One of the perks of working at a polling firm is the ability to ask questions about anything. This gives us a unique lens into Canadians’ thoughts on a number of important issues, but also things like when it’s socially appropriate to move in together or meet the parents.
For Valentine’s Day this year, we explored some of these more light-hearted questions.
First up is what we are planning to do this Valentine’s Day. Among Canadians who are in relationships, 64% are planning to celebrate Valentine’s Day this year. Most are choosing to mark the day with a dinner or other date, a third are exchanging cards and gifts.
Beyond celebrating Valentine’s Day, what about other relationship milestones? How long should you wait before saying ‘I love you’, or moving in together? It turns out there isn’t much consensus.
How long should you wait before saying ‘I love you’? 26% say less than a month, 27% say 1-3 months, 22% say 4-6 months.
What about meeting their family? Half say this should happen by your three-month anniversary.
And most Canadians say you should move in and get engaged within 1-2 years.
Finally, a few more thoughts on love.
Half of Canadians believe in finding ‘the one’, on par with our results from last year. Conservatives are much more likely to believe in this idea, NDP voters are much less likely.
Love doesn’t always mean marriage though. 42% say marriage is really important to them, 28% say maybe, and 30% say not at all. Interestingly, there are no discernable differences between age groups or gender.
What about those of us who are still single? A few years ago, singlism was a popular phrase. The term, coined by a proudly single author, is used to describe society’s favouritism towards individuals in relationships.
A good number of Canadians believe this phenomenon exists- 31% say yes, 38% say maybe. Unsurprisingly, single people are more inclined to say singlism exists (40% say yes).
THE UPSHOT
All in all, it seems like Canadians are cautiously optimistic about love. A majority of those in relationships will be marking the holiday of love with a celebration of some sort. And regardless of relationship status, most of us believe in the concept of true love, at least somewhat.
METHODOLOGY
The survey was conducted with 1,500 Canadian adults from January 27 to 30, 2023. 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 +/- 2.6%, 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.
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 2021 Canadian election following up on our outstanding record in 2019.
We are already a month into the year, and it seems we are still holding our collective breath about what is to come financially for 2023. The labour market is still tight, inflation is running high (although it seems to be turning around expect for food and rent), interest rates jumped again just last week and may be holding for a while, and the shortage economy continues to cause disruption. As we brace for some kind of impact, Canadians are starting to make changes for a potential downturn.
We conducted a national survey in mid-January to better understand how Canadian consumers are feeling as the year started. As researchers, we know how important perceptions are for understanding opinions and behaviour. And as it stands, the majority of Canadians aren’t confident about the economic big picture. Most Canadians predict a recession will hit in the next year- 46% predict the economy will shrink over the next 12 months.
History tells us that prices of consumer goods tend to drop during recessionary periods, but Canadians anticipate high prices will continue throughout the year. 54% say the price of food will continue to rise over the next year. 40% say energy prices will rise over the next 12 months.
As a result, Canadians are making changes to their spending and savings habits to brace for what is to come.
On the savings front, reoccurring expenses are being targeted. A third of Canadians have cancelled a monthly subscription in the last 4 to 6 weeks. But most Canadians are already at their limit, and rather than cutting expenses are looking on how to stretch their money further.
One in five Canadians have skipped a bill or paid less than minimum due for a bill in the last 4 to 6 weeks. A fifth have also increased their credit card balance to cover essential expenses.
These pressures are also impacting our savings habits both in the short term and long term. For the past 12 months, half of Canadians have reduced their savings (either drawing from savings, or reducing the amount added). Families making $50K or less and parents of children under 18 are most likely to be dipping into their savings to make ends meet.
Canadians are also making changes to the funds left in savings. Of those with investible assets, 7% told us they lowered the risk profile of their investment savings in the last 4 to 6 weeks. Another 24% of Canadians are considering it. Among Canadians with investment savings, nearly half (43%) have reduced the risk profile of their investments or are considering doing so.
It’s clear that the financial outlook is impacting consumer behaviour but what if it were to quickly take a turn for the worse?
