Canadian Fashion Trends and How They Influence Our Spending

In case you missed it, Paris Haute Couture Fashion Week took place from July 3rd-7th, and saw celebrities, influencers, and fashion fanatics from all over the world gather to see some of the most innovative and daring designs to ever hit the runway. While the event doesn’t focus on trends, fashion houses such as Balenciaga, Fendi couture, and Christian Dior strive to change the way we wear fashion forever.

As a life-long fan of fashion, I am naturally very interested in trends’ influence on our personal styles and spending habits. I remember back in high school, driving to three different stores just to find the pair of Nikes everyone was wearing at the time. Fashion is often associated with individuality and self-expression, but, for others like me, it can also mean fitting in and feeling like you belong.

We fielded some questions on our latest Omnibus survey of 1,500 Canadians to gain a sense of the current styles and accessories trending in Canada.

Have you ever looked at someone’s outfit and thought to yourself, “Man, that looks really uncomfortable.” Well, chances are it was. When asked to choose whether feeling comfortable or looking good was more important to them when considering the clothing they purchase, 76% of Canadians chose feeling comfortable. Interestingly, that leaves 24% of us who assign more value to looks over comfort. I guess for this group, looking good is feeling good.

But what looks good? We’ve all looked back at old photos and cringed at our outfits or hairstyles. But remember, at one point in time that’s what style was trending. When we asked Canadians about what style they felt was most popular today, most chose casual (49%). This was followed by streetwear (22%) and vintage (11%), with Chic (5%), Boho (4%), Preppy (3%), and Gothic (2%) styles trailing behind.

Now we know what style is trending, but what exactly are Canadians wearing? We presented Canadians with different fashion pairs and asked them to select which they felt was currently most popular. Canadians are currently choosing sneakers (82%) over loafers (18%), affordable brands (80%) over luxury brands (20%), flats (79%) over heels (21%), and baggy fits (64%) over tailored fits (36%). Interestingly, Canadians are significantly less decided on things such as small (58%) versus big ( 42%) bags, or bold colours (56%) as opposed to black and white (44%).

Continuing from the pairings, we also asked Canadians to share some of the most popular brands for several fashion categories. When considering shoe brands, Canadians have their hearts set on Nike (44%)with the clear lead. This was followed by Adidas (14%), Skechers (9%), and Clarks (5%). When considering the different brands of handbags/leather goods, Canadians feel that Gucci (21%) is the most popular, followed by Coach (18%), Michael Kors (11%), and Louis Vuitton (10%).

However, fashion trends aren’t just about looking good. Our survey finds that 27% of Canadians (or the equivalent of 10.2 million) have purchased a product due to its popularity rather than personal interest or taste, highlighting how trends directly influence the shopping habits of Canadians.

UPSHOT

The right outfit can turn any day into a great one, and trends undoubtedly play a major role in the outfits we choose. From celebrity culture to royal influence, there is always something making waves in this ever-evolving industry.

But, at the end of the day, trends come and go. With almost a third of us saying they’ve purchased something because it is popular, rather than personal interest or taste, I just want to remind everyone that it is always best to buy things because you love them, not because they’re trending.

METHODOLOGY

The survey was conducted with 1,500 Canadian adults from July 11 to 17, 2022. 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.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

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 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

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

Polls

Air travel experiences meet expectations for most Canadian travelers

We completed a national survey of 1,500 Canadian adults from July 11 to 17, 2022.

ONE IN TEN FLEW IN CANADA LAST MONTH

The number of people who have taken an airplane trip in Canada in the last four weeks is 10%. Just 4% took 2 or more flights during that period. More trips were taken by people under 45 and with above-average incomes.

THE EXPERIENCE MOSTLY DIDN’T DISAPPOINT FLYERS

While stories of air travel challenges are common right now, when we asked those who had traveled what they made of their experience, the large majority said that it was good or acceptable, in terms of the service experience at customs, check-in, security and on-time performance of the airlines.

HOW DOES CANADA COMPARE?

Public opinion is somewhat divided when it comes to how Canada compares to the air travel challenges in other similar countries.

A bare majority say things are the same in other places, 7% say things are going better here, but 42% believe air travel is more challenging in Canada right now. This includes the views of people who haven’t traveled by plane in the last 4 weeks.

