New Year’s resolutions have a longstanding history dating back thousands of years. With 2021 in the rear view, some Canadians are setting their sights on 2022, and making resolutions for a better future in the process. This led us to wonder if the tradition is still living strong today. Just how many Canadians are making resolutions? What are their resolutions? Are they setting themselves up for success or failure? We explored all of this and more in our latest survey.
Our survey found that only 12% of Canadians are regularly making New Year’s Resolutions, followed by 30% who occasionally make resolutions, and 58% who rarely do so. Those who regularly make resolutions are significantly more likely to skew younger, but gender and region have little impact on whether or not Canadians are regularly making resolutions.
But how does this year compare? Well, 25% of Canadians have made a resolution in 2022, and only 81% of those who regularly make a New Year’s Resolution did so this year. Interestingly, those who feel that the worst of the pandemic is in the past were significantly more likely to make a New Year’s Resolution (33%), highlighting that opinions may be changing as Canadians begin to see the light at the end of the tunnel and feel motivated to make resolutions. This was also the case for those who feel they are living their life to the fullest (30%), those who wake up most mornings excited to start their day (30%), and those who are very optimistic about the future (31%). Again, younger Canadians (40% among those 18-29) are significantly more likely to make resolutions than their elders (13% among those 60 and over). Are older Canadians stuck in their ways? Are they Losing their drive for self improvement? We can’t say for sure, but the numbers are a little concerning.
As expected, many Canadians (43%) have focused on improving their health and wellness this year, possibly due to the sedentary lifestyle many are facing due to Covid-19, and the ongoing desire to improve upon one’s health and wellness. Those living in BC were among the most likely to focus their resolution on health and wellness (51%), while those living in Quebec were among the least likely (27%). Interestingly, although being the least likely to have made a resolution, those 60 and over were the most likely to focus on their health and wellness (59%) compared to any other age group. Health and wellness was followed by another classic resolution of quitting a bad habit (17%) and not far behind that was working on financial habits (16%), again, possibly related to the pandemic’s impact on the finances of Canadians.
While Canadians make resolutions for a better future, we wanted to make sure that they were setting smart goals for themselves. We found that the vast majority of Canadians considered a multitude of factors before making their resolutions, something that will most likely set them up for success. We specifically asked respondents whether or not they considered if their resolution was achievable, relevant, specific enough, measurable, and time-bound while deciding on their New Year’s resolutions. Turns out, Canadians who made resolutions did think of these factors when deciding what to work on. However, while many considered if their resolution was achievable (92%), relevant (90%), specific (82%) and measurable (81%), far fewer considered whether or not it was time-bound (69%). Still, nearly 7 in 10 of those who made a resolution for 2022 did consider whether or not it was time-bound.
UPSHOT
According to Michael Monopoli: Canadians aren’t just making resolutions at will. They’re actively considering whether or not their goals are achievable, relevant, specific, measurable, and time-bound, all of which are factors which lead to smart goal setting. While many may look at their New Year’s Resolution and see it as a challenge, it seems as though those who have made resolutions this year have set themselves up for success!
METHODOLOGY
This survey was conducted with 2200 Canadian adults from January 7th to January 12th 2022. The margin of error for a comparable probability-based random sample of the same size is +/- 2.089%, 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.
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.
As the final days of 2021 come to an end, were taking time to reflect and say thank you to all of those who have helped us grow over the past year.
Here are some of our highlights from 2021:
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.
With the holiday season in full swing, COVID-19 cases are rising across the nation. Will Canadians be staying home for the holidays this year? How will celebrations be affected?
Every year, we ask Canadians how they are planning to celebrate the holidays.
Here’s a summary of what we found:
The holiday season can bring about some mixed emotions from Canadians. When asked to describe how the holiday season made them feel in just one word, the most commonly mentioned was joy. The second most mentioned was sadness, highlighting just how different some of us feel this time of year. While the holiday season can be an exciting and hopeful time for many, it can also be a time of loneliness, stress, and anxiety, most likely amplified by the COVID-19 pandemic and emerging variants.
Make sure to keep your sanitizer and mask ready! Nearly one in four (23%) Canadians will be hosting a holiday meal with family and/or friends this year and over one in two (52%) will be travelling to another household to attend a holiday party. Looking at those who will be travelling, 76% will be staying local, while 15% will be traveling to another part of the province, 7% traveling to another province all together, and 2% 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 (+9 points from 2020), 21% will be having chicken (+10 points from 2020), 8% ham, and 7% a vegetarian dish (+3 points from 2020). Among those under 45, only 53% will have turkey, while 30% will have chicken, 8% will have ham and the same amount (8%) will have a vegetarian dish.
We also asked Canadians to choose their preferences for many classic holiday favourites.