If they lost their job tomorrow, 20% of Canadians would only be able to live for a week on their savings. 42% wouldn’t be able to make it past a month. Millions of Canadians are living at their financial limit, even with their efforts to pinch pennies. Assessing the impact of this new consumer mindset – one where far more are being asked to do more with less while also balancing the pent up demand left over from the pandemic – is more important than ever for business leaders and policy makers.
THE UPSHOT
“There are a number of reasons to be concerned about the current financial outlook but one reason is just how many Canadians are living on the edge. One in five aren’t able to keep up with payments, even after making cuts to their spending. And very few Canadians are able to make adjustments on the savings front- 20% don’t even have enough savings to last more than a week. Consumers are well aware of the position they are in- governments and institutions should be paying attention to.”
“The Canadian consumer mindset today is one of a split brain. Millions are having to cut back their day-to-day spending to respond to rising interest rates, inflation, and the prospect of a recession. At the same time, we also know that many also have big plans – things they want to do but couldn’t because of the pandemic. Some have called it “revenue inflation spending” – when consumers cut spending on day-to-day products and services but continue to splurge on travel, experiences, and luxury items.
Most important to any consumer facing brand is the need to deliver exceptional customer service when labour and product shortages make this harder to do. A hospitality mindset, focused on delighting customers will drive revenue and profitability, especially when almost half of Canadian consumers believe that customer service generally has gotten worse over the past few years.”
For more information about this data, or to schedule a briefing with your team, please reach out to Oksana Kishchuk.
METHODOLOGY
The survey was conducted with 1,500 Canadian adults from January 27 to 30, 2023. 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 +/- 2.6%, 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.
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 2021 Canadian election following up on our outstanding record in 2019.
From January 27 to 30, 2023, Abacus Data conducted a nationally representative survey of 1,500 Canadian adults. The survey asked several questions about the political landscape that we track as part of our regular national omnibus surveys.
Here’s what we found:
THE PUBLIC MOOD CONTINUES TO WORSEN
Today, fewer Canadians think the country is headed in the right direction than at any point in the past three years. 30% think things are going in the right direction while more than half think things are off on the wrong track. Canadians are even less optimistic about the direction of the United States or the world overall.
SATISFACTION WITH FEDERAL GOVERNMENT LARGELY UNCHANGED
Today, 34% approve, and 49% disapprove of the performance of the federal government, a two-point rise in disapproval since earlier this month. Disapporval of the government has hovered between 47% and 51% since the summer of 2022.
PUBLIC PERCEPTIONS ABOUT THE LIBERAL GOVERNMENT’S FOCUS
In this survey, we asked Canadians whether they felt the Liberal government was focused too much, as much as they should be, or not focused enough on several issues.
The objective was to understand how well the government is aligning with the public’s priorities.
Given that the Liberals need only about 40% of the popular vote to win a majority government in our electoral system, a result lower than 35% to 40% in the “focused as much as they should be” category should be considered an area of vulnerability for the Liberals. On that measure, the Liberals are believed to be not focusing enough on the rising cost of living, the cost of housing, healthcare, growing the economy, reducing the deficit, improving public services, and the threat posed by China.
The government is closer to an equilibrium on climate change, crime and public safety, reducing racism and inequality, indigenous reconciliation, and the Russian invasion of Ukraine.
When we focus only on current Liberal supporters, we find a similar pattern. Close to half of Liberal supporters (those who say in our survey they would vote Liberal today) think the government isn’t focused enough on the rising cost of living, the cost of housing, and the healthcare system. On other issues, the proportion who don’t think it’s focused enough falls to 30% or below.
Among another group of the electorate – accessible Liberals – we see the same kind of result. A large majority of accessible Liberals don’t think the government is focused enough on housing, the cost of living, or healthcare. Over 40% don’t think it’s focused enough on growing the economy, improving public services, or crime and public safety.
WHAT IF THE CONSERVATIVES WERE IN POWER? ISSUE FOCUS
We then asked Canadians whether they thought Pierre Poilievre and the Conservatives would focus more, less, or about the same as the Liberals on the same set of issues.
Again, if 35% or more think the Conservatives would focus on the issue more than the Liberals, that would be an effective “sword issue” for the Conservatives. If a similar number feel they would focus on that issue less, that would suggest a “shield issue” for the opposition.
