Canadians & the COVID-19 Shot: Patient and Mostly Confident

Listen to David Coletto’s new podcast inFocus with David Coletto

Listen to Bruce Anderson & Peter Mansbridge Wednesday’s on Smoke, Mirrors and the Truth, a podcast within Peter Mansbridge’s podcast The Bridge.

By Bruce Anderson & David Coletto

Roughly two out of three Canadians expect to be offered a COVID-19 vaccine shot before the end of September timetable discussed by the Prime Minister, and about 60% of them consider that timing to be acceptable or better.

One in five people don’t expect to have access to a shot until 2022, and 58% of that group considers that timing acceptable.

The patterns in these data suggest that if the government meets that timetable most people will be satisfied with that, although it is reasonable to assume that these perceptions will fluctuate depending on a number of factors. People may find themselves happier once they have the shot, or frustrated if they feel that the pace relative to the United States or other countries is lagging. Alternatively, their mood might change based on the health of the economy and how quickly they are able to return to more normal activities.

It seems reasonable to assume based on these expectations, and the announcement by the federal government last week about accelerating Pfizer shipments and the authorization of the Johnson and Johnson vaccine, that the government’s vaccine roll-out may outperform what more than half of the population expects.

Based on their current expectations of when a vaccine will be available to them personally, 40% believing that the timing they expect to be offered a vaccine will be unacceptably slow. Older people are somewhat more unhappy than younger people but the difference is about five percentage points. The most dissatisfied are Conservative voters, 50% of whom say the timing will be too slow. Among NDP voters 42% are anticipating too slow an availability.

VACCINE HESITANCY

In our polling, 4% say they have had the first shot, and 58% say they will take the shot as soon as it is available to them. That leaves a total of 38% exhibiting some form or degree of hesitancy, including 8% who say they will not take the vaccine under any circumstances, 9% prefer not to but could be convinced, and 21% who expect to take the vaccine but would prefer to wait a bit before taking it.

Those most likely to exhibit hesitancy are people under 45, particularly women under 45, as well as those with less formal education, and Conservative and Green Party voters.

There are slightly different levels of confidence in the different vaccines that have been approved for use in Canada. Pfizer and Moderna enjoy equal levels of public confidence, while Johnson and Johnson is slightly lower because there is a higher “unsure” level. Astra Zeneca has a lower level of public confidence, especially among Conservative voters and women.

UPSHOT

According to Bruce Anderson: “For most people, getting access to a vaccine is a crucial priority in their lives, and hesitancy levels have come down a bit as people see vaccines being administered around the world in increasing amounts.

For the federal government, the public remains relatively patient with the timetable laid out by the Prime Minister and improvements on that timetable are likely to be met with public appreciation. The data about Astra Zeneca’s vaccine is a clear signal of how closely attentive people are to vaccine safety questions and thus that confidence is always a bit fragile and momentum could be put at risk if doubt about safety becomes a more prominent political discussion.”

METHODOLOGY

The survey was conducted with 2,000 Canadian adults from March 2 to 5, 2021. 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 +/- 2.1%, 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.

And don’t miss any of our research and analysis, plus get our weekly Worth A Look newsletter. Sign up today.

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.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

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 2019 Canadian Election.

Contact us with any questions.

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

METHODOLOGY

The survey was conducted with 2,000 Canadian adults from March 2 to 5, 2021. 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 +/- 2.1%, 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.

Canadian PoliticsCOVID-19MediaPolls

Liberals regain lead as the mood of the country brightens

Listen to David Coletto’s new podcast inFocus with David Coletto

Our latest national polling data shows that an election held today would see the Liberals with 34% support (up two since from last month), the Conservatives at 30% (down 1), the NDP at 18% (unchanged) and the Greens at 7% (unchanged).

Regionally, the Liberals have a 9-point lead in Ontario and a 19-point lead in Atlantic Canada. In Quebec, the Liberals and BQ are statistically tied, while in BC, we continue to find a close three-way race between the Conservatives, NDP, and Liberals. The Conservatives lead by wide margins in the Prairies.

The federal government’s approval rating trended downward at the end of 2020 and into early 2021 but has stabilized with equal numbers approving and disapproving of the government’s overall performance.

Given that we may see a federal election called in 2021, we gauged the electorate’s desire for change (a question we have asked in past pre-election and election periods). Today, 39% say it’s definitely time for a change in government, while 17% say it’s definitely best to keep the Liberals in office. The remaining respondents are split between either wanting change or keeping the Liberals in office but not feeling strongly about that opinion.

The desire for change today is substantially lower than it was in 2019.

In the run-up to and at the end of the 2019 election, just over 50% of voters felt it was definitely time for a change; today, that number is 39%

In 2019 the number who wanted the reelection of the Liberals was 29% at the start of the campaign and 31% at the end. Today it is 34%.

Impressions of Prime Minister Trudeau have held steady from last month. 37% have a positive impression while 40% have a negative view. For comparison purposes, in the final days of the 2019 campaign, 38% had a positive view while 45% had a negative view of the Liberal leader.

Conservative Leader Erin O’Toole sees his negatives rising for the 4th straight wave in our research. Today, 32% have a negative view of him, while 20% view him positively. This is the highest negative we’ve measured for Mr. O’Toole since we started tracking his public image.

For Mr. Singh, impressions of him have remained relatively consistent over time. One in three Canadians has a positive view of the NDP leader compared with 25% who view him negatively, mostly unchanged since last month.

In this survey, we asked respondents whether they think of each party leader as more preoccupied with the interests of their political party or with the country and Canadians as a whole. In every case, half or more of respondents felt the leaders were more preoccupied with the interests of their party, but there were some notable differences.

Two-thirds (68%) see Mr. O’Toole as more preoccupied with the interests of his party, some 11-points higher than Mr. Trudeau (57%), and 17-points higher than Mr. Singh (51%).

The perceived level of partisanship for Mr. O’Toole is more problematic because of its impact on accessible Conservative voters. Among Liberal and NDP accessible voters, clear majorities feel those leaders are more preoccupied with the country rather than their party. Less than a majority of those open to voting Conservative feel that way about Mr. O’Toole.

GOVERNMENT COVID-19 PERFORMANCE

Our survey also asked respondents to rate the federal government’s performance on a series of COVID-19 related areas. We have asked many of the same questions since January.

Since the last time we reported in early February, positive impressions of the federal government’s communications are up 6-points while positive impressions of its handling of timely vaccine procurement are up 4-points while negatives are down 7 from a month ago.