Among those who have flown in Canada, 14% think things are better here, 43% no different, and 43% worse.

UPSHOT

According to Bruce Anderson: “Air travel frustrations are prominent in media coverage today and no doubt these experiences are frustrating for those who experience them. However, these data are an important reminder that the large majority of people haven’t had that first-hand experience, either because they haven’t flown, or because they felt that the performance of the system was good enough, or even better than that.”

According to David Coletto: “Most air travelers report their experience traveling the past few months has been good or acceptable. About 1 in 5 have experienced some friction during the process. One thing this study can’t say is whether dissatisfaction is higher and by how much than usual as we have no previous data to compare with it. But it does confirm the typical experience of flying in Canada is not problematic for most.”

METHODOLOGY

The survey was conducted with 1,500 Canadian adults from July 11 to 17, 2022. 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.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

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 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

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

COVID-19MediaPollsTechnology

Public mood dips, government approval softens and PM negatives up

We just completed a national survey of 1,500 Canadian adults from July 11 to 17, 2022.

NATIONAL MOOD SLIDES FOUR POINTS IN A MONTH

The number of people who say Canada is heading in the right direction continues its downward trajectory with 33% feeling positively (down 2 since June and down 5 since May). For context, last year at this time (before the election), 46% felt Canada was headed in the right direction. Half feel things are off on the wrong track.

FEDERAL DISAPPROVAL TRENDING UP

38% approve of the performance of the federal government, unchanged from last month with 46% disapproving for a net score of -8. The last time more approved than disapproved of the federal government was at the start of the year (+4).

CURRENT FEDERAL VOTE INTENTION – CONSERVATIVES AHEAD BY 2

If an election were held now, the Liberals would win and secure 31% of the vote, 1 point less than their last election result and 2 points back of the Conservatives at 33%. Support for the NDP is at 19% (up 1), the People’s Party 4%, the Green Party 4% and the BQ 35% in Quebec.

• In BC we see a continuing three-way battle, with the three main parties statistically tied.

• The Conservatives continue to hold wide leads in the Prairies.

• The Liberals and Conservatives are statistically tied in Ontario (35% to 36%) with the NDP in third at 20%.

• In Quebec, we have the BQ and Liberals statistically tied with the BQ at 35% and the LPC at 32%.

• The Liberals are well ahead in Atlantic Canada.

IMPRESSIONS OF LEADERS

Justin Trudeau enjoys a positive impression among 34% and finds negative impressions among 47%, for a net score of -13.

This is the worst net score we’ve measured for Mr. Trudeau and extends a period of increased negative sentiment towards him.

Jagmeet Singh enjoys a positive impression among 39% and finds negative impressions among 27%, for a net score of +12. 

Candace Bergen enjoys a positive impression among 20% and finds negative impressions among 28% for a net -8.

THE CONSERVATIVE LEADERSHIP ELECTION

Over the past few months, views of Mr. Poilievre have diverged. While his net score among Conservative supporters has increased, from +31 to +47 in a month, views among non-Conservative Party supporters have become more negative with his net score going from -11 to -24.

We have also seen an improvement in Jean Charest’s personal numbers.

Among CPC supporters, his net score has improved from -3 to +19, thanks to a 13-point increase in those having a positive impression of him. Among non-CPC supporters, his net score improved going from -8 to -2.

When we ask people which candidate best represents their values and ideas about what the country needs, Mr. Charest leads Mr. Poilievre by 8 points (37% to 29%), with Ms. Lewis in third at 14%.

Among Conservative supporters, the result is quite different. Mr. Poilievre leads Mr. Charest by 27-points (54% to 27%) with Ms. Lewis well back at 9%.

Since June and with Mr. Brown’s exit from the race, preferences for Mr. Poilievre increased 13-points (from 41% to 54%) while Mr. Charest is up 6-points.

HYPOTHETICAL MATCH-UPS

After our normal vote intention question, we asked respondents how they would vote if Mr. Poilievre or Mr. Charest was Conservative Leader and Mr. Trudeau and Mr. Singh was LPC and NDP leaders respectively.

With Mr. Poilievre as Conservative leader, 31% would vote Liberal (the same as our standard question), 29% would vote Conservative (down 4), 21% NDP and 5% People’s Party.