For the Conservatives, Canadians are more likely to believe they would focus more than the Liberals on reducing the deficit, growing the economy, dealing with the cost of living, the cost of housing, and public safety. In contrast, more think they would be less focused than the Liberals on indigenous reconciliation, climate change, and reducing racism and inequality.
Among accessible Conservatives – those open to voting Conservative but don’t support the party now – over 40% think the party would be more focused than the Liberals are on the economy, housing, reducing the deficit and reducing the cost of living.
This analysis is helpful to understand how issue salience may impact voting behaviour in the future. If voters are focused on the economy or the cost of living, the Conservatives are likely to benefit as many swing voters think they will focus more on that issue than the Liberals and many feel the Liberals aren’t focused enough on those issues.
DESIRE FOR CHANGE SIMILAR TO THE END OF THE 2021 ELECTION
Despite Canadians being more anxious about the direction of the country, the desire for change is holding steady and is in line with the end of the 2021 campaign. 50% of Canadians definitely want a change of government while 14% definitely want the Liberals re-elected. The five-point drop in those who definitely want to see the Liberals re-elected is noteworthy however and confirms other data that shows a decrease in enthusiasm for the Liberal government and Prime Minister Trudeau specifically.
FEELINGS ABOUT THE PM TRENDING NEGATIVELY
Public feelings about Prime Minister Trudeau have remained relatively stable over the past few months although the trend is a slight rise in negatives. Today, the Prime Minister’s net favourable rating is -19 with 31% having a positive impression and 50% having a negative impression of him. Among Liberal supporters, his net rating is +75.
JAGMEET SINGH’S DISSAPPROVAL HITS A NEW HIGH; BUT HE’S VERY POPULAR WITH NDP SUPPORTERS
For the last couple of years, Jagmeet Singh has been the most popular of the federal leaders, at one time his net rating was +21 (46% positive/25% negative). Since then, his positives have slid, and his negatives risen to the point today where there are equal numbers who have a positive and negative impression of Singh. This is the first time ever in our tracking that Singh’s net favourable is not positive. Among NDP supporters, his net rating is +84.
PIERRE POILIEVRE: ONE-THIRD POSITIVE, ONE-THIRD NEGATIVE, & ONE-THIRD NEUTRAL
Over the past month, impressions of Pierre Poilievre have not changed much. His negatives are down a single point while his positives are up two points. His net favourable rating is -3. Another 21% have a neutral view of the Conservative leader while 12% say they don’t know enough about him to have a view. Among Conservative supporters, his net rating is +70.
FEDERAL VOTE INTENTION
If an election were held today, 37% would vote for the Conservative Party (up 2 since earlier this month), 29% for the Liberal Party (down 2), 18% for the NDP and 7% for the BQ. Since the 2022 election, support for the Liberal Party is down 4 while the Conservatives have gained 3 points.
The Conservatives are ahead in British Columbia, Alberta, Saskatchewan, and Manitoba. The Conservatives also have a small 2-point advantage in Ontario. In Quebec, the Liberals and BQ are tied with the Conservatives in third at 22%.
This is the largest lead we have measured for the Conservatives since the 2015 election.
UPSHOT
According to David Coletto: “Over the past few weeks the opinion environment has become more hostile to the federal Liberals. More think the country is headed in the wrong direction than at any point in the past few years, 50% have a negative impression of the Prime Minister, and large majorities don’t feel the Liberal government is focused enough on the most important issues of the day – inflation, housing, and healthcare.
The effect is that the Conservatives have opened up the biggest vote intention lead since the Liberals were elected in 2015 with large leads in the West while being competitive in Ontario and Atlantic Canada. The Liberal lead in Quebec we measured a few weeks is now gone.
This Conservative lead is more about dissatisfaction with the Liberals than enthusiasm for the Conservatives. Pierre Poilievre’s personal image has neither improved nor deteriorated – perhaps a win given the environment. But he’s benefiting from a Liberal brand that’s suffering from a weakened anchor (the Prime Minister and Liberal Leader) and deteriorating issue ownership.