OVERALL MOOD

Finally, the overall mood of Canadians has improved over the last few weeks. More today feel the country is headed in the right direction than did since October. Moreover, optimism about the direction of the United States and the world is at the highest points in over a year of tracking.

UPSHOT

According to Bruce Anderson: “There is a tentative quality to public opinion, not surprising given the dramatic headwinds of the last year. Having said that, this survey is indicating a modest improvement in public mood – and Friday’s announcements about accelerating vaccines might only serve to add to the trend these numbers signal. One of the major lessons emerging from the pandemic is that the public doesn’t much like partisanship at the best of times, but really dislikes it in the worst of times. Mr. O’Toole seems to have figured out how to be noticed – which is one of the big challenges for any opposition leader – but he’s being noticed for taking positions with are grating on many people, because he focuses on his desire to win an election when most other people are clearly not interested in that conversation”.

According to David Coletto: “The political environment for the governing Liberals has improved since our last report in early February. The Liberals have regained a clear lead over the Conservatives. Impressions of the government’s handling of the pandemic, especially vaccine procurement, are improving, and the desire for change is considerably lower than it was at the start and end of the 2019 election campaign.

As the Conservative Party rolls out an ad campaign to introduce its leader to Canadians, these numbers reiterate the challenge facing Mr. O’Toole: his negatives continue to rise, more think he’s focused more on the interests of his party than the country, and the desire for change is doing little to push his party’s support up.”

And don’t miss any of our research and analysis, plus get our weekly Worth A Look newsletter. Sign up today.

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.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

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 2019 Canadian Election.

Contact us with any questions.

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

METHODOLOGY

The survey was conducted with 2,000 Canadian adults from March 2 to 5, 2021. 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 +/- 2.1%, 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.

Canadian PoliticsCOVID-19MediaPolls

Charities and the Pandemic: They need us now more than ever

Since the beginning of the pandemic last March, many charities have experienced an increased demand for their services in support of their communities and the groups they are serving, and a decrease in charitable donations.

At the extreme, some charities have had to close their doors permanently, leaving vulnerable populations with less support.

We wanted to gage Canadians’ ability to support one another during the pandemic, during a time of such severe loss and isolation, and see what causes matter to them the most.

Here is what we found: 

1.Canadians care deeply about our communities. We like to give back through more than just donations. But the pandemic has left us with more challenges of our own and it has impacted how we give back.

Nearly 60% of Canadians report that prior to the pandemic they typically donate to a charity each year – another 21% normally do volunteer work with a charity.

But when the pandemic hit the past year, support for charities shifted. About half of Canadians find themselves still able to donate the same amount as they normally would to a charity, but a third say they have had to donate less since the beginning of the pandemic. Not surprisingly, with the health and safety of being in public and lockdowns across the country, 60% say they are volunteering less for charities.

There are many contributing factors for the decline we are seeing in charitable donations and volunteering, the most common being Canadians struggling financially – loss of jobs and income. The traditional notion of in-person volunteering is challenging, with health and safety concerns for virus transmission and lockdowns across the country. Those in lower income brackets are exhibiting a decline in charitable donations more so than others. Donations to a charity has decreased 8-points more for those in lower income brackets.

2.  Despite the decrease in donations of time and money, a large majority believe the need for charitable donates in the county has soared as a result of the pandemic.

58% say the need for charitable donations in Canada has increased as a result of the pandemic. One in two say this includes the need for charitable donations in their community – a higher portion of those living in rural locations are seeing this increase.

There has been considerable coverage of the impacts of the pandemic in the news – sometimes it seems that’s all we see. We hear about populations and groups that are worse off than ourselves or going through similar experiences as our own.

When asked what groups they feel the pandemic has impacted the most, nearly all Canadians said the elderly. This sentiment grows substantially among older Canadians – many of whom have likely had had first-hand experience through a parent or loved one.

There is no doubt that our frontline workers have worked tirelessly since the start of the pandemic – 70% of Canadians feeling they were among the most impacted by the pandemic.

Vulnerable populations, like those living in poverty, victims of abuse (like children and women), and people living with disabilities were also among the top ranked groups impacted by the pandemic.

Canadians who self-reported as belonging to a visible minority are far more likely to feel that those who are unemployed, shift or gig workers, Indigenous Peoples and those belonging to a visible minority were among the most impacted by the pandemic.

3. It’s clear that Canadians see the pandemic impacting a diverse group of people and its often dependent on one’s own lived experience. So where do we think we should support is needed the most?

Health care and hospitals, and food banks are a no brainer – tied for the most important charities or relief funds to support during this difficult time and about 60% of Canadians agree. Following closely behind is the need to support those in vulnerable communities, like the elderly, low income, visible minorities, and Indigenous communities.

A topic covered frequently in the news- mental health- has become a deep concern.  Many being isolated from friends and family, experiencing job loss and struggling to pay bills during the pandemic. Nearly half of Canadians believe that supporting charities or relief funds for mental health initiatives are important.

The homeless population has been at an increased risk of exposure to the virus, and reports of homeless shelters closing their doors permanently have been in the news. A third of Canadians find that charities focusing on our homeless population are important to support.

Canadians are well aware of the struggles faced by fellow Canadians since the start of the pandemic and are willing to admit just how much some of these groups need support, now more than ever. But lockdowns have been prevalent in many provinces, making in-person donations and volunteer work difficult regardless of how much demand has increased.

When it comes to financial donations, not all charities have innovated their methods and have fallen behind in their ability to collect donations.

Many charities have moved their operations to an online or virtual format, and have enabled donations to be made online. Others have allowed for volunteers to participate virtually or in outdoor settings that follow health and safety guidelines.

Will this shift to and online/virtual approach be enough to restore previously lost revenue that the beginning of the pandemic brought? How can charities, who often faced budgetary struggles before the pandemic, still support groups amidst a surge in demand?

And finally, have the emergency funds available through the federal government to help charities in supporting vulnerable populations during the pandemic done enough?

THE UPSHOT

According to Megan Ross: Canadians are well aware of how the pandemic has disrupted the lives of many and increased struggles that were already there. As Canadians, we work hard to support ourselves and one another, and we want to be there in times of need. This has been apparent in the tireless work by our frontline workers, and those who have been able to set aside funds to donate to their charity of choice.