With Mr. Charest as leader, 28% would vote Liberal (down 3), 25% Conservative (down 8), and 22% NDP (up 3). 11% say they would vote People’s Party if Mr. Charest was Conservative leader, 7-points higher than when we ask the standard vote intention question.

This suggests that while Mr. Poilievre may lose some current CPC support, Mr. Charest would lose more (even if he’s able to attract some LPC supporters), with most going to the People’s Party.

UPSHOT

According to Bruce Anderson: “Canadians are not following politics closely right now, instead enjoying a summer with more flexibility to travel and mingle and relax.  The economic, supply chain, air travel and other pressures facing the government are showing up in the numbers, but in a relatively muted form. Meanwhile Conservatives seem more drawn to Mr. Poilievre this month, while other voters are feeling more alienated by his approach, highlighting the importance of the choice that the Conservative Party seems ready to make.”

According to David Coletto: “Despite every increasing inflation, rising interest rates, and a souring public mood, political opinions and intentions remain relatively stable. The Liberals and Conservatives are holding onto much of the support from last year’s election. Although views of Mr. Trudeau have become more negative, views of Mr. Poilievre have become more polarized. He’s well-liked by Conservative supporters but increasingly unpopular among everyone else. These two trends lead us to the stalemate that has gripped Canadian politics for many years now and is unlikely to change as long as both primary candidates for Prime Minister are as polarizing as Mr. Trudeau and Mr. Poilievre.”

METHODOLOGY

The survey was conducted with 1,500 Canadian adults from July 11 to 17, 2022. 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.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

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 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

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

Canadian PoliticsCOVID-19MediaPolls

Softening support for the government as the House rises

We just completed a national survey of 3,026 Canadian adults from June 17 to 23, 2022.

NATIONAL MOOD SLIDES FOUR POINTS

The number of people who say Canada is heading in the right direction, is at 35%, down 4 points from mid-April, and one of the weaker results we have seen in the last year and a half.

FEDERAL APPROVAL TREND DOWN

38% approve of the performance of the federal government, which is down 2 points from our last measurement and down four since April 2022. With 45% disapproval, this -7 net score is among the weaker readings we have found in the last year.

CURRENT FEDERAL VOTE INTENTION – CONSERVATIVES AHEAD BY 4

If an election were held now, the Liberals would win and secure 30% of the vote, 2 points less than their last election result and – points back of the Conservatives at 34%. Support for the NDP is at 18% (down 3), the People’s Party 5%, the Green Party 4% and the BQ 35% in Quebec.

• In BC we see a continuing three-way battle, with the Conservatives slightly ahead.

• The Conservatives continue to hold wide leads in the Prairies.

• The Liberals have fallen 3-points behind the Conservatives in Ontario, and 7-points behind the BQ in Quebec while holding a massive 23-point lead in Atlantic Canada.

Also of note, for the first time in our tracking since the last election, the Conservatives are ahead of the Liberals (even if only marginally) among those aged 18 to 44. This demographic was critical to the Liberal win in 2021. Since the beginning of 2022, the Conservatives are up 6-points while the Liberals are down 2 among this group.

IMPRESSIONS OF LEADERS

Justin Trudeau enjoys a positive impression among 35% and finds negative impressions among 46%, for a net score of -11.

Jagmeet Singh enjoys a positive impression among 37% and finds negative impressions among 29%, for a net score of +8. Since early this month, Mr. Singh’s positives are down 5 points and lower than any point since about this time last year.

Candace Bergen enjoys a positive impression among 22% and finds negative impressions among 32% for a net -10.

Pierre Poilievre enjoys a positive impression among 20% and finds negative impressions among 28% for a net -8. From March, Mr. Poilievre’s negatives have risen six points, while his positives have remained stable. Among Conservative supporters, Mr. Poilievre has a net +31, an improvement since early this month.

UPSHOT

According to Bruce Anderson: “In the coming weeks, we’ll do a deeper look at how voters are evaluating the government, the Prime Minister, and the alternatives. As the House rises, these results will be modest confidence builders for Conservatives and flashing light for the Liberals that there is some restiveness, in all likelihood a function of the cost of living anxieties and frustrations that the “post-pandemic normal”, doesn’t feel completely post-pandemic, or as completely normal as they would like or had hoped.”

