Back to School 2022: Are Canadians Concerned?

Children across Canada are gearing up to enter what will be their third school year with the pandemic. With most COVID-19 restrictions having been lifted, we wanted to understand how parents were feeling about sending their children to school in person this fall. We just fielded a national survey of adult Canadians in which we asked a group of over 300 parents of school-aged children what they thought.

Right out the gate, it is evident that the vast majority of parents will be sending their children to school in person this fall. With that said, only about 25% of those attending in person will be required to wear a mask throughout the school day. However, with experts warning of a potential wave of infections this fall, is this really the best choice moving forward?

Well, parents do not seem to be overly concerned about it. In fact, levels of concern seem to vary greatly. While just over half reported their concerns at or below a 5, a similar proportion of parents reported their concerns to be above that level. However, numbers on the lowest end of the spectrum were selected far more than those on the highest end, suggesting that those who are unconcerned with the return to school are significantly more decided on their opinion.

Interestingly, when looking at those whose children are required to wear a mask this fall, concerns greatly increase. This could mean that the lack of restrictions is directly related to a sense of safety among parents. For example, if there is no need to wear a mask this fall, there is no need to worry about COVID-19.

With or without mandates, it is still important to be conscious of how the COVID-19 virus spreads, and how to best stay protected. With that said, we wanted to see how well parents thought their children would be able to stick to the expert recommendations. Nearly 8 in 10 feel that their child would be able to regularly sanitize and wash their hands throughout the school day. However, this raises to 9 in ten when looking at parents of children aged 15-17. Only 57% of parents feel that their children would be able to wear a mask for the entire school day, down to 53% among parents of those between the ages of 5 and 8. Social distancing will be the biggest struggle this school year, with only 46% of parents reporting that their child would be able to do this for the entire school day. While there is some movement between age groups in this category, it is evident that social distancing will be a struggle for all school-aged children.

We also wanted to know if parents felt that a COVID-19 outbreak was likely or unlikely to happen in their children’s schools this academic year, as well as the likelihood of their child getting the virus. 68% of parents of school-aged children feel that a COVID-19 outbreak at their children’s schools this year is at least likely, with 17% saying it is very likely to occur. With that said, 62% also feel that it is likely that their child will get the virus at school this year. With so many expecting to experience COVID this school year, we can only hope that they are up to date on their vaccinations.

While the vast majority of school-aged children are getting their shots for COVID-19, there is still a group of parents (23%) that say they will not vaccinate their children. Those who reported that they will not be vaccinating their children against COVID-19 feel this way due to a lack of trust in vaccines, and concerns over their safety and the side effects.

It is evident that vaccination rates among school-aged children correlate to their ages. While only 33% of those under 2 have received at least one dose, this number jumps to 83% when looking at those aged 15 to 17. This is most likely due to the health risks and side effects often associated with vaccines, as those with younger, more vulnerable, children may not feel as comfortable with the vaccine as those with older children.

UPSHOT

Many things have changed since the onset of the pandemic, yet so much still feels the same. With millions of school-aged children heading to school with the expectation of contracting COVID-19 this year, I wonder if experts made the right call when they relaxed safety measures and restrictions. I guess only time will tell.

METHODOLOGY

The survey was conducted with 365 Canadian parents of school-aged children from August 16th to 20th, 2022. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.
The margin of error for a comparable probability-based random sample of the same size is +/- 5.13%, 19 times out of 20.
The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail, and exceptional value.

We were one of the most accurate pollsters conducting research during the 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

COVID-19MediaPolls

Canadians overwhelmingly think Canada is a better place to live than the US, but some aren’t as sure as others.

We completed a national survey of 1,500 Canadian adults from July 11 to 17, 2022.

ALL THINGS CONSIDERED, WHICH IS A BETTER PLACE TO LIVE – CANADA OR THE US?

While 1 in every 10 Canadians think it would be better to live in the US, everyone else thinks Canada is the better place to be. This feeling is pretty consistent across all regions of the country. To the extent that there are subgroups of the population that are more doubtful that Canada is better, these are men under 45, Conservative and People’s Party voters, and those who have not been vaccinated for Covid-19.

CANADA – SAFER FROM VIOLENCE, BETTER HEALTH CARE

We asked Canadians how they thought their lives would compare on four different criteria if they lived in the US instead of Canada. Majorities thought being in Canada would mean more safety from violence and better health care. Pluralities felt that living in Canada also meant being better off financially and enjoying life more.

MEN UNDER 45

While most men in this age group think Canada is still, all things considered, a better place to live, they are 9 points below the national average on that question. Looking into how they answered the other questions, reveals that the plurality of younger men think they would be better off financially and enjoy life more if they were living in the US.