The NDP’s vote share is holding steady at 18% despite Jagmeet Singh’s negatives continuing to rise. This is the first time ever that his net favourables are not positive. His support for the Liberal government has all but erased any goodwill that Conservative-oriented Canadians had for Mr. Singh. Not likely an issue for the party but his long-term hold on the title of Canada’s most popular national leader is now in doubt. However, Mr. Singh continues to hold the title of “most liked by his own party” with a net rating of +84 (Trudeau +75, Poilievre +70).
For the Liberals, these numbers should be a warning that they are losing the empathy game. Many Canadians – including their own supporters – don’t think they are focused enough on the core pocketbook issues and the crisis in healthcare that are occupying people’s attention. Turning that perception around should be job number one for the government.”
METHODOLOGY
The survey was conducted with 1,500 Canadian adults from January 27 to 30, 2023. 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 +/- 2.6%, 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.
This survey was paid for by Abacus Data Inc. in partnership with the Toronto Star.
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 2021 Canadian election following up on our outstanding record in 2019.
A new study by Abacus Data on behalf of The Honest Talk finds that the pandemic has significantly changed the way Canadians view work and the workplace. The survey of more than 1,300 working adults in Canada reveals that 69% of respondents feel their work-life has changed in some way as a result of the pandemic and nearly half say that change is for the better.
The study found that flexibility is key when it comes to current employment and future opportunities, especially for women. 72% of female respondents said that work-from-home (WFH) flexibility is extremely or quite important when searching for a job today.
If given the choice, women would choose to work from home 65% of the time, which is 13-points higher on average than men. The gender gap holds for parents with younger kids (under 15). Moms want to spend 64% of the time working from home compared with 51% among dads.
When asked to choose between money and several other factors, being able to WFH had the biggest pull. 36% of respondents would give up more money if it meant they could work from home as much as they like. Among women, this rises to 42%, which is 10 points higher than men.
The study also found that Canadians welcome many of the changes caused by the pandemic with open arms because they made their lives better overall, not just their working life. Half (48%) of those who said their work-life changed because of the pandemic reported that those changes were positive. Only a minority (20%) say their work-life is worse off because of the pandemic. 51% say the pandemic had a positive impact on their work-life balance, 53% said it had positive changes on the amount of free time they had, and 56% said it had a positive impact on the time they spent with their family. 41% said it had a positive influence on the relationship between work and mental health.
Canadians would rather stick with their new, post-pandemic work life than go back to how things were. 41% would keep the changes that have happened, 35% would want things how they were before the pandemic, while 24% are unsure what they would prefer. Women were more likely than men to prefer keeping the work-life they have today than going back to how it was before the pandemic (44% vs. 39%). Employers who want to recruit and retain women must recognize that flexibility is now table stakes.
The Upshot
The study suggests that flexibility in working arrangements, particularly the ability to work from home, is highly valued by Canadian workers, especially women. For some, the ability to work from home at least some of the time is more important than how much money they might make. We have clearly entered the Flexibility Era and in a labour market with almost a million job vaccines, those who can offer flexibility will be seen are more appealing – especially since most Canadian workers think their work lives are better today than before the pandemic.
For the full report or a briefing from our team, please contact Yvonne Langen.
Methodology
The survey was conducted with 1,313 working Canadian adults 1from January 12 to 16, 2023. 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 +/- 2.8%, 19 times out of 20.
The data were weighted according to census data to ensure that the sample matched Canada’s population of working adults according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.
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 2021 Canadian election following up on our outstanding record in 2019.
If an election were held today, 35% would vote for the Conservative Party, 31% for the Liberal Party, 18% for the NDP, and 7% for the BQ. There have been little change since the end of November.
The Conservatives are ahead in British Columbia, Alberta, Saskatchewan and Manitoba. The Conservatives and Liberals are statistically tied in Ontario. In Quebec, the Liberals lead the BQ by 7 points while the Liberals are well ahead in Atlantic Canada.
In Ontario (where we surveyed 1,000 respondents), the Liberals lead the Conservatives by four points in Toronto (40% to 36%) and 3-points in the region surrounding Toronto.
SATISFACTION WITH FEDERAL GOVERNMENT LARGELY UNCHANGED
Today, 34% approve, and 47% disapprove of the performance of the federal government, largely unchanged from the end of November. Since July 2022, the federal government’s approval rating has hovered in a band between 33% and 38%.
