Proof Strategies CanTrust Study of Black Canadians - 2022.pdf

CANTRUST
STUDY OF BLACK
CANADIANS' TRUST
April 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.
To more fully represent the diverse Canadian population,
advance our commitment to equity, diversity and inclusion,
and continue important discussions on anti-Black racism in
Canada, Proof Strategies conducted the first CanTrust Study
of Black Canadians.
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.
*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
EQUITY, DIVERSITY
AND INCLUSION

This report provides a summary of findings from the 2022
CanTrust Study of Black Canadians
• 311 Black Canadians surveyed using a national opt-in
panel administered by On Point Insight, a Black-owned
and operated research firm.
• Participants completed the survey instrument online
from either a mobile device or a desktop computer. The
study was completed in both official languages.
• This survey is comprised of highly acculturated Black
Canadians. The demographic profile is representative
of the Black Community who over index on being older
and live in Ontario.
• Fieldwork was conducted from January 4 to 13, 2022.
311 PEOPLE SURVEYED
CONFIDENCE
INTERVAL OF +/- 2.5
PERCENTAGE POINTS
METHODOLOGY
3

TRUST IS ABOUT TIME,
FAMILIARITY AND EXPERIENCE
Personal trust is elusive and must be earned among Black
Canadians
• While older Black Canadians demonstrate greater trust,
Black Canadians aged 18-34 are much less trusting. Black
youth are skeptical, and it shows that Canada has much
work to do to build their trust.
Traditional media is a preferred source for trusted information
• Black Canadians trust fact-based journalism to provide them
with reliable information. The use of social media is more
prevalent and trusted by younger Black Canadians, possibly
driven by accessibility.
• Medical doctors, scientists, educators and friends and family
are all trusted sources of reliable information.
The most trusted industries offer the most basic needs
• The most trusted companies, brands and institutions are
those that meet the fundamental physiological and safety
needs of Black Canadians: food and water, health,
transportation and finances.
EXECUTIVE SUMMARY
4

TRUST IS ABOUT TIME,
FAMILIARITY AND EXPERIENCE
Companies and brands can instill trust through positive
connections
• Brands and companies can build trust by being honest and
transparent, committing to EDI and delivering employee and
product/service satisfaction.
Corporations and government have a responsibility to address
racism within society
• There is an imbalance when asked about race exclusively.
The government and corporations should be addressing
racism within Canada but do not appear to be doing so.
There is a clear lack of trust in corporations to take positive
strides towards a more equitable future.
EXECUTIVE SUMMARY
5

Q
35
49
65
51
Black Canadians General Population
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?
BLACK CANADIANS ARE LESS
TRUSTING OF PEOPLE IN GENERAL.
A hesitancy to trust people is a shared sentiment for most Black Canadians. Personal trust builds with age and is likely connected to
life experiences.
7
24
31
47
76
69
53
18-34 35-54 55+
Most people can be trusted You can't be too careful in dealing with people

Q
To what extent are you willing to trust the following people in your
life?
1 means you “trust very little” and 7 means you “trust a lot” [5-7
reported].
BLACK CANADIANS TRUST THEIR
FRIENDS AND FAMILY THE MOST.
Religions or spiritual leaders, local police and work colleagues evoke low trust levels among Black Canadians.
82 80
59
54 52 49 49 47
77 74
52
57 54
49 50
Your friends and
family
Your doctor Your banker or
financial advisor
Your accountant Your lawyer Your work
colleagues
Your local police Your spiritual or
religious leader
8

Q
Please indicate how much you are willing to trust each the
following categories of people for reliable information?
reported].
TRUST IS HIGHEST IN SCIENTISTS,
DOCTORS AND EDUCATORS FOR
RELIABLE INFORMATION.
Black Canadians are trusting of people who have been front and center during this pandemic for reliable information. Although highly visible
in recent times, politicians are not among them.
76 73
68
58
47
31 30
20
13 12 10
78 75
63 65
44
27
35
27
19
14
18
Medical Doctors Scientists Educators Friends & Family
Members
Journalists Religious or
spiritual leaders
Bankers Business
Executives
Independent
Bloggers/Social
Media
Influencers
Celebrities Politicians
10

