Arts and culture during a pandemic and what will come next

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.

Contact us with any questions.

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

COVID-19PollsTechnology

Now and then: How have Canadian views on politics and the economy changed over 2020?

2020 was a year to remember, or perhaps to forget.

It started with rail blockades, wildfires in Australia, and Ukrainian International Airlines Flight 572 being shot down in Iran that killed 55 Canadians and 30 permanent residents. A few weeks later, the Coronavirus was spreading around the world and starting in mid-March through the rest of the year, much of the country was facing serious restrictions on economic activity and social lives.

Given this unprecedented time, we were keen to track public attitudes and we interviewed more Canadians for our surveys than we have in any of our ten previous years in the business.

In this report, we do a quick comparison of some key tracking metrics comparing our first national survey in January 2020 with our last one in December 2020.

KEY TAKEAWAYS

1 – The federal government’s approval rating and Prime Minister Trudeau’s personal image is better today than it was in January

2- None of the federal political parties find much more support than they did in January with the Liberals holding a slight advantage over the Conservatives at the end of 2020.

3 – Pessimism about the near term future of the economy is elevated compared to January, but personal financial confidence is remarkably similar to what we say at the beginning of the year.

Here’s a review of where things stand today.

Direction of the Country

40% of Canadians feel the country is headed in the right direction – almost exactly where it was in January at 39%. In contrast, 40% feel it’s headed in the wrong direction, within the margin of where it was in January.

Federal Government Approval

More Canadians approve of the job performance of the federal government today than they did back in January. 45% approve, up 7 from January while 36% disapprove, down 6.

Impression of Justin Trudeau

Mr. Trudeau’s personal image is improved since the start of the year. In January, 35% had a positive impression of the Prime Minister. Today’s it is up 4-points to 39%. His negatives are down 7 since January (44% to 37%).

Impression of Erin O’Toole vs. Andrew Scheer

When the year started, Andrew Scheer was Conservative Leader and was viewed negatively by Canadians. Erin O’Toole, the new Conservative leader finds himself with negatives much lower than those of Scheer, while his positives are slightly higher (22% vs. 19%).

Impression of Jagmeet Singh

Views of Mr. Singh haven’t changed much since the start of the year. In January he had a +10 rating. Today it is +9.

Federal Vote Intention

If an election was held at the time of the survey, the Liberals would hold a slight advantage nationally. The Liberals are ahead of the Conservatives by 3-points (35% to 32%) while the NDP is in third at 17%. Compared with January, there has been almost no change in national vote intention.

Accessible Voter Pools

The accessible voter pools for the three largest national parties are about the same as in January. The Liberals have the largest as the year ends (51%) with the NDP and Conservatives having equal-sized voter pools (46%). The BQ and the Greens have seen their accessible voter pools shrink since January (Greens -5, BQ -6).

Macroeconomic Outlook 

Today, 48% describe the current economic conditions in Canada negatively compared with 29% at the start of the year. 1 in 4 feel positive, down 15-points since January.

Personal Financial Situation

Despite the weaker macroeconomic outlook, the same percentage of Canadians as in January feel confident about the personal financial situation. In fact, those who describe their financial situation as “worried” is 3-points lower than at the start of 2020.

Provincial Economic Outlook in Next 12 Months

When asked how their provincial economic will do over the next 12 months, 40% think it will be in recession, 28% think it will grow, while 32% say neither recession nor growth. This outlook is more negative than it was at the start of 2020.

According to Bruce Anderson: “The numbers in one sense reveal that many people have suspended their interest in politics as they have grappled with the pandemic and the economic and health fallout.  Still, to the extent that some inferences can be taken, the ones that stand out for me are first that the WE matter, a massive increase in the deficit, the various pressures and tensions that come with the pandemic the Trudeau government enjoys more public confidence today than it did in January, only 3 months after re-election.