CONSERVATIVE PARTY VOTERS

Conservative voters are also 9-points below the national average on the overall question of whether Canada is a better place to live. Only 60% think they have better health care than they would have in the US, and only just over a third think Canada is a better place to earn a living and enjoy life.

UNVACCINATED FOR COVID

Only half of this group think living in Canada means being safer from violence or having better health care.  A plurality thinks they would be better off financially and enjoy life more living in the United States.

UPSHOT

“Many Canadians have watched with growing concern developments in the US in recent years.  While they are able to see lots of room for improvement in Canada – we see that in all of our surveys – they’ve also become more worried that the US is heading in a bad direction.

Envy about the American Dream is not really in evidence, or at least envy of the American reality isn’t.  It’s interesting that those who tend to think life in the US is better skew younger and male and the kind of conservatives who’ve been at the forefront of opposing vaccinations.

There may be some irony in the way in which the theme of Canadian pride has been used – when these groups show less conviction that Canada, at least as it currently exists, is a better place to live. However, it’s not hard to imagine that the message of more freedom resonates with this relatively small subset of the public.”

METHODOLOGY

The survey was conducted with 1,500 Canadian adults from July 11 to 17, 2022. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.6% 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

This survey was paid for by Abacus Data Inc.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail, and exceptional value.

We were one of the most accurate pollsters conducting research during the 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

Canadian PoliticsCOVID-19MediaPollsTechnology

COVID worries continue to decline

We completed a national survey of 2,400 Canadian adults from July 22 to 27, 2022

LOWEST LEVEL OF WORRY SINCE THE PANDEMIC BEGAN

Just 15% say they are extremely worried or worried a lot about Covid19, which is down from our reading in mid-July and the lowest number we have seen since the beginning of the pandemic in March of 2020. Just 30% say their level of concern has increased in recent days, also a relatively low number based on our tracking data.

THOSE SURE THEY WERE INFECTED RISE 3 POINTS IN A COUPLE OF WEEKS

A total of 28% say they are sure they had Covid, and another 9% believe they probably did. Less than half the adult population (47%) are sure they did not have Covid yet.

A QUARTER OF THOSE INFECTED SAY THEIR SYMPTOMS WERE BAD

Three out of four people who believe they were infected say that their symptoms were uncomfortable but not bad or had hardly any symptoms. A quarter (26%) described symptoms as bad or very bad.

WHAT PEOPLE EXPECT OF COVID IN THE COMING MONTHS

Most (66%) expect there will be lots of Covid infections, but symptoms will be generally mild in the coming months. 15% say there will be a lot of severe illness and hospitalizations. 20% believe that fewer and fewer will be ill and eventually, Covid will disappear.

WHAT DO CANADIANS WANT GOVERNMENT TO DO

These expectations that Covid will continue to bring mostly mild symptoms influence preferences for governments’ approach. 52% say governments should be willing to re-introduce measures to control the spread of infections if things get worse, but “don’t push too hard,” while 26% say that under no circumstances would they like to see the government put in mask vaccine and other rules. Only 23% (down 3 points in a couple of weeks) say the government should take all possible measures to reduce the spread of the disease, even if it means returning to the way things were earlier in the pandemic.

VACCINATION LEVELS (SELF-REPORTED)

One in ten adults in our sample said they had not been vaccinated for Covid. Over a quarter have had one or two shots (the majority of these said two shots). Just under half have had one booster, and 20% have had two.

Vaccination uptake varies substantially according to age, as would be somewhat expected given the timing of access to boosters. Still, it has also been true that younger people were more hesitant about taking the Covid vaccine compared to older people.

WILL PEOPLE TAKE ANOTHER VACCINATION IF RECOMMENDED THIS FALL

Less than half of those who are vaccinated against Covid are certain they will take another shot if that is recommended this fall or winter. Hesitance or refusal is highest among those under 45, those with lower levels of formal education, those who dislike the Prime Minister, those in rural areas, and People’s Party voters.

UPSHOT

“Canadians have not concluded that Covid is gone from their lives, but most have – for the moment anyway – decided that the level of serious illness is lower than it was and low enough for them to hesitate about the prospect of another wave requiring the imposition of mandates and other restrictions on everyday life.  Take up of vaccines has been largely a success story, but there is some reason to believe that if the same level of vaccination is necessary to tame future waves, more people need to be ready to take the next shot that says they are ready to do that today.”

METHODOLOGY

The survey was conducted with 2,400 Canadian adults from July 22 to 27, 2022. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.0% 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

This survey was paid for by Abacus Data Inc.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail, and exceptional value.