Here’s a summary: • Canadians are split on the type of Christmas tree they prefer: real trees (51%) beat artificial trees (49%) by a hair, flipping the script on 2020. • Michael Bublé (55%) is the favourite over Bing Crosby (45%) but a somewhat larger margin. • Gift wrap options divide the nation: 51% prefer gift bags while 49% prefer wrapping paper. • Hot chocolate (68%) easily beats eggnog (32%) as the preferred holiday beverage. • More would prefer to receive cash as a holiday gift (58%) than a gift card (42%).
Finally, almost eight in ten Canadians would prefer to have snow on Christmas than no snow on Christmas (22%).
Wondering what Canadians consider their holiday favourites? We asked about their favourite holiday staples such as cookies, side dishes, movies, and songs. Turns out, most Canadians prefer shortbread cookies, stuffing, Home Alone, and Holy Night. However, that doesn’t mean you’ll please everyone with these choices. Among those under 45 years old, chocolate chip cookies, potatoes, and Jingle Bells reign supreme, with Home Alone holding it’s spot as favourite holiday movie between groups.
For those who were curious, the full results are as follows:
Favourite holiday Cookie:
Shortbread – 35%
Chocolate Chip – 28%
Gingerbread – 19%
Sugar – 9%
Butter – 8%
Favourite Holiday Side Dish:
Stuffing – 36%
Potatoes – 33%
Vegetables – 14%
Cranberry Sauce – 10%
Pigs in a Blanket – 6%
Favourite Holiday Movie:
Home Alone – 37%
National Lampoons Christmas Vacation – 22%
Elf – 14%
It’s A Wonderful Life – 14%
Miracle on 34th Street – 13%
Favourite Holiday Song:
Holy Night – 26%
Jingle Bells – 20%
White Christmas – 19%
It’s Beginning to Look a Lot Like Christmas – 18%
All I Want for Christmas is You – 17%
METHODOLOGY
This survey was conducted with 1,485 Canadian adults from December 13th to December 16th 2021. The margin of error for a comparable probability-based random sample of the same size is +/- 2.543%, 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.
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.
In less than a week I turn 40. That’s 14,600 days, 350,400 hours, and 21 million minutes since I was lucky enough to be born to my parents, in Toronto, in Canada, in 1981.
Now, for many readers, the fact that I’m turning 40 may come as a surprise.
Most people I meet for the first time think I’m barely 25 years old, maybe 30. In fact, in a recent national survey conducted by our team at Abacus Data, we asked a representative sample of Canadians to guess my age. The result came back as expected – almost everyone underestimated my age with the average age estimate around 30. By the way – thanks to the roughly 10% of people who thought I looked 20 or younger.
People thinking I’m younger than I am has been a part of my life from an early age. Family, friends, clients, students, and audiences a like marvel at my youthfulness. I’m often asked how I did it, but frankly, I have no idea. It may be a combination of good genes, and a relatively healthy lifestyle (minus all the ice cream), or it could be the litres of excellent Italian olive oil I’ve consumed over my lifetime.
Everyone says that after I turn 40, being young looking will have its advantages. I say it’s about time – looking so young has definitely not been an asset for the first 40 years of my life.
However, this fresh-faced guy is now officially an old millennial (or as some have termed a “Geriatric Millennial”). That’s right, I’m a member of that infamous generation that I’ve spent the last 11 years studying, exploring, and trying to figure out as a social researcher. I’ve given a hundred or more speeches or presentations on those born between 1980 and 2000, interviewed thousands in the surveys we’ve conducted, and now, as I step into my midlife, I’ve been forced to reflect on what it means to be a middle-aged millennial. In fact, as an avid cyclist, I even picked up a copy of this book.
WHY USE A GENERATIONAL LENS?
A few years ago, I was part of a panel discussion talking about political marketing and the future of a certain Canadian political party. A fellow panelist at that session questioned the value of generation as a tool for understanding political behaviour. To him, age was the least interesting variable that could be used to explain why people think and behave the ways they do. He brought forth the notion that those who have kids and own a home have far more in common, even if 20 years apart in age, than two people who are close in age but have different lifestyles or have reached different milestones in their lives. In some ways, I agree with him. A 50-year-old with children is likely to have different priorities than a 50-year old without kids. But his point overlooks a crucial element – and something my team at Abacus Data has spent a lot of time exploring – do the circumstances shared by those born around the same time influence the way they think and act?
Now this isn’t to say that life cycle (aging) doesn’t impact how one thinks or behaves. Certainly, priorities change as you get older. When I was 20, paying off my mortgage, thinking about retirement, or figuring out how to keep my grass green in the middle of the summer was the least of my worries.