There is no doubt that Canadian charities need our help. They have been among the hardest hit by the pandemic, with diminishing support and a rise in demand for their services. In some cases, they are struggling to keep their doors open.

Canadians recognize the importance of charities, especially given the amount of support many have needed during this time. But we aren’t able to support others the way we were before the pandemic.

As Canadians, we need to support our charities where and when we can. And charities should be reassured that Canadians have not forgotten about their important role in our communities but ensure they are looking for more ways to connect with donors, so they are ready to reengage when donors are ready.

And don’t miss any of our research and analysis, plus get our weekly Worth A Look newsletter. Sign up today.

METHODOLOGY

Our survey was conducted online with 2,000 Canadians aged 18 and over from January 29, 2021 to February 3, 2021. A random sample of panellists was 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 margin of error for a comparable probability-based random sample of the same size is +/- 2.2%, 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 poll was conducted and paid for by Abacus Data.

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.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

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 2019 Canadian Election.

Contact us with any questions.

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

METHODOLOGY

Our survey was conducted online with 2,000 Canadians aged 18 and over from January 29 to February 3, 2021. A random sample of panellists was 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 margin of error for a comparable probability-based random sample of the same size is +/- 2.2%, 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 poll was conducted and paid for by Abacus Data.

COVID-19MediaPolls

I want my old life back. What Canadians are looking forward to post-pandemic

It has been 346 days since lockdowns began (at least here in Ottawa) and the COVID-19 pandemic began to really interfere with out lives. There are lots of things that we haven’t been able to do during that time. Celebrating a milestone birthday in-person with family members, taking a vacation to a different country, or even going to a sports game and being part of a big crowd.

As we reach this milestone of one year in a pandemic, many of us are feeling tired. We’ve missed out on a year of ‘normal’ living, and while following the rules and restrictions are important, it’s left us thinking about what things will look like once this is all over.

While we sit inside our homes during these cold months, what are we looking forward to the most once the pandemic is over? We recently asked some questions on our omnibus survey to get a glance at what Canadians are looking forward to the most.

Loud and clear, we miss our social connections. Above all else, we look forward to the return of spending time with family and friends. Measures like working and studying from home, and restricting socialization to ‘bubbles’ or even households, have really limited our ability to maintain connections with our loved ones.

Asked as an open-ended question about what we are looking forward to the most after the pandemic is over, family and friends overwhelmingly are cited the most.  Social isolation is taking its toll. Many of us are lonely and wishing for more opportunities for connection.

For a whole year we haven’t been able to experience life’s high’s (and lows) in the same way, with the people we are close to. And once everything is over, we look forward to sharing those experiences with our loved ones, once again.

We are also missing the ability to travel and just experience things outside of our bubbles. Second to missing out on connections with family and friends, the thing we are looking forward to the most is travel.

The furthest many of us have travelled since the start of the pandemic is our local grocery or drug store, and we are itching to go a bit further and do something other than wander the aisles. Like seeing our loved ones, with travel there has been clear messages and policies to limit it during the pandemic, and we are missing it.

So, what kind of experiences are we looking forward to?

Turns out the things we miss most aren’t opportunities for new experiences, but the things we used to be able to do. First and foremost, this is spending time with family and friends. Out of a given list, 51% ranked ‘spending time with family and friends’ as number one.

Much less popular, but still at the top of the list is doing something familiar, like visiting a favourite accommodation or attraction. Simply being somewhere else different from where you spent the pandemic and doing something that wasn’t considered safe during the pandemic, are also in the top 3 for at least 50%. The pandemic has us longing for what we used to call ‘normal’ and it’s starting to shape how we view our lives post-pandemic.

Choosing these types of activities/experiences (our favourites and the things we were explicitly told we shouldn’t/can’t do) are much more popular than doing something new. Once the pandemic is over, at least for the first little bit, we will be looking to resume as many of our usual habits as possible, before considering something entirely new.

There are some differences by age. Looking forward to spending time with loved one’s post-pandemic increases with age, while interest in going somewhere/doing something that wasn’t considered safe decreases with age. Younger Canadians are more likely to want to try something new but seeing family and friends and doing something we were missing out on are still the most important for everyone.

Since we just looking forward to getting back to our pre-pandemic lives, is there anything we used to do that we will leave behind?

For the majority of us the answer is no. There has been a lot of talk about the pandemic being a reset, and the chance to make changes. And while governments may be mulling this over, the average Canadian is not. For 58% of us, we plan to resume life as normal.

Among the few that are considering making a change, the biggest is changing travel habits, including considering different destinations, modes of transportation, or types of trips. Though this is much higher among older Canadians than younger.

Some say they would make a change to their dining out habits (6%), considerations for attending a large event/attraction (4%), or even just being around crowds (6%), but these are still small minorities.

The pandemic has left different age groups with a different post-pandemic outlook. Younger Canadians (those 18-29) are the least likely to resume life as normal, at 53%. Among this group, some see the pandemic as an opportunity to revaluate their career path (at 6% compared to just 3% among those 45-59), would consider shifting dining out habits (though still only 6%), and are reconsidering large events and crowds (also still small minorities).

THE UPSHOT

According to Oksana Kishchuk:  It may be the winter blues but right now what we miss most aren’t the ‘what if’s’, it’s what we used to have. Rather than triggering a surge in ‘bucket-list’ moments, the pandemic has us longing for what we already had, before the pandemic took it away. We are eager to have experiences, and do something besides sitting at home, but that doesn’t mean doing something new right away. We miss the things that used to be familiar to us. Going over to a friend’s house for a Friday night dinner or spending a weekend at your favourite getaway. Any sort of re-opening is still several months away, but in this moment, we want our old normal.

And don’t miss any of our research and analysis, plus get our weekly Worth A Look newsletter. Sign up today.

METHODOLOGY

Our survey was conducted online with 2,000 Canadians aged 18 and over from January 29, 2021 to February 3, 2021. A random sample of panellists was 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 margin of error for a comparable probability-based random sample of the same size is +/- 2.2%, 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 poll was conducted and paid for by Abacus Data.

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.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

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 2019 Canadian Election.

Contact us with any questions.

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

METHODOLOGY

Our survey was conducted online with 2,000 Canadians aged 18 and over from January 29 to February 3, 2021. A random sample of panellists was 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 margin of error for a comparable probability-based random sample of the same size is +/- 2.2%, 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 poll was conducted and paid for by Abacus Data.

COVID-19MediaPolls

Pandemic + Winter Blues= Drop in Happiness?