We were one of the most accurate pollsters conducting research during the 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

COVID-19MediaPollsTechnology

Conservative lead widens as unhappiness with federal government and Prime Minister Trudeau grows

We just completed a national survey of 2,400 Canadian adults from July 22 to 27, 2022.

NATIONAL MOOD 

Today 33% of Canadians think the country is headed in the right direction, which is 8-10 points below where things were a year ago. Views of the direction of the world and the United States have hit lows we haven’t seen since Donald Trump was US President.

DISAPPROVAL OF THE FEDERAL GOVERNMENT HITS NEW HIGH

Approval of the federal government is sagging. Today, 34% approve of the government’s performance, down 4-points this month, while disapproval has spiked to 51% (up 5 points in two weeks), the highest number ever recorded since the Trudeau government was elected in 2015 and the highest since March 2019 in the middle of the SNC Lavalin controversy.

IMPRESSIONS OF PM TRUDEAU

This survey finds 51% offering a negative view of Justin Trudeau, which is the highest number we have recorded since 2015.  Today 31% have a positive impression of Mr. Trudeau, which is also the lowest number we’ve recorded.

His -20 net score compares to a -7 net score for Conservative leadership candidate Pierre Poilievre and the -5 for Jean Charest.

Among those who self-describe on the left of the spectrum, Trudeau is 47% positive and 35% negative. Among those in the centre, he is only 27% positive and 50% negative. He is 19% positive and 73% negative among those on the right.  Trudeau’s negatives are 50% or higher in every income group.

Regionally, the Prime Minister’s net score is -17 in BC, -54 in Alberta, -46 in Saskatchewan and Manitoba, -16 in Ontario, -11 in Quebec, and -2 in Atlantic Canada.

Among those who voted Liberal in 2021, his net score is +64. Among Conservative voters, it is -80, -47 among BQ voters, and among NDP voters, it is -24.

Just to underscore how unhappy Conservative supporters are with Mr. Trudeau, 65% have a “very negative” view of Mr. Trudeau – almost double the national average of 34%.

CONSERVATIVE LEADERSHIP

We will do more in an upcoming release about the Conservatives and their leadership race, but it is worth noting that among those who voted Liberal in 2021, only 39% have a negative view of Pierre Poilievre, and 12% have a positive view – the plurality (49%) are neutral towards the presumed Conservative front runner.

Among those on the centre of the spectrum, Poilievre is 15% positive, 20% negative, meaning a lot of centrist votes are up for grabs – and his -5 net score with this group compares favourably to Trudeau’s -23.

VOTING INTENTION

If an election were held now, the Conservatives would win 35% compared to 30% for the Liberals and 19% for the NDP. Compared with our last survey, the Conservatives are up 3-points while the Liberals are down 2.

The People’s Party registers just 4% in this wave, which may suggest that the Conservatives are picking up support from the PPC as well as from the Liberals.

This is the first time since the 2015 election that we have measured Conservative vote share at 35% and the first time in which the Conservatives have led the Liberals consistently for several months.

• BC: Conservatives and the NDP are at 32%, and the Liberals at 24%.

• Alberta: 53% would vote Conservative compared with 23% for the NDP, 13% for the Liberal Party, and 6% for the People’s Party.

• Manitoba and Saskatchewan: The Conservatives lead with 52% followed by the NDP at 27%, the Liberals at 17%, and the People’s Party at 9%.

• Ontario: The Liberals and the Conservatives are tied at 35%, with the NDP at 21%. The People’s Party is polling at 5% in Ontario.

• Quebec: We see the BQ and Liberals basically tied (31% to 32%) with the Conservatives at 21%, and the NDP at 6%.

• Atlantic: The Liberals are well ahead of the Conservatives (47% to 31%), with the NDP in third at 16%.

Among those who self-identify in the centre of the political spectrum (49% of the electorate), the Conservatives lead by 4 over the Liberals (33% to 29%), while the Conservatives lead by 48 among those on the right and the Liberals lead by 12 (over the NDP) among those on the left.

Also, among those centrist voters, the Conservatives have a slightly larger pool of accessible voters, but all three main parties have similar sized pools: 48% would consider voting Conservative, 44% would consider voting Liberal, and 44% would consider voting NDP.

One final point, when we compare how people say they voted in September 2021 (the last federal election) and how they would vote today, the Conservative Party is holding onto 92% of its past vote while gaining a little from the Liberals, NDP, and a considerable portion of past PPC voters.

The NDP is holding 82% of its past vote while gaining 9% of past Liberal voters.

The Liberal Party is holding 81% of its past vote (losing 9% to the NDP, and 6% to the Conservatives) while gaining 7% from the NDP.