However, being born in 1981 means I experienced many of the same influences, contexts, and environmental factors as others born around the same time. Our research, for example, finds that millennials were raised differently than previous generations. Think about the households they were raised in, their relationships with their parents, and the expectations bred into them from an early age. Millennials were raised by parents who acted as their agents, curated almost every minute of their days, and encouraged them to follow their dreams and make every minute on earth count. They got regular feedback from those in positions of authority, while the lines of authority themselves were blurred. They had access to decision makers, were far more influential in household decisions, and were regularly consulted to share their thoughts. The world was their oyster, and our families and society generally were there to help make our dreams come true. It’s no wonder than 85% of Canadian millennials agree that, while growing up, many people told them they could achieve anything. Optimism and hopefulness became part of their DNA. The experience during these formative years were far different from those experienced by Boomers or Gen Xers.
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Now think about what was going on in the world and Canada from the early 1980s to the mid to late 2000s. While 9/11 was a seminal world event, millennials never really experienced an existential crisis that earlier generations had. The Great Recession in 2008 has certainly had an impact on their career progressions, but it didn’t influence behaviour and attitudes like the Great Depression had on my grandparents’ generation.
Instead, the big shift in our lives centred around the pace of technological change. On top of a very different upbringing, which alone would account for the generational gaps in expectations and outlook, millennials were the first generation to fully experience and grow up during the rise of the internet and digital technology as a whole. While a decline in deference was well underway since the 1980s, it accelerated because consumers, employees, and citizens had unlimited access to information that was previously controlled by a select few experts and those in the know. Millennials are the first digital native generation, but not the last. How we communicate, access information, and become informed about what’s happening in our world is fundamentally different. When we ask survey Canadians to identify their top breaking news source, the difference of opinion is profound. Upwards of 40 to 50% of millennials say they rely on social media platforms like Facebook, Twitter, or Instagram for breaking news. That’s about 25 points higher than all other Canadians combined and almost 40 points higher than Boomers. Now that’s a generational divide!
Canadian millennials are more likely to have traveled to another part of the world by the time their 30 than older generations. Half say they don’t believe in a god or higher power and almost half of millennial men are the primary cooks in their household. More millennial women will get a post-secondary degree than millennial men, a sharp change from earlier generations. These differences have an impact on our thinking and choices, controlling for milestones or individual circumstance. Identifying those differences and then making sense of them, is what our work is all about.
Millennials make up the majority of working age Canadians. They are increasingly taking leadership roles on teams and in organizations. They are the largest block of voters in the Canadian electorate, and a soon to be published book chapter I wrote finds that they were instrumental in all three election wins for Justin Trudeau and the Liberal Party.
MIDLIFE MILLENNIALS vs. YOUNGER MILLENNIALS
But in thinking about my milestone birthday, a question emerged – are old millennials much different than younger ones? Luckily, I run a twice annual survey of 2,000 Canadian millennials that I could dig into. Our latest survey – part of Abacus Data’s syndicated Canadian Millennials Report – was conducted in June 2021. The next wave is set to be fielded in January 2022.
First, a little about the mid-life or soon to be mid-life Canadian millennials (those today aged 35 to 41).
Half of midlife millennials have kids. 40% are married.
Only 35% feel they are living comfortably with almost half saying they live paycheque to paycheque. 1 in 5 old millennials have no savings at all.
60% own their home – 23-points higher than those aged 20 to 34. Among those who don’t currently own, 2 in 3 want to someday, even if more and more are becoming pessimistic about their ability to do so.
53% of midlife millennials have some money saved in an RRSP. 43% have an employer provided pension. Half have life insurance – 69% among those who are married.
71% own a car, 17-points higher than younger millennials.
20% own cryptocurrency.
Second, throughout the survey, the views, impressions and opinions of midlife millennials and their younger counterparts are quite similar. They are generally optimistic about the future (even in the middle of a global pandemic), are worried about the cost of housing, climate change, and the healthcare system, and generally approve of the job the federal government has done managing the country.
Where we do see some big differences between midlife and younger millennials is in their media use. Like many millennials my age, I have no idea what TikTok is for, how to use it, and what I’d even do with it.
Midlife millennials are as likely to check Facebook daily as younger millennials but much less likely to be using Instagram, Twitter, TikTok, or Snapchat. We are also 10-points less likely to be watching something on YouTube every day and more likely to be watching news on TV than younger millennials.
Overall, midlife millennials in Canada report spending nine hours less per week on digital platforms like YouTube, Facebook, Instagram, or Twitter than younger millennials.
So, while life cycle helps to explain differences in homeownership, marital status, and financial situation, midlife millennials and younger millennials share the same outlook, expectations, and values, But are using different tools to engage and communicate.
40 IS THE NEW 30… RIGHT?
Despite my youthful complexion, I’m starting to feel and see the impact of my aging. There’s a little less hair on my head. My body takes longer to recover from exercise or sickness, and I’m increasingly finding myself not understanding what some of the younger members of my team or my students are talking about.
I’m lucky to have a job that lets me learn something new every day and engage with Canadians of all ages through the research we do. Cycling helps keep my mind sharp and body in shape and my friends and family (and Chestnut our dog) make life worth living.
