Proof Strategies CanTrust Index 2023

The Proof Strategies CanTrust Index™, now in its eighth year, is a
leading source of research and insights on trust in Canada. We report
a distinctly Canadian story. Societies, democracies and
economies cannot function without trust.
Our study uses a 7-pointscale with 7 being the highesttrust
and 1 being the lowest. Respondents choosing 7, 6 or 5 result
in the percentages of trust used in this report.
The 2023 Proof Strategies CanTrust Index is released within
one month of completion to ensure the most current data and analysis,
unlike older studies. Our research tells the unique story of trust
among Canadians, and who they believe is trustworthy in this world of
ever-increasing misinformation, conspiracy theories and keyboard
warriors.
Proof Strategies Inc. is a leading Canadian-owned communications
and public affairs agency. We ask better questions to create insight, grow
trust and build stronger human relationships. Learn more at getproof.com.
OUR COMMITMENT
TO TRUST IN CANADA

3
This report provides a summary of findings from Proof
Strategies' general population study.
• Survey of 1,502 Canadians using a national opt-in panel
administered by The Logit Group.
• Participants completed the survey instrument online from
either a mobile device or a desktop computer. The study
was completed in both official languages.
• Sample was representative of Canadian population
statistics by region, age and gender.
• Fieldwork was conducted from January 5 to 13, 2023.
METHODOLOGY
1,502 PEOPLE SURVEYED
CONFIDENCE
INTERVAL OF +/- 2.5
PERCENTAGE POINTS

EXECUTIVE SUMMARY
THE GENERATIONAL TRUST GAP
4
• In our eight years of tracking trust in Canada, a generational divide has
emerged. Economic anxiety and frustration with democracy appear to
have fueled mistrust among younger generations.
• After three years of COVID-19, coupled with economic challenges,
disappointment in Canada has taken its toll on youth. Only 39 per cent
of Gen Zs and 45 per cent of millennials feel that most people can be
trusted, compared to 52 per cent of boomers and 76 per cent of
seniors. We call it the generational trust gap.
• Last year was tough economically as interest rates climbed, inflation
soared and the economy slowed. Young people are feeling the effects
of our economic downturn. When asked if they felt satisfied with the
economy, 29 per cent of Gen Zs said yes compared to 50 per cent of
boomers.
• What the generations can agree on is the different actions brands
should take to become more trustworthy. For example, 61 per cent of
Gen Zs and 62 per cent of boomers are more likely to trust companies
that commit to environmental sustainability. Similarly, 56 per cent of
millennials and boomers are more likely to trust brands that support
charitable causes.
• To build trust, Canadians want leaders that support them, share their
values and will care for the communities around them.

EXECUTIVE SUMMARY
CORE VALUES AS DRIVERS OF TRUST
5
• Canadians rate a list of 12 core values lower now than at the start of the
pandemic. When asked if Canada is living up to the value of freedom, 59
per cent trust that it is, compared to 73 per cent in 2020. Similarly, 53
per cent trust that Canada values safety, compared to 68 per cent in
2020.
• One of the more notable and concerning declines of trust in values
relates to Canadian attitudes towards their democracy. In 2023, 49 per
cent of Canadians said that they trust their country to perform as a
democracy, down 16 per cent from 65 per cent in 2020.
• Among the least trusting are the youngest Canadians. When Gen Zs
were asked if they felt like Canada was living up to the value of
democracy, 38 per cent said yes compared to 50 per cent of boomers.
• Time will tell if dissatisfaction with Canada’s values performance leads
to more – or less – civic engagement among younger generations
desperate for change.
• For a second year, employees give their own employers a mediocre C
grade for building trust with external audiences.
• The challenge for leaders, organizations and brands is to build trust
from the inside out, by knowing their own values, connecting with
employees and then engaging with outside stakeholders.

EXECUTIVE SUMMARY
TRUST IN GOVERNMENT IMPROVES
6
• Trust in government is improving overall, perhaps as Canadians put the
pandemic behind them. In 2023, 37 per cent of Canadians trust
government to be competent and effective, compared to 22 per cent in
2022 – a 15 per cent increase.
• Despite this overall increase, trust in government leaders remains low.
Less than a third of Canadians at 32 per cent trust the Prime Minister to
do what is right for Canada. The average of trust in provincial Premiers
is also at 32 per cent, down from 37 per cent in 2020.
• Further, most Canadians lack trust in their election system. When asked
if they trust the election system to be fair, 48 per cent of Canadians said
yes. A further 46 per cent said they trust the election system to
represent the votes of the people.
• Canadians also lack confidence in the different levels of government to
work together. Only nine per cent said that they have a lot of trust in
federal and provincial leaders to reach collective agreements.
• Canadians value the institution of government but want leaders that are
representative of their votes and can work together to address shared
obstacles.