The BQ is holding 95% of its past support (losing 4% to the Conservatives).

UPSHOT

According to Bruce Anderson: “These numbers are a clear signal to the Liberals that many voters, including large numbers of people on the centre of the spectrum, are restless. The Conservatives are highly competitive, views of Pierre Poilievre are more neutral than some might expect, and not very many people feel good about the direction of the country.”

According to David Coletto: “These results should be a warning sign to the Liberals that they have entered unchartered territory for their government. For the first time in our tracking, 50% or more of people disapprove of the government’s job performance. The Prime Minister’s negatives have also hit a new high. It is a toxic cocktail when people are unhappy with the direction of the country and they disapprove of the government’s performance. That’s where we are today. The result is a wider Conservative Party lead and growing desire for change.”

METHODOLOGY

The survey was conducted with 2,400 Canadian adults from July 22 to 27, 2022. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.0% 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

This survey was paid for by Abacus Data Inc.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail, and exceptional value.

We were one of the most accurate pollsters conducting research during the 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.



Canadian PoliticsCOVID-19MediaPolls

Over 7 million Canadians are certain they had COVID-19

We completed a national survey of 1,500 Canadian adults from July 11 to 17, 2022.

THOSE WHO ARE SURE THEY WERE INFECTED DOUBLED SINCE FEBRUARY

A total of 25% say they are sure they had COVID and another 11% believe they probably did. Only 51% are sure they did not have COVID yet.

A THIRD OF THOSE INFECTED SAY THEIR SYMPTOMS WERE BAD

Most of those who say they were infected say that their symptoms were uncomfortable but not bad or had hardly any symptoms. A third (32%) described symptoms as bad or very bad.

People under 45 are considerably more likely than older people to report having contracted COVID. So too are those who have had vaccinations.

WHAT DO PEOPLE EXPECT OF COVID IN THE COMING MONTHS

Most people (61%) expect there will be lots of COVID infections, but symptoms will be generally mild in the coming months. 17% say there will be a lot of severe illness and hospitalizations. 22% believe that fewer and fewer will be ill and eventually, COVID will disappear.

These perceptions affect how Canadians want governments to react. Half say that governments should be willing to re-introduce measures to control the spread of infections but “don’t push too hard.”

Another 25% say that under no circumstances would they like to see the government put in mask vaccine and other rules. Just one in four (26%) are ready to say the government should take all possible measures to reduce the spread of the disease, even if it means returning to the way things were earlier in the pandemic.

Feelings about additional measures are somewhat different by age, and political leaning, with older people more inclined to support additional measures if needed compared to younger people. Conservative and People’s Party supporters are more inclined to oppose new measures.

WILL PEOPLE TAKE ANOTHER VACCINATION

While roughly 90% of adults have taken at least one vaccination against COVID-19 if another dose is recommended in the fall, just 39% are confident that they would take the shot, and another 20% say they probably would. As with prior months, younger people are more reluctant than older people. The unvaxxed are most adamant that they will not change their position and take a shot if recommended.

UPSHOT

“Public opinion around COVID is a lot different at this moment in time compared to earlier in the pandemic.

Many people have had first or close second-hand experience with the virus, which has shaped their feelings about risk and what to do to mitigate it. The fact that most had or witnessed mild symptoms in later waves – and after vaccinations – has made people think the virus is less worrying.

The combination of these shifts in knowledge and sentiment put governments in a challenging spot – the numbers don’t absolve the government of expectations to manage a worsening situation if that comes to pass, but they also show that patience for a return to interventions and restrictions is low right now.”

METHODOLOGY

The survey was conducted with 1,500 Canadian adults from July 11 to 17, 2022. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.6% 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

This survey was paid for by Abacus Data Inc.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail, and exceptional value.

We were one of the most accurate pollsters conducting research during the 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

COVID-19MediaPollsTechnology

Canadian Fashion Trends and How They Influence Our Spending

In case you missed it, Paris Haute Couture Fashion Week took place from July 3rd-7th, and saw celebrities, influencers, and fashion fanatics from all over the world gather to see some of the most innovative and daring designs to ever hit the runway. While the event doesn’t focus on trends, fashion houses such as Balenciaga, Fendi couture, and Christian Dior strive to change the way we wear fashion forever.

As a life-long fan of fashion, I am naturally very interested in trends’ influence on our personal styles and spending habits. I remember back in high school, driving to three different stores just to find the pair of Nikes everyone was wearing at the time. Fashion is often associated with individuality and self-expression, but, for others like me, it can also mean fitting in and feeling like you belong.

We fielded some questions on our latest Omnibus survey of 1,500 Canadians to gain a sense of the current styles and accessories trending in Canada.