As more and more millennials take that step into middle-age, they will bring the values, perspectives, and expectations they developed over the first 40 years and bring them into the workplaces, stores, and polling booths that they will increasingly influence over the next 40.
I always thought being 40 meant you were getting old. I’ve come to learn that it’s just another number. Although I do wish this number would stop increasing, it’s reassuring to know that I look about ten years younger to most people.
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.
As more and more things are going back to normal in Canada, we decided to get Canadians to look beyond Canada’s borders to think about the threats and priorities they have for Canada on the global stage. We also asked them to gauge Canada’s influence in the world. We updated questions we asked back in 2018.
Here’s what we found:
PERCEIVED THREATS TO CANADA
More Canadians believe that global climate change is a major threat to the well-being of Canadians than any other potential issue. Six in ten think it is a major threat which is up 8-points since 2018. Of course, back in 2018, Trump’s approach to foreign affairs was considered the biggest threat to Canada.
There are several notable shifts. China’s emergence as a world power is perceived as much more of a major threat (54%) compared to 2018 (29%) – a 25-point increase. The perception that the growing authoritarianism in Russia in contrast has decreased, although this survey was done prior to the build-up of Russian troops on the Ukrainian border.
Future pandemics is the third most important threat followed by cyber attacks from other countries. Notably, one in three Canadians think the growing divisions in the United States is a major threat.
Perceptions about the threat of Islamic extremist groups and North Korea’s nuclear program are down by 8 and 9-points respectively since 2018.
FOREIGN POLICY PRIORITIES
Consistent with the major threat that Canadians think global climate change poses, it is the most likely to be viewed as the top foreign policy priority (43%) – up 9-points since 2018.
Ending extreme poverty and protecting Canadians from terrorist attacks are the next most important priorities, although protecting Canada from terrorist attacks has fallen 5-points as a top priority. Interestingly, promoting and defending human rights and strengthening the UN are the lowest priorities as they were in 2018.
Notable changes from 2018 include the rise in priority for global climate change, ending extreme poverty, and improving women’s rights, equality and economic empowerment. Expanding trade opportunities and protecting Canadians from terrorism are less of a priority compared with 2018.
Liberal and NDP voters are far more likely to prioritize climate change, improving women’s equality and ending extreme poverty compared to Conservative voters. Conservative voters prioritize trade and protecting Canada from terrorism.
HOW WE THINK THE WORLD SEE US
Canadians think the rest of the world sees our country as diplomatic (90%), tolerant (89%) and ethical (86%). A large majority also think our country is seen as an example to replicate (77%), rather than something to avoid. All of these are only slightly lower than we found in 2018 when we first asked these questions.
Canadians are more divided on how we view ourselves on the other dimensions. Only 41% think we are a leader rather than a follower and 56% think we are influential rather than ignored. Compared with 2018 more people now believe Canada is a follower. The biggest change is with respect to perceptions of strength; 63% believe the world views us as strong up 7-points from 2018.
CANADA’S INFLUENCE IN THE WORLD
Canadians are quite divided about the role that Canada plays in the world. Compared with ten years ago, 38% think Canada plays a less important role compared with 29% who think the role is more important. In the past three years, Canadians have become more likely to think our influence has declined (from 33% to 38%).
THE UPSHOT
The world feels like a different place than it was in 2018 when Donald Trump’s approach to foreign affairs was considered the biggest threat to Canada. After more than a year and half of a pandemic that has rocked the world, we end 2021 with a quite different view of some of the threats to Canada and priorities for Canada’s foreign policy.
The one constant is the place of climate change. We are now nearing a consensus on global climate change. More Canadians see it as a major threat and more want it to be a government priority.
It would be a mistake to think Canadians only care about climate change. In 2021 they put a higher importance than in 2018 on a range of issues such as ending extreme poverty and improving the rights and equality of women, that touch on making it a Just world for all to live in.
The key new threat is China that will likely continue to be a focus for both Canadians and policy makers as the dynamics of global affairs hinges around the authoritarian vs. democratic axes.
At the same time, Canadians continue to have a very positive view of how the rest of the world views us. This is particularly true when it comes to values such as being diplomatic, tolerant and ethical. Most of also think we are a country that is something to replicate. This positive feeling about how others perceive us is, however, combined with less optimistic view of our role in global affairs. Six in ten think we are perceived as a follower rather than a leader.
Canada has not, according to Canadians, reasserted our influence in the world. In fact, Canadians have become a little more pessimistic about the importance of the role we play in the world. It is not clear whether this is a function of a more challenging global environment or specific events such as the pandemic or the conflict with China.
METHODOLOGY
The survey was conducted with 1,500 Canadian adults from October 15 to 20, 2021. A random sample of panelists was invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.
The margin of error for a comparable probability-based random sample of the same size is +/- 2.5%, 19 times out of 20.
The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.
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.