Second, replacing the unpopular Andrew Scheer with Erin O’Toole erased a major negative for the party – but to date, there has been no increase in accessible voters, current support for the party, and not much to show in terms of building enthusiasm for Erin O’Toole personally.  His strategy of brittle attacks on Trudeau personally, a heavy emphasis on China-bashing but without really making it clear how a vote for China-bashing would help the average Canadian, and closing the year with attacks about vaccine availability which may be backfiring as vaccines arrive, should perhaps give the Conservative leader pause to reflect on whether Canadians are looking for something different from the opposition leader.

Finally, the attitudinal resilience of Canadians is unmistakable in these numbers.  People enter what should be a better year with a reasonable – and frankly remarkable – level of personal economic confidence.  Optimism may have been much lower were it not for efforts to cushion the effects of the pandemic, and while some difficult months lie ahead, Canadians are, tentatively perhaps, showing faith that the country will have better days before too much longer.

“For parties planning election strategies, national numbers are less important than the regional races, and in particular those regions that are up for grabs. Looking at the data from that standpoint reveals some positive indications for the Liberals. Across the rest of Canada apart from Alberta and Saskatchewan, (where the Liberals have no seats and thin prospects at best) approval of the Trudeau government finished the year 8 points better than the January level, and Justin Trudeau’s personal rating went from a -3 to a +8. In the rest of Canada, the Liberals started the year with a 10 point lead and finished with an 11 point lead.

The Conservatives – in order to win an election – need to make up ground in places other than Alberta and Saskatchewan. Replacing Scheer who had a -36 rating in the rest of Canada with O’Toole who has a -8 rating, may help but to date, this has not translated into a boost in support, which was 26 in January and 27 at the end of the year.”

According to David Coletto: “After one of the most unprecedented years in most Canadians lifetimes, it’s remarkable how little has changed in terms of aggregate public attitudes about our political leaders and the direction of the country. That being said, as we enter 2021, there are some notable shifts.

The Prime Minister and his government start the new year with more goodwill and general approval than when 2020 began. More view Mr. Trudeau positively than negatively after facing the reverse for most of 2019.

Despite severe economic, health, and social disruptions caused by the pandemic, Canadians are as optimistic about the direction of the country as they were at the start of 2020 and as many feel confident about their personal economic situation as did before it all started.

Despite two new federal party leaders, immense government intervention in the economy and a massive deficit, the overall vote intention numbers remain remarkably consistent. Today, the Liberals would likely win again although the likelihood of a Liberal majority, in my view, is a coin flip.”

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 December 14 to 18, 2020. 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

How are Canadians celebrating (or not) Christmas this year?

With COVID-19 cases numbers climbing and the holiday season in full swing and Christmas just around the corner, how will celebrations be impacted this year?

Every year, we ask Canadians how they are planning to celebrate Christmas.

Here’s a summary of what we found:

Canadians are most likely to greet one another with “Merry Christmas” this holiday season (58% – down 4-points from last year) – about a quarter will greet others with “Happy Holidays”. Of those who celebrate Christmas as a secular holiday 59% will greet others with “Merry Christmas”.

Holiday spirit has not been dampened too much by the pandemic, with almost all (82%) Canadians planning to celebrate Christmas this year – down 5-points from last year.

Christmas has shifted over the years from being celebrated primarily as a religious holiday to a secular holiday. Currently, half of Canadians report that they celebrate Christmas as a secular holiday – no change from last year.

Roast turkey is still the most popular choice to be served for Christmas dinner with 56% reporting they plan to serve that on their tables – but is down 8-points since last year and 19-points since 2012. Back in 2012, 75% of Canadians said they would serve turkey on their Christmas dinner table.  Chicken as the main course has increased over the years, along with vegetarian options.

Millennials are continuing to change the course of tradition. They are more likely to choose something other than turkey, like chicken, roast beef, or vegetarian options for their Christmas meal compared to older generations.

With most of us spending much more time at home this holiday season, decorating for the holidays could serve to lift our moods and remind us of the joy the holiday season brings. 3 in 4 plan to decorate their homes for Christmas – no real change from last year.

There is, however, a huge shift in travel plans this holiday season compared with last year – as suggested and encouraged by the Canadian government. 90% say they will NOT be travelling out of town this holiday season – up about 16-points from last year.