According to David Coletto: “Our latest reading of public opinion about Canadian politics shows that impressions of the Prime Minister and his government’s performance on trending downward. The public mood is turning negative and this is impacting not just vote intentions but also evaluations of the government’s performance. Whether this becomes a summer of discontent remains to be seen but the conditions of high inflation, rising interest rates, and a possible recession mean trouble is brewing for the Liberals.”

METHODOLOGY

The survey was conducted with 3,026 Canadian adults from June 17 to 23, 2022. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.

The margin of error for a comparable probability-based random sample of the same size is +/- 1.8% 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.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

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 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

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

Canadian PoliticsCOVID-19MediaPolls

The Moral Compass of Canadians in the Shadow of a Big Decision on Roe v. Wade in the US

In the coming weeks, the US Supreme Court is set to make a decision on abortion that could seriously impact abortion rights. This has brought conversations about abortion, and the morality of limiting access to the forefront of our conversations here in Canada too.

Back in 2016, we were curious to see how the views of Canadians compared to our neighbours in the south, comparing our moral compass to theirs on a number of topics. With the topic of abortion heating up in the media and set to be in the news in the coming weeks we thought it was time to re-field these questions to see how moral compasses compare today.

Here’s what we found:

  • Opinions on the following topics are similar: birth control, (91% in Canada say it’s morally acceptable, 92% in the US), divorce (83% in Canada, 81% in the US), gambling (71% in both countries), the death penalty (51% in both countries) and pornography (46% in both countries).
  • Canadians are more likely to say the following are morally acceptable: sex between an unmarried man and woman (83% in Canada say it’s morally acceptable, 76% in the US), having a baby outside of marriage (78% in Canada, 70% in the US), gay or lesbian relations (75% in Canada, 71% in the US)
  • And finally, on abortion, Canadians are 18-points more likely to say that abortion is morally acceptable than Americans (52% vs 70%), the biggest gap between the two countries.

Back in 2016 Americans were even less receptive to the idea of abortion being morally acceptable. Back then the number was 43%. But while impressions are on the rise, the morality surrounding the abortion conversation still looks very different in these two countries.

Looking back to 2016 our own moral compass has seen some interesting shifts as well.

  • Only one item, ‘smoking marijuana for recreational purposes’ is now more morally acceptable than it was in 2016, up 6-points from 65 to 71%.
  • Sex between an unmarried man and woman, and divorce both saw a slight downturn from 86% to 83% morally acceptable.
  • Having a baby outside of marriage dropped from 84% to 78% morally acceptable.
  • Gay or lesbian relations dropped from 81% to 75% morally acceptable.
  • The death penalty dropped from 59% morally acceptable to 51% morally acceptable.
  • And finally, pornography dropped from 49% morally acceptable to 46%.

Views on abortion have not shifted much since 2016 in Canada.

Generally speaking, Canadian women are a lot more likely to believe that the items tested to be morally acceptable including:

  • Birth control (94% women vs 88% men)
  • Divorce (87% women vs 79% men)
  • Having a baby outside of marriage (81% women vs 74% men)
  • Gay and lesbian relations (78% women vs 72% men)
  • Gambling (73% women vs 70% men)
  • Abortion (72% women vs 67% men)
  • Smoking marijuana for recreational purposes (73% women vs 69% men)

There are only two items that men deem more morally acceptable than women: the death penalty (55% men vs 48% women) and pornography (57% vs 35%).

We also looked at opinions based on federal vote. For most items, Conservative voters are the least likely to say they are morally acceptable, Liberal voters in the middle, and NDP voters most likely to say the topic is morally acceptable.

Some examples include:

  • 91% of NDP voters believe sex between an unmarried man and woman is morally acceptable compared to 83% of Liberal voters and 77% of Conservative voters.
  • 86% of NDP voters believe gay or lesbian relations is morally acceptable compared to 79% of Liberal voters and 62% of Conservative voters.
  • 80% of NDP voters believe smoking marijuana for recreational purposes is morally acceptable compared to 74% of Liberal voters and 62% of Conservative voters.

This pattern is flipped only when looking at the death penalty where 59% of Conservative voters say this is morally acceptable, 52% of NDP voters and 46% of Liberal voters, and pornography where NDP voters are most likely to say it’s morally acceptable (51%), followed by Liberal voters (48%) and finally Conservative voters.

