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.
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.”
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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.
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.
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.
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.
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.
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.
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.
We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.
We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.
We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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 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.
The new year brings back a more familiar political reality for Doug Ford, with the Premier’s net popularity dropping from its high of +30 in the early days of the pandemic, to a peak of +35 in August, to just +4 today. Just about four in ten Ontarians have a positive impression of the premier while 35% have a negative one. While still well below the average 50 to 60% disapproval rating we tracked throughout 2019, the trendline suggests things are not moving in the Premier’s favour.
But none of his political adversaries are benefiting from Ford’s weakness, however, with all opposition figures stagnating at previous favourability levels. Four in ten Ontarians continue to not know enough about Steven Del Duca to have an opinion while Andrea Horwath’s image remains mixed, with many still having a neutral view of the long-time NDP leader. Doug Ford continues to be the most popular party leader in the province.
Impressions of the Ford government overall are moving in tandem with the Premier’s image. Since our last survey in October, the provincial government’s approval rating is down 8-points, however, more still approve of the government’s job performance than disapprove.
Case in point: Were the election called today, 34% of Ontarians would vote for Doug Ford and the PC Party, 29% would vote Liberal and 25% would vote for the NDP. These figures are all within the error margin of results measured late last fall.
As the rise in the government’s approval rating was tied to its performance around the pandemic, so too is its decline.
Our latest survey finds substantial declines in public assessments of the government’s approach to the pandemic.
Only 37% now believe the Ontario government is in control of the situation today, a drop of 25-points over the past months. The belief that the province has a clear plan, is providing consistent and advice and guidance and is generally making the right decisions have all dropped significantly in the last few months. Most Ontarians still believe the Ontario government is making public health the priority, but even this is only believed by a slim majority (61%).
The survey also asked about the government’s COVID-19 performance in specific policy areas. In most of these, a majority felt the government was doing a poor job, especially when it comes to long-term care, reducing the number of people getting COVID-19, dealing with the backlog for surgeries and treatments, and preparing for a second wave.
When asked about Doug Ford’s overall response to COVID-19 in general, 27% of Ontarians today believe he has done a bad job and made crucial mistakes, an increase of 10-points since October. Most still believe he has made mistakes but has done as well as can be expected.
When pressed on his performance on the rollout of vaccines specifically, Ontarians give Premier Ford a better assessment than they do of the government’s response in general.
However, Ontarians are split on whether the current state of vaccine distribution is going well or poorly overall, with more leaning towards poor. This is not necessarily a partisan proposition – as many Liberal and PC voters believe it is going well, with a sizable minority of NDP and Green Party voters agreeing. But it is strongly correlated with whether one approves of the provincial government today, and how well they believe the province is doing on COVID-19 more generally.
ON-THE-FLY LEADERSHIP
Voters are definitively united on one thing: the clear majority are of the view that politicians and health leaders leaving the country for holidays is completely unacceptable (75%). Most of the remainder either believe it unacceptable but understandable or have no view, rather than thinking it acceptable.
The case of former finance minister Rod Phillips served as a lightning rod for public disappointment. Nine in 10 have heard about the former minister’s vacation to the Caribbean over the holidays. Of those aware, only 37% believe the premier handled the situation well while 49% believe he handled it poorly, with 14% suggesting it was largely out of his hands.
When the sequence of events and Ford’s announcement of his resignation is laid out to them, Ontarians are neatly split in their reaction. Half believe Philips’ resignation was sufficient, four in ten believe it was not nearly enough.
In contrast, a small minority (7%) believe the premier went too far and believe the finance minister should not have resigned at all. Ontarians’ view of this is associated with their existing view of and support for the provincial government in general, though 29% of the government’s boosters believe the reaction was not nearly enough.
THE UPSHOT
There’s no doubt that a lot of the fundamentals are in decline for the Ford Government. His personal reputation, assessments of his government’s leadership, and assessments of his handling of COVID-19 have all been in a steady decline over the past few months. However, vote dynamics are largely unchanged. The Liberals, steadily in second place, are merely standing in as a reliable placeholder. Most Ontarians don’t know what to think of Del Duca yet.