With budgets, a bit tighter this holiday season, a third of Canadians expect to spend less on gifts (up 12-points from last year) – although 4 in 10 say they plan to spend about the same as last year.

Online shopping has been a necessary alternative to in-store shopping during the pandemic and of the 72% who say they plan shop for gifts this holiday season, 65% report that they will do more than half of their holiday shopping online this year – up 19-points from last year. Millennials still lead the trend of online shopping, with 76% doing more than 50% to all their of their holiday shopping online this year – 25-points higher than boomers and 6-points higher than GenX.

Our team at Abacus Data also wanted to get to know our holiday traditions and holiday favourites. We asked Canadians to select their holiday preferences out of a pair of options.

Here’s a summary:
• Canadians are split on the type of Christmas tree they prefer: Artificial trees (53%) beats real trees (47%) by a whisker.
• Michael Bublé (54%) is the favourite over Bing Crosby (45%) but a somewhat larger margin.
• Gift wrap options divide the nation: 52% prefer gift bags while 48% prefer wrapping paper.
• Hot chocolate (72%) easily beats eggnog (28%) as a preferred holiday beverage.
• More would prefer to receive cash as a holiday gift (62%) than a gift card (38%).

Finally, almost eight in ten Canadians would prefer to have snow on Christmas than no snow on Christmas (21%).

We also asked respondents to select their favourite holiday foods, indoor and outdoor activities, and others from a list.

Here are the top five for each category.

Favourite Holiday Cookie:

Shortbread – 34%
Chocolate chip – 22%
Gingerbread – 18%
Sugar – 13%
Butter biscuits – 6%

Favourite Holiday Movie:

Home Alone – 26%
National Lampoon’s Christmas Vacation – 15%
Elf – 12%
Miracle on 34th Street – 9%
It’s a Wonderful Life – 9%

Favourite Holiday Side Dish:

Potatoes – 35%
Stuffing – 35%
Vegetables – 13%
Cranberry sauce – 8%
Pigs in a blanket – 5%

Favourite Holiday Song:

Holy Night – 17%
All I Want for Christmas is You – 15%
Jingle Bells – 14%
It’s Beginning to Look a Lot Like Christmas – 13%
White Christmas – 12%

METHODOLOGY

Our survey was conducted online with 1,500 Canadians aged 18 and over from December 14 to 18, 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 +/- 2.1%, 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.

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.

Contact us with any questions.

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

Consumer BehaviourCOVID-19

Electric vehicles are picking up speed in public support

In the latest round of survey work by Clean Energy Canada and Abacus Data, two out of three people in Canada (67%) believe that President Biden’s election will help make electric vehicles a growth industry and that Canada should do everything we can to attract electric vehicle manufacturing here. Only 33% think the market won’t change very quickly and that we shouldn’t put much effort in this area.

A similar majority (64%) hope electric cars become the majority of vehicles that consumers drive, and even more believe that will be the case (76%). The number of people who foresee a day when electric vehicles are the majority of vehicles on the road has increased 6 points in the last 18 months.

In terms of the expected time frame for this transition, just over half (52%) of those interviewed think this will happen in 15 years or less.

Personal interest in purchasing an electric vehicle is on the rise, with a 9-point increase since March of 2019 in those who say their next car is more likely than not to be an electric vehicle.

The interest in electric vehicles is high across the country. Albertans show lower levels of interest, but even in that province, just under half say they are leaning or likely to buy an electric vehicle next. Conservative voters show a similar pattern.

But perhaps the most powerful indicator of forward momentum is the influence of generational attitudes. Only one in five of those under 30 would be inclined to buy a combustion engine vehicle, and only one in three of those 30-44.

While younger generations show much stronger levels of inclination to purchase, that is not to say that the market for electric vehicles isn’t strong among older people too. Among those 60 or older, 52% indicate they are more likely than not to buy an electric vehicle next.