Last week happiness in Canada fell to its lowest point since late November. Are Canadians suffering from the winter blues? Is the pandemic taking its toll on our collective happiness? In fact, it is probably a combination of the two as the pandemic has made our winter blues more acute.

January was a challenging month as much of the country was in some form of lockdown, temperatures dropped as winter took hold, and the joy of the holiday season subsided. Our tracking of national happiness finds erosion over the first month of the year. Several provinces (Ontario and Quebec) initiated emergency orders that were as, or more, restrictive as the original restrictions in March and April of last year. In most places, the pandemic was limiting human interactions.

During this time, happiness declined from 62.4 out of 100 in early January to 60.5 in early February. A 3% drop over a month.

On one level the declining happiness runs counter to what you would expect in terms of the public’s current worry about the pandemic. In January, Canadians became less worried about COVID than they were in late December. And, while 27% of Canadians think the worst is still to come, this is down significantly from late December when almost half of Canadians felt this way.

That is not to say that happiness is not directly related to how people are feeling about the pandemic. There is a very strong relationship between happiness and evaluations of the pandemic. Happiness reaches 66.8 among those who believe the worst is behind us but is only at 58.5 for those who think the worst is ahead of us.

Happiness by Pandemic Concern

So if it is not increased worry that is driving happiness down, one likely candidate is the perceived performance of the federal and provincial governments in dealing with the pandemic. Elsewhere we show that the public’s evaluation of the federal government’s performance in all areas has weakened since the middle of January, with the greatest shift in its handling of vaccines.

It could also just be the winter blues afflicting Canadians, as is often the case this time of year.

THE UPSHOT

According to Richard Jenkins: “There has been lots of talk about how the pandemic has had negative impacts on the mental health of Canadians by disrupting their social networks and increasing the pressure on work and home life. It is, perhaps not surprising that as weariness grows, happiness will decline.

With vaccine rollout underway, this should be a time of optimism and hope. Instead, the slow rollout combined with the significant personal impact of the pandemic all while under cold winter weather is taking its toll. Spring, thankfully, is just around the corner.”

And don’t miss any of our research and analysis, plus get our weekly Worth A Look newsletter. Sign up today.

Also, our CEO David Coletto has a new podcast. It launches Friday, February 26. Subscribe today!

METHODOLOGY

Our survey was conducted online with 2,000 Canadians aged 18 and over from January 29, 2021 to February 3, 2021. A random sample of panellists was 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 margin of error for a comparable probability-based random sample of the same size is +/- 2.2%, 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 poll was conducted and paid for by Abacus Data.

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.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

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 2019 Canadian Election.

Contact us with any questions.

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

METHODOLOGY

Our survey was conducted online with 2,000 Canadians aged 18 and over from January 29 to February 3, 2021. A random sample of panellists was 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 margin of error for a comparable probability-based random sample of the same size is +/- 2.2%, 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 poll was conducted and paid for by Abacus Data.

COVID-19MediaPolls

Moving to the country? More than 1 in 4 would love to do it.

Many Canadians would trade their current urban and suburban lifestyles for a smaller community or rural location.

Ever see the movie Funny Farm starring Chevy Chace? I may be dating myself a bit but it is a classic 80s comedy involving a couple who pick up and move to rural Vermont leaving their New York City life and career behind.

That dream, of picking up and moving the country is something millions of Canadians are open to. The migration from urban to more rural locations is a real possibility for Canadians and certainly the ideal for many Canadians who currently live in urban locations.

Almost one in three Canadians say that they would love to move to a smaller community or rural location. This is a lot of Canadians who don’t see their current living situation as meeting their needs and pine for what smaller communities and rural locations could offer them.

Regionally, interest in moving out of the city is highest in Ontario and lowest in Atlantic Canada. Those in the Toronto/GTA are also more likely than the average Canadian to want to move to a smaller community. Interestingly, those who live in urban locations are not particularly more likely than those in suburban locals to want to move out.

We tend to think of cities as the domain of younger peoples who embrace the lifestyle and the opportunities for work and pleasure that cities offer. But when we ask people of different ages and backgrounds, if they would like to move from their more urban locations the answer is surprisingly more likely to be yes among younger Canadians. More than a third of those under 30 years of age would like to move out of the city. In contrast, older Canadians are less likely to want to move out because those that have wanted to probably already have.

An interesting counterpoint is that those with a university education are less likely to be currently living in a small community/rural location or to want to move to one. This is a harbinger of, perhaps, why there is a yearning for small communities and rural locations.

Among those who would love to move from their more urban location, the top reasons are a quieter place, more affordable housing, and more outdoor property. It is not a larger house per se or to be closer to friends and family that most motivates the desire to move to smaller communities.

Presumably moving to a smaller community or rural location allows for more affordable housing in quieter areas with more outdoor property. But do those who would love to make this move have unrealistic expectations about what these communities offer? When we look at what people view as essential in a smaller community, there is clearly a tension.

Almost everyone thinks it is at least somewhat essential for there to be high-speed internet (92%) and a hospital within a 20-30 minute drive (91%). Restaurants and shops within a short distance (71%), good community programs (60%), and good schools (55%) are also deemed essential by a majority. Canadians who would love to move further from their current urban location are not willing to give up many of the amenities that they currently have access to.


THE UPSHOT

According to Richard Jenkins: “The last several decades feel like an unrelenting urbanization movement. Small and rural communities have declined and those that remain as bedroom communities for larger urban centres often have hollowed out downtown areas. But apparently, many Canadians are rethinking their urban location and thinking about a move to a smaller community. Perhaps sparked by the pandemic and shifting perceptions about working from home, living farther away from your workplace or shifting careers entirely may be an outcome of the pandemic.

Affordability is no doubt an essential component of the reimagining of small-town and rural life for so many Canadians. Rising housing costs in Canada’s urban centres have put the dream of homeownership either on hold or has required people to sacrifice other things. The pandemic and the impact on the urban environment and how we work may also be helping creating momentum for escaping to the country.
Those looking to move and those communities hoping to attract people from the city must be careful in assuming it will be clear sailing. Those looking to leave urban areas have a long list of essential amenities that if unmet could easily sour the experience.”

And don’t miss any of our research and analysis, plus get our weekly Worth A Look newsletter. Sign up today.

Also, our CEO David Coletto has a new podcast. It launches Friday, February 26. Subscribe today!