7
2023
CANTRUST
INDEX:
IN-DEPTH RESULTS
AND INSIGHTS

Q
40 45 47 49 47
60 55 53 51 53
2019 2020 2021 2022 2023
You can't be too careful in dealing with people
Most people can be trusted
Generally speaking,do you believe that most people can be trusted,
or you can’t be too careful in dealing withpeople?
TRUST DISPOSITIONHOLDING AT
ABOUT HALF THE COUNTRY.
8
51
47
45
46
54
53
45
49
42
45
BC Prairies ON QC Atlantic
2022
2023

Q
Generally speaking,do you believe that most people can be trusted,
or you can’t be too careful in dealing withpeople?
OLDER GENERATIONS ARE MORE
LIKELY TO TRUST THE PEOPLE
AROUND THEM.
9
39
43
38
51
67
33
47
45
50
69
41
49
43
51
69
39
45 45
52
76
Gen Z (1997-2012) Millennials (1981-1996) Gen X (1965-1980) Boomers (1946-1964) Older (<1946)
MostPeople Can Be Trusted
2020 2021 2022 2023

10
THE
CANTRUST
INDEX
AGGREGATE TRUST
SCORES

Q
Thinking again about Canada, to what extent are you
willing to trust the followingorganizationalcategories to
be competentand effective and to do the right thing?
1 means you “trust very little” and 7 means you “trust a lot” [5-7 reported].
AGGREGATE TRUST
IN NGOS, BUSINESS,
MEDIA AND GOVERNMENT
INCREASES BY FIVE POINTS.
Aggregate trust returns to 2019 levels but is still well below the 2018 aggregate score.
11
45 43 45
39 38 37 34
39
2016 2017 2018 2019 2020 2021 2022 2023
The CanTrust Index score: five institutional components of Canadian society were aggregated to create an overall aggregate trust score.
This included trustin NGOs, media, small and mediumbusinesses,governments and large corporations.

Aggregate trust in NGOs, media, small and medium businesses, governmentsand large corporations.
37
33
39
45
36
40
34
36
44
42
33
30
38
44 43
33
31
34
40
33
42
34
39
43
35
BC Prairies Ontario Quebec Atlantic
2019 2020 2021 2022 2023
12
NOTABLE INCREASES IN AGGREGATE TRUST IN BRITISH COLUMBIAAND ONTARIO.TRUST
REMAINS THE HIGHEST IN QUEBEC.

13
38 38
38
36
37
33
40
38
Male Female
41
35
38 39
48
37 36
38 39 40
38
34 33
35
41
40
35
37
44 44
Gen Z Millennials Gen X Boomer Older
2020 2021 2022 2023
THE GENERATIONAL TRUST GAP IS SHOWN HERE. WHILE TRUST IS INCREASING WITH
BOOMERS,MILLENIALS LAG BY NINE PER CENT.

14
SUPPORTERSFOR ALL FEDERAL POLITICAL PARTIES – WITH THE EXCEPTIONOF THE BLOC –
HAVE BECOME MORE TRUSTING SINCE THE HISTORIC LOWS IN 2022. TRUST AMONG
LIBERAL PARTY SUPPORTERS INCREASED BY 11 PER CENT.
51
35
39
35
46
31
48
36 36
31
44
28
48
33
30
35
48
27
43
31
27 27
41
16
24
54
37
33 32
41
28
32
Liberal Conservative NDP Green Bloc PPC No affiliation
2019 2020 2021 2022 2023

15
Newcomers to Canada who have lived in the country for less than five years are 15 per cent more trusting than Canadian born residents.
NEWCOMERS TO CANADA ARE MORE TRUSTING AND SHOW LARGER TRUST INCREASES
COMPAREDTO THOSE BORN IN CANADA.
33
40
45
38
37
49
52
48
Canadian born Born elsewhere <5 yrs 5+yrs
2022 2023
+4 +9 +7 +10

16
AGGREGATE
TRUST SCORE
BREAKDOWN
The following slide is a breakdown of the individual
scores within the CanTrust Index aggregate.

Q
54 54
40
44
20
53
50
39
41
27
56
51
41
45
28
49
40
36 36
20
49
44
33
38
26
48
38
32
41
27
47
35
22
39
27
50
43
37
42
28
NGOs News media Governments Small and medium
corporations
Large corporations
2016 2017 2018 2019 2020 2021 2022 2023
Thinking again about Canada, to what extent are you willing to trust
the followingorganizational categories to be competentand
effective and to do the right thing?
THE INCREASE IN AGGREGATE TRUST
IS FUELED BY NOTABLE TRUST
INCREASES IN MEDIA AND
GOVERNMENTS IN GENERAL.
Aggregate trust in governments returns to pre-pandemic levels, increasing by 15 per cent. The historic low in 2022 was likely fueled by pandemic fatigue and
frustrations with lock-down mandates. Trust in large corporations remains flat.
17