While Ontarians hunker down and do their best to follow public health guidance, they are paying attention to the political class, and are noticing and are angry about the apparent set of rules they must follow and those followed by some making the rules themselves. Yet, this is where Premier Ford continues to have some resilience – on his motivations. Most continue to believe that despite making some mistakes, he is still doing his best during this challenging period. Despite criticism and frustration over his role in his government’s management of long-term care and school closures, most continue to believe the premier is doing the best he can under difficult circumstances.
While it is impossible to predict the future, we see that should the worst of the pandemic be behind us in this quarter, the Premier Ford just might salvage some of the goodwill he has built over the past ten months. Should things take a turn for the worse – the trajectory is clear. Ontarians are increasingly losing patience over the situation and may come around to assessing the Premier as poorly as they were at the heights of his unpopularity pre-pandemic.
Should this happen, a drop in vote intention and perhaps a consolidation behind one opposition may follow suit.
Interested in a deeper dive on the latest polling in the run-up to a possible federal 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.
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.
Find out more about how we can help your organization by downloading our corporate profile and service offering.
METHODOLOGY
The survey was conducted with 793 Ontario residents January 8 to 12, 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 +/- 3.48%, 19 times out of 20.
The data were weighted according to census data to ensure that the sample matched Ontario’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.
Our latest national polling data shows that an election held today would see the Liberals with 35% support (unchanged from last month), the Conservatives at 31%, the NDP at 17% and the Greens at 6%.
Regionally, the Liberals have a 10-point lead in Ontario and a 9-point lead in Atlantic Canada. In Quebec, the Liberals and BQ are statistically tied while in BC, we find a close three-way race between the Conservatives, NDP, and Liberals. The Conservatives lead by wide margins in the Prairies.
We also track the accessible pool of voters each major party has – that is, the percentage of Canadians who say they would consider voting for the party. Half of Canadians say they would be open to voting Liberal (53%), 8-points more than the Conservatives (45%) and 9-points more than the NDP (44%). The Liberals have consistently had more than half of the electorate open to voting for them while the Conservatives have ranged between 43% and 47% for all of 2020 and now into 2021.
The federal government’s approval rating has held fairly steady for the past few months. Today, 44% approve while 36% disapprove, similar to what we found last month. Over 3 in 4 2019 Liberal voters approve of the government’s performance as do 1 in 5 Conservative voters, 42% of NDP voters, and 37% of Green voters.
Canadians are split on their views of Prime Minister Trudeau. 38% have a positive view while 37% negative. In contrast, Conservative Leader Erin O’Toole has a net negative impression with 20% having a positive view and 28% negative. NDP Leader Jagmeet Singh’s negatives have declined to the lowest level since May with 34% viewing him positively and 21% negatively.
Our survey also asked respondents to rate the performance of the federal government on a number of measures. On all but one (managing the deficit/debt) a majority feel the government is doing a good or acceptable job. The government gets more positive evaluations for supporting those in trouble because of COVID-19, representing Canada internationally, and communicating with Canadians.
Negatives are highest when it comes to managing the deficit/debt, handling the economy, and being accessible and accountable.
UPSHOT
According to Bruce Anderson: “We know that most people are not paying much attention to partisan politics, preoccupied as they are with the health and economic pressures caused by the pandemic.
But even within that context a couple of things do stand out. Liberals would likely be re-elected with these numbers but the current splits in Quebec might mean they fall short of a majority, so that is a key battleground to watch.
Second, events in the United States are making it a more difficult time than ever perhaps to convince many centre and centre left voters in Canada to warm to conservative politics – and this may be the biggest challenge Erin O’Toole faces. At the time of the last election the accessible voter pools for the Liberals and Conservatives were almost equal – now a significant gap has opened up in favour of the Liberals.
Mr. O’Toole has failed to muster much frustration with the Liberals on policy issues – with only 39% unhappy with economic policy, only 24% unhappy with COVID support, and only 52% unhappy with fiscal management (despite record deficits). A protracted effort to paint the Trudeau government as unethical still finds only 33% offering a negative rating. The Liberals announced new climate and clean fuel measures which Conservatives attacked as costly and misguided – but still, only 29% are unhappy with Ottawa’s handling of the climate file.
From my standpoint, this signals that Conservatives are not finding much success in attacking Trudeau or his government’s policy approach and may not unless Canadians have some sense of what Conservatives would do differently and better if they were in office.