Regionally, the government’s approval rating is 34% in BC, 24% in Alberta, 21% in Manitoba and Saskatchewan, 37% in Ontario, 36% in Quebec, and 35% in Atlantic Canada.
TOP ISSUES: INFLATION, HEALTH & THE ECONOMY
The top three issues of concern continue to be the rising cost of living (72% selected it as their top 3), healthcare (51%), and the economy (44%). Housing affordability and accessibility is not far behind in fourth at 41%.
Since the end of November, there hasn’t been much change in the top issues with housing affordability rising 3-points and climate change and the environment dropping 3 points. Just about 1 in 4 Canadians rate climate change and the environment as a top issue.
For Liberal Party supporters, the top issues are inflation (66%), healthcare (53%), the economy (42%), and housing (41%). They are 21 points more likely to rate climate change as a top issue than Conservative supporters (35% vs. 14%).
Conservative Party supporters rank inflation (80%), the economy (59%), healthcare (54%), and housing (36%) as the top issues of concern. Conservative supporters are 7-points more likely than Liberals to rate crime as a top issue (19% vs. 12%), 14-points more likely to rate “a lack of freedom” as a top issue (16% vs. 2%) and 17-points more likely to rate the economy as a top issue (59% vs. 42%) than the Liberals.
When asked which party would do the best on the issues they selected, the Conservatives lead on the economy (by 28 points over the Liberals), lack of freedom in Canada (45 to 9), and crime and public safety (40 to 17).
The Liberals are ahead of the Conservatives among those who rate the Russian invasion of Ukraine as a top issue (34 to 22).
On the top issue of the rising cost of living, the Conservatives have a substantial advantage over the other parties. 31% picked the Conservatives followed by the NDP at 17% and the Liberals at 16%.
The three main parties are within a few points of each other on healthcare while the NDP is eight points ahead of the Conservatives on housing affordability.
DESIRE FOR CHANGE SIMILAR TO THE END OF THE 2021 ELECTION
Today, 51% of Canadians definitely want to see a change in government while another 10% would like to see change but say it’s not that important to them. In contrast, 38% would like to see the Liberals re-elected but only 14% say they definitely want the Liberals re-elected.
Compared to the end of the 2021 federal election campaign, the intense desire for change is unchanged while those wanting to definitely see the Liberals re-elected is down 5-points.
FEELINGS ABOUT THE PM ARE STABLE BUT STILL NEAR THE LOW POINT
Public feelings about Prime Minister Trudeau have stabilized but remain lower than at any point since 2015. The Prime Minister’s negatives stand at 49% – down from a peak of 51% – and up only a single point from last month.
JAGMEET SINGH’S APPROVAL RATING UP SLIGHTLY
For the last couple of years, Jagmeet Singh has been the most popular of the federal leaders, at one time his net rating was +21 (46% positive/25% negative). Since then, his positives have slid, and his negatives have risen. This latest result shows a slight improvement in his positives – up 2 points since the end of November.
PIERRE POILIEVRE: MANY STILL DON’T HAVE AN OPINION
Over the past two months, impressions of Pierre Poilievre have not changed much. His negatives are steady at 35% while his positives are down only slightly by 2 points to 29%
TRUDEAU vs. POILIEVRE
One of the things we are starting to track again is the preference for either Mr. Trudeau or Mr. Poilievre as Prime Minister. Today, 54% of Canadians would prefer Mr. Trudeau as Prime Minister while 46% would prefer Mr. Poilievre.
Regionally, Mr. Trudeau is the preferred choice of half or more in BC (54%), Ontario (53%), Quebec (66%), and Atlantic Canada (65%). Mr. Poilievre is the preferred choice by half or more in Alberta (61%), and Saskatchewan and Manitoba (62%).
Among current NDP supporters, Trudeau is preferred by a 4 to 1 margin (72% to 28%). Among BQ supporters, Trudeau is preferred 69% to 31% over Poilievre.