Just two weeks ago, vaccine bookings for children aged 5 to 11 opened in Ontario and other regions across the country. We’ve seen many families express relief and excitement towards this news, as their younger family members become eligible to receive the jab. So far, we’ve seen that vaccines are a crucial part to getting out of this pandemic, so a continuous rise in vaccine acceptance among parents is important.
Now that the vaccine is available for these children, what does vaccine hesitancy look like amongst their parents? Has acceptance risen since we last measured it back in October? And what are parents planning to do now that their children are eligible for the shot?
In short, we still have some work ahead.
As a quick note, the earlier data is from early October, before the approval or availability of vaccines for those five to 11 years of age.
First, for parents of 12- to 17-year-olds, vaccine acceptance remains at a stable 80%. This includes those who say their kids in this age group have had at least one shot, or will get it as soon as it’s available to them. The proportion of those who’ve had one shot has risen, but given the small sample sizes this is still within the margin of error.
Vaccine uptake among parents is a key driver for vaccine uptake in children. Among those who are in the ‘acceptance’ category, 95% are fully or partially vaccinated. Among those who are ‘refusers’, only 40% are fully or partially vaccinated.
But vaccine uptake among parents isn’t the only indicator or step needed to encourage parents to vaccinate their children. 65% of those considered ‘hesitant/undecided’ on vaccinating their children have one or more COVID shots themselves. This shows that the decision to vaccinate your children isn’t always viewed the same as a decision to vaccinate yourself- something public health needs to take into consideration.
Parents of children five to 11 are showing even more hesitancy. There has been some movement from October, with 62% saying their child has had at least one shot or will get one as soon as it’s available to them (back in October the number of those who said they’d take as soon as it’s available was just 51%). But acceptance is nearly 20-pts lower than parents of older children.
The vaccination status of parents also matters for children in this age group (94% of parents in the ‘acceptance group have had one or both shots), but it’s less important.
Among those in the ‘hesitant/undecided’ category, 83% have had one or more shots themselves. Whether it be because of lack of information, the recency of approval, or just a different decision-making process, hesitancy among parents of young children looks a lot different than hesitancy among parents of adults and even older children.
THE UPSHOT
So, in the first few weeks of vaccine eligibility for young children we are still seeing some levels of hesitancy. There’s been some improvement for parents of children aged 5-11, but there’s still a long way to go. While vaccinating parents is part of the solution, it isn’t the whole picture.
Applying lessons learned from vaccinating adults will be crucial- what works for one community, might not work for another, and that’s okay. Just as we did for adults, meeting parents where they are at on vaccines will be just as important as understanding context. Messaging that works for the eager parents might not work the same for those who are hesitant – the reasons for vaccinating their children might be different. And the level of information and assurance these parents need will be different too.
We will be sure to continue tracking these levels of acceptance in the coming months.
METHODOLOGY
This survey was conducted with 3,532 Canadian adults from November 25th to December 3rd 2021. The sample of parents of children 12-17 was n=434. The margin of error for a comparable probability-based random sample of the same size is +/- 4.7%, 19 times out of 20. The sample of parents of children under 12 was n=461. The margin of error for a comparable probability-based random sample of the same size is +/- 4.5%, 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.
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.
Eighteen months ago when the pandemic hit, many of our normal routines were upended and our food habits were no different. As restaurants closed during lockdowns, we looked for ways to spend as little time in the grocery store aisles as possible.
That got us thinking about alternatives to the old ways of buying foods like meal delivery services, grocery pick-up and meal kit services. As we transitioned from dining room menus to food and meal delivery apps, did we pick up any new habits? And what could this mean for these services in the future?
Back in October we asked a few questions to try and find out.
First, there’s no doubt the pandemic had an impact on our use of these services. Since the start of the pandemic the number of Canadians using meal delivery services, grocery delivery services or meal kit services has doubled. Grocery online order and pickup saw the biggest push because of the pandemic, but was closely followed by meal delivery services and grocery delivery from the store itself.
The situation created by the pandemic helped many of these services grow their customer base, in some cases more than doubling it. For every service tested, aside from meal delivery services, half or more of their customer base only started using their services during the pandemic. Among the 30% that say they’ve used grocery online order and pickup from the store, two-thirds only started during the pandemic. Meal delivery services also saw a rise in popularity, as just under half of the 35% of Canadians who use the service started doing so during the pandemic.
However, Canadians aren’t abandoning the grocery store just yet. Two-thirds of us still visit the grocery store in-person at least once a week, but other grocery and meal delivery services aren’t necessarily used infrequently. 15% of Canadians use meal delivery services like Skip the Dishes, and UberEats at least once a week, while 13% use grocery online order and pickup direct from the store at least weekly.
So, are these services replacing traditional grocery shopping behaviour? Not necessarily. Or at least, not yet.