Views on the morality of abortion are lower among Conservative voters (60%) compared to voters of the other two main parties, but they are still more likely to believe abortion is morally acceptable when compared to the average American.

We also looked at differences between age groups and found quite a few interesting findings here as well.

Younger Canadians (18-29) are most likely to believe the following are morally acceptable:

  • Sex between an unmarried man and woman (88%)
  • Gay or lesbian relations (82%)
  • Abortion (75%)
  • Smoking marijuana for recreational purposes (83%)

Older Canadians (those 60+) are most likely to believe in the morality of birth control (quite an interesting finding, especially since this number is 83% among 18-29-year-olds), and having a baby outside of marriage (80%).

THE UPSHOT

According to Oksana Kishchuk: As we await the US Supreme Court decision that could decide the future of abortion rights in the US, Canadians generally have more liberal views on many social and moral issues than our neighbours to the south. And while the margins of morality between Canadians and Americans have narrowed on several issues, this is more related to shifts in the US rather than adjustments of our own compass in Canada.

What’s more interesting are the slow but notable downshifts in morality within our own borders over the last six years. Perceiving several topics as less moral may be related to our growing distrust towards institutions, and bodies of responsibility and authority.

As millions of Canadians distrust facts (as noted in our other releases here) and express a growing distrust towards those around them, we may also be looking introspectively and (just slightly) alter their inner moral compass as well.

Methodology

This survey was conducted with 1,000 Canadian adults from May 9th to 10th. The margin of error for a comparable probability-based random sample of the same size is +/- 3.1%, 19 times out of 20.

The survey was conducted using a random sample of panelists 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 data was weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region.

This poll was conducted and paid for by Abacus Data.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

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 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

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

MediaPolls

Millions of Canadians Believe US Election Was Stolen From Trump

We recently completed nationwide surveying among 1500 Canadians.  The focus was the levels of trust people have in institutional sources of information, and belief in different theories that indicate a lack of trust in broadly accepted facts.  This is the fourth in a series of releases based on our findings.

As we noted in an earlier release, almost half of the population expresses limited trust in news organizations and official government accounts of events, and we see a clear relationship between institutional mistrust and belief in various conspiracy theories.

  • One in five (20%) think it is definitely or probably true that the “9-11 attack was an inside job”
  • 18% think it is definitely or probably true that the “Royal Family killed Princess Diana”. Another 35% seem to feel it is plausible.
  • Almost 5 million Canadian adults (16%) think it’s definitely or probably true that “The US election was stolen from Donald Trump”. Another 29% think it’s possible or aren’t sure.
  • 13% (or 3.8 million) think “Climate change is a hoax”. Another 16% think it’s possible or aren’t sure.
  • 11% (or 3.2 million) believe it is definitely or probably true that “the moon landing was faked and never happened.” Another 22% think it is possibly true or aren’t sure either way.

An examination of demographic and other variables that correlate with these beliefs revealed:

  • Belief in these theories is higher among supporters of the People’s Party, those who have not taken any Covid19 shots, those who think media and official government accounts of events can’t be trusted.
  • Those who feel Pierre Poilievre is the Conservative leadership candidate closest to their values and ideas are more likely to believe these theories, when compared to those more aligned with Jean Charest.
  • Those who haven’t taken any Covid shots, are far more likely to believe in most conspiracy theories compared to those who have been vaccinated.

  • Among those who feel “official government accounts of events can’t be trusted” (which is 52% of the adult population), 84% also believe that “much of the information we receive from news organizations is false”.
  • Among those who ‘believe much of the information we receive from news organizations is false” (which is 44% of the adult population) 71% also believe that “official government accounts of events can’t be trusted”. The proportion of the adult population that expresses mistrust of both media and government accounts is 37%, or 7 million adults.
  • Those who believe “much of the information we receive from news organizations is false” are many times more likely to believe these conspiracy theories

THE UPSHOT

Our research is revealing that in many cases, belief in conspiracy theories is more likely a product of a generally mistrustful world view, rather than specific evidence related to any specific theory. It is strongly linked to mistrust of news organizations, and of governments.