UPSHOT
According to David Coletto: “As the new year begins, political opinions in Canada look remarkably similar to what it was around the end of the year. The Conservatives continue to sustain a lead over the Liberals nationally but the Liberals remain competitive or lead east of the Ontario/Manitoba border. The Prime Minister’s personal image remains as negative as it has been since the Liberal Party’s first election win in 2015 but he is still preferred to Pierre Poilievre by 8 points in a head-to-head hypothetical match-up.
Most troubling for the Liberals in these numbers are the issue performance questions. Among those who say inflation is a top issue, the Liberals are in third, well behind the Conservatives and slightly behind the NDP on which party people think would do the best on it. The Liberals also trail among those who rate the economy, healthcare or housing as a top issue. Perhaps most worrisome, is the Liberals only own a single issue – the Russian invasion of Ukraine. The challenge is that only 6% of Canadians rank it in their top 3 issues – lower than any other issue we test for.
Why does this matter? Issue ownership is a strong predictor of vote choice. Voters, especially uncommitted or swing voters, tend to vote for the party they think will do the best job on the issue they care most about. Right now, if a federal election focused on inflation or the cost of living, the Liberals would be in a tough position to be re-elected. The Liberals will need to shift these perceptions or hope the issues in focus shift
METHODOLOGY
The survey was conducted with 2,099 Canadian adults from January 12 to 16, 2023. 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.
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 2021 Canadian election following up on our outstanding record in 2019.
For many of us, a new year symbolizes a fresh start. A time for resolutions, resets and redefining our goals. But we are curious, are Canadians starting 2023 off on the right foot? How many of us had a positive mindset heading into 2023? Well, we looked into our happiness monitor numbers for some insights.
Heading into 2023 the average happiness score was 6.56.
The average Canadian ranks their happiness at a 6.56/10. Happiness is tied to:
Gender- men are much happier than women
Age- those 60+ are much happier than the rest of us
Location- those in Quebec are much happier than average
Happiness and money concerns are linked.
Inflation and the rising cost of living continue to be significant stressors for many Canadians. Therefore, it comes as no surprise that financial situations are linked to our happiness.
Happiness is tied to:
Income- a household income of $100k or higher means higher levels of happiness
Worries about inflation- higher than average happiness for those who are not worried, lower than average happiness for those who are very worried about inflation
Things aren’t all bad. Our end-of-year happiness scores have been slowly increasing over the last three years.
This is the happiest ‘new year’ we’ve had in three years.
We’ve been measuring the happiness of Canadians for the last three years, and this past December was our happiest yet. Whether it be the increase in gatherings over the holidays this year or our emergence (hopefully) from COVID, Canadians are starting this new year off on a better foot than years before.
THE UPSHOT
As we enter 2023 a lot lies ahead. Canada, and the world is poised for a lot of negatives, but also positives. It seems Canadians have chosen to focus their outlook on the later, focusing on the new beginning and a chance for a reset that the new year offers.
METHODOLOGY
This survey was conducted with 1,656 Canadian adults from December 9th to 14th 2022. The margin of error for a comparable probability-based random sample of the same size is +/- 2.408%, 19 times out of 20.
The margin of error for a comparable probability-based random sample of the same size is +/- 2.408%, 19 times out of 20.
The data was weighted according to census data to ensure that the sample matched Canada’s population. Totals may not add up to 100 due to rounding.
With the holiday season in full swing, and restrictions lifted across the country, will Canadians be celebrating as per usual this year?
In our latest national omnibus survey, we ask Canadians how they are planning to celebrate the holidays. From the looks of things, this year will likely be a lot more of the same.
Here’s a summary of what we found:
Over 3 in 10 Canadians (35%) will be hosting a holiday meal with family and/or friends this year (up 12-points from 2021) and nearly 6 in 10 Canadians (57%) will be travelling to another household to attend a holiday party. Looking at those who will be travelling, 74% (-2 from 2021) will be staying local, while 18% (+3 from 2021) will be travelling to another part of the province. 5% will be travelling to another province altogether, and 3% plan to travel internationally.
So, what’s on the menu this holiday season? Well, 65% of the holiday dinners will feature turkey as the main course (-15 points from 2021), 21% will be having chicken (-6 points from 2021), 6% ham, and 4% a vegetarian dish (-3 points from 2021). Young people are significantly more likely than older Canadians to venture outside of the typical holiday norms. Those under 45 are significantly more likely to be serving a vegetarian (6%) or chicken dish (20%) this holiday season.