18
TRUST IN
BUSINESS
LEADERS AND
CORPORATIONS

Q
FOOD & GROCERYRETAIL, BANKS
AND ECOMMERCETOP THE LIST AS
THE MOST TRUSTED INDUSTRIES IN
CANADA.
19
Thinking aboutCanada and the economy, to what extent are you
willing to TRUST the following industriesto operate competently
and effectively and to do the right thing.
Online gambling and cryptocurrency businesses as emerging industries face an uphill battle with trust.
47
43 42 41 39 37 37
31 30 29
26
19
14 12
Grocery &
food retail
Banks Ecommerce Streaming
services
Energy
utilities
Pharma
companies
Liquor
retailers
LTC
facilities
Telecom
companies
Insurance
companies
Oil & gas
companies
Real estate
developers
Online
gambling
Crypto
businesses
2023

20
BOOMERS ARE MORE LIKELY TO TRUST TRADITIONAL SECTORS LIKE FOOD, BANKS AND
UTILITIES. GEN Z ARE MORELIKELY TO TRUST DIGITAL INDUSTRIES, LIKE STREAMING
SERVICES AND CRYPTOCURRENCYBUSINESSES.
45
37
34
45
36
40
29
37
31 31
25
28
14
21
41
37
40 39
33
31 30 29
25 25
23
21
16 17
44
38
42
44
34 35
38
27 26 25 25
19
13 11
55 56
47
38
48
44
46
34
36
33
31
14 13 5
Grocery &
food retail
Banks Ecommerce Streaming
services
Energy
utilities
Pharma
companies
Liquor
retailers
LTC
facilities
Telecom
companies
Insurance
companies
Oil & gas
companies
Real estate
developers
Online
gambling
Crypto
businesses
Gen Z Millennials Gen X Boomers

Q
69
76 74
68
64
68
62
67
59 62 59
55
71 72 69 69 67 69
68 72 69 67 68 68
Total Upper management
(c-suite or VP)
Middle management
(manager or director)
Administrative or
support staff
Skilled labour Frontline service
2020 2021 2022 2023
Grade Given Indexed to 100 and Converted to Letter on below scale
LEGEND: A (85-100) B (75-84 ) C (65-74) D (50-64) F (<50)
If you were to grade your employeron their capacity to
BUILD trust with external stakeholders (clients,customers,
suppliers, partners, etc.) what grade from an A+ to an F
would you give them?
EMPLOYEEGRADES FOR THEIR
EMPLOYERS RESULTIN A “C”
GRADE FOR THE SECOND YEAR.
21
D C
C C C
B D C
C D C
C D C
D D C
C
C C C C C C

Q
THE ELEMENTS THAT DRIVE
CORPORATEOR BRAND TRUST REMAIN
STABLE.
22
On a scale of 1-7 to what extent do you think each of the actions
listed belowwill help make a company or brand MORE trustworthy
to you personally?
67
67
58
63
61
59
58
60
67
66
63
63
62
61
58
58
68
67
64
64
64
63
61
56
59
Focusing on employee safety &
wellbeing
Having values that are close to
my own
Having a brand, product or
service meet my needs
Having a leader that
communicates openly
Canadian-made or
grown products
Creating local employment
opportunities
Investing in my local community
Advocating for positive
social change
Being Canadian-owned
and operated
2021 2022 2023
57
55
57
55
21
60
55
54
53
47
25
58
54
54
54
48
22
54
58
Being endorsed by my friends
and family
Having a clearly stated
corporate or social purpose
Committing to inclusion
and diversity
Supporting charitable
causes
Committing to
Indigenous reconciliation
Being endorsed by an
influencer that I follow
Speaking out on
human rights issues
Committing to
environmental sustainablitity
2021 2022 2023
Focusing on employee well-being, having shared values remains key.

Q
When it comes to importantissues such as climate change, racism
and social equity, do you think business leaders should speak out
and take positions on behalf of their company?
THERE HAS BEEN A SLIGHT
SOFTENING IN THE MAJORITYOF
CANADIANS THAT BELIEVE THAT
BUSINESS LEADERS SHOULD SPEAK
OUT REGULARLY.
Gen Z and those born elsewhere are more likely to agree that business leaders should speak out and take positions regularly.
23
57
31
12
53
36
11
Should speak out
& take positions
regularly
Should speak out,
but in rare instances
Should not speak
out & take
positions ever
2022 2023
53
61
55
53
48
56
49
53
43
58
51
62
Total
Gen Z
Millennials
Gen X
Boomers
BC
Prairies
Ontario
Quebec
Atlantic
Born in Canada
Born elsewhere
Should Speak Out & Take Positions Regularly