Q
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?
reported].
HALF OF BLACK CANADIANS TRUST
THE NEWS MEDIA TO DO THE RIGHT
THING.
11
50
35
The news media

Q
Now thinking specifically about news sources, please indicate how
much you are willing to trust the following sources to provide you
with reliable information.
reported].
PARTICULARLY FOR BLACK
CANADIANS OVER 35 YEARS OLD,
TRADITIONAL MEDIA SOURCES LIKE
NEWSPAPERS, TV AND RADIO
OFFER RELIABLE NEWS.
Younger Black Canadians are more likely to access news posted online compared to other Black Canadians.
60
54 54
41
35
54 52 49
41 38
Newspapers Television Radio News posted
online
Links to news
stories you
receive from
people you
know
Male Female 18-34 35-54 55+ Born in
Canada
Immigrant
Newspapers 61 58 56 54 68 60 59
Television 57 51 41 53 63 49 57
Radio 50 57 46 52 62 53 54
News posted
online
41 40 45 38 43 42 41
Links to news
stories you
receive from
people you know
33 37 35 33 37 36 34
12

Q
In general, where do you get most of your information about
current events?
BLACK CANADIANS TRUST
TRADITIONAL MEDIA SOURCES THE
MOST FOR INFORMATION ABOUT
CURRENT EVENTS.
While friends and family are more trusted overall, traditional media sources are the first port of call for most information and insight on
current events.
40
35
10
8
5
41
30
10 9 8
Traditional media sources
(radio/TV/newspapers)
Online editions of traditional
media
Family and friends / word-of-
mouth
Links either forwarded to you or
posted on social media
Online editions of new media
sources
13

Q
Please indicate how much you are willing to trust the following
sources to provide you with reliable information.
reported].
BLACK CANADIANS TRUST PEOPLE
THEY KNOW FOR RELIABLE
INFORMATION, FOLLOWED BY
TRADITIONAL MEDIA OUTLETS.
Social media and online advertising evoke lower trust levels for Black Canadians compared to other sources.
58
56
56
55
53
50
49
43
50
56
52
53
49
45
40
37
Word of mouth from people you know
News stories in newspapers, TV, on radio
Consumer reviews
Product sampling
News stories on news websites
Internet searches on search engines like
Google or Yahoo
Information on company websites
Traditional advertising on television,
radio or in print
41
40
33
27
26
24
16
38
35
32
27
26
23
19
Social Media posts by people you know
Opinions in newspapers, TV, on radio
Opinions on news websites
Social Media posts by a brand or
company
Online advertising by companies
Blogs
Sponsored social media posts by
celebrities or other influencers
14

Q
55
58
52 52
61
54
59 57
59
47
55 54
55 57
53 55
61 62
59 57
58 60
53
58
58
54
58
54
50
56
52 53
Word of Mouth from people
you know
News stories in Newspapers,
TV, on Radio
Consumer Reviews Product Sampling
Male Female 18-34 35-54 55+ Born in Canada Immigrant General Population
Using a scale from 1 to 7, where 1 means a little and 7 means a lot,
please indicate how much you are willing to trust the following
sources to provide you with reliable information.
reported].
BLACK CANADIANS AGES 18-34
YEARS OLD ARE LESS LIKELY TO
SEEK RELIABLE INFORMATION
FROM MAINSTREAM MEDIA
OUTLETS.
Black Canadians across age groups, genders and immigration status are more likely to seek reliable information through word of mouth
from people they know, compared to the general population.
15

