Here’s a look at regional differences, particularly looking at how Alberta, often understood to be the most conservative province, and Quebec, often seen as at the other end of the spectrum. Here’s what we find:
Albertans and Quebecers largely agree (within five points of each other) on the morality of:
• Birth control, divorce, unmarried sex
• Recreational marijuana use
• Doctor assisted dying, and suicide
• Medical testing on animals, fur clothing
• Cloning animals and humans
Albertans are more likely than Quebecers to say the following are morally acceptable:
• Gambling (78% vs 67%)
• Pornography (50% vs 43%)
• Death penalty (63% vs 51%)
Quebecers are more likely than Albertans to say the following are morally acceptable:
• Abortion (80% vs 68%)
• Having children out of wedlock (93% vs 83%)
• Gay and lesbian relations (87% vs 79%)
• Married men and women having an affair (31% vs 10%)
THE UPSHOT
Bruce Anderson: notably, Quebecers and Albertans are more similar than different on many of these items, and neither region is that far afield of the views of the rest of the country. Still, Quebecers do seem more libertarian/secular/progressive on abortion, and sexual orientation on behaviour. Albertans are more likely to find gambling, pornography and the death penalty morally acceptable.
Methodology
Our survey was conducted online with 1,500 Canadians aged 18 and over from June 14 to 16, 2016. A random sample of panelists was invited to complete the survey from a large representative panel of over 500,000 Canadians.
The Marketing Research and Intelligence Association policy limits statements about margins of sampling error for most online surveys.
The margin of error for a comparable probability-based random sample of 1,500 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.
Abacus Data Inc.
We offer global research capacity with a strong focus on customer service, attention to detail and value added insight. Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, PhD.
Our latest nationwide survey included questions on what people consider to be morally acceptable or morally wrong. See our earlier release here.
Here’s a look at gender differences:
Women and men largely agree (within five points of each other) on the morality of:
• Abortion, birth control, divorce, unmarried sex, babies out of wedlock
• Gambling and recreational marijuana use
• Doctor assisted dying, and suicide
Where difference are more profound between the genders:
Women are more likely than men to say that gay and lesbian relations (84% vs. 77%) are morally acceptable.
Men are more likely than women to say each of the following is morally acceptable:
• Married men and women having an affair (23%-9%)
• Pornography (62%-37%)
• Clothing made of fur (54%-35%)
• Medical testing on animals (51%-28%)
• Cloning animals (38%-20%)
• Cloning humans (18%-11%)
THE UPSHOT
Bruce Anderson: There’s a lot that men and women agree about when it comes to defining morality, including some of the issues that otherwise could create important public policy cleavage: abortion, gambling, marijuana legalization, and medically assisted death.
The gap on same sex marriage is modest; in fact women and men are more prone to disagree on matters of pornography and adultery, than about homosexuality. Women are clearly more likely to be leading the pressure on animal rights issues, in Canadian society.
Methodology
Our survey was conducted online with 1,500 Canadians aged 18 and over from June 14 to 16, 2016. A random sample of panelists was invited to complete the survey from a large representative panel of over 500,000 Canadians.
The Marketing Research and Intelligence Association policy limits statements about margins of sampling error for most online surveys.
The margin of error for a comparable probability-based random sample of 1,500 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.
Abacus Data Inc.
We offer global research capacity with a strong focus on customer service, attention to detail and value added insight. Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, PhD.
Recently, the Gallup organization in the US updated a series of questions they have asked over the years about what behaviours or choices Americans consider to be moral or immoral. We decided to mirror the questions in our most recent survey of Canadians.
Here’s what we found:
• The vast majority in Canada (95%) and the US (89%) consider birth control morally acceptable. But Canadians are 22 points more likely to say it is moral to have a baby out of wedlock, (84%-62%). And 26 points more likely to say abortion is morally acceptable (69%-43%).
• Canadians are 21 points more likely to say gay or lesbian relations are moral (81% vs 60%), 19 points more likely to say that sex between unmarried people is moral (86% vs 67%) and 14 points more likely to say divorce is moral (86%-72%).