While policy platforms often don’t capture much attention or drive voting behaviour in this situation without laying out alternatives more clearly, significant numbers of voters may default to a worry that the nativist current they see running through conservative politics in the US would be part of what they would get if Canada’s Conservative Party were to win.
We have run a lot more questions to delve into the different threads of conservatism among Canadians and will be publishing those findings in the days ahead.”
According to David Coletto: “As we start 2021, the public opinion landscape in Canadian politics looks similar to most of the end of 2020. More approve of the federal government than disapprove, Mr. Trudeau’s image is stronger than after the last election but weaker than in the early months of the pandemic. Mr. O’Toole’s negatives are starting to rise while Mr. Singh’s image hasn’t changed much over the past 12 months at all.
The Liberals hold a 4-point lead nationally but have a 10-point lead in Ontario, are competitive in Quebec and BC, and hold a wide-advantage in Atlantic Canada. The Liberals continue to hold the upper-hand on the Conservatives who have barely budged beyond a narrow band of 30% to 32% since the last federal election. With a higher approval rating than before the election and an electorate not likely really thinking about vote choice at the moment, the Liberals still have room to grow and convert goodwill into votes.
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.
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.
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 January 8 to 12, 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 +/- 2.2%, 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.
One of the things we can look forward to in 2021 (assuming vaccine timelines remain on track) is a slow return to the workplace. For some, this might be a welcome change but not everyone has had a positive experience in the workplace.
We do a lot of work with companies, unions, and member-based associations using research to help them better understand their workforce or membership and to serve them better on topics like inclusion & diversity, member relations and more. This got us interested in how the average employee in Canada feels about their workplace, especially about diversity and inclusion.
We found that Canadian workplaces still have a long way to go, especially when it comes to groups that traditionally face discrimination in the workplace.
Half of working Canadians (54%) have observed instances of discrimination towards other employees. This includes less than equal treatment based on their race, colour, religion, sexual orientation, or anything other than their skill.
Women are 10-pts more likely than men to observe an instance of discrimination.
Those who identify as a visible minority are 16-pts more likely to observe an instance of discrimination compared to those who do not.
And millennials and Gen Z are 16-pts more likely to observe discrimination, compared to older Canadians. Our previous research finds that younger generations are more sensitive and aware of discrimination and therefore are more likely to see it when it occurs. There is also a generational difference in how discrimination is defined and what different generations think constitute it. It’s also worth mentioning that Canada’s younger generations are more diverse than older ones which further adds to their awareness of the issue.
Close to half of working Canadians (45%) say that they’ve experienced discrimination themselves.
The difference between those who identify as a visible minority and those who do not is even more staggering.
65% of those identifying as a visible minority have experienced discrimination in the workplace, 26-points higher than those who don’t self-identify as a visible minority.
Perceived discrimination in the workplace is also higher among women than men – by 8-points.
And millennials and Gen Z are 12-pts more likely to report experiencing discrimination at work. Again, given that these two generations now make up the majority of working-aged Canadians this is a signal for employers everywhere that there’s much work to do.
All in all, 59% of Canadians have either witnessed discrimination in their workplace, experienced it themselves, or both. This includes two-thirds (65%) of women, two thirds of millennials/Gen Z (66%), and three quarters (74%) of those identifying as a visible minority.
Considering nearly two-thirds of Canadians have personally experienced or witnessed a situation of discrimination, it’s likely that there’s at least some dissatisfaction with the leadership at their organization.
But what we find is that this dissatisfaction doesn’t seem to come from what we perceive to be the belief systems of leaders or whether or not we feel they have the best intentions.
We also asked employees whether they feel the leadership team at their organization believes in ensuring a culture of inclusivity for all employees and believes in the importance of promoting diversity.
Around 60% said they strongly believe that the leadership team at their organization believes in ensuring a culture of inclusivity. And similar numbers say the same about their leadership team believing in the importance of diversity.
And what’s most interesting is that women are much more likely to say their leadership team has their heart in the right place, compared to men. (There are no notable differences between those who identify as a visible minority and those who do not and age.)