Q
In your own words, please share your trusted sources for reliable
information and why you trust those sources.
MEMBERS OF THE BLACK
COMMUNITY SHARE WHO THEY
TRUST FOR RELIABLE
INFORMATION AND WHY.
Traditional news companies are my most trusted
source as one would have to believe that they are
held at least somewhat accountable. I trust local
Canadian and foreign news more than US news, as
they seem to have "taken sides" and their stories
seem to be somewhat biased.
Family and close friends have no reason to provide
unreliable information.
I trust some newspapers, TV news stations,
LinkedIn, some radio stations and certain websites
as they provide clear, reliable, researched and
proven information.
16
My trusted sources for reliable information
would be traditional media outlets, radio and
television, and major online news outlets. These
sources are well-researched, reliable, and
relatively neutral in their political leanings.
I would say my most trusted sources when it
comes to reliable information and news are
traditional media outlets. These institutions
have built up a reputation of high journalistic
ethics. While I find them to be reliable sources, I
don’t take everything they say as the most
rigorous and reliable 100 per cent of the time.
Particularly when it comes to op eds.

TRUST IN
LEADERS AND
INSTITUTIONS
17

Q
reported].
BLACK CANADIANS ARE MORE
TRUSTING OF GOVERNMENT
LEADERS.
Black Canadians are 19 per cent more likely to trust the government compared to the general population, and 8 per cent more likely to trust the Prime Minister. This
could be linked to the immigration status of the Black community. While many have lived in the country for 15 or more years, Canada has been a safe haven and
given many Black Canadians the opportunity to build a new life.
18
75
72
66
54
50
45
45
44
73
70
59
47
35
48
36
50
Medical doctors
Scientists
Educators
Registered charities & not for profit
organizations
The news media
The RCMP
The governor general
Your local police force
41
41
41
41
39
32
26
26
22
22
33
38
39
39
32
27
26
22
Government
The Prime Minister
Your community mayor
Small & medium sized corporations
Canada's military leadership
Your Premier
Large corporations
Corporate boards of directors
Politicians in general

Q
45
40
50
39
43
41
32 33
37
42
39
46
47
50 51
35
38
41
45 44
47
22
33
48
Government The Prime Minister The RCMP
reported].
YOUNGER BLACK CANADIANS ARE
LESS LIKELY TO TRUST THE
FEDERAL GOVERNMENT AND RCMP,
COMPARED TO OLDER
RESPONDENTS.
Black immigrants are also more likely to trust the Canadian government and public leaders, compared to those born in Canada.
19

Q
To what extent are you willing to trust the following Canadian
institutions to operate competently and effectively and to do the
right thing?
reported].
THE HEALTHCARE SYSTEM AND
THE EDUCATION SYSTEM ARE THE
TWO MOST TRUSTED
INSTITUTIONS BY BLACK
CANADIANS.
The Military is the only Canadian institution trusted less by Black Canadians than the general population, at 48 per cent.
61 60
54 53 52
49 48
44 43
58
54 53
45
49
46
52
40 38
The Canadian
Healthcare
System
The education
system
The Bank of
Canada (Canada’s
central bank)
The Canadian
Electoral System
The independent
Canadian news
media
The judicial
system
The Canadian
Military
The financial &
stock markets in
Canada
The Canadian
Parliament
20

Q
64
61 59
62
58 59
46 44
60 59
47 49
59 59
47
50
63 61
65
58
59
52 51
44
62
65
56 58
58
54 53
45
The Canadian Healthcare
System
The Education System The Bank of Canada The Canadian Electoral System
To what extent are you willing to trust the following Canadian
institutions to operate competently and effectively and to do the
right thing?
reported].
MEN AGED 35-54 AND
IMMIGRANTS GENERALLY EXPRESS
GREATER TRUST IN CANADA’S
MOST TRUSTED INSTITUTIONS.
The Canadian Electoral System is trusted more by Black men aged 55+ and immigrants. Younger Black women and those born in Canada are
more distrusting, in alignment with the general population.
21

Q
41
26 26
39
27 26
Small & medium sized corporations Large corporations Corporate boards
reported].
THE MAJORITY OF BLACK
CANADIANS DO NOT TRUST
BUSINESS LEADERS TO DO WHAT IS
RIGHT FOR CANADA.
Like the general population, three in four Black Canadians do not trust corporate boards to do what is right for Canada and society in general.
23