UPSHOT

According to Bruce Anderson: “Ten years ago, there were less than 20,000 electric cars on the road. Last year, the number passed 7 million. Demand for e-vehicles is stronger than it has ever been and as technologies improve, range anxiety decreases with longer battery life and more charging stations, the pace of change looks ready to accelerate. Younger people want zero-emission vehicles to be the norm and don’t feel like buying one is an experiment that might or might not work out – for them it is what they expect from manufacturers and what manufacturers are promising to offer. Alongside this most Canadians expect the government to help our auto sector evolve in this direction so that Canadian workers can be fully engaged in this remarkable and rapid transformation.”

According to Merran Smith, Clean Energy Canada’s executive director: “Canadians are excited about electric vehicles. And for good reason: EVs save drivers thousands of dollars a year on fuel and maintenance while also cutting pollution and improving air quality. But more than that, as EVs hit roads around the world in record numbers, they also offer an opportunity to revitalize Canada’s auto sector. It’s clear that Canadians see an electric future—and that they want their government to ensure we stay up to speed.”

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 1,419 Canadian adults 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 +/- 2.6%, 19 times out of 20.

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

COVID-19MediaPolls

The Happiness Monitor- Who is the happiest?

One of the things we are most interested in when starting the Happiness Monitor was answering the question; ‘who is the happiest?’. We took a look at some difference demographics to see how happiness compares to build a portrait of national happiness.

Where are the happiest people in Canada?

Looking at the data from our latest survey- out of field last week-happiness is fairly consistent across the country.

There isn’t much difference between the happiness of people in major cities, nor is there a difference if you’re living in an urban or rural area.

Does age bring happiness? What about money?

It turns out that in Canada, older people tend to be happier than younger people. Aside from a big jump in happiness once you get past 30, happiness grows steadily.

Education and household income both do bring some level of happiness but they too also have limits. Once someone’s household income exceeds $50K the changes to their level of happiness are negligible. Turns out that the phrase ‘money buys happiness’ has its limits.

What does bring happiness however, is employment. The stability offered by employment, does more for our happiness than education and even income. Retirement also bring happiness.

Are religious people more happy?

At least in Canada, the answer right now is yes. There is a notable difference in happiness, between those who are religious and those who are not. Perhaps belonging to a religious denomination also brings stability to one’s life.

We found very little differences between the happiness of people with children vs. people without, those born in Canada vs. those born elsewhere, and those who identify as part of a visible minority/racialized community and those who do not. And surprisingly, there is little difference between men and women.

What about politics?

There are some interesting differences in the happiness of difference political party supporters. Conservative supporters are happier than the average Canadian-but not any more happy that Liberal voters. And NDP and Green Party voters are the least happy.

Perhaps most importantly though, is the difference in happiness between those who did vote and those who did not. The average happiness score among those who did vote was 6.3. Among those who did not vote it fell to 5.6.

UPSHOT

According to Richard Jenkins: Social determinants of happiness are clearly evident but not overwhelming. Overall, our collective happiness is a great indicator of public mood and the gaps between the happiness of different groups in society are a yardstick for understanding changes in inequality.

According to Oksana Kishchuk: These findings take me back to psychology classes on Maslow’s hierarchy of needs. In Canada, happy people tend to be those that are given more upward mobility by virtue of their age, income, employment or school. All of these things give us more stability to think beyond our basic needs and look instead for what we find most fulfilling. We can take the time to be aspirational and optimistic about our own futures, and the future of our country. But there is also an upper limit- once we’ve satisfied these basic needs for quality of life-enough income to eat well, and an income that will give us financial stability, its harder to make bigger gains in our happiness.

To subscribe to updates and releases on the Happiness Monitor, click here.

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 December 2nd to 6th, 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 +/- 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.

**The results were converted to an index from 0-100.

Media

Canadians want Canada to be seen as determined to fight climate change, producers of sustainable products, and increasingly associated with renewable energy

In the latest round of survey work by Clean Energy Canada and Abacus Data, two out of three people in Canada (68%) think Canadians are currently seen in the rest of the world as people “who are determined to help combat climate change” while only 32% think our image is of “people who lack the will to change and protect the planet”. Fully 83% would like us to be seen as “determined to help combat climate change”, while 17% would prefer we be seen as unwilling to act.