• Canadians are far more likely to feel that doctor assisted dying is morally acceptable (79%-53%).
• Interestingly, there is almost no difference when it comes to the death penalty, with majorities in both countries (58% in Canada, 59% in the US) considering it morally right.
• Canadians are 15 points more likely to think pornography in morally acceptable than Americans (49% in Canada, 34% in the US).
• Americans are more comfortable with the idea of medical testing on animals and wearing clothing made of animal fur, by 14 points. Americans are also more open to the idea of cloning animals, but most people in both countries feel this is immoral.
• Very few in either country believe it would be moral to clone a human (14% in Canada, 13% in the US).
We looked at differences across the political spectrum within Canada on these questions and found that, on many items, Liberal and NDP voters hold similar views, while Conservative voters stand a bit apart. Some examples of the differences between Liberal and Conservative voters:
• Liberals are 31 points more likely to approve of recreational use of pot (75%-44%).
• Liberals are 25 points more likely to feel gay and lesbian relations are morally acceptable.
• Liberals are 18 points more likely to say abortion is moral.
• Liberals are 9 points more likely to feel doctor-assisted dying is moral (85%-76%).
• Conservatives are 22 points more comfortable with the death penalty (75%-53%).
• Conservatives are 15 points more comfortable with wearing fur (56-41%).
Different age groups sometimes see these choices in different ways. Among the findings:
• Most of those aged 18 to 34 think pornography is morally acceptable, while most of those 55 and older don’t. Younger people are also more likely to feel human cloning is acceptable.
• Older Canadians were more likely to consider doctor-assisted dying, the death penalty, and wearing fur to be morally right.
• Feelings about recreational pot don’t vary all that much by age.
THE UPSHOT
Bruce Anderson: “Norms about what constitutes morality are evolving in many countries, including Canada and the US. These numbers give us a contemporary look at how similar or different our cultures are. The patterns do confirm a more progressive, secular and libertarian predisposition in Canada.
The data also reveal why issues of moral choice come up from time to time in our political debates. While many Conservative and Liberal voters see morality in the same way on many issues, there clearly is a subset of Conservative voters for whom morality is viewed differently. This produces an internal tension within Conservative parties, around questions such as same sex marriage and abortion, for example. The similarlities among NDP and Liberal voters help explain why NDP voters are often comfortable considering support for Liberal politicians.
On many moral issues, younger generations have been creating new, and more progressive norms for Canadian society. In my view, these numbers show that the idea of a chronic and large “generation gap” when it comes to morality, is not really evident, if it was ever true.”
Our survey was conducted online with 1,500 Canadians aged 18 and over from June 14 to 16, 2016. A random sample of panelists was invited to complete the survey from a large representative panel of over 500,000 Canadians.
The Marketing Research and Intelligence Association policy limits statements about margins of sampling error for most online surveys.
The margin of error for a comparable probability-based random sample of 1,500 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.
Abacus Data Inc.
We offer global research capacity with a strong focus on customer service, attention to detail and value added insight. Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, PhD.
Our latest nationwide survey included questions related to the federal government’s announced plan to legalize marijuana.
The highlights:
• 35% of those surveyed are “firmly in favour” of the idea of legalizing marijuana, 24% firmly opposed, and 42% say they are “somewhere in the middle”. Younger people are more likely to be in favour but still only 45% of the youngest age group is “firmly in favour”. Opposition doesn’t really rise with age: older people tend to be more “in the middle”.
• Just under half of Conservative voters are “firmly opposed” to the legalization of marijuana. Just under half of Liberal and NDP voters are “firmly in favour”. Attitudes don’t vary much by region, or on the basis of whether someone lives in a rural, suburban or urban area.
• Among those who have used marijuana, especially those who have used it for medicinal reasons, support for legalization is quite a bit higher than average (73%). Those who use marijuana more frequently are more likely to support legalization.