Q
To what extent do you think each of the actions listed below will
help make a company or brand more trustworthy to you
personally?
reported].
TRUSTING OF BRANDS WITH
SIMILAR VALUES TO THEM.
Companies can instill trust through positive human connections, by echoing the consumer’s values, respecting and caring for diverse
employees and being transparent.
76
75
70
68
66
66
65
61
66
66
54
63
62
56
63
55
Having values that are close to my own
Focusing on employee safety & wellbeing
Committing to diversity and inclusion
Having a leader that communicates openly
Creating local employment opportunities
Advocating for positive social change
Having a brand/product/service that meets
my needs
Being innovative
60
60
59
58
55
55
28
22
60
55
53
58
59
54
31
25
Being endorsed by my friends and family
Having a clearly stated corporate or social
purpose
Supporting charitable causes
Being Canadian-owned and operated
Investing in my local community
Knowing someone who likes working there
Endorsed by Canadian Olympic team athlete
Being endorsed by an influencer that I follow
24

Q
71 72
68
62
79
76
72 73
68 68
71
65
75
72
63 64
82 82
78
73
69
74
67 69
79
75
72
67
66 66
54
63
Having values close to my own Focuses on employee safety &
well being
Committing to inclusion and
diversity
Having a leader who
communicates openly
Q15: To what extent do you think each of the actions listed below
will help make a company or brand more trustworthy to you
personally?
reported].
VALUES DIFFER SLIGHTLY ACROSS
GENDER, AGE AND IMMIGRATION
STATUS.
These values are deemed to be of greater importance among females, Boomers and those who have immigrated to Canada. Having a
personal touch is important to younger respondents.
25

Q
To what extent are you willing to trust the following industries to
operate competently and effectively and to do the right thing?
reported].
HOSPITALS, GROCERY STORES AND
PUBLIC TRANSIT SERVICES ARE
THE MOST TRUSTED INDUSTRIES
BY BLACK CANADIANS.
Trust can increase with age. While 51 per cent of those 18–34 years old trust hospitals to do the right thing, 76 per cent of those age 55 plus do. Similarly, 36 per cent of
Black Canadians ages 18-34 years old trust broadcasters to do the right thing, while 50 per cent of those ages 55 and up do. Cannabis producers are more trusted by
18–34-year old’s, at 36 per cent compared to 23 per cent of those 55 and older.
66
58 56
44 44 43 43 39 35 35 30 29 28 27 26
64
58
46 46 43 41
35 38 36 36
29 27 28 29
Hospitals
Grocery
and
food
retail
Public
transit
services
Banks
Streaming
services
E-Commerce
sites
Broadcasters
Airlines
Pharmaceuti
cal
companies
Long
term
care
facillities
Telecommun
ication
companies
Insurance
companies
Real
estate
agents
Oil
and
gas
companies
Cannabis
producers
26

Q
Thinking about the businesses and brands that operate within
Canada, to what extent are you willing to trust the following
companies to operate competently and effectively and to do the
right thing?
reported].
THE CANADIAN RED CROSS IS THE
MOST TRUSTED BRAND BY BLACK
CANADIANS. CTV AND CBC ARE
TRUSTED MEDIA OUTLETS.
67
61 61 58
49 49 48 48 47
41 40 39 35 34 34
21
61
50 50 53
49 48 41 37 47
44 42
33 38 41 32
23
Canadian
Red
Cross
CTV
CBC
or
Radio-
Canada
Salvation
Army
Amazon
Mastercard
The
Globe
&
Mail
Air
Canada
Netflix
TVA
Johnson
&
Johnson
Bell
Telus
Bayer
Rogers
Facebook
Like the general population, Facebook is the least trusted brand by Black Canadians at 21 per cent.
27

