From Scarcity to Precarity: Why Canada’s Shifting Mindset Matters for Marketers, Advertisers, and Content Creators
May 7, 2025
For more than a decade, we’ve tracked the changing views, anxieties, and aspirations of Canadians. As pollsters, we’ve had the privilege of seeing not only how public opinion shifts, but why it does. Today, we believe we are at a defining juncture in the national mindset—one that has urgent implications not only for politicians and policymakers, but for anyone in the business of persuasion: marketers, advertisers, media executives, and storytellers.
What we are witnessing is a shift from a scarcity mindset to what we call a precarity mindset. For years, Canadians struggled with scarcity: rising housing costs, long wait times for healthcare, job insecurity, and stretched household budgets. People worried about getting through the month. But now, those same people—and millions more—are starting to wonder if the future itself is stable. The fear is no longer just, “Can I afford groceries this week?” It’s becoming, “Will there be a healthcare system when I need it? Will my job exist in two years? Will Canada even be safe from geopolitical threats?”
This shift is not theoretical. It’s measurable, visible, and accelerating. It is redefining how Canadians make choices, whom they trust, and what they demand from institutions, including brands. If you want to reach, move, or retain your audience in this environment, you need to understand how a precarity mindset works and what it means for engagement.
Let us walk you through what our latest data tells us.
Understanding the Precarity Mindset
Over the past year, Abacus Data has developed a “Precarity Index” to better understand how Canadians are experiencing this growing sense of instability. It goes beyond simple income-based measures or headline-grabbing inflation rates. We asked Canadians how strongly they agreed with statements like “Ongoing global events often leave me feeling unsure” or “Frequent economic changes cause me to feel financially insecure.”
The results are sobering:
- 68% of Canadians worry they won’t be able to afford basic needs in the next six months.
- 70% say they are delaying major life decisions due to financial or economic uncertainty.
- Nearly half of Canadians say they would struggle to meet expenses for three months if their financial situation suddenly changed.
We used these responses to group Canadians into five categories of precarity. The largest cohort—about 38%—falls into the “moderate” category: people who feel regular anxiety about their future but haven’t given up hope. 30% fall into “high precarity,” and 9% into “extreme.” These are the people for whom anxiety is shaping daily decisions, from what to buy to whom to trust.
Crucially, precarity cuts across demographics. Yes, younger Canadians are more likely to feel extreme precarity, but many high-income earners and older Canadians report similar anxieties—especially about healthcare, retirement, or the global economy. Women are more likely to score high on the index than men, and those with children are among the most concerned about what the future holds.
If scarcity is about not having enough, precarity is about not knowing whether anything will hold.
How Precarity Changes Consumer Behaviour
What happens when someone doesn’t just feel strapped for cash but feels like the whole system might break?
First, they become more cautious—not just financially, but emotionally. They stick with what they know. That’s why brand loyalty is rising, even in an era of disruption. People aren’t experimenting. They’re seeking comfort, familiarity, and assurance.
Second, people look for meaning. They want their choices to reflect their values. 86% of Canadians say they feel a sense of pride when buying Canadian-made products. More than half say they’d pay more for a product if it supports Canadian jobs or strengthens the country. In a precarious world, every dollar becomes a vote—not just for value, but for values.
Third, consumers start questioning everything. Trust in advertising is fragile. People doubt motives. They scrutinize claims. They fact-check your slogans. And they talk to each other more than they listen to you.
This is why we’re seeing a return to fundamentals: word-of-mouth, community endorsement, peer reviews. Influencer marketing still matters, but only when the influencer feels authentic, not scripted. Traditional advertising? Still effective—but only when it meets people where they are emotionally.
This leads us to a major insight: In a precarity mindset, the tone of your message matters more than ever.
Fear, Trust, and Storytelling
People navigating precarity aren’t just cautious, they’re conflicted. Every purchase now carries weight: Can I afford this? Do I trust this? Does this reflect who I am? It’s not just about frugality. It’s about fear. Fear of instability, of losing control, of making the wrong choice in an uncertain world.