We also asked Canadians to choose their preferences for many classic holiday favourites.
Here’s a summary:
Artificial trees (54%) are the preferred type of Christmas tree this year, just beating real trees (46%), and flipping the script on our 2021 results.
Michael Bublé (54%) holds his spot as the favourite over Bing Crosby (46%) by a similar margin.
Gift wrap options continue to divide the nation: 49% prefer gift bags while 51% prefer wrapping paper.
Hot chocolate (74%) has grown in support since 2021, easily beating eggnog (26%) as the preferred holiday beverage.
Canadians still prefer to receive cash as a holiday gift (61%), rather than gift cards (39%).
Finally, over three-quarters of Canadians (77%) would prefer to have snow on Christmas, rather than no snow (23%).
Wondering how Canadians’ holiday favourites compare to last year? We followed up with Canadians about their preferred holiday staples such as cookies, side dishes, movies, and songs. Turns out, most Canadians still prefer shortbread cookies (35%), stuffing (37%), Home Alone (35%), and Holy Night (23%).
However, that doesn’t mean you’ll please everyone with these choices. Among those under 45 years old, chocolate chip cookies (31%), potatoes (43%), and Jingle Bells (27%) reign supreme.
For those who were curious, the full results are as follows:
Favourite Holiday Side Dish:
Stuffing – 37% (+1%)
Potatoes – 36% (+3%)
Vegetables – 17% (+3%)
Cranberry Sauce – 6% (-4%)
Pigs in a Blanket – 3% (-3%)
Favourite holiday Cookie:
Shortbread – 35%
Chocolate Chip – 26% (-2%)
Gingerbread – 20% (+1%)
Sugar – 10% (-1%)
Butter – 9% (+1%)
Favourite Holiday Movie:
Home Alone – 35% (-2%)
National Lampoons Christmas Vacation – 20% (-2%)
Elf – 17% (+3%)
It’s A Wonderful Life – 14%
Miracle on 34th Street – 13%
Favourite Holiday Song:
Holy Night – 23% (-3%)
Jingle Bells – 21% (+1%)
It’s Beginning to Look a Lot Like Christmas – 20% (+2%)
White Christmas – 19%
All I Want for Christmas is You – 17%
METHODOLOGY
This survey was conducted with 1,656 Canadian adults from December 9th to 14th 2022. The margin of error for a comparable probability-based random sample of the same size is +/- 2.408%, 19 times out of 20.
The margin of error for a comparable probability-based random sample of the same size is +/- 2.408%, 19 times out of 20.
The data was weighted according to census data to ensure that the sample matched Canada’s population. Totals may not add up to 100 due to rounding.
We may be more cost conscious this year, but December is usually a time to spend a little more, with inflation chasing us all year long we wanted to see whether it has caught up with our holiday spending.
Most are holding steady on holiday spend, a quarter are spending less. 55% say they will be spending the same as usual on holiday gifts this year, which amounts to just over $600 on average. Those with more names on their list (older Canadians, those with a partner) and a greater household budget plan to spend a lot more.
Women and those in BC are most likely to be paring back on their holiday spending.
Aside from a bit more interest in locally made gifts the average Canadian gift giver is sticking with what they know. But younger consumers, especially Gen Z, are going less materialistic, more cost-conscious this holiday season. A quarter are increasing the number of thrifted, homemade, and experiential gifts they give.
When it comes to our gift giving habits, we also have the following preferences:
An immersive shopping experience– in person shopping (57%) vs. online shopping (43%)
A personal touch– coming up with gift ideas yourself (62%) vs. using someone’s wish list (38%)
Going big– 64% major chains vs. 36% small businesses
Though we may be spending the same this year, many Canadians are looking to stretch their dollars during holiday shopping. Two-thirds of Canadians are using discounts, sales, and promotions for their holiday shopping. Half are cashing in on their credit card or store points. And 15% are signing up for pay later payment plans- up to 28% among 16–29-year-olds.