Three out of four (75%) think we are seen as “producers of goods that come with good sustainability credentials” while 25% think we are seen as people who make products to weak sustainability standards. Again, 83% would like us to be seen as makers of sustainably produced products.

Today, 77% of Canadians think our country is seen as “highly dependent on oil and gas” while 76% would like to see a change and would prefer Canada be seen as “an economy that runs on renewable energy”.

Finally, the vast majority of Canadians support the idea of a national effort to promote sustainably made Canadian industrial products around the world, to ensure that Canadian workers benefit from a shift to a lower-carbon economy.”

These results are part of a national survey that has revealed a sweeping conviction among Canadians that the world is shifting towards decarbonization and a very broad conviction that Canada should compete to win investment and jobs in that context.

On each of these items noted in this release, opinion is highly consistent across generations, regions and regardless of political affiliation. Conservative voters and Albertans are more split on whether they want Canada seen as an economy that runs on renewable energy, but a majority in both cases would prefer that image for the country. Fully 81% in Alberta and 77% of Conservative voters want Canadians to be seen as people who are determined to help combat climate change.

UPSHOT

According to Bruce Anderson: “Shifting to a cleaner economy is broadly seen as desirable and inevitable and once-deep resistance among Conservative voters and Albertans seems to be dissipating. Across Canada, the desire is for our country to be seen as a place that does its share to fight climate change, produces products to high standards of sustainability and Canadians also like the idea of marketing our products to the world with these credentials front and centre. This debate has shifted rapidly and a climate plan is increasingly viewed as central to an economic plan for the future.”

According to Merran Smith, Clean Energy Canada’s executive director: “A year into this new decade, climate action is the clear Canadian consensus, full stop. It’s a moral responsibility Canadians believe we have, absolutely, but it also underpins the economy Canadians want and believe we need to compete abroad. And it’s the image Canadians want to see of themselves when they look in the mirror—or when they imagine the world looking at us.”

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 1,419 Canadian adults 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 +/- 2.6%, 19 times out of 20.

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

COVID-19MediaPolls

Most Canadians want Canada to be “world leading” or “among the most ambitious” when it comes to shifting to clean energy and clean technology

In the latest round of survey work by Clean Energy Canada and Abacus Data, two out of three people in Canada would like to see Canada as either “world leading” (27%) or “among the most ambitious” countries in the world (39%) when it comes to a shift towards clean energy and clean technology.

Today when asked to rate the current level of movement in this direction, Canadians placed our level of ambition just behind that of Germany and ahead of the UK, France, China, the US and Italy. Only 11% felt we were taking things more slowly than other countries and 45% say we are more ambitious than other countries (45%) or even world leading (10%).

When it comes to our ideal positioning, strong majorities in every region but Alberta and among all political affiliations except Conservatives prefer to see Canada ahead of the curve of other countries. Those under 45 are particularly enthusiastic in their desire to see Canada be world leading. However, almost half of Conservatives and Albertans would like to see the country be ahead of the average and very few in both those groups would prefer Canada to lag behind the shift to clean energy and clean technology.

We asked Canadians to take into account both the fact that global economic growth increases demand for energy alongside the fact that many countries have announced plans to be carbon neutral, and queried respondents on what they felt the net effect would be in terms of the demand for Canadian oil and gas in the future.

About half (49%) forecast a decline in demand, while 34% say there will be no effect and 17% predict that the net impact with be an increase. Pluralities in all regions except Saskatchewan, all generations and, all political groups believe that demand for Canadian fossil fuels will decline.

The vast majority believe that Canada cannot afford to ignore these trends or take a laissez-faire approach to deal with them: 89% believe the country “needs a strategy to help sectors across our economy adapt in ways that will make them highly competitive in a lower-carbon global economy.”

Today, only 12% think the federal government, and 8% think their provincial government is doing too much to shift Canada towards a cleaner economy, while 42% think not enough is being done.