Large majorities say it as “crucial” or “very important” that:
• “there should be a strict testing regime to make sure that the products sold to the public meet standards for safety” (87%)
• “there should be a major effort put into public education to make sure that the product is used safely” (75%)
• “there should be comprehensive training programs to make sure that those who will be involved in selling or serving marijuana help promote safe and responsible use” (74%)
These ideas earn larger than average levels of support among those who are “in the middle” or “firmly opposed” to legalization, indicating that they are conditions that can help make hesitant voters more confident that this is a reasonable policy step, and opposed voters less anxious about the potential consequences.
When it comes to the design of public education program to promote safe use of marijuana, the strong preference is that this type of program should be designed by governments and health professionals, rather than by marijuana producers or marketers. At the same time, most would prefer to see the costs of such a program borne by producers out of their profits, rather than by taxpayers. Conservative voters and those in the middle or opposed to legalization are more likely than average to want to see government involved in the design of a public education program, but private companies required to pay the costs of such a program.
THE UPSHOT
Bruce Anderson: “While some may be urging Ottawa to act on its legalization pledge with more speed, these numbers suggest that few Canadians feel that the pace of action is too slow. Instead, they paint a picture of a public that is more inclined to support than oppose this direction, but looking for care to be taken in the execution of this policy.
That people believe there needs to be testing, training and education about the safe use of the product indicates that they feel there are risks that need to be carefully mitigated. Clearly, people believe government should take a measure of ownership when it comes to ensuring safe and responsible marijuana use. However, they also believe that any financial burden associated with this type of programming could reasonably be assigned to the companies that will earn profits in this market.
Above all, the results indicate that for most people, a careful, well thought out plan to ensure public safety is considered more important than liberalizing the market as soon as possible. Conservative voters show little signs of being galvanized against the government on this issue: in fact there is as much evidence that with the right safety measures they may acquiesce to this change.”
David Coletto: “The proportion of Canadians opposed to legalizing marijuana is not as large as many might assume and it appears that opposition may be softening given the government’s measured approach to legalization. Moreover, our data finds that there’s a significant portion of the public who are open to persuasion especially those who have not used marijuana in the past and those aged 55 and older.
These persuadable Canadians believe that the government along with health professionals should play an active role in designing a public education campaign and that comprehensive training and quality standards need to be in place before Canadians can access the product.”
Methodology
Our survey was conducted online with 1,500 Canadians aged 18 and over from June 14 to 16, 2016. A random sample of panelists was invited to complete the survey from a large representative panel of over 500,000 Canadians.
The Marketing Research and Intelligence Association policy limits statements about margins of sampling error for most online surveys.
The margin of error for a comparable probability-based random sample of 1,500 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.
Abacus Data Inc.
We offer global research capacity with a strong focus on customer service, attention to detail and value added insight. Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, PhD.
As has been oft-repeated, Millennials are as unique as employees as they are citizens or consumers. Our distinct upbringing and exposure to technology means we have unique needs in the workplace- needs our employers often fail to address.
Of these needs, none are more prominent than our desire for feedback. Report after report, has demonstrated our affinity for evaluation. A recent study by Gallup indicated that Millennials on average receive one performance feedback session per year. These annual sessions are too infrequent however, failing to provide context or ongoing opportunities for growth that Millennials desire.
Instead, companies ought to have multiple formal evaluations per year, in addition to informal check-ins. This process would not only make us feel supported, but also provide us with opportunities to grow- one of the biggest things Millennial employees value in a job.
But where does this affinity for feedback come from? Our previous research reports suggest that the “self-esteem” education model of the 80s and 90s, lead us to grow accustomed to being given positive reinforcement for everything from scoring the winning goal to properly handling safety scissors. Without this feedback continuing into the employment sphere, we may feel lost or unsure of our standing within the organization.
When it comes to employing Millennials, it is crucial to stay on top of the latest practices. For assistance evaluating your company’s millennial appeal to employees and customers, learn about our Millennial Audit.
Which Millennial Type is Likely to thrive in feedback-heavy environments: The Achiever.