When it comes to those who use meal kit services, they are actually a lot more likely than the average Canadian to be visiting a grocery store in-person, regardless of when they started using meal kit services (before or during the pandemic). For these folks, it seems like shopping in-person, and selecting their own products is something that’s important, and meal kits are supplementing their regular shopping behavior.
Those who started using grocery delivery and pickup services during the pandemic still shop in-person just as much as the average Canadian. Right now, or at least it seems, there isn’t a service that can fully replace the in-store grocery shopping experience.
So, if it hasn’t replaced in-store shopping yet, are there any benefits to using these services? We asked those using these services to rate them on 3 factors: their ability to help you make healthy eating choices, convenience (saves energy and time), and saving money on food.
Grocery delivery and pickup does well regarding convenience, with those who use grocery delivery or pick-up direct from the store rating the service a 4 out of 5 stars for convenience. All three services receive a score just over 3 out of 5 on both saving money on food and helping them make healthy eating choices.
However, meal kits do the best on healthy eating choices, with a 4 out of 5 star rating. Meal delivery services do best on convenience, getting just over 4 out of 5 stars. Also worth noting, meal delivery services get the lowest score on saving money on food.
So, will we continue to use these services flourish, even once the pandemic is over? For now, it seems like the usage of these services is on an upward trajectory.
Regardless of whether they’ve used the service or not, 29% of Canadians say they have plans to use grocery delivery services more frequently, 27% have plans to use pre-prepared meal services (restaurant delivery or third-party) more frequently, and 23% plan on using meal kits more often.
Most of this growth will come from those already using the services, especially those who used the services prior to the pandemic. That said, it looks like all three (grocery delivery, meal delivery and meal kits) have a good chance of turning customers who tried their services during the pandemic, into regular users. Half of those who tried grocery delivery or pre-prepared meal services for the first time during the pandemic are interested in using it more. And the future is even brighter for meal kit services- with 71% of their ‘pandemic customers’ planning to use the services more in the future.
UPSHOT
So, while grocery and meal delivery services have yet to upend the in-store shopping experience, it seems like they won’t be going away anytime soon, even once the pandemic is over.
The pandemic has helped many online and digital product offerings, that promote convenience, grow their customer base- and food and meal delivery services are no different. But unlike Zoom for work meetings, or Peloton for spin class, it seems like these services weren’t necessarily a direct replacement for things like restaurants or in-person shopping. Instead, they seemed to have opened up a new kind of offering for food services, one that prioritizes convenience.
This will likely remain the biggest draw to the services, even as dine-in and in-person grocery options become more and more normal. But if use of these services continues to grow (as is projected by Canadians themselves), there’s the possibility that these services will continue to disrupt the food industry even further.
For more insights on the food industry and COVID-19, please reach out to Oksana, Director of Strategy & Insights at: oksana@abacusdata.ca
METHODOLOGY
This survey was conducted with 2,200 Canadian adults from October 15th to 20th 2021. The margin of error for a comparable probability-based random sample of the same size is +/- 2.0%, 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.
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.
We completed a national survey of 2,025 Canadian adults from November 25 to 30, 2021. Here’s a snapshot of our findings.
SPEECH FROM THE THRONE
One in three people didn’t know there was a Speech from the Throne, and another half only heard about it. Fewer than one in five people said they were familiar with what was contained in the Speech.
Among those who were at least aware there was a Throne Speech, 61% felt it was a good direction for Canadian public policy for the coming years. Those more familiar and those who only heard there was a Speech were similarly positively predisposed.
86% of 2021 Liberal voters thought the Throne Speech outlined a good direction for the country as did 66% of NDP and 52% of Green Party voters. Half of BQ voters (51%) thought it laid out a good direction for the country while 1 in 3 Conservative voters felt the same thing.
When asked whether the opposition parties should vote for or against the Speech from the Throne, even if it triggers an election:
48% want Conservative MPs to vote in favour and 52% want them to vote against the Throne Speech. 63% of CPC voters want them to vote against as do 37% of Liberal voters and 48% of NDP voters.
57% want NDP MPs to vote in favour and 43% want them to vote against it with 74% of LPC, 69% of NDP and 40% of CPC voters wanting them to vote for it.
48% want BQ MPs to vote in favour and 52% want them to vote against with 60% of BQ voters 66% of LPC voters, 54% of NDP voters, and 29% of CPC voters wanting them to vote in favour. 60% of Quebecers want BQ MPs to vote in favour of the Throne Speech.
PUBLIC MOOD & GOVERNMENT APPROVAL
Equal numbers feel things in Canada are headed in the right direction (42%) than those who feel it is off on the wrong track (43%). This is unchanged from October despite the increased worry about Covid-19 which we reported yesterday. Canadians continue to be far more bearish on how things are going around the world or in the US.
Slightly more approve (44%) than disapprove (41%) of the federal government, slightly improved from our measurement in October. The Trudeau government’s net approval (approve – disapprove) regionally is -2 in BC, -29 in Alberta, -12 in Saskatchewan and Manitoba, +12 in Ontario, +10 in Quebec, and +15 in Atlantic Canada.