Those who harbour this mistrust are more persuaded that secret societies are controlling events in the world, inclined reject climate science, to resist Covid vaccination – and more. What this illustrates is how challenging it will be for society to agree on public policy measures in the future, if rising mistrust in institutions and evidence are left unchecked.

Those in politics and news organizations can see in this data that the question of trust in institutional narrative is corrosive for each of them – they have a common threat from mistrust and a common interest in combatting the rise of mistrust, and it’s fellow traveller, the conspiracy theory.

METHODOLOGY

The survey was conducted with 1500 Canadian adults from May 20 to 24, 2022. 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 +/- 2.53%, 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.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

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 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

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

MediaPolls

COVID Conspiracy Beliefs Embraced by Millions

We recently completed nationwide surveying among 1500 Canadians.  The focus was on the levels of trust people have in institutional sources of information, and belief in different theories that indicate a lack of trust in broadly accepted facts.  This is the third in a series of releases based on our findings.

As Canada and many other places in the world relax some measures designed to limit the harm caused by Covid19, albeit with a sense of caution about what the fall may hold, our research indicates that millions of Canadians have accepted some conspiracy theories relating to the pandemic and vaccination as fact.

  • 19% (the equivalent of 5.6 million adults) believe “Covid vaccines have killed many people which has been covered up”. Another 25% think it’s possible or aren’t sure.
  • 11% (or 3.3 million) think “Covid vaccines include secret chips designed to monitor and control behaviour”. Another 14% think it’s possible or aren’t sure.
  • 9% (or 2.7 million) believe it is definitely or probably true that “Covid was caused by rollout of 5G wireless technology as electromagnetic frequencies undermined immune systems.” Another 17% think it is possibly true or aren’t sure either way.

An examination of demographic and other variables that correlate with these beliefs revealed:

  • Belief in these theories is higher among supporters of the People’s Party, those who self-identify on the right of the spectrum, those who have not taken any Covid19 shots, and those who think media and official government accounts of events can’t be trusted. Men under 45 are also more likely than others to embrace these theories.
  • Among those who haven’t taken any Covid shots, 55% believe or think it might be true that Covid was caused by 5G, 63% think the vaccines might contain secret chips, and 90% think it’s possible that the vaccines have killed many.
  • Those who feel Pierre Poilievre is the Conservative leadership candidate closest to their values and ideas are more likely to believe these theories when compared to those who feel more aligned with Jean Charest.
  • Conservative voters show above-average inclination to believe deaths were covered up but more resemble Liberal voters on the other two theories than resemble People’s Party voters.

THE UPSHOT

The remaining 10% of Canadian adults who have not had a COVID-19 shot are unlikely to get one, given how many of them believe the shots have been fatal for many people.   Belief in this idea so clearly runs against all the facts provided by institutional and mainstream media sources it suggests that the starting point for believing something like this, is less about vaccines and more about mistrust of institutional sources.

The other two theories mentioned here (Covid caused by 5G and chips in vaccines) are more fantastical in nature and along with the other data we’ve revealed in our first three releases indicate that millions of Canadians are open to ideas that appear to have no plausibility.  This erosion of rationality and trust is a syndrome that poses a risk to all organizations that depend on a thoughtful and engaged electorate.

There is little doubt that much of the foundation of the People’s Party rests on the willingness of supporters to believe things that aren’t true.

METHODOLOGY

The survey was conducted with 1500 Canadian adults from May 20 to 24, 2022. 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 +/- 2.53%, 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.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

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 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

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

MediaPolls

Millions believe in conspiracy theories in Canada

We recently completed nationwide surveying among 1500 Canadians.  The focus was on the levels of trust people have in institutional sources of information, and belief in conspiracy theories.  This is the second in a series called “Trust & Facts: What Canadians Believe”

• 44% (the equivalent of 13 million adults) believe “big events like wars, recessions and the outcomes of elections are controlled by small groups of people working in secret against us”. Almost as many agree “much of our lives are being controlled by plots hatched in secret places

• 37% (or 11 million) think “there is a group of people in this country who are trying to replace native born Canadians with immigrants who agree with their political views. This is an articulation of what is commonly referred to as replacement theory.

• 20% believe it is definitely or probably true that “the World Economic Forum is a group of global elites with a secretive strategy to impose their ideas on the world.” Another 37% think it is possibly true or aren’t sure either way.