Have you ever looked at someone’s outfit and thought to yourself, “Man, that looks really uncomfortable.” Well, chances are it was. When asked to choose whether feeling comfortable or looking good was more important to them when considering the clothing they purchase, 76% of Canadians chose feeling comfortable. Interestingly, that leaves 24% of us who assign more value to looks over comfort. I guess for this group, looking good is feeling good.

But what looks good? We’ve all looked back at old photos and cringed at our outfits or hairstyles. But remember, at one point in time that’s what style was trending. When we asked Canadians about what style they felt was most popular today, most chose casual (49%). This was followed by streetwear (22%) and vintage (11%), with Chic (5%), Boho (4%), Preppy (3%), and Gothic (2%) styles trailing behind.

Now we know what style is trending, but what exactly are Canadians wearing? We presented Canadians with different fashion pairs and asked them to select which they felt was currently most popular. Canadians are currently choosing sneakers (82%) over loafers (18%), affordable brands (80%) over luxury brands (20%), flats (79%) over heels (21%), and baggy fits (64%) over tailored fits (36%). Interestingly, Canadians are significantly less decided on things such as small (58%) versus big ( 42%) bags, or bold colours (56%) as opposed to black and white (44%).

Continuing from the pairings, we also asked Canadians to share some of the most popular brands for several fashion categories. When considering shoe brands, Canadians have their hearts set on Nike (44%)with the clear lead. This was followed by Adidas (14%), Skechers (9%), and Clarks (5%). When considering the different brands of handbags/leather goods, Canadians feel that Gucci (21%) is the most popular, followed by Coach (18%), Michael Kors (11%), and Louis Vuitton (10%).

However, fashion trends aren’t just about looking good. Our survey finds that 27% of Canadians (or the equivalent of 10.2 million) have purchased a product due to its popularity rather than personal interest or taste, highlighting how trends directly influence the shopping habits of Canadians.

UPSHOT

The right outfit can turn any day into a great one, and trends undoubtedly play a major role in the outfits we choose. From celebrity culture to royal influence, there is always something making waves in this ever-evolving industry.

But, at the end of the day, trends come and go. With almost a third of us saying they’ve purchased something because it is popular, rather than personal interest or taste, I just want to remind everyone that it is always best to buy things because you love them, not because they’re trending.

METHODOLOGY

The survey was conducted with 1,500 Canadian adults from July 11 to 17, 2022. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.6% 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

This survey was paid for by Abacus Data Inc.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail, and exceptional value.

We were one of the most accurate pollsters conducting research during the 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

Polls

Air travel experiences meet expectations for most Canadian travelers

We completed a national survey of 1,500 Canadian adults from July 11 to 17, 2022.

ONE IN TEN FLEW IN CANADA LAST MONTH

The number of people who have taken an airplane trip in Canada in the last four weeks is 10%. Just 4% took 2 or more flights during that period. More trips were taken by people under 45 and with above-average incomes.

THE EXPERIENCE MOSTLY DIDN’T DISAPPOINT FLYERS

While stories of air travel challenges are common right now, when we asked those who had traveled what they made of their experience, the large majority said that it was good or acceptable, in terms of the service experience at customs, check-in, security and on-time performance of the airlines.

HOW DOES CANADA COMPARE?

Public opinion is somewhat divided when it comes to how Canada compares to the air travel challenges in other similar countries.

A bare majority say things are the same in other places, 7% say things are going better here, but 42% believe air travel is more challenging in Canada right now. This includes the views of people who haven’t traveled by plane in the last 4 weeks.

Among those who have flown in Canada, 14% think things are better here, 43% no different, and 43% worse.

UPSHOT

According to Bruce Anderson: “Air travel frustrations are prominent in media coverage today and no doubt these experiences are frustrating for those who experience them. However, these data are an important reminder that the large majority of people haven’t had that first-hand experience, either because they haven’t flown, or because they felt that the performance of the system was good enough, or even better than that.”

According to David Coletto: “Most air travelers report their experience traveling the past few months has been good or acceptable. About 1 in 5 have experienced some friction during the process. One thing this study can’t say is whether dissatisfaction is higher and by how much than usual as we have no previous data to compare with it. But it does confirm the typical experience of flying in Canada is not problematic for most.”

METHODOLOGY

The survey was conducted with 1,500 Canadian adults from July 11 to 17, 2022. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.6% 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

This survey was paid for by Abacus Data Inc.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail, and exceptional value.

We were one of the most accurate pollsters conducting research during the 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

COVID-19MediaPollsTechnology

Public mood dips, government approval softens and PM negatives up

We just completed a national survey of 1,500 Canadian adults from July 11 to 17, 2022.