Q
Next, we would like to ask you about what would make you
trust/distrust a company/brand or Canadian institution. To begin,
in your own words, please share why you would TRUST a
company/brand or Canadian institution?
IN THEIR OWN WORDS, MEMBERS
OF THE BLACK COMMUNITY SHARE
WHAT WOULD MAKE THEM TRUST
A BRAND OR INSTITUTION.
I trust brands that do what they say. Using ethical
and sustainable ingredients. Treating all employees
like human beings and paying them livable wages.
Companies that take accountability for any
mistakes and correct them. Customer service that
is reachable by speaking to a human being, who is
trained to understand the company’s products and
services. Whose values align as close as possible
with my own.
I would trust a company which is fair and open to
diversity.
I would trust them based on their values and beliefs
and how they communicate with the general public
and/or their customers.
Honest, transparent, reliable, researchable,
familiarity and time.
I trust the health care system because I believe in
science, and they have the facts.
28

Q
What would make you DISTRUST a company/brand or Canadian
institution?
MEMBERS OF THE BLACK
COMMUNITY SHARE WHAT WOULD
MAKE THEM DISTRUST A BRAND
OR INSTITUTION.
I would distrust a company that is generally not well-liked by
the public and that is only concerned with making profits,
with little or no regard for its workforce, its customer base,
or the communities in which it does business.
I would distrust a company/brand or Canadian institution if
their corporate goals and dealings with the public are not
transparent, not open to public scrutiny and they are not
willing to make changes to accommodate inclusivity and
diversity.
I would distrust a company that is known for providing
misleading and/or inappropriate communication to the
public about their products, services or corporate policies.
29
I would never trust a company who says one
thing, and over time we realize they are doing
something else. Trust can only be built. Once
it’s destroyed, it’s very hard for trust to be
reinstated. I would only trust an institution
that walks the talk and does exactly what
they say they are going to do.
I would distrust any company where the
employees are speaking openly about
problems in the company. I must believe that
as workers on the inside, they have more
knowledge than I do, and I am inclined to
trust their judgement.

Q
Thinking about the word trust, what is it that industries, brands,
and organizations would need to say and/or do to increase your
confidence?
BLACK CANADIANS SHARE WAYS
THAT BRANDS CAN BUILD TRUST
AND CONSUMER CONFIDENCE WITH
THE BLACK COMMUNITY.
Be transparent, connect with the public as closely as
possible and listen to and act on their feedback.
I would need to hear from their employees and how they
feel about working for said company. I would need to
see ethical and sustainable products and services.
Companies that consider feedback from all levels of
employees, there are too many missed opportunities
because someone may not be an executive or manager.
Be honest and transparent. No lies, no worries.
They need to stop exploiting people for profit and actually
take measures to support and protect them while
marketing their services and/or products.
30
They need to walk the talk not just talk to
talk. As an immigrant, I would like to see a lot
more diversity in workforce. Without diversity,
there’s going to be no level of trust from me.
To increase my confidence, companies must
do a few things. Demonstrate extraordinary
value in their products and services and how
they affect me. They also must align with my
values. Express concern for the environment
and climate change. They must be
transparent and caring. And finally, they need
to pursue goals other than just pure profit. Be
a good corporate citizen.

Q
Have you ever experienced racism either first-hand or as a witness
in Canada?
RACISM REMAINS PREVALENT IN
CANADIAN SOCIETY.
Over three-quarters of Black Canadians have experienced racism in Canada.
77%
Of Black Canadians have experienced
racism, either firsthand or as a witness.
86 per cent among those born in
Canada. 32

Q
Please rate how well you think Canada is performing in the
following areas.
reported].
THE MAJORITY OF BLACK
CANADIANS BELIEVE THAT
CANADA IS NOT LIVING UP TO THE
VALUES OF DIVERSITY, FAIRNESS
AND INCLUSION.
The majority of Black Canadians believe that Canada is performing well in terms of safety and freedom. However, when asked if Canada is
performing well in diversity, only 48 per cent agreed. This is 11 per cent lower than the general population.
61 59 58 56
48 45 44 44 42 41 40
60
54 60
54 59
47 50
44 48
43 44
Safety Health Freedom Democracy Diversity Privacy Inclusion Sustainability Fairness Economic
Security
Equity
33