UPSHOT

According to Bruce Anderson: “The idea of preparing for and developing strategies to compete in a cleaner energy world is not really divisive across regional, generational, or party lines, even though the tone of political debate in recent years may leave a different impression.

People may not know the details of what is or isn’t being done and may have different opinions about the ideal pace, but the direction people want to see is clear, and their point of departure is that this shift is not only about protecting the planet, it’s about ensuring there is a healthy economy that is competitive in the years to come.”

According to Merran Smith, Clean Energy Canada’s executive director: “For Canadians, the global energy transition has evolved from being an aspiration to a lived reality. Large majorities now recognize that climate change is here and the shift to clean energy is already widespread—and that we ought to be on the opportunity side of that equation. And while Canada gets okay grades from Canadians on climate action, there’s a sizable gap between where Canadians see us now and where they’d like us to be. Nearly nine in 10 would like to see a low-carbon strategy for our broader economy and its many sectors. They understand this is what will make Canada competitive.”

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 1,419 Canadian adults 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 +/- 2.6%, 19 times out of 20.

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

COVID-19MediaPolls

Canadians Support Vaccinating Healthcare Workers Worldwide

With the announcements of the Pfizer and Moderna vaccines last month and vaccine deployment teams ramping up their strategic planning the reality of a vaccine is getting closer and closer. It’s something that has been talked about since the beginning of this pandemic ‘When we get a vaccine…’, ‘A vaccine will help us return to normal’…. But now that the time is nearly here, how do Canadians feel about the logistics about the deployment of a vaccine worldwide?

We partnered with CanWaCH (The Canadian Partnership for Women and Children’s Health), to understand how Canadians feel about a vaccination strategy beyond our borders.

First, three in four (76%) Canadians say it is critical that every healthcare worker worldwide is vaccinated once a vaccine becomes available. Canadians understand the important work and sacrifices our healthcare workers have made worldwide and understand the importance of providing healthcare workers with a vaccine that can keep them safe on the front lines.

A clear majority of Liberal (88%), Conservative (67%) and NDP (80%) voters support this approach, especially Liberal voters (52% say they strongly agree with this approach).

Canadians also support the federal government providing financial assistance to ensure this is possible. More specifically, two-thirds (67%) support a financial contribution of $50 million from the federal government. We wanted to understand whether this financial contribution came with a hard-stop, but even when the number is doubled (to $100 million) we still see support from 63% of Canadians. This suggests there is little hesitancy about the cost, and that  Canadians understand the importance of the issue and want to see our government making a contribution.

Finally, these perceptions are grounded in an understanding that stopping the spread of COVID-19 in Canada means stopping the spread of the virus worldwide. Through globalization our world is intrinsically interconnected, and the spread of a virus is no different.

79% of Canadians say that unless COVID-19 is controlled in other parts of the world, we can’t return to life as normal in Canada. Stopping the spread of the virus, through measures like vaccinating every healthcare worker is important for Canadians to live their lives normally again. Canadians understand that as a global problem, the pandemic needs a global response, and want to ensure Canada is committed to taking a lead in this approach.

A desire for Canada to take a lead in a global approach because of the impacts here at home also crosses party lines. Again, support is strongest among Liberal voters but there are also a considerable number of CPC voters that understand the importance of taking action globally.

 UPSHOT

The COVID-19 pandemic has reminded Canadians just how small the world really is. This pandemic has shown us what happens outside our borders can have real implications on what happens here at home.

Most Canadians want the federal government to help ensure that healthcare workers globally get access to a COVID-19 vaccine and there’s little political risk in doing so. A desire to protect frontline workers worldwide crosses party lines. Only a small minority would be upset if the federal government announced significant funding to support those goals.

While the tendency for a Canada-first approach may seem appealing given the circumstances, our research shows that most Canadians see a global role for Canada in reducing the spread of COVID-19 and helping to protect those on the frontlines through widespread vaccine adoption.