• 13% think it is definitely or probably true that Microsoft founder Bill Gates is using microchips to track people and affect human behaviour. Another 21% say it’s possible, or aren’t really sure.

A deeper dive into demographic and other variables that correlate with these beliefs revealed:

• Belief in these theories is higher among supporters of the People’s Party, those who self-identify on the right of the spectrum, those who have not received any COVID-19 shots, and those who think media and official government accounts of events can’t be trusted. Those who feel Pierre Poilievre is the Conservative leadership candidate closest to their values and ideas are more likely to believe these theories when compared to those who feel more aligned with Jean Charest.

THE UPSHOT

Canadians who want to believe that Canadian society is relatively unaffected by conspiracy thinking will find little comfort in these results. Millions believe that our lives are controlled by secret plots to undermine our interests.

That such beliefs correlate strongly with the instinct to mistrust what media report and what governments say –is a challenge that threatens all institutions that depend on an informed body politic and is like a poison affecting our civil discourse. Only recently we’ve witnessed how a massive demand for the protection offered by Covid 19 vaccines fostered a strenuous effort by those who disbelieve government and media to deny the value of those same vaccines.

This question of whether people can and should trust in institutional voices and known facts is the central theme running through the current leadership dynamic within the Conservative Party leadership race. The data make it clear that to compete for votes from the People’s Party base, Conservatives could choose to embrace conspiracy thinking, but in so doing would alienate a good portion of others, and create hesitancy among half their current voter coalition.

Perhaps the most disconcerting thing in these numbers is the fact that mistrust of institutional accounts isn’t simply neutral skepticism – it is often accompanied by a willingness to believe dangerous contrarian theories. This threatens to undermine the ability of political parties, businesses, civil society groups, and governments to help build consensus and make progress together.

METHODOLOGY

The survey was conducted with 1500 Canadian adults from May 20 to 24, 2022. 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 +/- 2.53%, 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.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

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 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

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

MediaPolls

The Local Traveller Will Be Around for One More Season, at Least.

A few months ago as the weather warmed, mandates lifted and some countries eased their rules and restrictions, we wondered if optimism about travel would rise.

With the pandemic and the trickle-down impacts continuing to impact our lives, choices and behaviours, travel is no different. Our pocketbooks are starting to oppose the predicted flood of post-pandemic spending, and there is no shortage of new stories about travel difficulties across the globe.

To understand how our travel habits and intentions continue to shift, we went into field late last month to test the pulse of Canadians. Here is what we found:

Travel still isn’t ‘back to normal’ in the eyes of Canadians, and this feeling continues to drive our travel desires. More Canadians now believe it’s possible to travel without feeling like we are living in a pandemic (1 in 4), but three quarters still believe that if they want to travel in the next few months, it will feel like ‘pandemic travel’.

The majority also say this feeling will prevent them from making plans. 44% of Canadians say if they want to travel in the next few months, it will feel like travelling in a pandemic and that just isn’t something they are interested in.

The sentiment of ‘a lack of normalcy’ is having a far bigger impact on international travel, compared to local travel. The closer the destination, the more likely it is to feel normal again. 63% of Ontarians say travel within their region is back to normal already, and 58% say the same about travelling to another region of the province. Both seeing a significant jump since October 2022, when they hovered between 20-30%.

Travel within Canada is also looking up. 48% say travelling to another province in the country already feels normal, a 38-point jump since October 2021.

Travel to the US and international travel have seen just as impressive jumps, but they still remain well behind travel within our borders. 28% say travel to the US already feels normal (this sat at just 4% back in October 2021) and 21% feel the same way towards travel to international destinations.

For these destinations, just waiting another season isn’t likely to resolve their laggard numbers. Folks aren’t convinced that all will be well in just a few months. Instead, they don’t see a return to normal until next year, or are unsure of a timeline altogether.

Perhaps then, it is no surprise that Canadians are still far more likely to be exploring our own backyard. Local travellers are far more likely to be easing into their old habits than international, US travellers.

Travel to the US and international destinations have seen the biggest uptake but still lag behind travel within our borders. Travel within one’s own province continues to be the most likely destination.

Aside from lacking a feeling of normalcy, the shifts in our pocketbooks over the last few months are impacting how we feel about travel spending and whether it’s worth it to take the leap back in.