Q
Thinking about current times, to what extent do you agree or
disagree with each of the following statement? Please provide one
response for each statement.
1 means you “completely disagree” and 5 means you “completely
agree” [4-5 reported].
NINE IN TEN BLACK CANADIANS
BELIEVE RACISM IS A GLOBAL
ISSUE, AND CORPORATIONS AND
GOVERNMENT HAVE A
RESPONSIBILITY TO ADDRESS IT.
91
90
89
88
77
67
66
64
41
38
35
23
Racism is a global issue
Corporations have a responsibility to address racism within their businesses
Racism has always been present in society, we are just talking about it more now
The government has a responsibility to address racism within society
I want to be a part of racial change
There is a lot of racism in Canada today
Racism is illuminated by social media
Recent societal events have encouraged healthy conversation
I see positive change happening with regards to racism
I trust that Canadian corporations are taking steps to address racism
Racism is less prevalent than it was during the Civil Rights Movement (1960's)
I believe people are treated equally in Canadian society
Less than a quarter of Black Canadians, at 23 per cent, believe that people are treated equally in Canadian society.
34

Q
Thinking about current times, to what extent do you agree or
disagree with each of the following statement? Please provide one
response for each statement.
1 means you “completely disagree” and 5 means you “completely
agree” [4-5 reported].
THE VIEWS AND EFFECTS OF
RACISM ARE FELT MORE BY
YOUNGER BLACK CANADIANS AND
THOSE BORN IN CANADA.
96
93
92
92
76
72
75
65
29
34
41
24
94
92
85
86
77
74
71
62
32
44
49
29
Racism is a global issue
Corporations have a responsibility to address racism within their businesses
The government has a responsibility to address racism within society
Racism has always been present in society, we are just talking about it more now
I want to be a part of racial change
Racism is illuminated by social media
There is a lot of racism in Canada today
Recent societal events have encouraged healthy conversation
I trust that Canadian corporations are taking steps to address racism
Racism is less prevalent than it was during the Civil Rights Movement (1960's)
I see positive change happening with regards to racism
I believe people are treated equally in Canadian society
18-34 Born in Canada
Three quarters of Black Canadians aged 18-34 agree that racism is illuminated by social media, at 74 per cent.
35

Q
Thinking about recent societal events that have been talked about in
the media, which of the following have you heard about?
AWARE OF RECENT EVENTS
COMING OUT OF THE U.S. (GEORGE
FLOYD), COMPARED TO CANADA
(DAFONTE MILLER).
93% George Floyd 74% Breonna Taylor 62% Ahmaud Arbery
36% Dafonte Miller 25% Sandra Bland 14% Julius Jones
None of the above 5%
Recent societal events could explain why only 35 per cent of Black Canadians believe that racism is less prevalent now than it was during the Civil
Rights Movement of the 1960s.
36

Q
Based on your previous response, please share your thoughts and
feelings regarding any of the cases you have mentioned
IN THEIR OWN WORDS, MEMBERS
OF THE BLACK COMMUNITY SHARE
THEIR THOUGHTS ON RECENT
SOCIETAL EVENTS.
The George Floyd case has been responsible for a great deal
of attention being placed on the actions of police particularly
violence against Black and minority people. If this focus
continues there could be positive action which would address
this issue and improve the situation.
The problem is that these terrible events happened in the USA,
but we Canadians make it our own, as if it happened here. I do
not believe that Canadians are as racist as the Americans.
It is all too disheartening for me to share my thoughts
regarding all of those cases as I feel that each of the victims
were targeted and dealt with unfairly. No justice was served in
any of the cases regardless of the outcome.
It shows how brutal racism can be at times. That the life and
dignity of certain group of people are classified as worthless
only because of the colour of their skin. And the sad part is,
some of the atrocities are committed against them are from
the hands of those in charge of protecting the population from
harm.
Racism is alive and well in this world. Police are corrupt and
get away with murder unless someone has a video they bring
forward. This has been happening for years, the only
difference is that now with cell phones people are putting the
incidents on social media.
It is proof that racism will destroy a society. If the government
cannot admit that it is in their cabinet, then they are just as bad
as the killers.
Black Canadians express frustration that many of the institutions that are supposed to protect them, are doing the opposite.
All these issues are proof racism is still a problem… It’s just in
Canada we are “polite” about it.
37