The Canadian Bankers Association (CBA) today released a new report from Abacus Data which found that 84 per cent of Canadians have a positive view of the banking industry, and that number jumps to a 93 per cent approval rating when people are asked about their own bank.
The report, based on public opinion research conducted for the CBA by Abacus Data, shows that by wide margins, people give banks positive marks for being stable and secure, introducing convenient technologies, being accountable and trustworthy, helping people make wise money choices and making a useful contribution to the Canadian economy.
“Canadians have strong, positive feelings about their banks, driven by the belief that their banks are stable, secure and trustworthy,” said Terry Campbell, president of the CBA. “Banks work hard to provide good value, and new and innovative banking and payment options, while at the same time ensuring that their systems are secure and that customers are protected. In the highly-competitive business of financial services, meeting customers’ needs is crucial to success.”
Canadians appreciate the value, security and convenience of banking
The report looks at a number of measures, including the value for money that Canadians say they get from the service providers that they deal with on a regular basis.
– 79 per cent of Canadians believe they get good value for the bank service fees that they pay, which exceeds other household service industries (including Internet, cell phone, cable and electricity providers) by more than 10 percentage points.
– 30 per cent of Canadians pay no banking service fees at all because they have a no-fee account for seniors, students, youth or new Canadians; they maintain a minimum monthly account balance; or they choose a no-fee electronic banking package. Another 45 per cent of Canadians pay $15 or less per month to do their banking.
– 65 per cent of Canadians do almost all of their banking using non-branch options, including online and mobile banking. Ninety-three per cent of Canadians feel good about their relationship with their bank, which speaks to the sense of appreciation Canadians have for convenience as well as confidence in the security of banks’ online and mobile banking services.
Trust and reliability
The value Canadians are getting is much more than just the services they receive but also comes from the strength of the industry. Canadians give their banks good marks for trust and reliability:
– 87 per cent of Canadians believe our banks are stable and secure
– 80 per cent believe that banks do a good job of protecting their privacy
– 75 per cent say that banking technologies improve the convenience of banking
– 70 per cent believe that banks are honest and trustworthy in their dealings with customers
– Nearly two-thirds (59 per cent) say that profitable banks mean more jobs, better pension plan returns and a healthier economy
Canadians believe there is good choice and competition
Canadians feel they enjoy ample choice in banking services and see healthy competition among banks and other financial service providers for their business:
– With more than 40 banks in Canada offering products and services to retail customers, 89 per cent think there is enough choice in banking
– 17 per cent of Canadians have switched financial institutions in the past three years, and 79 per cent said it was easy to do
– Consumers know that they can shop around to find the bank and the banking package at a price that meets their needs. Fifty-seven per cent report having switched the kind of account they have with their bank to reduce their service fees, and 32 per cent have switched banks to save money.
Survey Methodology
The survey was conducted by Abacus Data for the CBA. The findings are based on telephone interviews with a randomly selected, nationally representative sample of 1000 adult Canadians, 18 years of age or older, and are accurate within +/- 3.1 percentage points, 19 times out of 20. Respondents were interviewed between December 16 and December 29, 2015.
About the Canadian Bankers Association
The Canadian Bankers Association works on behalf of 59 domestic banks, foreign bank subsidiaries and foreign bank branches operating in Canada and their 280,000 employees. The CBA advocates for effective public policies that contribute to a sound, successful banking system that benefits Canadians and Canada’s economy. The Association also promotes financial literacy to help Canadians make informed financial decisions and works with banks and law enforcement to help protect customers against financial crime and promote fraud awareness. www.cba.ca.
For more information:
Maura Drew-Lytle
Canadian Bankers Association
Tel: (416) 362-6093, ext. 338
Cell: (416) 918-2777
E-mail: mdrewlytle@cba.ca
Well, the dust is still settling and people around the world are shocked to find that the has UK voted to leave the EU.
While it will be some time until the official numbers are available, unofficial reports paint a picture of Brexit as a deep generational divide.
