Beyond the Ballot: Stability, Relief, and the Search for Leadership
April 24, 2025
Between April 16 and 21, 2025, Abacus Data conducted a national survey of 1,920 Canadian adults (18+) to gauge how people are feeling as the federal election nears its end. As the campaign concludes, Canadians are divided—some looking for long-term stability, others demanding immediate relief. This article explores the emotional undercurrents, unmet expectations, and the growing impact of precarity on how voters are making decisions and defining what meaningful progress looks like.
Stability or Relief? What’s Driving the 2025 Vote
As Canadians head into the final days of what is being dubbed as one of the most important elections in recent history, the emotional backdrop is impossible to ignore. A full 60% of Canadians say their vote is driven by a desire for long-term stability and leadership that can help the country weather future uncertainty. In contrast, 20% are looking for immediate relief, prioritizing short-term fixes to the high cost of living and economic pressure. These motivations point to a growing psychological – between those in a precarity mindset, who crave stability and reassurance, and those in a scarcity mindset, who are focused on short-term survival.
This divide is also heavily reflected in party preference. Among voters looking for long-term stability, 47% intend to vote for Mark Carney and the Liberals, seeing the party as a steady hand during turbulent times. Conversely, among those seeking immediate relief, 43% intend to vote for Pierre Poilievre and the Conservatives, drawn to promises of quick action, cost-cutting, and disruption. This reveals a broader emotional split: the Liberals are positioning themselves as the party of calm and competence, while the Conservatives have become the party of control and immediacy.
Feeling Heard? Not Quite.
Despite weeks of campaigning, most Canadians still don’t feel seen or heard. Only 17% believe that the issues that matter most to them and their families have been fully addressed during the campaign. Half (50%) say their concerns were only partially acknowledged, while 16% feel entirely overlooked.
Among those who feel neglected, the most commonly mentioned blind spots are the cost of living and inflation (46%), followed by healthcare (30%), housing affordability (25%), and support for seniors (22%). These are not minor concerns – they’re deeply personal and tied directly to people’s sense of security and control in their lives.
The emotional divide is even more stark when broken down by age. Older Canadians (60+) are more likely to feel the lack of attention on healthcare (43%) and senior support (44%), while younger Canadians (18–44) point to housing (29–33%) as a missing piece of the campaign dialogue. Mental health and education, though mentioned by fewer Canadians overall, are also disproportionately overlooked among younger groups – further signaling a gap between the issues voters live with and the issues the party leaders have focused on during this campaign cycle.
What Would Make a Real Difference?
Canadians are clear on what would show them this election mattered. It’s not just about winning a majority or implementing a platform – it’s about making a tangible, personal difference in people’s lives.
At the top of the list, 39% want to feel financially secure in the long term, while 36% want financial relief in the short term. This duality captures the competing forces of survival and sustainability – a key aspect of the precarity mindset, where Canadians are juggling day-to-day pressures while trying to envision a stable future.
Healthcare access is the next major benchmark (34%), particularly for older Canadians who are more likely to be experiencing strain in the system firsthand. Trust in government also emerges as a key outcome, with 31% saying that being able to trust leaders to act in their best interest is a critical outcome of this election.
Meanwhile, housing remains a defining issue for younger Canadians. Roughly a third of voters aged 18–44 say that the ability to afford a home – or keep the one they have – will determine whether this election made a meaningful difference. In a time when many feel homeownership is slipping further out of reach, this signals a rising emotional pressure point for younger generations.
Delivering a Meaningful Impact
When asked to step back and evaluate what long-term success looks like, Canadians continue to emphasize affordability, access, and protection.
Nearly half (46%) say the government will have made a meaningful difference if it makes life more affordable. Strengthening the healthcare system (31%) and improving housing affordability (30%) round out the top three.
But what’s striking is how many Canadians now tie domestic issues to international pressures. Three in ten (30%) say that protecting Canada’s economy from U.S. tariffs and global trade tensions is a top priority, and nearly the same number (28%) point to strengthening Canada’s independence and global reputation as a meaningful measure of success.
This reflects a broader truth: in a world defined by instability, Canadians want leaders who can deliver local security in the face of global disruption. Whether it’s economic fallout from trade wars or geopolitical tension that affects supply chains and costs, people no longer see global events as abstract. They see them as direct threats to their homes, health, and futures.
Mixed Emotions at the Finish Line
As Canadians head to the polls, they’re not just casting ballots – they’re carrying a complex emotional load shaped by months of political messaging, personal hardship, and long-standing uncertainty. While some are cautiously hopeful, others remain deeply uneasy about what lies ahead.
Nearly 2 in 5 Canadians (38%) say they feel cautiously hopeful, but are waiting to see if anything truly changes. Another third (33%) report feeling worried about what the outcome could mean for their families, finances, and future. Meanwhile, 25% are skeptical, doubting that any meaningful difference will come regardless of the result. Only one in four (24%) describe themselves as optimistic that the next government will deliver real change.
This emotional divide reflects the broader precarity many Canadians are experiencing – where optimism is tempered by doubt, and hope coexists with worry. It’s a reminder that beyond the vote itself, public trust and confidence will need to be earned in the weeks and months that follow. Canadians are looking for action that eases their day-to-day pressures and signals a steadier, more secure future.
The Upshot
As the 2025 election campaign draws to a close, the emotional landscape of the country is clear – and divided. Canadians are heading to the polls not just with political preferences, but with deeply personal hopes and fears. For many, this election is as much about partisanship as it is about finding stability in a world that feels increasingly unpredictable.
A growing number of Canadians, especially those experiencing financial and emotional precarity, are casting their votes with long-term security in mind. Others are driven by the immediate need for relief from the cost-of-living crisis. The fact that only 17% of Canadians feel the issues that matter most to them have been fully addressed during the campaign speaks volumes. People aren’t just looking for promises – they’re looking for proof that someone is listening.
Whether it’s the cost of living, access to housing, quality healthcare, or Canada’s role on the world stage, Canadians are clear about what they expect from this election. Voters aren’t just looking for promises – they’re looking for proof that their lives will get better. Success for the next Prime Minister will hinge on delivering tangible improvements that restore a sense of control and stability. In this moment, it’s not just about policies – it’s about providing reassurance, building resilience, and producing real results.
Methodology
The survey was conducted with 1,920 Canadian adults from April 16 to 21, 2025. 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 +/- 2.24%, 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.
This survey was paid for by Abacus Data.
ABOUT ABACUS DATA
We are Canada’s most sought-after, influential, and impactful polling and market research firm. We are hired by many of North America’s most respected and influential brands and organizations.
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.
And we are growing throughout all parts of Canada and the United States and have capacity for new clients who want high quality research insights with enlightened hospitality.
Our record speaks for itself: we were one of the most accurate pollsters conducting research during the 2021 Canadian election following up on our outstanding record in the 2019, 2015, and 2011 federal elections.
Contact us with any questions.
Find out more about how we can help your organization by downloading our corporate profile and service offering.