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 1,659 Canadian residents aged 18 and over from October 29th to November 2nd, 2020. 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 +/- 2.4%, 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

Canadians see Biden taking climate action and want Canada to keep pace to stay competitive

In the latest round of survey work by Clean Energy Canada and Abacus Data, two out of three people in Canada believe that President-elect Biden will follow through on his promise to make climate change a major priority, including two out of three people in Canada’s leading oil-producing province, Alberta.

When asked whether they believe that Biden’s effort to reduce emissions will make America’s economy weaker or stronger, the results may surprise: for every person who feels America will lose ground economically (19%), two believe it will gain (40%). In total, 81% think a drive to reduce emissions will not harm the US economy.

The consensus that America can reduce emissions without harming its economy is broad, includes all regions of the country, and cuts across all generations. While the debate in Canada has had strong regional and political cleavages in the past, these seem more muted now.

• Only 30% of Albertans believe a climate push will hurt America’s economy, while an equal number think it will add strength (31%) and the rest think the economic impact will be neutral.

• While one in three Conservative (33%) voters think a Biden climate push will weaken America’s economy, a quarter (24%) think America will be stronger as a result, and 42% see no significant impact. Supporters of other parties are considerably more likely to say cutting emissions will strengthen America’s economy.

The question of how Canadian policy should tack based on Mr. Biden’s anticipated approach is topical right now. When told of Biden’s stated intent to invest very significantly in clean energy projects, respondents are clearly of the view that Canada should follow the same path.

Three out of four (77%) to want Canada “to move our economy at a similar pace towards clean energy so we don’t become uncompetitive with the US economy” rather than to assume America’s economy will be weakened by a shift to cleaner energy and that we should move more slowly to gain an economic advantage (23%).

This preference to move in step with America is the majority view in every part of the country, including Alberta (65%). It is also the view of a majority of supporters of all political parties, including 59% of Conservatives.

UPSHOT

According to Bruce Anderson, Chairman of Abacus Data: “For most Canadians, who welcomed the election of Joe Biden, his climate agenda will be seen as a positive for the future of the planet.  But what is most interesting in these numbers is the fact that public opinion has crossed a tipping point – people now believe that an economy which shifts it’s an approach towards cleaner energy won’t be adding costs and losing competitiveness – they are more likely to believe that it will have a positive economic effect.

The second major finding here is that Canadians, including most Albertans and most Conservatives, believe Canada must shift in this direction in order to remain competitive with the US and not be left behind.  For politicians and policymakers we are now much more squarely in a world where people want to discuss the how, not the whether, of an energy transition and the fight against climate change.”

According to Merran Smith, Executive Director of Clean Energy Canada: “Canadians don’t want to be left behind, which means keeping tabs on our friends around the world. With a Biden presidency kicking off the new year and game-changing clean stimulus plans from countries like Germany, the U.K., and South Korea, it’s clear that Canada must work to keep up in what might be the world’s most competitive—and economically critical—race. It’s also clear that Canadians understand what’s happening globally, and that few wish to place their bets on old ways of doing things.”

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 1,419 Canadian adults 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 +/- 2.6%, 19 times out of 20.

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

COVID-19MediaPolls

The Happiness Monitor- Happiness & Mental Health

At first glance, a question about someone’s level of happiness may appear superficial. But our perceived level of happiness is tied to all sorts of aspects of our lives- including our mental health. In fact, one of my first questions when starting the Happiness Monitor was what our happiness says about our mental health and the ability to access services and supports to keep us healthy.

So we asked people to tell us about their mental health. Unsurprisingly, how we self-asses the state of our happiness, is very much tied to how we assess the state of our mental health. In fact, they almost align perfectly.

So, what does this mean about the state of mental health of Canadians? We often talk about mental health as if it was just one part of who we are. But the strong relationship with happiness belies this. Mental health is core to us. If it dictates our level of happiness, that means that it also has big consequences for everything from our productivity, big life decisions, consumer behavior, and even civic engagement. Considering that our average happiness score is still sitting just above 60 out of 100, it is worth thinking about how Canadians are dealing with their mental health and the role that happiness plays.