When it comes to specifics, most give their workplace a good rating as well. At least 60% say that their employer does a good job providing equitable treatment for many backgrounds and identities including people of colour, women and LGBTQ+. Most also give their employer a good rating for ensuring equitable treatment amongst different religious and political beliefs.
The differences between gender, age and identifying as a visible minority are not as common. But there is a key difference between those who say they’ve experienced discrimination in their workplace (either first-hand or as a witness), and those who have not.
Those who feel there is discrimination in their workplace are 20-pts, and in some cases nearly 30-pts, less likely to say their workplace ensures equitable treatment for these groups.
And so, this interesting balance remains. On one hand, over 60% say their workplace provides equitable treatment for many different groups of people. But in what seems to be a direct contradiction, one in two have witnessed or experienced discrimination in the workplace because of their identity.
So, is it the policies and programs that could use improvement?
From an employee perspective, these are mixed too. 62% say their employer provides a safe and trusted way to discuss any discrimination/bullying in the workplace. The rest are not sure or don’t feel they do. The same number say there are appropriate training and policies to promote diversity and inclusion in the workplace.
Once again, while most say things are good, there is a clear difference between those who’ve experienced discrimination (themselves or as a witness) and those who have not. This difference is around 20-pts for each of the programs and policies below.
On paper, most Canadian companies would get a passing grade, but just barely. 62% may seem like a good majority of employees but a sizeable minority of Canadian workers don’t feel their workplace or employer is taking diversity seriously. And remember, that 62% who are satisfied is carried in large part by an older generation who no longer make up the majority of the workforce.
One thing is clear: Experiencing discrimination in the workplace (either personally or as a witness) does a lot to shape one’s opinions about the actual diversity and acceptance in the workplace and whether or not the programs and policies in place are actually working.
Also important to note are the groups most likely to experience discrimination, either themselves or as witnesses, have been traditionally underrepresented in many industries but are only set to grow. This provides an opportunity for companies, unions, and member-based associations to change course and become inclusive for all, but it also creates challenges as leaders work to build diversity and inclusion policies that work for their increasingly diverse workforce.
There is a lot of work to be done and many different potential sources of the problem across all workplaces.
Perceptions about diverse workplaces may come from a lack of common definition of what constitutes discrimination, a problem that we often see between generations.
Everyone can have the same diversity rules in their handbook, but the actions or inaction of staff, and the implicit company or industry culture can make or break diversity in a workplace. These subtleties aren’t the same everywhere. That’s why it is so important to collect feedback from employees, to understand what’s working and what can be improved on when it comes to diversity and inclusion, and beyond.
Another reason may be that these discriminatory actions aren’t adequately covered in any of the programs and policies in the first place. It seems that most workplaces in Canada are equipping their teams with policies and training, but are these tools actually effective for managers to instill the values of diversity and inclusion? Hearing from mangers is just as important as hearing from staff, to understand if the policies created in head office can actually be implemented across the company.
But above all else, regardless of the contributing factors, more needs to be done to ensure that no Canadian worries about facing discrimination during the work day.
So how does your workplace compare? Now that you know what the average working Canadian thinks are you able to see how your workforce measures up? Or are you unsure if your colleagues and employees feel the same?
From our own experience, and with this research we know that challenges happen in nearly every industry and workplace, but the specific circumstances are unique to your workplace/industry culture. If you are interested in conducting an assessment within your own company, union or member-based organization we’d love to have a conversation to learn more about your unique context and how we can develop a research approach that meets your needs. Please reach out at: oksana@abacusdata.ca.
METHODOLOGY
The survey was conducted with 691 employed Canadians aged 18 and older from November 26 to December 1, 2020. 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 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 +/- 3.7 %, 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 ABACUS DATA
We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.
We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.
We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.
In the past 20 years, new technologies have disrupted countless sectors, created entirely new industries, and fundamentally changed the way we live, work, and play. The COVID-19 pandemic has accelerated technological uptake and evolution in the most abbreviated time horizon we’ve ever witnessed.
In an effort to limit the spread of the virus while maintaining much needed social connection, more Canadians have turned to technology to help them stay in touch with friends, family, and coworkers.
Though most younger Canadians already used technology in their day-to-day life, older Canadians were pushed to learn and adopt new platforms – be it FaceTime, Zoom, Instagram, or any of the countless other web-conferencing tools out there – to keep in touch with loved ones, work remotely, and even connect with medical professionals.