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.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

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 2019 Canadian Election.

Contact us with any questions.

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

METHODOLOGY

Our survey was conducted online with 2,000 Canadians aged 18 and over from January 29 to February 3, 2021. A random sample of panellists was 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 margin of error for a comparable probability-based random sample of the same size is +/- 2.2%, 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 poll was conducted and paid for by Abacus Data.

COVID-19MediaPolls

The Live Music Community is in Crisis

Canadians recognize the need for government support for recovery and worry about the future of live music in Canada.

For video interviews by Skype or Zoom or audio interviews, please contact David at 613-884-4730 or david@abacusdata.ca

KEY FINDINGS
1. 85% of Canadians believe that the pandemic will have a negative impact on Canadian arts and culture.
2. Canadians recognize that music festivals and live music have been negatively impacted by the pandemic. Most think they will need government support to recover.
3. Half of Canadians who have a favourite live music venue feel it is very or somewhat likely that it will shut down because of the pandemic.
4. If venues and festivals close or are cancelled permanently, many believe that thousands of jobs will be lost, future Canadian musicians will lose their chance to succeed, and less Canadian music will be created.
5. The good news is that if venues and festivals can get through the pandemic, millions plan to return to live music events as soon as they can.

INTRODUCTION

Throughout the pandemic, Music Canada has been tracking views, perceptions, and intended behaviours of Canadians towards music generally and live music specifically.

At the end of 2020, they commissioned Abacus Data to conduct a third, national survey exploring public perceptions about the impact of the pandemic on live music in Canada. The study was conducted at a time when general concern about the pandemic was close to its highest level with almost 4 in 10 Canadians saying they are extremely or very worried about the pandemic.

You can find the previous survey results here and here.

Despite growing concerns about the spread of the virus, Canadians also recognize the economic and social impact it is having on several sectors that have been hardest hit by the restrictions on public gatherings and live events.

The survey finds that millions of Canadians are eager to return to live music when it’s safe to do so. But there are deep concerns about the long-term impact of the pandemic on the live music sector and on Canadian arts and culture. Many worry that when it’s safe to return, the music venues they love will be gone.

Here is what we found:

NEARLY ALL CANADIANS ENJOY MUSIC AND MILLIONS PLAN TO RETURN TO LIVE MUSIC EVENTS WHEN THEY CAN.
As we found in earlier studies for Music Canada, almost all Canadians say they like or love music. Music brings joy, comfort, and excitement to people’s lives. It touches all Canadians, young and old, male or female, across every region of the country.

And despite the complete shutdown of live music in all parts of the country, millions of Canadians plan to attend live music events again as soon as it’s permitted – there is a pent up demand for these experiences. But we also find widespread concern about what will be left of the sector and those who work in it when life returns to normal, whatever that normal will be.

CANADIANS RECOGNIZE THAT MUSIC FESTIVALS AND LIVE MUSIC HAVE BEEN NEGATIVELY IMPACTED BY THE PANDEMIC. MOST THINK THEY WILL NEED GOVERNMENT SUPPORT TO RECOVER.
Almost all Canadians believe that music festivals, pubs and bars, and live music have been negatively impacted by the pandemic. And clear majorities believe the negative impact has been severe – 78% think music festivals have been very negatively impacted, 70% feel the same about live music, and 68% feel the same about the impact on pubs and bars.

Given that Canadians recognize the impact of the pandemic on live music, most also believe that the live music sector will require some government support to recover after the pandemic. 65% think live music will need at least some help from government. 63% feel the same about music festivals. Those who regularly attend live music events, younger Canadians and those in Quebec are more likely to feel that governments should support the sector and help it get through the challenges created by the pandemic.

MORE FEEL LIVE EVENT STAFF AND MUSICIANS HAVE BEEN HURT BY THE PANDEMIC THAN MANY OTHER PROFESSIONS.
There’s also a widespread public belief that those who work at live event venues and musicians have been negatively impacted by the pandemic. More Canadians believe those who depend on live music for their livelihoods have been impacted severely compared with other professions.

CANADIAN AND QUEBEC ARTS & CULTURE AT RISK.
Beyond the impact of the pandemic on the live music sector and those who depend on it for their livelihood, Canadians also believe Canadian arts and culture more generally is at risk. 84% think the pandemic will negatively impact Canadian arts and culture. Moreover, 89% of Quebecers feel that their province’s arts and culture will be negatively impacted by the pandemic.

This view is consistent across age groups, gender, and across the political spectrum.

What is driving this concern? Displaced musicians will need to find new ways to make a living, impacting the production of music.

• 65% agree that many musicians in Canada who have been unable to make a living from their music or art will have to find new ways to make a living, risking Canada’s culture, arts, and music industry long-term.
• 58% agree that the pandemic will have a long-term, negative impact on the production of Canadian art, music, and culture.
• 53% agree that without government support, an entire generation of Canadian musicians and arts could be lost.

THE LOSS OF LIVE MUSIC VENUES AND FESTIVALS WOULD MAKE THE HORRIBLE PANDEMIC EVEN WORSE.
One in five Canadian adults, or about six million people, have a favourite live music venue in their community where they attend events. More broadly, Canadians of all stripes believe these venues contribute not only to the quality of life of where they live but improve and sustain the economic and social fabric of their communities.

But there’s also an expectation that without support, some venues and festivals will close permanently. Few believe there will be no closures, and those who attend live music events regularly are more likely to think that many venues will close before the pandemic is over.

Most alarming, almost half of those with a favourite live music venue believe it is likely those venues will shut down permanently, and half of Canadians, in general, have heard about these venues – festivals, venues, and bars or pubs – closing down permanently in their area already.

The connection between live music venues and the health and vitality of Canadian music is well understood.

• Half think that thousands of jobs that depend on live music will be lost. Another 42% think this might happen.
• Half think that because live music venues provide essential career stepping stones for emerging artists, many potential musicians won’t get a chance to succeed. Another 42% think this might happen.
• 40% think that fewer venues for musicians to perform and make a living will mean less live music will be created. Another 42% think this could happen.
• 40% think there will be fewer places for musicians to perform, causing many to stop making and performing music altogether.

How would people react to venue closures? The survey tested reactions to different scenarios. If 25% of live music venues close, 77% say they would be disappointed while 44% express anger over this outcome. Clearly, the loss of live music would make the impact of the pandemic, which has already caused a great deal of anxiety, even worse. When the scenario increases permanent closures to 50% and 75%, Canadians’ negative feelings continue to increase.