NATIONAL MOOD SLIDES FOUR POINTS IN A MONTH

The number of people who say Canada is heading in the right direction continues its downward trajectory with 33% feeling positively (down 2 since June and down 5 since May). For context, last year at this time (before the election), 46% felt Canada was headed in the right direction. Half feel things are off on the wrong track.

FEDERAL DISAPPROVAL TRENDING UP

38% approve of the performance of the federal government, unchanged from last month with 46% disapproving for a net score of -8. The last time more approved than disapproved of the federal government was at the start of the year (+4).

CURRENT FEDERAL VOTE INTENTION – CONSERVATIVES AHEAD BY 2

If an election were held now, the Liberals would win and secure 31% of the vote, 1 point less than their last election result and 2 points back of the Conservatives at 33%. Support for the NDP is at 19% (up 1), the People’s Party 4%, the Green Party 4% and the BQ 35% in Quebec.

• In BC we see a continuing three-way battle, with the three main parties statistically tied.

• The Conservatives continue to hold wide leads in the Prairies.

• The Liberals and Conservatives are statistically tied in Ontario (35% to 36%) with the NDP in third at 20%.

• In Quebec, we have the BQ and Liberals statistically tied with the BQ at 35% and the LPC at 32%.

• The Liberals are well ahead in Atlantic Canada.

IMPRESSIONS OF LEADERS

Justin Trudeau enjoys a positive impression among 34% and finds negative impressions among 47%, for a net score of -13.

This is the worst net score we’ve measured for Mr. Trudeau and extends a period of increased negative sentiment towards him.

Jagmeet Singh enjoys a positive impression among 39% and finds negative impressions among 27%, for a net score of +12. 

Candace Bergen enjoys a positive impression among 20% and finds negative impressions among 28% for a net -8.

THE CONSERVATIVE LEADERSHIP ELECTION

Over the past few months, views of Mr. Poilievre have diverged. While his net score among Conservative supporters has increased, from +31 to +47 in a month, views among non-Conservative Party supporters have become more negative with his net score going from -11 to -24.

We have also seen an improvement in Jean Charest’s personal numbers.

Among CPC supporters, his net score has improved from -3 to +19, thanks to a 13-point increase in those having a positive impression of him. Among non-CPC supporters, his net score improved going from -8 to -2.

When we ask people which candidate best represents their values and ideas about what the country needs, Mr. Charest leads Mr. Poilievre by 8 points (37% to 29%), with Ms. Lewis in third at 14%.

Among Conservative supporters, the result is quite different. Mr. Poilievre leads Mr. Charest by 27-points (54% to 27%) with Ms. Lewis well back at 9%.

Since June and with Mr. Brown’s exit from the race, preferences for Mr. Poilievre increased 13-points (from 41% to 54%) while Mr. Charest is up 6-points.

HYPOTHETICAL MATCH-UPS

After our normal vote intention question, we asked respondents how they would vote if Mr. Poilievre or Mr. Charest was Conservative Leader and Mr. Trudeau and Mr. Singh was LPC and NDP leaders respectively.

With Mr. Poilievre as Conservative leader, 31% would vote Liberal (the same as our standard question), 29% would vote Conservative (down 4), 21% NDP and 5% People’s Party.

With Mr. Charest as leader, 28% would vote Liberal (down 3), 25% Conservative (down 8), and 22% NDP (up 3). 11% say they would vote People’s Party if Mr. Charest was Conservative leader, 7-points higher than when we ask the standard vote intention question.

This suggests that while Mr. Poilievre may lose some current CPC support, Mr. Charest would lose more (even if he’s able to attract some LPC supporters), with most going to the People’s Party.

UPSHOT

According to Bruce Anderson: “Canadians are not following politics closely right now, instead enjoying a summer with more flexibility to travel and mingle and relax.  The economic, supply chain, air travel and other pressures facing the government are showing up in the numbers, but in a relatively muted form. Meanwhile Conservatives seem more drawn to Mr. Poilievre this month, while other voters are feeling more alienated by his approach, highlighting the importance of the choice that the Conservative Party seems ready to make.”

According to David Coletto: “Despite every increasing inflation, rising interest rates, and a souring public mood, political opinions and intentions remain relatively stable. The Liberals and Conservatives are holding onto much of the support from last year’s election. Although views of Mr. Trudeau have become more negative, views of Mr. Poilievre have become more polarized. He’s well-liked by Conservative supporters but increasingly unpopular among everyone else. These two trends lead us to the stalemate that has gripped Canadian politics for many years now and is unlikely to change as long as both primary candidates for Prime Minister are as polarizing as Mr. Trudeau and Mr. Poilievre.”