Q
If a company or brand wants to advocate for positive social change,
which audience is most importantto consultand follow? [Choose
only one.]
THE GENERAL PUBLIC IS VIEWED AS
THE MOST IMPORTANT
STAKEHOLDER GROUP TO
CONSULTFOR BRANDS
ADVOCATING FOR SOCIAL CHANGE.
24
26
18
5
38
12
26
21
5
39
8
24
14
5
44
12
Customers Employees Shareholders General public Not sure
Total Millennials Boomers

Q
To what extent are you willingto trust your CEO or mostsenior
boss where you work?
1 means you “trust very little” and 7 means you “trust a lot” [5-7
reported].
YOUNGER CANADIANS ARE LESS
LIKELY TO TRUST THE LEADERSHIP
IN THEIR WORKPLACES.
25
36 37
46
48
Your CEO or most senior boss where you work
Gen Z Millennials Gen X Boomers

Q
61
53
50 49 48
44 44
50
41
38 37
33 32
23
62
54
47 48 48 47
44 43 43
38 38
34 33
30 29
22
Canadian
Red
Cross
Salvation
Army
CBC or
Radio-
Canada
Amazon Mastercard TVA Videotron CTV Via Rail The Globe
& Mail
Telus Air
Canada
Bell Hockey
Canada
Rogers Facebook
2022 2023
What extent are you willingto TRUST the following companies to
operate competently and effectively and to do the right thing?
THE CANADIAN RED CROSSIS
THE MOST TRUSTED
ORGANIZATION BY CANADIANS,
WHILE CTV PAYS A PRICE FOR
STAFF CHANGES.
26
Trust in Hockey Canada is low after news of a scandal dominated headlines.

27
TRUST IN
CANADIAN
INSTITUTIONS

Q
Thinking aboutCanada, to what extent are you willing to trust the
followinginstitutions to operate competently and effectively and to
do the right thing?
TRUST IN THE MILITARY INCREASED BY
FIVE PER CENT AND TRUST IN THE RCMP
INCREASED BY SIX PER CENT.
Despite repeated attacks and questions about Canada’s Central Bank, trust in the institution did not drop significantly.
28
63
58 56
50
54
47
43
58
52 54
48
53
46 45
40 38
58 57 55 54 54 53 51 49 49 47 46
39 38 37
Canadian
healthcare
system
Canadian
military
The
Supreme
Court
Canadian
education
system
RCMP Local
police
forces
Provincial
police
forces
Canada's
Central
Bank
Canada
Revenue
Agency
Canada's
judicial
system
Canadian
electoral
system
Canadian
financial
markets
Canadian
Parliament
Canada's
immigration
system
2021 2022 2023

61
59 59
54
59
50 51
45 44
49
41
32
39
54
59
52 54 53 51
45
50
46
39
33 33 34
60 58 59 58
51
55
51 49 49
47
41 42 40
56
52 51 52
56
46
51 50
46
49
39
42
34
52
63
49
45
49
53
42
47 48
42
35
31
39
Canada’s
public heath
agencies
Canadian
military
The Supreme
Court
Canadian
healthcare
system
The
education
system
Canada’s
passport &
border
services
The Bank of
Canada
Canada
Revenue
Agency
The judicial
system
Canadian
electoral
system
Financial &
stock
markets in
Canada
Canadian
Parliament
Canada’s
immigration
system
REGIONAL DATA SHOWS THAT INSTITUTIONAL TRUST IS NOT SHARED EQUALLYACROSS
THE COUNTRY.WITH A HEALTHCARESYSTEM UNDER STRESS, ATLANTIC CANADIANS ARE
SEVEN PER CENT LESS LIKELY TO TRUST CANADIAN HEALTHCARECOMPAREDTO 2022.
29

BOOMERS AND THE OLDEST CANADIANS ARE MORE TRUSTING OF EVERY CORE CANADIAN
INSTITUTION,COMPAREDTO GEN Z AND MILLENNIALS.
30
Noticeable generational differences in trust in Canada’s healthcare system and the Bank of Canada.
50
58
47
56
50 52
49 49
41
45
34
44 42
51 51 50
45
49
45
42 43 42 40
35
38 35
56 54
52 53 52
49
44 45 45
42
37
30
36
69
64 66 64
60 59 60
57 56
53
46
42
38
68
73 76
63
54
59
68
63
54 56
39
46
41
Canada’s
public heath
agencies
Canadian
military
The Supreme
Court
The
Canadian
healthcare
system
The
education
system
Canada’s
passport &
border
services
The Bank of
Canada
Canada
Revenue
Agency
The judicial
system
Canadian
electoral
system
Financial &
stock
markets in
Canada
Canadian
Parliament
Canada’s
immigration
system
Gen Z Millennials Gen X Boomers Older

31
GOVERNMENT,
DEMOCRACY,
THE PARTY
SYSTEM
New in 2023 is an examination of
how Canadians feel about the
state of democracy, the election
system and the party system
that exists in Canada today.
Image Credit: Elections Canada