UPSHOT
The COVID-19 pandemic continues to produce widespread worry, anxiety, and loneliness for millions of Canadians who are stuck at home and isolated from their loved ones and their usual activities.

During this period, music has been a source of comfort and discovery for many. Technology has enabled Canadians of all ages to find new artists, discover new songs and albums, and interact with their favourite artists in new ways. Millions have streamed live music content, watched more music videos, and learned about the artists they love.

But the pandemic has also taken away the joy that live music brings to so many Canadians and there’s widespread concern that the impact on the sector will run deep and long-term.

Millions worry that their favourite live music venues will shut down permanently. For millions, these venues improve their quality of life and contribute to the economic and social well-being of their communities.

But the impact goes far beyond individuals or their communities. There’s a real sense that Canadian culture and art will face long-term negative impacts due to the pandemic. Most feel that Canadian culture and art will be negatively impacted, while half feel that without government support, an entire generation of musicians and the workers who support the sector will be lost for good.

The good news is that most Canadians who love live music and regularly attended live music events prior to the pandemic cannot wait to return. If venues and those who rely on them can get through this dark period, demand for what they produce will return quickly.

For governments, these results clearly point to broad support for action. Canadians recognize the impact on the live music sector. They worry about its long-term viability and believe the government should act to support and get the sector through this difficult period.

The pandemic has caused so much heartache as thousands of families have lost loved ones to the disease. Millions more have seen their lives disrupted, incomes harmed, and mental health impacted. For those who love live music, the idea that their favourite venues, artists, and events may not survive, makes this pandemic hurt even more.

METHODOLOGY
Our survey was conducted online with 2,000 Canadians aged 18 and over from December 28, 2020, to January 1, 2021. A random sample of panellists was 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 margin of error for a comparable probability-based random sample of the same size is +/- 2.2%, 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.

ABOUT MUSIC CANADA

Music Canada is a non-profit trade organization founded in 1964 that promotes the interests of its members as well as their partners, the artists.

Our members are:

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.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

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 2019 Canadian Election.

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

GameStop, Hedge Funds, and the Financial Market: What Canadians think and know

Unless we’re talking massive sectoral job losses, fat Sienna Senior Living dividends, or a former US President gloating on Twitter, it is hard for a story about financial markets to burst into the consciousness of everyday Canadians. Let alone one about the performance of a single stock. And yet this is the 2021 new cycle, and that’s exactly what happened when a Reddit forum met hemorrhaging strip mall video game retailer GameStop.

Very few Canadians follow the financial markets – or even understand its basic mechanics. Only 28% of Canadians follow financial news closely/actively. They tend to be overrepresented in wealthier, university-educated demographics with much more investable assets than most Canadians.

And yet by way of a David vs. Goliath narrative set up, the GameStop story burst through the financial news bubble, compelling vast attention from everyday Canadians who still need to work for a living.

Fully 63% of the Canadian public have heard something about the story, while 4 in 10 are actively following along. Remarkably only 3 in 10 reports having heard absolutely nothing of the saga.

Segmenting this data between financial media consumers and normal people, we see significant proportions of each demographic following along, including 1 in 3 Canadians who do not follow financial news at all.

The story has especially captured the interest of younger, internet-savvy investors with high incomes and investable assets to spare. It’s a uniquely millennial saga, spurred by the forces of technological disruption and internet culture. And while its evolved to be much more complicated than the initial Joe Public takes on Wall Street write up, there are clear assumptions being made on the part of onlookers.

The prevailing worldview skews towards assuming that hedge funds shorting GameStop are on the losing end while the retail investors who invested in GameStop came out on top.

Additionally, 1 in 3 Canadians today believe the saga has had a negative effect on both the financial system generally, and moreover, on their personal confidence in the stock market specifically.

These views don’t differ much based on self-reported financial news consumption. One difference seems to be that more sophisticated news consumers are twice as likely to believe that this is a positive development for the financial system and that their confidence in the stock market has been improved. However, both segments seem clear on who the winners and losers are.

UPSHOT

The narrative arc of the GameStop story pierced the Wall Street bubble, growing into a general interest political narrative of David versus Goliath. It highlighted both elements of market manipulation and double standards in our financial system as well the emerging influence of retail investors.

Bedfellows as strange as Ted Cruz and AOC came together to denounce Robinhood and other retail investment apps for their decision to freeze further buying of the equity, and day by day we are learning more about the role of moneyed interests on both sides.

What we can conclude with confidence today is that the traditional cultures of and access to financial markets are being disrupted by technology and widening consumer awareness. Episodes like this will only reinforce the political will to explore both welcomed and unwelcomed solutions to protect consumers from market manipulation, while at the same time introducing new retail investors to these DIY platforms. The democratization of financial market participation, already spurred by fintech players and bolstered by content creators and communities on Reddit, Twitter, and TikTok, ensures that this may not be the last time we encounter meme-spurred market volatility.

Interested in a deeper dive on the latest polling in the run-up to a possible election? Register today for David’s new webinar series inFocus with David Coletto on February 9, 2021.

And don’t miss any of our research and analysis, plus get our weekly Worth A Look newsletter. Sign up today.

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.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

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 2019 Canadian Election.

Contact us with any questions.

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

METHODOLOGY

The survey was conducted with 2,200 Canadian adults from January 29 to February 3, 2021. 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 +/- 2.1%, 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.

COVID-19MediaPolls

Horserace tightens as perceptions about federal vaccine rollout shift negative

Interested in a deeper dive on the latest polling in the run-up to a possible election? Register today for David’s new webinar series inFocus with David Coletto on February 9, 2021.

Our latest national polling data shows that an election held today would see the Liberals with 32% support (down 3 points from last month), the Conservatives at 31% (unchanged), the NDP at 18% (up 1) and the Greens at 7% (up 1).

Regionally, the Liberals have a 6-point lead in Ontario and a 5-point lead in Atlantic Canada. In Quebec, the Liberals and BQ are statistically tied, while in BC, we continue to find a close three-way race between the Conservatives, NDP, and Liberals. The Conservatives lead by wide margins in the Prairies.

The federal government’s approval rating trended downward since late 2020. Today, equal numbers approve and disapprove of the government’s overall performance, the first time the numbers had met since before the pandemic began in March 2020.