LEADER IMPRESSIONS
Justin Trudeau enjoys a positive impression among 40% and negative impressions among 41%, for a net score of -1. This is unchanged from October.
Today 23% have a positive impression of the Conservative leader Erin O’Toole while his negatives are at 45% for a net score of -22. His numbers are also unchanged from October.
Jagmeet Singh enjoys a positive impression among 42% and finds negative impressions among 23% for a net score of +19, also similar to our results in October.
In Quebec, BQ Leader Mr. Blanchet is 40% positive and 30% negative for a net score of +10. Mr. Trudeau is +8 and Mr. O’Toole is -22 in Quebec.
VOTING INTENTION
If an election were held now, the Liberals would win 32% of the vote (in line with the 2021 election share), the Conservatives would win 30% (4-points lower) and the NDP 20% (2-points higher). The BQ is at 8% nationally while the People’s Party is at 6% and the Greens at 3%.
BC: a three-way race with the Liberals at 32%, the NDP at 30%, and Conservatives at 30%.
Alberta: 56% would vote Conservative compared with 18% for the NDP, 14% for the Liberal Party, and 10% for the People’s Party.
Manitoba and Saskatchewan: the Conservatives lead with 38% followed by the NDP at 27% and the Liberals at 21%.
Ontario: the Liberals have a 6-point lead over the Conservatives (37% to 31%) with the NDP in third at 22%. The People’s Party is polling at 7% in Ontario.
Quebec: we see the BQ slightly ahead of the Liberals (37% to 33%) with the Conservatives at 15% and the NDP at 8%.
Atlantic: the Liberal lead by 11 over the Conservatives – 38% to 27% with the NDP at 22%.
UPSHOT
According to Bruce Anderson: “The gulf between those who follow politics and everyone else has been widening over time, and more and more people seem to be on the indifferent and inattentive side of the divide. Given the pandemic, it’s also true that people are very focused on the immediate and the risks of Covid being prolonged. Politics matters little, and public policy matters first and foremost on the issues that are deeply and urgently preoccupying.
These findings suggest the Liberals neither gained nor lost any political ground based on their Throne Speech. The only other material political finding may be that the People’s Party is a bigger political force than the Green Party. Environmentally concerned voters seem inclined to look to other parties to meet their expectations and goals. And the challenge confronting the conservative movement in Canada is no less visible – if anything even more so. “
According to David Coletto: “The Speech from the Throne neither lifted nor hurt the federal government’s approval rating or the Liberal vote share. This month’s political snapshot looks very much like it did at the end of October. The Liberals and Conservatives remain close in vote intentions, although the Conservatives are still 4-points off their 2021 result, and the government’s approval rating remains relatively positive.
I suspect politics is the furthest thing from people’s minds right now as BC and Atlantic Canada deal with flooding and the entire county waits to see whether Omicron is going buffer hopes of this pandemic ending.”
METHODOLOGY
The survey was conducted with 2,025 Canadian adults from November 25 to 30, 2021. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.
The margin of error for a comparable probability-based random sample of the same size is +/- 2.2%, 19 times out of 20.
The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.
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.
We completed a national survey of 2,025 Canadian adults from November 25 to 30, 2021, and asked some questions about COVID and public concerns that we have been tracking since the start of the pandemic. Here’s what we found:
MILLIONS ARE MORE WORRIED ABOUT COVID-19 OVER THE PAST FEW DAYS
Four in ten adults say they are becoming more worried about the pandemic over the past few days, almost doubling (20-point increase) the response to the same question a month ago.
Rising worry is much more apparent among middle-aged and older Canadians.
Rising worry is happening among the vaccinated and the vaccination hesitant – while those who refuse to be vaccinated seem unmoved by the news about Omicron
Change in COVID worry is highest in Quebec (51%), Atlantic Canada (46%), BC (45%), and Ontario (43%) and lowest in Alberta (36%).
CANADIANS ARE UNSURE IF THE WORST IS BEHIND US, DOUBT IS RISING
Equal numbers of Canadians (28%) think the worst is still to come as think the worst is behind us (26%), as half (47%) are uncertain. This is more pessimism about the future of the pandemic since May 2021.
UPSHOT
According to Bruce Anderson: “The response to Omicron news which broke beginning last Thursday has been swift, underscoring just how attentive people remain to the pandemic which has held the world in its grip for almost two years. While worry is spiking, most people are waiting for more information to decide how serious this threat is. If it does turn out that this new variant will require harsh measures, it’s a fair bet that this will intensify divisions between those willing to be vaccinated and those who refuse to take that step, regardless of the prospect of another wave.”
