If voters don’t think you like or respect them, how can you expect them to vote for you?
December 10, 2024
In the wake of Donald Trump’s unexpected victory in the 2016 U.S. presidential election, David tweeted something that has stayed with both of us:
“If voters sense that you don’t like or respect them, it’s very unlikely they will vote for you. 👆 this is essentially politics today.”
That sentiment feels even more relevant now, as the dynamics of respect—or the perception of it—play a central role in shaping Canadian politics.
Recently, we dug into this question through new polling at Abacus Data, asking Canadians to what extent they feel respected by their political leaders. The results paint a striking picture of why progressive parties, including Justin Trudeau’s Liberals, may be struggling to connect with voters.
When we asked Canadians, “To what extent do you feel each of the following political leaders genuinely respects people like you?”, only 18% felt Trudeau respects them “a great deal” or “quite a bit.” In contrast, 30% said Pierre Poilievre respects them to the same degree, and 24% felt that way about Jagmeet Singh.
However, it’s the flipside of this question that underscores the real challenge: 47% of Canadians say they feel Trudeau does not respect them at all. That figure is significantly higher than for Poilievre (35%) and Singh (31%). These numbers reveal a respect deficit that appears to cut deep into public perceptions of the Prime Minister and may be contributing to the Liberals’ declining political fortunes.
Respect is a Two-Way Street
When we explored the factors behind these numbers, certain patterns emerged. Among Canadians with a university education, 24% feel Trudeau respects them “a great deal” or “quite a bit,” compared to just 14% among those with high school or less, and 15% among college graduates. This educational divide suggests that Trudeau is perceived as more attuned to a highly educated, urban audience—a narrative the Conservatives have been quick to weaponise in their efforts to frame the Liberals as out of touch with “everyday Canadians.”
Interestingly, there is little gender gap in perceptions of Trudeau’s respect. About 18% of men and 17% of women feel he respects them a great deal or quite a bit, while 47% of both genders feel he does not respect them at all. Generational differences are also muted, although younger Canadians are slightly more inclined to feel respected by Trudeau (43% of those aged 18 to 29 feel at least somewhat respected, compared to 34% of those aged 45 to 59).
For Poilievre, there is no significant education effect, but sectoral differences are revealing. Those working in trades, transportation, natural resources, agriculture, or manufacturing are far more likely to feel respected by Poilievre (36% feel he respects them a great deal or quite a bit, compared to just 21% who feel he doesn’t respect them at all). Conversely, Poilievre struggles with Canadians working in health care, education, and professional services—sectors where Trudeau is seen more favourably, albeit still scoring poorly overall.
Why Perceptions of “Respect” Alone May Not Win Votes
While respect clearly matters, it’s not the sole driver of political support. When we asked Canadians how likely they are to vote for a leader they feel genuinely respects them, 41% said they were very likely, and 32% said somewhat likely. But the rest—27%—said respect wasn’t a factor at all. Among those who do value respect, the Conservatives enjoy a 9-point higher vote share compared to those who are less swayed by this quality.
Digging deeper, we also asked Canadians to identify the most important factor when deciding which political leader to support. Only 9% chose “respect for people like me.” The top three responses were: “their trustworthiness and ability to relate to everyday Canadians,” “their approach to key political issues and policies,” and “their ability to understand and address the challenges I face.”
This finding suggests that respect functions as a foundation—it’s difficult to win votes without it, but it’s rarely sufficient on its own. For Trudeau and Poilievre alike, voters also weigh whether a leader’s policies align with their needs, whether they share similar values, and whether they project competence and empathy.
Respect, Empathy, and the “Politics of Reflection”
Respect may not rank as the most important factor for voters, but we believe it is closely tied to something that does: empathy. When voters feel genuinely respected, they are more likely to believe that a leader understands their challenges, sympathises with their struggles, and shares their priorities. This connection—meeting voters where they are and demonstrating relentless commitment to improving their lives—can be transformative in building trust and loyalty.
In that sense, respect is not merely about polite words or gestures—it’s about convincing voters that you see them, hear them, and care about their daily realities. Leaders like Poilievre, who resonate with Canadians in blue-collar sectors, may not always articulate policies that appeal to everyone, but they do succeed in projecting an image of someone who “gets it.” Conversely, Trudeau’s challenge lies in convincing voters outside his core base—particularly those struggling with affordability and economic insecurity—that he is equally committed to addressing their needs.
The respect deficit facing Trudeau is a problem for the Liberals, particularly as it intersects with other voter concerns. Among those who prioritise trustworthiness and the ability to relate to everyday Canadians, Conservative support is notably higher. These voters also tend to see Poilievre as more relatable and in touch with their struggles.
Poilievre’s challenge, however, lies in bridging the divide between his support among blue-collar workers and his weaker standing with voters in sectors like health care, education, and professional services. His message resonates with Canadians who feel overlooked by a system they perceive as favouring elites, but he risks alienating those who work in public-facing or knowledge-based professions. This may not ultimately matter to his ability to win an election, but remains a potential barrier nevertheless.
Meanwhile, Jagmeet Singh remains in a middle position. While he performs better than Trudeau on respect, his appeal is narrower and heavily tied to specific policy preferences. Among voters who prioritize a leader’s approach to key political issues, the NDP’s support is stronger, but they struggle to convert this into broader momentum
The Upshot
In the end, politics without respect is a fragile enterprise. Voters need to believe that leaders see them as real people, not just data points in a poll or faces in a crowd. Our research shows that when politicians fail this basic test, when they are perceived as looking down on—or even dismissing—segments of the population, they face a steep, often insurmountable uphill climb to regain trust. It’s not enough to talk about policies in abstract terms; leaders must connect those policies to the daily realities of the people they seek to represent.
Yet respect alone doesn’t close the deal. Canadians still want their leaders to be relatable and trustworthy, to offer tangible solutions to their challenges, and to understand the issues that cut closest to home. Policies, priorities, and empathy all matter immensely. In a world where multiple parties promise respect, what sets a leader apart is the ability to weave that respect into a compelling vision—one that’s believable because it’s anchored in everyday experiences and delivered through a voice that resonates.
For the Liberals, the challenge is clear: bridging the gap between a party narrative that may come off as elite-focused and a country that is looking for its struggles to be validated and addressed. For the Conservatives and the NDP, there is an opportunity to capitalize on the respect vacuum, but only if they can sustain and broaden their appeal. Ultimately, Canadian politics is heading into a cycle where the public’s demand for respect, empathy, and solutions will dominate. The leaders who heed that call will not only secure more votes—they’ll shape the political landscape for years to come.
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METHODOLOGY
The survey was conducted with 1,915 Canadian adults from November 14 to 19, 2024. 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 +/- 2.3%, 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 Canada’s most sought-after, influential, and impactful polling and market research firm. We are hired by many of North America’s most respected and influential brands and organizations.
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.
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