That’s why facts aren’t enough anymore. People aren’t looking for perfect logic, they’re looking for emotional clarity. They want to feel understood before they’re asked to commit. They want to see themselves – their fears, their hopes, their values – reflected back through the stories brands tell.
In this environment, storytelling becomes a survival tool, not for the brand, but for the consumer. A message that says, “We see you. We understand. Here’s how we can help,” resonates far more than any promotion or product spec.
That’s why national pride is on the rise. Buying Canadian isn’t just patriotic, it’s protective. It offers stability in a world that feels out of control.
But here’s the catch: in a world shaped by precarity, storytelling must be real. Performative empathy will backfire. Consumers are more alert, more skeptical, and more willing to call out hypocrisy. If you say you care, you better show it – in your sourcing, your pricing, your policies.
The brands that win won’t just tell stories — they’ll earn the right to be part of someone else’s. Because right now, that’s what trust really means.
People living with precarity are not just frugal. They are frightened. They want someone to tell them it’s going to be okay—and show them how. This is where storytelling becomes essential.
Dry facts don’t cut it anymore. Emotional narratives do. People engage with content that reflects their fears, their struggles, and their hopes. They crave stories of resilience, community, and purpose. They want to see themselves in the content you create.
Brands that lean into this—that tell real stories, that honour people’s anxieties, and that offer more than shallow reassurance—are connecting deeply. For example, ads that open with, “We know these are uncertain times,” and then offer a tangible benefit or resource, often outperform generic brand-building campaigns. Because they feel like someone is listening.
At the same time, precarity increases the risk of backlash. Audiences are quicker to call out hypocrisy. They’re tired of platitudes. If your brand says it stands for stability but acts erratically, you’ll be punished.
The Political Parallel
We saw all of this play out in the 2025 federal election. Voters were split between those looking for immediate relief from rising costs, and those looking for long-term reassurance in an unstable world. While Conservative Leader Pierre Poilievre offered a disruptive, change-driven message, Liberal Leader Mark Carney positioned himself as the steady hand. For millions of voters, the choice wasn’t left versus right. It was uncertainty versus security.
Among those with extreme precarity, our data shows that support for the Liberals surged. These voters weren’t necessarily partisan. They were anxious. And they wanted someone to tell them the systems they rely on wouldn’t collapse.
This political example matters for marketers. It shows how deeply a precarity mindset influences decision-making. It overrides ideology. It reshapes habits. It makes people vote, shop, and think differently.
Engagement in an Age of Precarity
So what should marketers, advertisers, and content creators do with all this?
Start with empathy. Your audience is more anxious than ever. Before you sell, reassure. Before you persuade, listen. Brands that show they understand what people are going through will win the trust that others lose.
Be transparent. Don’t over-promise. Don’t hide fine print. Don’t fake values. Canadians can spot spin from a mile away. In a low-trust environment, clarity and honesty are currency.
Tell better stories. Ditch the jargon. Humanize your message. Use real people, real struggles, and real hope. People don’t want to be dazzled. They want to be seen.
Focus on stability. Offer products and services that feel reliable. Highlight durability, customer support, community roots. Position your brand as a source of calm in the storm.
Connect emotionally. Whether you’re selling coffee, insurance, or a TV show, you’re in the reassurance business now. The question to ask is: How does my brand make someone feel more secure?
The Bottom Line
The shift from scarcity to precarity is not a marketing trend. It’s a psychological transformation of the Canadian public. It’s making people question their plans, change their behaviours, and scrutinize every institution they interact with—including yours.
If you’re in the business of influence, you need to understand this. You need to speak to the underlying anxieties, not just the surface-level desires. You need to help people make sense of a world that feels increasingly unstable.
Because in a world defined by precarity, the brands, leaders, and creators who offer stability, empathy, and clarity will be the ones who last.
Trust isn’t a nice-to-have anymore.
It’s the strategy.
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.
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