According to David Coletto: “Our polling throughout the pandemic has shown there is a strong correlation between perceptions about the pandemic and virus and behaviours. Those who become more worried tend to be less defensive in their behaviour – less likely to venture out to public spaces, go to restaurants, or to travel. Concerns about the Omicron variant have spiked public anxiety again and continue the high degree of uncertainty about whether the worst of the pandemic is behind us.
And while we find some regional and demographic variation, there’s little difference across the political spectrum. The rise of this new variant has made Liberals, Conservatives, and New Democrats more anxious and worried about what comes next.
The only potential upside is that those who are unvaccinated but open to it could be convinced to get vaccinated due to the risk posed by the variant.“
METHODOLOGY
The survey was conducted with 2,025 Canadian adults from November 25 to 30, 2021. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.
The margin of error for a comparable probability-based random sample of the same size is +/- 2.2%, 19 times out of 20.
The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region. Totals may not add up to 100 due to rounding.
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.
As the COVID-19 pandemic transitions to an endemic over the next few weeks, employers are increasingly asking how to get their teams back into the workplace, especially office-based teams who have been able to work remotely for the past 19 months.
Back in April 2020, a survey we conducted at the time found that 70% of Canadians thought it would take just 5 months or less for COVID-19 to pass. As the pandemic persisted, we also found that 83% of Canadians believe that the pandemic requires us to rethink how we work and run the economy. Now, as the world finally begins to reopen without public health restrictions, we wanted to look at the experience of working from home and how it has shaped the expectations of workers moving forward.
Over the course of the COVID-19 pandemic, 45% of those who are currently employed said they spent some time working remotely from their home or another location. Interestingly, employees above the age of 45 (34%) are 20-points less likely to have worked from home than those 44 or below (54%).
And the experience for most has been positive. Overall, close to three quarters of those who worked remotely said their productivity was either higher or about the same as if they were working at the office. Only 26% who feel less productive overall. In total, 74% believe they were more or as productive at home as in the office. Interestingly, younger workers tend to feel less productive working from home (65%) when compared to those over the age of 30 (78%). This also holds true for moms of younger children (63%) when compared to dads of young children (74%)
When asked to rate their experience working from home, most surveyed described the experience in a positive way. 65% felt that communication between themselves and their managers/employers and how informed they were about what is happening with their employer was good or excellent. Being able to separate their work from their personal life (61%) and their relationships with colleagues (59%) were less positively received, but a majority still felt they were good or excellent.
However, these elements are only some of many aspects to consider when transition back into the office. As companies begin to re-open their doors, many are seeing their employer’s post pandemic approach for the very first time.
When asked to rate how flexible their employer’s overall approach to the post-pandemic workplace will be, we found that 50% rated their employer’s overall approach to the post-pandemic workplace at or above a 7 out of 10. And there is a direct correlation between satisfaction with their employer’s approach and perceptions about their employer’s flexibility. Those who were very satisfied were much more likely to rate their employer as flexible than those dissatisfied.
In early October, when this survey was conducted, 65% of remote workers said it was safe to return to their workplace, but only 47% (-18) of those who have worked remotely for a majority of the time during the pandemic feel this way suggesting it may be more difficult to entice those who have spent more time working from home back into the office. Remember, it’s tough to break habits.
Among those who felt it would be unsafe to return, when asked why, 30% indicated that their employer has not shared a plan to protect high-risk employees, 23% are concerned that their worksite is not conducive to COVID safety protocols, and 24% indicated that their employer has not made vaccinations mandatory among employees. When looking at only those who are not satisfied with their employer’s plans, these numbers jump to 37% (+7), 33% (+10), and 31% (+7) respectively.
The survey also found a high degree of potential employee churn for employers deemed to be inflexible. 33% of those working remotely would likely look for a job with more flexibility, while 6% are already doing so (39% in total). This idea is most prevalent among those who have spent the majority of their time during the pandemic working from home, with 47% indicating that they will likely look for a job with more flexibility or are already doing so. These findings also tied closely with the average employer flexibility score, as the higher the average score, the more likely an employee is to stay and work where the employer deems necessary.
UPSHOT
As employers – big and small – continue to plan how to entice their team members back to the office, this research shows that a flexibility mindset will be essential. More than nine million employed Canadians spent at least some time working remotely over the past 19 months. For many, the experience was convenient, enjoyable, and productive.
Employers who insist one a speedy, inflexible return to the office will face pushback from a workforce who have been able to live their preferences. Our research pre-pandemic found that a growing proportion of workers wanted more flexibility from their employers. And it is not just millennials or Gen Zers – all generations want more choice where and when they work.
The pandemic has fundamentally shifted employee mindsets as flexibility has transition from a preference to an expectation. Given the tight labour markets and empowered workers, this data should reinforce the importance of decisions that are being made and in the future about the return to work.
METHODOLOGY
The survey was conducted with 479 Canadian adults from October 8 to 12, 2021. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.
The margin of error for a comparable probability-based random sample of the same size is +/- 4.478%, 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.