First, half of us say our struggles with mental health are interfering with our lives. Happiness aside, this is a rather startling finding. Sure, the pandemic has created additional insurmountable pressures on the lives of nearly all Canadians- but for half of us, this pressure is having real tangible impacts on our day to day lives.

Young Canadians (who are on average less happy than older Canadians) are much more likely to say their lives have been negatively impacted by mental health struggles. In fact, those 18-29 are more than twice as likely to say they are impacted all or some of the time by mental health, compared to those 60+. And the correlation between mental health and happiness is just as strong among those 18-29 as it is for those 60+. This means, it isn’t just older Canadians willing to acknowledge their mental health challenges, rather it may signal to the unique challenges young Canadians face with their mental health, that subsequently has a negative impact on their ability to cope with challenging situations.

There is also a relationship between happiness and the negative impact mental health struggles have on one’s life. There is a very significant difference between the happiness scores of those who face negative mental health impacts all the time (48 out of 100), and those who do not face them at all (72 out of 100). Those who feel fewer negative mental health impacts, are happier.

And conversely, unhappy people are more likely to see that they get less done because of how they feel. 84% of unhappy people (those who rate their happiness at a between 0-20 out of 100) say this is something they struggle with all/some of the time. This is compared to the just 29% of those who are very happy (rate their happiness an 80 or higher).

The good news is that most of us are able to navigate those situations. 79% say that we can easily navigate these stressful or anxious situations, at least some of the time.  Still, this means that 1 in 5 are not able to navigate these situations on their own.

People who are better able to manage a stressful situation are happier. Among those who say they can navigate these situations all the time, they rate their average happiness at a 72. And those who say they can’t navigate these situations at all rate their happiness as a 54.

The same inverse relationship applies here too. Happy people are also able to better manage a stressful or anxious situation. 86% of very happy people (80 or higher) say they can easily navigate these situations at least some of the time. Among unhappy people (a 20 or less), this drops to 61%.

Access to support services for mental health is key for our mental health, and subsequently our happiness. Those who have good access to these services are much happier than those who do not have access to services. The inverse relationship is also present here too. Very happy people are twice as likely to have access to supports for mental health, compared to unhappy people.

That said, only a third of Canadians say they have easy access to resources for mental health all of the time. For these Canadians, their average happiness score is 70, well above the national average. And on the other end of the scale, those who don’t have access to these services at all have an average happiness score of 53, well below the national average.

And this applies across demographics. Canadians who are less happy (younger, live in Quebec, lower income and less education) also struggle the most with accessing these services.

So, what does this all mean?

A moderate happiness score of Canadians overall means that there can be definite improvements to the mental health services in this country.  If happiness is tied to our ability to access services to improve our mental health, then a moderate score of happiness at 61 out of 100 means that we could be doing a better job of helping Canadians access the services they need.

A decline in the average happiness scores should be a warning sign about the mental health of Canadians.  Lower happiness scores indicate that we are struggling with events that have a real impact on our mental health, and they also indicate that we might be struggling with how to navigate these situations on our own or access services and supports. Accessing services and having the mental health capacity to work through situations of stress an anxiety are linked to happiness is a bit of a self-fulfilling prophecy. Access to services brings about greater happiness, but only those with greater happiness have good access to these services. This link that we identified is helpful- but it also highlights that there is still work to be done. Lower happiness scores among certain demographics can highlight those who need better access to mental health services the most.

If mental health is intrinsically linked to our happiness, then we need to start paying a lot more attention to the mental health of Canadians. We often think of mental health as one aspect of our health and our lives, but it’s relationship with happiness suggests that its influence is much greater. Lower happiness scores (which in turn signal lower levels of mental health) has all sorts of consequences like lower levels of civic engagement, and lower rates of workforce participation. Health aside, these are some pretty serious consequences.

To subscribe to updates and releases on the Happiness Monitor, click here.

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 1,500 Canadian residents from November 13 to 18, 2020. 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 +/- 2.51%, 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.

Media