Technology has taken on a role that surpasses efficiency or convenience, becoming a necessity for nearly all Canadians.
That being said, in many cases, the virtual experience pales in comparison to the in-person. With that in mind, we wanted to explore what in-person activities Canadians miss most and whether they have been looking online for ways to participate in these activities virtually.
Here is what we found:
While many of us have been bingeing full seasons of shows on our various streaming services, we found that just over half (53%) miss the big-screen experience of being able to go see movies in a movie theatre.
About 4 in 10 admit that they miss the experience of cheering on their favourite sports teams or singing along to songs at concerts or experiencing theatre performances. Just under a third miss dancing the night away at a night club or participating in interactive art experiences.
Millennials have been impacted the most when it comes to being unable to do many of the activities they enjoy and therefore miss the activities mentioned above more than other generations.
Many activities Canadians enjoy are in-person experiences, and during the pandemic, there has been a monumental effort to shift these experiences that are normally enjoyed in-person to digital venues.
On average, Canadians report that they typically consume about 3.7 hours of online video content of live arts and culture performances or events in a week – 5.8 hours a week for millennials, more than 50% more per week than the average Canadian. These activities could include online concerts or theatre performances or virtual live arts performances, etc.
Breaking this down, almost half (49%) say they do not consume these kinds of performances online, 35% say they consume between 1 to 5 hours of online content a week, and 16% consume 6 or more hours a week.
In the spirit of an increased focus on shifting in-person activities to online experiences, 42% of those who consume 6 or more hours of online video content of live arts and culture performances weekly say they are consuming more of this content than before the pandemic, and about 3 in 10 (26%) for those who consume 1 to 5 hours weekly.
Digging a bit deeper for what kind of online video content Canadians are consuming, we see that a third (33%) are viewing online live streaming content, and 24% are consuming online live concerts or live music performances. A small portion of Canadians reports that they typically consume webinars, vlogs, or participate in virtual hangouts like on Zoom or HouseParty online. Millennials consume more of the aforementioned online content than other generations.
As we move towards a post-pandemic world, about 3 in 10 (28%) of those who currently consume any online content weekly plan to spend less time online consuming or participating in live performances and virtual content online – even though a large majority (65%) are satisfied with the content available. Another 64% say they will spend about the same amount of time.
Once health officials permit certain activities to resume, and somewhat in proportion to the amount they have been missing certain in-person activities, Canadians will be most comfortable returning to outdoor concerts and seeing a movie in a theatre. There will be more hesitation when returning to other indoor activities like concerts, sports games, and interactive art experiences – the idea of jam-packed music festivals and night clubs will be a difficult sell as well.
Taking the above with a grain of salt, keep in mind that it is more likely Canadians will be more uncomfortable than comfortable returning to any of the in-person activities they have been missing. This means streaming services, online alternatives to live music and performances, and connecting with friends and family will continue to dominate for a while even after the pandemic is mostly behind us.
THE UPSHOT
According to Megan Ross: “Regaining the trust of Canadians will be a challenge in ensuring safety at many kinds of arts and culture in-person events/performances once these activities are once again permitted.
The level of comfort returning to these activities is already low, and although Canadians admit to missing these kinds of activities, the availability of virtual alternatives will likely not be abandoned once in-person options are allowed.
It seems the shift in the use of technology for the consumption of arts and culture content will stick around even once the pandemic begins to subside. The pandemic has created new competition for live entertainment further complicating the effort needed to get Canadians out of their homes. Rethinking the customer journey will be critical as we emerge from the pandemic.”
METHODOLOGY
Our survey was conducted online with 1,500 Canadians aged 18 and over from November 17 to 20, 2020. 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 +/- 2.5%, 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 ABACUS DATA
We are the only research and strategy firm that helps organizations respond to the disruptive risks and opportunities in a world where demographics and technology are changing more quickly than ever.
We are an innovative, fast-growing public opinion and marketing research consultancy. We use the latest technology, sound science, and deep experience to generate top-flight research-based advice to our clients. We offer global research capacity with a strong focus on customer service, attention to detail and exceptional value.
We were one of the most accurate pollsters conducting research during the 2019 Canadian Election.
