEAK OUT ABOUT IMPORTANT
ISSUES REGULARLY.
This is more so among senior executives versus other employees. However, the 43 per cent who are less certain represent a significant cohort, suggesting care and
planning is needed before business leaders take positions publicly.
61
Should speak &
take positions
regularly
57%
Should speak out,
but in rare
instances
31%
Should not speak
out & take
positions ever
12%
57
58
60
54
54
69
54
60
58
50
60
58
58
60
54
59
55
67
Total
Gen Z
Millennials
Gen X
Boomers
75+
Male
Female
BC
Prairies
Ontario
Quebec
Atlantic
Management
Non management
Not employed
Born in Canada
Born elsewhere
Should Speak & Take Positions Regularly

Q
To what extent do you TRUST the following groups of people to
provide you with RELIABLE information about CLIMATE CHANGE
and its impact and solutions.
SCIENTISTS REMAIN THE MOST
TRUSTED SOURCE OF RELIABLE
INFORMATION ABOUT CLIMATE
CHANGE.
63
69
54
51
44
41 40 40 40 38
35
21 19
Scientists Medical
doctors
Environmental
group leaders
The United
Nations
Indigenous
leaders
News media Word of mouth
from family &
friends
Journalists The Prime
Minister of
Canada
Your provincial
Premier
Corporate
CEOs
Social media
feeds

Q
When a region or community in Canada is hit by a natural disaster
such as floods, fires or other extreme weather, how much do you
trust the following organizations to provide meaningful response
and support?
IN THE EVENT OF A NATURAL
DISASTER, THE MILITARY AND
COMMUNITY NOT-FOR-PROFIT
GROUPS ARE THE MOST TRUSTED
TO RESPOND.
The federal government is the least trusted to provide meaningful response and support.
64
61
57 56
50 49
Canadian Military Local community not-for-
profit groups
National charities and
not-for-profit groups
Provincial government Federal government

LESSONS
TO BUILD
AND
PRESERVE
TRUST 65

Workers in Canada gave their employers a C grade for
their ability to build trust with external audiences. This
grade is an improvement from the D given in 2021, but
employers can do better.
The pandemic has put a sharper focus around
empathy and benevolence as a key component in
building trust. Employers need to be supportive and
give their employees a reason to trust – to create
motivated, engaged and committed teams.
Externally, how an organization takes care of
employees is identified as a driver of trust by 66 per
cent of Canadians.
How are trust levels in your organization?
START WITH
INTERNAL TRUST

FACTS, EXPERTISE
AND TRUST
Canadians trust information grounded in domain
expertise, facts and the institution of science.
A fact-based narrative, communicated clearly and
consistently will provide understanding and trust,
while also reducing the spread of false information.
Trust is situational, so understand your audiences
and their values and concerns.
Leaders must "walk the talk" and managers at all
levels should understand their role. Trust is a team
sport.

TO BUILD TRUST,
VALUES AND
ACTIONS COUNT
As a leader, if you do not have the trust of your people,
it will be difficult to get anything done.
Trust is built through consistent, demonstrated values,
and competency.
A leader’s ability to clearly articulate what they stand
for and consistently demonstrate this again and again
(by saying what you do and doing what you say) are
the building blocks of trust over time.
Learn what trust looks like in action within your
organization and start building it now.

MEASURE AND
MANAGE TRUST
Organizations need a deliberate plan for measuring,
maintaining and building trust for the long term.
An accurate measurement of intra-organizational and
leadership trust should be part of every CEO's
performance report.
TRUST IS CRITICAL
TO THE SUCCESS OF
YOUR ORGANIZATION,
NOW, MORE THAN EVER.

For more information about our studies and how to
build trust in your organization, please contact:
THANK YOU
BRUCE MACLELLAN
bmaclellan@getproof.com
cantrustindex.ca
70
VANESSA EATON
veaton@getproof.com

Proof Strategies CanTrust Index 2022

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