Just under two thirds of Canadians would prefer to hold off on travel spending as prices rise. Given how long they’ve gone without it, 39% of Canadians are comfortable spending money on travel and leisure while 61% would prefer to hold off and wait to spend on travel since things are getting more expensive.

Those that are prioritizing travel spending tend to be younger (+8 pts among 18-29 year olds, +7 pts among 30 to 44 year olds), from higher-income households ($100K+), and parents of children under 18 (presumably trying to make the most of the years for family memories, or getting the kids out of the house).

THE UPSHOT

According to Oksana Kishchuk: All of our data indicates the return to travel continues on its slow and steady trajectory. Canadians aren’t interested in letting go of vacations and travel memories altogether, but we aren’t seeing an urgency to return that was once predicted.

Local travel (first within our province, but also within Canada) will likely continue to dominate for a few more seasons (especially as leaving the country through any airport continues to look like a big headache.

While we will still experience a long tail of the COVID-19 worries and concerns on the travel sector, I think the bigger challenge to the travel and tourism industry will be budgets and spending.

There are two ways to look at the last chart. On one hand- Canadians are seeing rising costs, and warning signs of an economic downturn up ahead, and are closing their pocket-books on items that are considered discretionary spending, like travel.

But on the other, we have close to 40% of Canadians who likely still see these rising prices, but are willing to consider spending on travel as more of an essential good, as they have been without travel experiences for so long.

We will continue to track this trend, and others, closely in the coming months.

For more insights on tourism and COVID-19, please reach out to Oksana, Director of Strategy & Insights at: oksana@stagesite.abacusdata.ca

METHODOLOGY

This survey was conducted with 1,500 Canadian adults from May 20th to 24th. The margin of error for a comparable probability-based random sample of the same size is +/- 2.5%, 19 times out of 20.

The survey was conducted using a random sample of panelists 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 data was weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. This poll was conducted and paid for by Abacus Data.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

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 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

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

COVID-19MediaPolls

Millions of Canadians Lack Trust in Government and News Media

We recently completed nationwide surveying among 1500 Canadians.  The focus was on the levels of trust people have in institutional sources of information, and belief in conspiracy theories.  This is the first in a series called “Trust & Facts: What Canadians Believe”

44% THINK MUCH OF THE INFORMATION FROM NEWS ORGANIZATIONS IS FALSE

Almost half of those interviewed found themselves agreeing with the statement “much of the information we receive from news organizations is false.”

While this means a majority of Canadians have some trust in news organizations, more than 13 million adults (extrapolating 44% to an adult population of 29.5 million) don’t.

Those with no post-secondary education, Alberta residents and those on the right show greater mistrust.  But by far the biggest differences are visible when we look at party affinity.  The vast majority of People’s Party supporters don’t trust news organizations and a (smaller) majority – 59% – of Conservative voters feel the same way.

Among those who think Pierre Poilievre is the Conservative leadership candidate who best reflects their views, 55% don’t trust media information, while among those who identify with Jean Charest the proportion is much lower, at 27%.

52% THINK OFFICIAL GOVERNMENT ACCOUNTS OF EVENTS CAN’T BE TRUSTED

More than half of those interviewed found themselves agreeing with the statement “official government accounts of events can’t be trusted”

As with trust in news organizations, those with no post-secondary education, Alberta residents and those on the right showed markedly higher levels of mistrust in government.

Majorities of People’s Party, Conservative and Green Party voters indicate mistrust.  Those on the left and Liberal voters show higher levels of trust.

THE UPSHOT

For years there has been evidence that trust in institutional sources of information is more skeptically received – but these numbers point to a challenge that is bigger, and more influential in the political life of Canada than might have been expected.  It’s harder for people to agree on what to do to solve collective problems if they don’t trust the basic information on offer by official and news sources.  The challenge facing the Conservative Party is particularly acute – the voters they fear losing to the People’s Party have radically lower levels of trust than the voters they need to win closer to the centre of the spectrum.

METHODOLOGY

The survey was conducted with 1500 Canadian adults from May 20 to 24, 2022. 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 +/- 2.53%, 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.

Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here:  https://canadianresearchinsightscouncil.ca/standards/

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 2021 Canadian election following up on our outstanding record in 2019.

Contact us with any questions.

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

MediaPolls