Q
The COVID-19 pandemic has impacted our lives in different ways.
Which of the following best describes how you are currently
feeling?
BLACK CANADIANS HAVE BEEN
LESS STRESSED AND ANXIOUS
ABOUT COVID-19 COMPARED TO
THE GENERAL POPULATION.
At the time of this study, 38 per cent of Black Canadians said they remain stressed about the current pandemic. However, most said that they
are feeling a sense of relief or have not been impacted significantly.
Did have anxiety
but I feel good
now
38
32
26
46
30
24
The pandemic increased anxiety and stress in
my life and it continues today
The pandemic increased anxiety and stress in
my life at the start but I am ok now
The pandemic did not affect the anxiety and
stress in my life at all
39

Q
To what extent do you trust the following groups of people to
provide you with reliable information about COVID-19?
reported].
HALF OF BLACK CANADIANS TRUST
THE PRIME MINISTER TO PROVIDE
THEM WITH RELIABLE
INFORMATION ABOUT COVID-19.
Higher trust in the institutions managing the pandemic can explain why Black Canadians are feeling less stress and anxiety about COVID-19.
76
71
64 62 60 57
50 50
41 40 40
35 35
24
15
71 71
58 56 55 57
40
46
40 43 40
24
19
Medical
doctors
Scientists
Canada’s
Chief
Medical
Officer
of
Health
Hospital
administrators
The
World
Health
Organization
Your
provincial
Medical
Officer
of
Health
The
Prime
Minister
of
Canada
Teachers
School
boards
Word
of
mouth
from
family
&
friends
Journalists
The
pharmaceutical
industry
Your
provincial
Premier
Corporate
CEOs
Social
media
feeds
40

Q
78
74
63 63
75
68
65
60
72 72
64 63
71
65
56 56
84
78
72
67
76
72
66 64
76
71
63 61
71 71
58
56
Medical Doctors Scientists Canada's Chief Medical
Officer of Health
Hospital Adminstrators
To what extent do you trust the following groups of people to
provide you with reliable information about COVID-19?
reported].
OLDER BLACK CANADIANS ARE
MOST LIKELY TO TRUST CANADA’S
SCIENCE AND MEDICAL
COMMUNITY TO MANAGE THE
COVID-19 PANDEMIC.
Trust towards these groups is greater among Black Canadians aged 55 and above. These respondents have been the most vulnerable during
the pandemic and are also generally inclined to be more trustworthy.
41

Q
The COVID-19 vaccine has been distributed to Canadians. Do you
trust the vaccine to be safe and effective for yourself and your
children?
BLACK CANADIANS MIRROR THE
GENERAL POPULATION’S HIGH
TRUST IN COVID-19 VACCINES.
Black Canadians trust the vaccine to be a safe and effective way to combat COVID-19 for themselves. Some reservation is expressed
towards the vaccine’s safety for children.
73
60
72
65
For yourself For your children
42

LESSONS
TO BUILD
AND
PRESERVE
TRUST 43

It’s going to take time to build trust with Black
Canadians. Building trust is a journey, not a
destination.
Leaders can establish trust through positive values and
actions that also address the different expectations of
different age groups.
Equity, diversity and inclusion policies need to exist
and be authentic. They should be woven into the fabric
of every organization in a meaningful way.
TO BUILD TRUST WITH
BLACK CANADIANS,
LEADERS NEED TO
DO AS THEY SAY

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
BUNMI ADEOYE
badeoye@getproof.com
45

Proof Strategies CanTrust Study of Black Canadians - 2022.pdf

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