Q
46
34
50
44
30
50
46
33
52
40
34
52
39
37
45
32
36 37
33 32
38
32 32
37
The Prime Minister The Premier of your province Your community mayor
2016 2017 2018 2019 2020 2021 2022 2023
When you think of these people or groups of people to what extent
do you trust each to do what is right for Canada, Canadians and our
society in general?
TRUST IN GOVERNMENTLEADERS
REMAINS STABLE, BUT LOW.
Trust in the Prime Minister has stabilized in the low 30s.
32

33
British Columbia is now the most trusting in their provincial premier, at 38 per cent.
TRUST IN THE PRIME MINISTER DROPS 13 PER CENT IN ATLANTIC CANADA, PERHAPS IN
PART DUE TO HURRICANEFIONA. STEADY DECLINE FOR PREMIER LEGAULT IN QUEBEC.
40
27
42 42
45
31
25
33
38 39
29
22
34
38
41
32
24
33
36
28
Prime Minister
2020 2021 2022 2023
42
38
28
49
36
38
22
33
45
50
33
23
30
42
33
38
26
29
37
33
Premier
2020 2021 2022 2023

Q
38 36
28
22
17
Jagmeet Singh Justin Trudeau Pierre Poilievre Elizabeth May Yves-François Blanchet
Thinking aboutthe followingCanadian politicalparty leaders,
please rate how much you trust each one and their ability or
potential ability to do what is right for Canada and Canadians.
JAGMEET SINGH HAS A SLIGHT
MARGIN AS THE MOST TRUSTED
PARTY LEADER BY CANADIANS.
34

Q
In terms of the role for the federal government, would you say it
should have a major role, minorrole, or no role, in the following areas.
PROTECTINGSAFETY, SECURITY AND
BASIC RIGHTS TOP THE LIST FOR
OTTAWA HAVING A MAJOR ROLE.
To a lesser extent, Canadians expect Ottawa to ensure more availability of affordable housing and helping low-income Canadians.
35
82 79 79 78 76 74 72 70 68 66
61
Protecting
safety and
security for
Canadians
Protecting
basic rights
of citizens
Ensuring safe
food and
medicine
Responding
to natural
disasters
Strengthening
the economy
Ensuring
access to
healthcare
Managing the
immigration
system
Assuring
equal access
to services
across the
country
Protecting
the
environment
and
biodiversity
Helping people
with low
income
Ensuring
more
availability of
affordable
housing
Major Role

36
COMPARINGTHE CANADIAN RESULTSTO A 2022 PEW RESEARCHSTUDY SHOWS
AMERICANS ARE MORELIKELY TO AGREE THAT THE FEDERAL GOVERNMENTSHOULD
PLAY A MAJOR ROLE IN MANAGING IMMIGRATION.MORE CANADIANS BELIEVE THAT
THE FEDERAL GOVERNMENTSHOULDHELP PEOPLE WITH LOWER INCOMES.
*US data sourced from Pew Research Studyof USA, June 2022.
79 78 76 74 72 68 66
82 80 78
69
85
68
52
Ensuring safe food
and medicine
Responding to
natural disasters
Strengthening the
economy
Ensuring access to
healthcare
Managing the
immigration system
Protecting the
environment and
biodiversity
Helping people on
low incomes
Canada US*

BOOMERS ARE MORE LIKELY TO SEE THE FEDERAL GOVERNMENTAS HAVING A MAJOR
ROLE IN ALL THE AREAS DISCUSSED, EXCEPT AFFORDABLE HOUSING – DIFFERING
EXPECTATIONS COULD LEAD TO DIFFERING VOTING PRIORITIES.
37
75 75 74 73 70 71 69
64 62 64
60
90
85 88 88 85
74
80
75 75
69
59
Protecting
safety and
security for
Canadians
Protecting
basic rights
of citizens
Ensuring safe
food and
medicine
Responding
to natural
disasters
Strengthening
the economy
Ensuring
access to
healthcare
Managing the
immigration
system
Assuring
equal access
to services
across the
country
Protecting
the
environment
and
biodiversity
Helping
people on
low incomes
Ensuring more
availability of
affordable
housing
Millennials Boomers

Q
To what extent do you agree or disagree with the following
statements below.
TWO-THIRDS OF CANADIANS AGREE
THAT GOVERNMENTPLAYS AN
IMPORTANTROLE,BUT MANY ARE
FRUSTRATEDWITH HOW SERVICES
ARE WORKING.
Almost half of Canadians believe they could do a better job than most public servants.
38
64
40
27
48
I believe government plays an
important role in providing
services that help make Canada
a better country for our citizens
I think public servants do their best
to deliver services efficiently
and on time
I think politicians do their best
and on time
If I worked inside government,
I would do a better job than most
public servants