Along with a negative shift in the government’s approval rating, we also find a rise in the Prime Minister’s negatives. Today, 42% have a negative view of Mr. Trudeau compared with 36% who view him positively. Compared with last month, his negatives are up 5 points while his positives are down two.

Conservative Leader Erin O’Toole’s negatives have also increased over this period. Today, 30% have a negative view of the Conservative leader while 20% view him positively. This is the highest negative number we’ve measured for Mr. O’Toole since we started tracking his public image.

For Mr. Singh, impressions of him have remained relatively consistent over time. One in three Canadians has a positive view of the NDP leader compared with 24% who view him negatively (a slight increase of 3-points since last month).

GOVERNMENT COVID-19 PERFORMANCE

Our survey also asked respondents to rate the federal and provincial governments’ performance on a series of COVID-19 related areas. We asked the same set of questions on a survey in mid-January.

The public’s evaluation of the federal government’s performance in all areas has weakened, with the greatest shift in its handling of vaccines. While most Canadians continue to give the government positive or mostly positive assessments of its handling of the vaccine procurement and rollout, the delays and vaccine shortages over the past few weeks have come at a cost.

Today, 25% think the federal government is doing an excellent or good job ordering the vaccines that Canadians needed while 33% think it is doing an acceptable job. Over 4 in 10 give the government negative marks, an increase of 19-points since mid-January.

We find a similar shift in views on the government’s performance getting vaccines in as timely a fashion as possible. On this measure, positive assessments are down 7-points (21% say excellent or good), while negative reviews are up 17%.

In other areas of its COVID-19 response, the federal government continues to get strong assessments in how it shares information, supports the economic needs of Canadians, and supports the provincial governments.

The political risk for the Liberal government on the vaccine rollout becomes apparent when you consider that about 1 in 3 2019 Liberal voters give the Liberals negative ratings on its vaccine performance thus far. While most of these respondents haven’t shifted their voting preferences, it has caused a softening of their impressions towards the government, the Prime Minister, and the Liberal Party. We find downward pressure on all of these core measures,

In contrast to the federal government’s performance, we don’t find much change since last month on how Canadians view their provincial government’s performance on COVID. Negative assessments of how the provincial government is arranging vaccinations in a timely fashion is up 5-points, not nearly as large as the shift in views towards the federal government.

When it comes to vaccination rollout at the provincial level, we find those in the Prairies and Ontario to have more negative assessments of their provincial governments than those in Atlantic Canada, Quebec, or BC.

UPSHOT

According to Bruce Anderson: “Now that vaccines are being shipped and administered, a great deal of coverage and public interest has been devoted to the question of how quickly how many doses will be available in Canada. Stories about competition for doses, production delays, and the sense of uncertainty this leads to are naturally creating some degree of frustration and anxiety.

Whether it will carry a political price for the government is, to my eyes, too early to tell – since vaccinations weren’t available only weeks ago, and most people had expectations that were for being vaccinated in the second and third quarters rather than earlier. For now, the question is measuring confidence or a lack of confidence in the vaccine program. That confidence has come under pressure as unexpected delays crashed into the sense of relief and enthusiasm people were starting to allow themselves to feel.”

According to David Coletto: “Delays in the delivery of vaccines appear to have hurt the Liberals. Government approval, the Prime Minister’s image, and vote share are all down over the past few weeks. Simultaneously, negative perceptions of the government’s handling of the vaccination file have risen sharply.

These shifts underscore the political risk in the vaccine rollout. It is putting pressure not only on the federal government but provincial governments as well. For the first time since the pandemic started, as many Canadians disapprove of the federal government’s performance as approve – a signal that the relentless focus on vaccinations, delays, and procurement has hurt the governing Liberals.

But at the same time, none of the opposition parties seemed to benefit from all of this. Mr. O’Toole’s negatives increased over the same period, and the Conservative vote share didn’t budge an inch. Mr. Singh and the NDP have seen a small uptick in support but nothing that fundamentally changes their position vis-à-vis the Liberals.

It is still early in the vaccine rollout, and perceptions can change as more vaccines arrive in Canada. But this snapshot gives us insight into the politics of vaccinations and the political cost to those perceived to be failing to meet expectations.”

Interested in a deeper dive on the latest polling in the run-up to a possible election? Register today for David’s new webinar series inFocus with David Coletto on February 9, 2021.

And don’t miss any of our research and analysis, plus get our weekly Worth A Look newsletter. Sign up today.

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.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

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 2019 Canadian Election.

Contact us with any questions.

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

METHODOLOGY

The survey was conducted with 3,930 Canadian adults from January 29 to February 3, 2021. 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 +/- 1.6%, 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.

Canadian PoliticsCOVID-19MediaPolls

Canadians want a National Self-Care Strategy to help protect the public healthcare system

Cliquez ici pour la version en français

KEY FINDINGS
1. Healthcare is a top issue for most Canadians as many are dissatisfied with emergency room wait times and access to family doctors.

2. Canada’s ageing population, government deficits and debt, and the COVID-19 pandemic are seen as threats to health services across the country.

3. Self-care is widely seen as a tool to strengthen and sustain the public healthcare system and reduce costs within the system.

4. There is broad, national, cross-partisan support for a National Self-Care Strategy, developed and supported by the federal government.

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Watch the episodes of inFocus with David Coletto focused on self-care and the future of healthcare in Canada

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COVID-19 puts a bright spotlight on our own health and lifestyles as well as on the healthcare system. For the past ten months, Canadians were asked to make the right choices to protect themselves, their families, and their communities from the risk of the coronavirus.

But even before the global pandemic, the idea that people want to, and can, take better care of themselves was spreading. Thanks to increased access to health information, a broader range of health professionals, and a growing selection of consumer health products, Canadians have never had the tools and information to take better care of themselves.

At the end of 2020, Abacus Data conducted a national public opinion survey commissioned by Food, Health, and Consumer Products of Canada, the national association representing the country’s food, beverage, health, and consumer product manufacturers, to explore public perceptions about the health system, attitudes towards the concept of self-care, and the desire for a national self-care strategy.

Here is what we found:

HEALTHCARE IS A TOP ISSUE FOR MOST AS MANY ARE DISSATISFIED WITH ACCESS AND CAPACITY AS HEALTH CARE COSTS SOAR.
Over six in ten Canadians rank healthcare as a top issue with 31% selecting it as the top issue from a list of ten. Those over 45, women and those in Quebec are more likely to rank it as a top issue. Politically, Liberal, Conservative and NDP supporters all rank it as their top issue.