A poll by YouGov showed that 64% of Britons aged 25-29 opted for Remain, along with 61% of the 30-34 demographic. It is reasonable to conclude then, that the 45+ crowd, largely comprised of baby boomers, were the force that tipped the scales in favour of leave.
Using the #Remain, many Millennials argued passionately for remaining in the EU in the days and weeks leading up to the referendum. However in the end, Leave won with 51.9% of the vote.
In the aftermath, Millennials are not hesitating to make their voices heard. Here are a selection of some notable Millennial responses:
As of 2015, Millennials officially make up the largest generation of consumers. As companies scramble to gain a competitive advantage with Gen Y, many would be advised to consider corporate social responsibility.
Corporate social responsibility (or CSR) is defined as “the voluntary activities undertaken by a company to operate in an economic, social and environmentally sustainable manner”. Examples may include Google Green, an effort by the tech giant to contribute to environmental sustainability, or Microsoft, whose founder Bill Gates is a noted philanthropist.
But acts of CSR reap more benefits than simply the direct charitable impact. Studies show they also draw in Millennial consumers.
For instance, a 2015 Cone Communications Study showed that “More than nine-in-10 Millennials would switch brands to one associated with a cause”. Moreover, another survey by Horizon Media showed that 81% of Millennials expect businesses to engage in good corporate citizenship.
But why does CSR matter to Millennials? Well, our research shows us that, when asked about their values, Millennials identify a deep commitment to equality. Businesses that appeal to this value, are more likely to win Millennial support.
You don’t have to be Google or Microsoft to appeal to the Millennial Consumer. Contact Us to learn how our team can help your business engage with Canada’s largest and most influential consumer group.
Which Millennial type is most likely to be influenced by CSR: The Spark.
Our latest nationwide survey included some of our recurring measures about the state of public opinion on federal politics.
The highlights:
FEELINGS ABOUT THE GOVERNMENT
• 56% approve of the job being done by Justin Trudeau and his government, the highest number achieved by the new government. Only 24% disapprove.
• More approve than disapprove of the government’s performance in every region of the country. This is the second time we have seen more people in Alberta approve (41%) than disapprove (38%) of the performance of the Trudeau government. The last time was in November 2015, right after the election.
• Among Conservative voters, about one in five (19%) approve of the government’s performance. A solid majority (62%) of NDP voters approve.
FEELINGS ABOUT THE LEADERS
• Since his swearing in last November as Prime Minister, Justin Trudeau has found very little fluctuation in his personal support level. Today, 55% say they have a positive feeling about Mr. Trudeau, more than twice as many as say they have a negative feeling (23%).
• Feelings about Mr. Trudeau are more positive than negative in every region of the country, including Alberta, where 36% say they have a good feeling about the PM, and 33% say they see him in a negative way.
• 62% of Conservative voters don’t like Mr. Trudeau, but only 15% of NDP voters feel that way.
• For the second month in a row, Thomas Mulcair encounters more negative (29%) than positive (25%) feelings. Since the launch of the election campaign last August, Mr. Mulcair’s positives dropped 16 points, and his negatives have risen by 8.
• Mr. Mulcair’s negatives are higher than his positives in every region but Quebec (39% positive – 22% negative). Among NDP voters, 59% have a positive feeling about Mr. Mulcair.
• Interim Opposition Leader Rona Ambrose also engenders more negative (24%) than positive (19%) opinion. This has been the case since she took on this role. Worth noting is that positive feelings about Ms. Ambrose have climbed from 14% to 19%.
• 53% of CPC voters have a positive feeling about Ms. Ambrose, while only 9% of Liberal voters and 7% of NDP voters feel that way.
VOTING INTENTIONS
• If an election were held tomorrow, 44% say they would vote Liberal, 28% CPC, and 16% NDP. Since the election, support for the Liberal Party has been consistently in the 40% to 46% range; the Conservatives have been in the 26% to 32% range. The NDP have been consistently below the 20% share of the vote they received last October.