39
REGIONAL RESULTSMIRROR THE NATIONAL AVERAGE. QUEBEC RESIDENTS HAVE
SLIGHTLY MOREFAITH IN POLITICIANS WHILE THE MAJORITY OF ATLANTIC CANADIANS
THINK THEY COULD DO A BETTER JOB THAN MOST PUBLIC SERVANTS.
65
46
28
42
64
39
23
50
65
38
25
51
58
41
36
44
62
44
24
57
and on time
and on time
public servants

40
A MAJOR GENERATIONAL DIFFERENCE EXISTS IN THE PERCEIVED ROLE OF GOVERNMENT
AND SATISFACTIONWITH THE PUBLIC SERVICE AND POLITICIANS.
51
35
27
42
56
40
26
44
65
35
21
54
75
48
33
50
83
56
44
56
and on time
and on time
public servants
Gen Z Millennials Gen X Boomers Older

Q
Thinking aboutCanada, to what extent do you trust that the current
election system in Canada is a) fair; b) represents the votes of
citizens.
reported].
48 PER CENT OF CANADIANS
TRUST THAT THE ELECTION
SYSTEM IS FAIR AND 46 PER CENT
TRUST THAT IT IS
REPRESENTATIVE.
41
11
8
12
22
25
15
7
9
7
12
24
22
17
9
1
(trust very
little)
2 3 4 5 6 7
(trust a lot)
System is fair
2019 2023
13
9
13
21
23
15
6
10
8
13
23
22
15
9
1
(trust very
little)
2 3 4 5 6 7
(trust a lot)
System represents votes of citizens
2019 2023

42
THERE IS AN ADDITIONAL GENERATIONAL TRUST GAP AROUND CONFIDENCE IN THE
ELECTIONSYSTEM, AS SHOWN BY THE CONTRASTBETWEEN MILLENNIALS AND BOOMERS.
53
50
47
42
53 51
40 40
43 43
Current election system is fair Current election system
adaquately represents votes
of citizens
45
42
61 61
Current election
system is fair
Current election
system adaquately
represents
votes of citizens
Born Canada Born Elsewhere
40 39
61
56
Current election
system is fair
Current election
system adaquately
represents
votes of citizens
Millennials Boomers

Q
46
53
34
45 48
60
38
43
35
43
31
37
Total BC Prairies Ontario Quebec Atlantic
Trustin the immigration system
2019 2023
In thinking aboutCanada’s current immigrationsystem in terms of
what’s bestfor the country overall right now, how much do you trust
the system to do what is right for Canada, Canadians and our
society?
reported].
JUST OVER A THIRD OF CANADIANS
TRUST THE IMMIGRATIONSYSTEM
TO DO WHAT IS RIGHT FOR
CANADA, DOWN FROM ALMOST
ONE-HALF IN 2019.
43

Q
As you know, Canada is a federation made up of a national
governmentplus 13 provinces and territories. How much
confidence do you have in the ability of federal and provincial
leaders to reach agreementabout priorities forthe country as a
whole?
ONLY ONE IN TEN HAVE A LOT OF
CONFIDENCEIN FEDERAL AND
PROVINCIALLEADERS TO REACH
COLLECTIVEAGREEMENTS.
47 per cent of Canadians have some confidence in governments to reach collective agreements.
44
A lot
9%
Some
47%
Not very much
34%
None
10%
9
15
6
6
6
8
15
10
8
47
65
35
44
40
45
56
45
48
Total
Liberal
Conservative
NDP
BLOC
Born Canada
Born Elsewhere
Millennials
Boomers
A lot Some

Q
Canada’s national and provincial electoral systems operate with
political parties. During election periods, whichof the following
mostclosely reflects your opinion abouthow political parties
operate.
ONLY 19 PER CENT OF CANADIANS
SAY POLITICAL PARTIES BRING
PEOPLETOGETHER DURING
ELECTIONPERIODS.
45
Parties focus on
supporters to win
just enough seats
to advance their
agenda
61%
Parties discuss
issues and try to
bring people
together
19%
Not sure
20%
19
26
18
16
26
18
23
20
19
61
60
67
67
53
63
53
61
64
Total
Liberal
Conservative
NDP
BLOC
Born Canada
Born Elsewhere
Millennials
Boomers
Unify Divide

Q
In terms of how political parties operate, which of the following is
closestto your opinion?
- Political parties are a unifying force in our country.
- Political parties are a divisive force in our country.
56 PER CENT OF CANADIANS THINK
POLITICAL PARTIES ARE A DIVISIVE
FORCEIN OUR COUNTRY.
46
Political
parties are a
unifying force
in our country
16%
Political parties are a
divisive force in our
country
56%
Not sure
28%
16
26
15
9
5
14
15
20
19
56
52
62
65
58
59
57
61
64
Total
Liberal
Conservative
NDP
BLOC
Born Canada
Born Elsewhere
Millennials
Boomers
Unify Divide