METHODOLOGY

The survey was conducted with 1,500 Canadian adults from July 11 to 17, 2022. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 2.6% 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

This survey was paid for by Abacus Data Inc.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail, and exceptional value.

We were one of the most accurate pollsters conducting research during the 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

Canadian PoliticsCOVID-19MediaPolls

Softening support for the government as the House rises

We just completed a national survey of 3,026 Canadian adults from June 17 to 23, 2022.

NATIONAL MOOD SLIDES FOUR POINTS

The number of people who say Canada is heading in the right direction, is at 35%, down 4 points from mid-April, and one of the weaker results we have seen in the last year and a half.

FEDERAL APPROVAL TREND DOWN

38% approve of the performance of the federal government, which is down 2 points from our last measurement and down four since April 2022. With 45% disapproval, this -7 net score is among the weaker readings we have found in the last year.

CURRENT FEDERAL VOTE INTENTION – CONSERVATIVES AHEAD BY 4

If an election were held now, the Liberals would win and secure 30% of the vote, 2 points less than their last election result and – points back of the Conservatives at 34%. Support for the NDP is at 18% (down 3), the People’s Party 5%, the Green Party 4% and the BQ 35% in Quebec.

• In BC we see a continuing three-way battle, with the Conservatives slightly ahead.

• The Conservatives continue to hold wide leads in the Prairies.

• The Liberals have fallen 3-points behind the Conservatives in Ontario, and 7-points behind the BQ in Quebec while holding a massive 23-point lead in Atlantic Canada.

Also of note, for the first time in our tracking since the last election, the Conservatives are ahead of the Liberals (even if only marginally) among those aged 18 to 44. This demographic was critical to the Liberal win in 2021. Since the beginning of 2022, the Conservatives are up 6-points while the Liberals are down 2 among this group.

IMPRESSIONS OF LEADERS

Justin Trudeau enjoys a positive impression among 35% and finds negative impressions among 46%, for a net score of -11.

Jagmeet Singh enjoys a positive impression among 37% and finds negative impressions among 29%, for a net score of +8. Since early this month, Mr. Singh’s positives are down 5 points and lower than any point since about this time last year.

Candace Bergen enjoys a positive impression among 22% and finds negative impressions among 32% for a net -10.

Pierre Poilievre enjoys a positive impression among 20% and finds negative impressions among 28% for a net -8. From March, Mr. Poilievre’s negatives have risen six points, while his positives have remained stable. Among Conservative supporters, Mr. Poilievre has a net +31, an improvement since early this month.

UPSHOT

According to Bruce Anderson: “In the coming weeks, we’ll do a deeper look at how voters are evaluating the government, the Prime Minister, and the alternatives. As the House rises, these results will be modest confidence builders for Conservatives and flashing light for the Liberals that there is some restiveness, in all likelihood a function of the cost of living anxieties and frustrations that the “post-pandemic normal”, doesn’t feel completely post-pandemic, or as completely normal as they would like or had hoped.”

According to David Coletto: “Our latest reading of public opinion about Canadian politics shows that impressions of the Prime Minister and his government’s performance on trending downward. The public mood is turning negative and this is impacting not just vote intentions but also evaluations of the government’s performance. Whether this becomes a summer of discontent remains to be seen but the conditions of high inflation, rising interest rates, and a possible recession mean trouble is brewing for the Liberals.”

METHODOLOGY

The survey was conducted with 3,026 Canadian adults from June 17 to 23, 2022. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 1.8% 19 times out of 20.

The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.

This survey was paid for by Abacus Data Inc.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail, and exceptional value.

We were one of the most accurate pollsters conducting research during the 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

Canadian PoliticsCOVID-19MediaPolls

The Moral Compass of Canadians in the Shadow of a Big Decision on Roe v. Wade in the US

In the coming weeks, the US Supreme Court is set to make a decision on abortion that could seriously impact abortion rights. This has brought conversations about abortion, and the morality of limiting access to the forefront of our conversations here in Canada too.

Back in 2016, we were curious to see how the views of Canadians compared to our neighbours in the south, comparing our moral compass to theirs on a number of topics. With the topic of abortion heating up in the media and set to be in the news in the coming weeks we thought it was time to re-field these questions to see how moral compasses compare today.

Here’s what we found:

  • Opinions on the following topics are similar: birth control, (91% in Canada say it’s morally acceptable, 92% in the US), divorce (83% in Canada, 81% in the US), gambling (71% in both countries), the death penalty (51% in both countries) and pornography (46% in both countries).
  • Canadians are more likely to say the following are morally acceptable: sex between an unmarried man and woman (83% in Canada say it’s morally acceptable, 76% in the US), having a baby outside of marriage (78% in Canada, 70% in the US), gay or lesbian relations (75% in Canada, 71% in the US)
  • And finally, on abortion, Canadians are 18-points more likely to say that abortion is morally acceptable than Americans (52% vs 70%), the biggest gap between the two countries.