• In Ontario, we see some tightening of the competition between the Liberals and Conservatives, as Liberal support has dipped a bit from the 53% highs we saw immediately after the budget. Today’s Ontario splits (LPC 45%, CPC 33%, NDP 14%) are very similar to those on Election Day last fall (45-35-17)
• In Quebec, the Liberals maintain a striking 28 point advantage over their nearest competitors, the NDP. These numbers represent a substantial 10 point gain for the Liberals over their result last October.
• In BC, the Liberals have opened up a 20 point advantage over the Conservatives – compared to the 5-point advantage last Election Day.
• If an election were held tomorrow, the Liberals would see 3% of their 2015 supporters shift to the CPC, while the CPC would see 6% of their 2015 supporters switch to the Liberals. The movement with the NDP is more compelling: only 4% of those who voted Liberal in October would switch to the NDP, while 20% of those who voted NDP would now vote Liberal.
THE UPSHOT
According to Bruce Anderson:
“Since the election, the new government has taken action on a number of its highest profile promises, including bringing in 25,000 refugees, cutting taxes for the middle class, ending our combat mission in Afghanistan, introducing a new Family Benefit, signing an international protocol on carbon emissions, putting in place new processes to evaluate pipeline projects and spending significantly on infrastructure.
Along the way, the conditions have been set for a much larger deficit than was promised.
In addition, the Prime Minister was on the international stage in a wide range of meetings from Davos to Turkey to Washington to Japan.
Throughout, Liberal support has generally strengthened a bit, largely as a consequence of NDP voters feeling well served by the agenda of this government.
Finally, perhaps most notable in these findings are the perceptions of Mr. Trudeau. In a sense, he has moved from receiving “the benefit of the doubt”, to a measure of confidence in his ability to handle the job and trust in his motives.”
According to David Coletto:
“The Liberal government ends the parliamentary session in much the same place it started: well regarded.
A majority of Canadians have a positive impression of the Prime Minister, the Liberal Party would get a larger share of the vote today than it did in October’s election, and more people approve of the government’s performance than at any point in its seven month tenure.
They have so far held together the coalition that elected them, with a majority of Canadians from all regions of the country (except for Alberta), all generations, and all genders approving of its performance to date. Moreover, they have earned the approval of six in ten Canadians who voted NDP demonstrating the appeal of its agenda and approach, as well confirming the deep desire for change most progressives were craving at the end of the Harper era.”
Methodology
Our survey was conducted online with 1,500 Canadians aged 18 and over from June 14 to 16, 2016. A random sample of panelists was invited to complete the survey from a large representative panel of over 500,000 Canadians.
The Marketing Research and Intelligence Association policy limits statements about margins of sampling error for most online surveys.
The margin of error for a comparable probability-based random sample of 1,500 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.
Abacus Data Inc.
We offer global research capacity with a strong focus on customer service, attention to detail and value added insight. Our team combines the experience of our Chairman Bruce Anderson, one of Canada’s leading research executives for two decades, with the energy, creativity and research expertise of CEO David Coletto, PhD.
For more information, visit our website at http://www.abacusdata.ca/
We all know the narrative about young people that we don’t vote. Article after article has been penned about Millennials’ political apathy. But that narrative may be about to change.
New data from Elections Canada showed a nearly 20% bump in voter turnout from Canadians aged 18 to 24 from 2011 to 2015. The increase was also significant for Canadians aged 25-34, with an increase of 12%.
In addition, we concluded, as stated in this excerpt, that the impact of this increase cannot be overstated:
“Young voters coalesced around one political party and leader unlike in the past decade. So much so that one could credit young voters with giving the Liberal Party its majoritygovernment.”
Not only was youth voter turnout higher than in previous elections, our study also found that a majority of young Canadians also believed that more young people voted in the 2015 election than in the past. 60% of respondents believe that more young people voted than usual, while only 7% felt that fewer young people had voted. The remaining 33% believed that youth turnout was about the same as usual.
We can anticipate with these new Elections Canada numbers, perceptions around young voters will continue to shift.
Given the significant impact that Canadian Millennials had on the 2015 federal election, it’s no surprise that PMJT named himself “Minister of Youth”.