47
CANADIANS WHO SEE POLITICAL PARTIES AS A UNIFYING FORCE ARE MORE TRUSTING
OVERALL,MORE CONTENTAND HAVE MORE FAITH IN LEADERS TO REACH AGREEMENTS.
THEY ALSO BELIEVE THAT CANADA IS LIVING UP TO ITS COREVALUES.
Unify
16%
Divisive
56%
Not sure
28%
Parties
Unify
Parties
Divide
Trust Index 57 36
Most people can be
trusted
56 46
Politicians do their best 48 22
Confidence in leaders to
reach agreements
86 46
Parties Unify Parties Divide
Government plays important
role
76 64
Election system is fair 73 43
Election system represents the
votes
74 40
Trust social media 37 24
Trust traditional media 59 49
Trust parliament 57 33
Trust Prime Minister 55 27
Trust your Premier 55 29
Trust politicians 42 17
Canada is living up to its values 67 44
Personally satisfied 64 50
Of the 16 per cent of Canadians who see political parties as a unifying force in our country, 57 per cent report aggregate trust in NGOs, media, small and
medium businesses, governments and large corporations, compared to the national average of 39 per cent.

Q
On a scale of 1 to 7, please indicate how much you are willing to
trust each the followingCATEGORIESOF PEOPLE for RELIABLE
INFORMATION.
MEDICAL DOCTORSAND SCIENTISTS
REMAIN THE TWO MOST TRUSTED
GROUPS OF PEOPLEDESPITE
NOTICEABLE DECLINES.
49
81
77
64 63
49
36
27
24
18 17
14
78
75
65 63
44
35
27 27
22
19
14
73
69 68
60
46
40
29 29
22
17 15
53 51
Medical
doctors
Scientists Friends
&
family
members
Educators Journalists Bankers Religious
or
spiritual
leaders
Business
executives
Politicians Bloggers &
influencers
Celebrities Local
police
Provincial
police
force
2021 2022 2023

Q
When you think of each of the followingpeople orgroups of people,
to what extent do you TRUST each to do what is right for Canada,
Canadians and our society in general?
TRUST IN THE NEWS MEDIA
INCREASED BY EIGHT PER CENT IN
2023.
50
54
50 51
40
44
38
35
43
News media
2016 2017 2018 2019 2020 2021 2022 2023
34
32
31
39
45
32
30
34
39
39
39
36
41
54
44
45
38
44
47
37
Gen Z
Millennial
Gen X
Boomer
Older
BC
Prairies
Ontario
Quebec
Atlantic
2023 2022
Notable increases in trust in the news media among boomers and Canadians living in British Columbia.

Q
55
49
47
50 50
40
35 37
33
22
24
21
15
56
52
45
49 50
40
37 38
35
27 26
23
19
57
50
48 48 47 46
42
39
35 35
26 25
21 20
News on
traditional
media
Consumer
reviews
Internet
search
Advertising
by
government
News on
news
websites
Word of
mouth from
people you
know
Information
on company
websites
Traditional
advertising
on
traditional
media
Social media
posts by
people you
know
Opinions in
media
Social media
posts by a
brand or
company
Online
advertising
by
companies
Blogs Sponsored
social media
posts by
celebrities or
other
influencers
2021 2022 2023
On a scale of 1 to 7, please indicate how much you are willing to
TRUST the following sources to provide you with RELIABLE
INFORMATION?
51
TRUST LEVELS FOR VARIOUS NEWS
AND INFORMATIONSOURCES HAVE
HELD STEADY THIS PAST YEAR.

Q
Now, thinking about the country, your province and your city, to
what extent are you willing to TRUST the followingpeople in YOUR
LIFE to be competentand effective and to do the right thing?
CANADIANS CONSISTENTLYTRUST
THEIR FAMILY AND FRIENDS.
52
78 79
56
78 78
51
77
74
49 49
79
73
49
41
Your family & friends Your doctor Your colleagues @ work Your boss
2020 2021 2022 2023
Canadians are six per cent less likely to trust their doctors compared to 2020. Trust in bosses is in decline.

Q
Notable trust declines in freedom, safety, democracy and health from 2020 levels.
53
73
53
68
65
43
60
55 53
39 39
35
53
65
62 63
58
53 55
49 49
46 46
41
51
60 59 60
54
50
54
48 47
44 44 43
46
59 57
53
49 48 47
44 43 43 41 40
35
Average of
all values
Freedom Diversity Safety Democracy Education Inclusion Health Fairness Privacy Equity Sustainability Economic
Security
2020 2021 2022 2023
In thinking aboutCanada as a country, please rate how well you
think CANADA IS PERFORMINGin the following areas.
reported].
FROM A LIST OF 12 CORE VALUES,
CANADIANS RATE ALMOSTALL OF
THEM LOWER NOW THAN AT THE
START OF THE PANDEMIC.