Emergency room wait times and family doctor availability are the two areas of the healthcare system in which a majority rate as unacceptable or terrible. There’s also wide dissatisfaction with the consistency of healthcare across the country and the overall capacity of the system. Most feel the amount and quality of information people have to make good decisions about their health is acceptable, but there is room for improvement even here.

THREATS TO PUBLIC HEALTH CARE: AGING POPULATION, DEFICITS & A PANDEMIC
Canadians understand there are forces at work that threaten the healthcare system they rely on. Most Canadians recognize that the COVID-19 pandemic, Canada’s ageing population, and government deficits and debts are all threats that can weaken healthcare services.

Moreover, 77% of Canadians believe that government spending on healthcare will have to increase over the next 10 years, putting further strain on government budgets which could threaten the health system’s sustainability.

OPPORTUNITIES TO IMPROVE PUBLIC HEALTHCARE: SCIENCE, TECHNOLOGY AND VIRTUAL CARE

At the same time, most Canadians believe that scientific innovation in diagnosis and treatment, digital technology and information sharing, and virtual care are all forces that can improve healthcare services. Having lived through an extended period where technology has made life more convenient, Canadians recognize these forces can also improve the healthcare system.

HOW CAN WE CONTROL THE COSTS OF PUBLICLY-FUNDED HEALTHCARE?

• 91% support ensuring that Canadians are well-informed about health and wellness matters and have access to the best information possible.
• 86% support creating more incentives for Canadians to live healthier lives by eating better and exercising more.
• 84% support efforts to support Canadians’ ability to take care of themselves to reduce unnecessary trips to hospitals, clinics, or family doctors.
• 83% support expanding the role of different health professionals in the system, like nurses, pharmacists, and paramedics.
• 75% support ensuring Canadians have access to all the same innovative, non-prescription medicines and natural health products as those in the United States or Europe.

These views are consistent across demographic, regional, and political groups.

SELF-CARE IS RECOGNIZED AS A TOOL TO STRENGTHEN THE PUBLICLY-FUNDED HEALTHCARE SYSTEM.

Almost all Canadians (95%) agree that “Canadians need more tools to care for themselves and a strong, resilient publicly-funded healthcare system there for when they can’t.”

This view is shared widely across regional, demographic, and political groups, with the overwhelming majority of Liberal, Conservative, NDP, Green, and BQ supporters agree with the idea.

A CONSENSUS: SELF-CARE IS A GOOD IDEA

Respondents were shown the statement below and asked whether the idea was a good or bad idea.

“Self-care lets people take better care of themselves. Self-care encompasses everything from making healthy lifestyle choices to treating minor health ailments to preventing and managing chronic diseases. It requires that people have access to good information and the tools to take care of themselves.”

Overall, 96% felt the idea presented was a good idea, with 44% feeling it was a very good idea. Reaction to the self-care concept was widely embraced, especially among younger Canadians, women, and those who support the major political parties. In fact, there was near cross-partisan consensus on the concept of self-care.

CANADIANS WANT A NATIONAL SELF-CARE STRATEGY

Given the broad support for self-care, it is not surprising that 87% of Canadians think it is a good idea for the federal government to develop a National Self-Care Strategy, proposed by Food, Health, and Consumer Products of Canada. Only 5% have a negative reaction to the proposal while 8% are unsure.

The idea of a National Self-Care Strategy finds wide support across the country and political spectrum. Large majorities in every region of the country, across all age groups (especially those under 30 and over 60), and among men and women. Liberal supporters are the most enthusiastic about the idea, but Conservative and NDP supporters overwhelmingly feel developing a national strategy is a good thing.

BROAD SUPPORT FOR PROPOSED COMPONENTS OF A NATIONAL SELF-CARE STRATEGY

The survey also asked respondents to respond to several aspects that FHCP wishes to see included in a National Self-Care Strategy. In all cases, a majority said they would like to see the actions happen.

• 82% like “improving health literacy so Canadians can make better decisions about their health and improve their ability to care for themselves.”
• 81% like “removing the GST on non-prescription medications, thereby lowering their cost for consumers.”
• 75% like “allowing Canadians to claim non-prescription medications they regularly use to manage their health for the Medical Expense Tax Credit.”
• 60% like “removing unnecessary barriers to switching medications from prescription to non-prescription or over the counter status.”
• 57% like “changing regulations to ensure that companies that make non-prescription or over the counter medications and natural health products can more easily introduce new products available in other countries into Canada.”

UPSHOT

Healthcare is the top issue in Canada right now. The COVID-19 pandemic has put a spotlight on our health and the capacity of our healthcare system. But prioritizing healthcare is not a recent trend. For years, Canadians have consistently put improving the healthcare system at the top of their agenda.

Budget deficits, an ageing population, and a global pandemic raise doubts about the sustainability of the healthcare system. But technology, scientific innovation, and increased access to virtual care give Canadians hope that there can be improvements to the system.

The desire to see a robust, resilient and sustainable healthcare system is a priority for almost all Canadians.

A National Self-Care Strategy that aligns efforts across the country empowers Canadians to make better decisions while giving them access to affordable, high-quality products is widely supported.

Improving the healthcare system does not divide Canadians like other issues. There’s a broad consensus that governments, both federal and provincial, will face immense fiscal challenges in the years to come. The public sees a National Self-Care Strategy as a tool to strengthen the publicly-funded healthcare system they rely on and value while providing them with the tools and products they need to take care of themselves when they can.

There is a lot of upside with little political risk in starting a national conversation of the merits of self-care, especially when framed around a collective effort to improve health outcomes, prevent chronic illness and disease, and strengthen the healthcare system that is a core element of Canadian identity. This is an area where the federal government can play a leadership role while working collectively with provinces.

Interested in a deeper dive on this data and hear from experts about how a National Self-Care Strategy would work? Register today for inFocus with David Coletto, a digital event being supported by FHCP on February 3 at 1pm ET.

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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.

Find out more about what we are doing to help clients respond to the COVID-19 pandemic.

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 2019 Canadian Election.

Contact us with any questions.

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METHODOLOGY

Our survey was conducted online with 2,000 Canadians aged 18 and over from December 27, 2020, to January 1, 2021. A random sample of panellists was 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 margin of error for a comparable probability-based random sample of the same size is +/- 2.2%, 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 poll was conducted by Abacus Data and paid for by Food, Health, and Consumer Products of Canada.

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