Regardless of spending habits, cost concerns are in the back of everyone’s mind. 85% of us are paying more attention to what we spend this holiday season. And for two-thirds, they say these concerns are impacting their ability to enjoy the holidays.
Close to half of Canadians are coping by spending now and worrying later. Despite money being on everyone’s mind, many of us are choosing to make it a 2023 problem and worry about the consequences in the new year. Two-thirds of young Canadians hold this belief.
THE UPSHOT
The big takeaway this holiday season is that inflation is on the minds of Canadians-but it has not altered the shopping habits of the majority.
Young consumers (especially Gen Z) are perhaps the best example. They are eager to spend more than usual, but also show the most concern about spending too much- both through their habits (choosing thrifted, homemade) and their thoughts (paying more attention to their holiday spend).
What’s helping these young people put their conscious to rest (albeit temporarily) is that they are choosing to make this a 2023 problem- saying they will deal with the consequences in the new year. Perhaps not the best decision for Canadians as we head into a potential recession, and a signal of what is to come.
METHODOLOGY
The survey was conducted with 1656 Canadian adults from Dec 9 to Dec 14. 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 +/- 2.408%, 19 times out of 20.
The data was weighted according to census data to ensure that the sample matched Canada’s population. Totals may not add up to 100 due to rounding.
Location: Ottawa, Toronto, or Anywhere in Canada (Remote work is a possibility)
Compensation: Salaried position with a salary range from $55,000 to $65,000 depending on experience along with a performance bonus and health benefits
Term: Permanent
Expected start date: January 2023
Abacus Data is expanding and we’re looking for someone who is excited to learn and grow in a fast-paced, dynamic work environment. If you’re early in your career, curious to learn new things, thoughtful, detail-oriented, and most importantly, friendly, this could be a great fit for you.
We are looking for a team member to join our field and analysis team. Working with our Director of Field and Analysis and research team leads, you will be responsible for programming surveys, working with datasets, managing samples, and helping build beautiful and impactful reports and presentations.
As an ideal candidate, you have some background in social research, having taken a class or two in university or college. But more importantly, you want to learn and grow in a job that will expose you to all aspects of our work. We want a team member who loves to solve problems, find creative ways of doing things, and likes checking off to-do lists.
Responsibilities:
• Support the Director of Field and Analysis in programming surveys, coordinating logistics for qualitative research, fielding sample, testing surveys, coordinating translation, managing data sets, and building presentations and report charts/tables.
• Support the research team with initial data analysis and report building
Requirements:
• Problem solver who wants to learn and grow in a dynamic, fast-paced environment
• Prior research experience is an asset, but not a requirement.
• An analytical mind, comfortable with numbers and data.
o Advanced math or data software skills are not required but would be an asset.
• Clear evidence of being detail-oriented, with a focus on delivery and error-free work.
• Ability to work with minimal supervision
• University or college degree/diploma in a related field.
• Bilingualism (English and French) is not a requirement but is an asset.
• HTML experience is not a requirement but is an asset.
About Abacus Data Inc.
We are the only firm that helps organizations respond to the unprecedented threats of generational change and technological disruption.
Founded in 2010, Abacus Data is 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 work with brands and organizations such as Shaw Communications, the Canadian Bankers Association, the Mining Association of Canada, Food & Consumer Products of Canada, NAV Canada, the Canadian Real Estate Association, Teck, Imperial Oil, Nestle Waters, Google, the Air Canada Pilots Association, NUPGE, HealthPartners, the Paramedic Association of Canada, the Canadian Pharmacists Association, and the Canadian Health Food Association.
Our vision is to be Canada’s premier data-based strategy firm with a reputation for outstanding customer service, creative thinking, and innovative methods. We will do that by working harder, being more creative, delivering more value to our clients, while doing it all with a smile.
For more information about Abacus Data, visit our website at abacusdata.ca.
If you think you’re the right candidate for this task, please send a cover letter and CV to Jonathan Nadeau (link) by January 13, 2023 at 5pm ET. Only those selected for the next round of the process will be contacted.
All in all, it seems like Canadians are cautiously optimistic about love. A majority of those in relationships will be marking the holiday of love with a celebration of some sort. And regardless of relationship status, most of us believe in the concept of true love, at least somewhat.