Back in 2016 Americans were even less receptive to the idea of abortion being morally acceptable. Back then the number was 43%. But while impressions are on the rise, the morality surrounding the abortion conversation still looks very different in these two countries.

Looking back to 2016 our own moral compass has seen some interesting shifts as well.

  • Only one item, ‘smoking marijuana for recreational purposes’ is now more morally acceptable than it was in 2016, up 6-points from 65 to 71%.
  • Sex between an unmarried man and woman, and divorce both saw a slight downturn from 86% to 83% morally acceptable.
  • Having a baby outside of marriage dropped from 84% to 78% morally acceptable.
  • Gay or lesbian relations dropped from 81% to 75% morally acceptable.
  • The death penalty dropped from 59% morally acceptable to 51% morally acceptable.
  • And finally, pornography dropped from 49% morally acceptable to 46%.

Views on abortion have not shifted much since 2016 in Canada.

Generally speaking, Canadian women are a lot more likely to believe that the items tested to be morally acceptable including:

  • Birth control (94% women vs 88% men)
  • Divorce (87% women vs 79% men)
  • Having a baby outside of marriage (81% women vs 74% men)
  • Gay and lesbian relations (78% women vs 72% men)
  • Gambling (73% women vs 70% men)
  • Abortion (72% women vs 67% men)
  • Smoking marijuana for recreational purposes (73% women vs 69% men)

There are only two items that men deem more morally acceptable than women: the death penalty (55% men vs 48% women) and pornography (57% vs 35%).

We also looked at opinions based on federal vote. For most items, Conservative voters are the least likely to say they are morally acceptable, Liberal voters in the middle, and NDP voters most likely to say the topic is morally acceptable.

Some examples include:

  • 91% of NDP voters believe sex between an unmarried man and woman is morally acceptable compared to 83% of Liberal voters and 77% of Conservative voters.
  • 86% of NDP voters believe gay or lesbian relations is morally acceptable compared to 79% of Liberal voters and 62% of Conservative voters.
  • 80% of NDP voters believe smoking marijuana for recreational purposes is morally acceptable compared to 74% of Liberal voters and 62% of Conservative voters.

This pattern is flipped only when looking at the death penalty where 59% of Conservative voters say this is morally acceptable, 52% of NDP voters and 46% of Liberal voters, and pornography where NDP voters are most likely to say it’s morally acceptable (51%), followed by Liberal voters (48%) and finally Conservative voters.

Views on the morality of abortion are lower among Conservative voters (60%) compared to voters of the other two main parties, but they are still more likely to believe abortion is morally acceptable when compared to the average American.

We also looked at differences between age groups and found quite a few interesting findings here as well.

Younger Canadians (18-29) are most likely to believe the following are morally acceptable:

  • Sex between an unmarried man and woman (88%)
  • Gay or lesbian relations (82%)
  • Abortion (75%)
  • Smoking marijuana for recreational purposes (83%)

Older Canadians (those 60+) are most likely to believe in the morality of birth control (quite an interesting finding, especially since this number is 83% among 18-29-year-olds), and having a baby outside of marriage (80%).

THE UPSHOT

According to Oksana Kishchuk: As we await the US Supreme Court decision that could decide the future of abortion rights in the US, Canadians generally have more liberal views on many social and moral issues than our neighbours to the south. And while the margins of morality between Canadians and Americans have narrowed on several issues, this is more related to shifts in the US rather than adjustments of our own compass in Canada.

What’s more interesting are the slow but notable downshifts in morality within our own borders over the last six years. Perceiving several topics as less moral may be related to our growing distrust towards institutions, and bodies of responsibility and authority.

As millions of Canadians distrust facts (as noted in our other releases here) and express a growing distrust towards those around them, we may also be looking introspectively and (just slightly) alter their inner moral compass as well.

Methodology

This survey was conducted with 1,000 Canadian adults from May 9th to 10th. The margin of error for a comparable probability-based random sample of the same size is +/- 3.1%, 19 times out of 20.

The survey was conducted using a random sample of panelists invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The data was weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region.

This poll was conducted and paid for by Abacus Data.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

ABOUT ABACUS DATA

We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.

We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail, and exceptional value.

We were one of the most accurate pollsters conducting research during the 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

Find out more about how we can help your organization by downloading our corporate profile and service offering.

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