55
BOOMERS ARE MUCH MORELIKELY TO TRUST THAT CANADA IS LIVING UP TO ITS
CORE VALUES COMPAREDTO MILLENNIALS.
51 52
55
45
38
43
48
40
38 37
39
31
45
68
59 59 59
50
52
50
48 48
44 45
42
55
Freedom Safety Diversity Democracy Health Average of all
values
Inclusion Fairness Privacy Equity Sustainability Economic
Security
Education
Millennials Boomers

Q
Thinking aboutyour own life in Canada, to what extent do you feel
satisfied?
THE POST-PANDEMIC LIFT IS NOT
INCLUDING ECONOMIC
SATISFACTION.
56
51
55 54 54
40
44
49
47
44
38
50
56 56
52
38
Total Personally Educationally Socially Economically
2021 2022 2023

AGGREGATE SATISFACTIONLEVELS ARE HIGHER IN BRITISH COLUMBIA, QUEBEC AND
AMONG THE OLDER AGE COHORTS.
44 44
39
43
49 49
40 39
41
49
65
50
54
46
49
55
48
39
44
47
65
77
Total BC Prairies Ontario Quebec Atlantic GenZ Millenials GenX Boomers 75+
2022
2023
57

Q
To what extent do you TRUST the followinggroups of people to
provide you with RELIABLE information aboutCOVID-19?
reported].
TRUST IN SOURCES OF
INFORMATIONABOUT COVID-19
CONTINUES ITS STEADY DECLINE
FROM 2021.
59
75 74
63 61 59 58
46 46 46 45 44
24
20
71 71
58 57 55 56
43 40 40 40
46
24
19
72
68
54 54 54 52
38 39 37 38
43
22
17
Medical
doctors
Scientists Canada's
Chief
Medical
Officer
of Health
Your
provincial
Medical
Officer
of Health
The
WHO
Hospital
administrators
Pharma
industry
Journalists The Prime
Minister
of Canada
Your
provincial
Premier
Word of
mouth
from
family
& friends
Corporate
CEOs
Social media
feeds
2021 2022 2023

Q
During the past three years, governments at all levels worked to
manage the COVID-19 pandemic, supportthe economy and protect
the health of citizens. Overall, which of the following statements is
closestto your view?
MORE THAN ONE IN THREE CANADIANS
BELIEVE GOVERNMENTS STRUCKTHE
RIGHT BALANCE IN DEALING WITH
COVID-19.
60
36
28
20
16
Governments struck the right balance
in managing the pandemic, promoting
safety measures and using restrictions
Governments added too many rules
and was too slow to remove safety
policies as vaccines became available
Governments should have done more
to maintain safety measures and
require vaccinations
I am not sure

61
THE GENERATIONAL TRUST GAP APPEARS AGAIN. BOOMERS ARE MORE LIKELY TO
AGREE THAT THE RIGHT BALANCE WAS STRUCKWHILE MILLENNIALS WERE MORE LIKELY
TO BELIEVE THAT TOO MANY RULES WERE IMPOSED.
33
31
15
47
21 21
Governments struck the right balance
in managing the pandemic, promoting
safety measures and using restrictions
Governments added too many rules
and were too slow to remove safety
policies as vaccines became available
Governments should have done more
to maintain safety measures and
require vaccinations
Millennials Boomers

Q
To what extent do you TRUST the followinggroups of people to
provide you with RELIABLE information aboutCLIMATE CHANGE
and its impactand solutions.
reported].
SCIENTISTSAND DOCTORSREMAIN
THE MOST TRUSTED SOURCEOF
INFORMATIONABOUT CLIMATE
CHANGE.
63
69
54
51
44
41 40 40 40 38
35
21
65
53
44 42
38
35
38 36
33
29 29
Scientists Medical
doctors
Environmental
group leaders
The United
Nations
Indigenous
leaders
News media Word of mouth
from family &
friends
Journalists The Prime
Minister of
Canada
Your provincial
Premier
Corporate
CEOs
2022 2023
Canadians have grown more trusting in corporate CEOs to provide them with reliable information about climate change.

64
LESSONS
TO BUILD
AND
PRESERVE
TRUST

Identify the audiences that matter to your organization,
such as employees, customers, shareholders,
regulators, partners and others.
Map and assess the stakeholders around any given
policy, considering their opinions, credibility, influence
and trust, among other factors.
To build trust, understanding your audience is crucial.
TO BUILD TRUST,
UNDERSTAND
YOUR AUDIENCE

LIVE BY YOUR
VALUES AND MAKE
SURE THEY ARE
KNOWN
As a leader, if you do not have the trust of your people,
it will be difficult to get anything done.
When decisions and policies are linked to values,
people are more likely to understand and trust.
In our eight years of tracking research, having similar
values is consistently identified as a top driver of trust
in brands and organizations.

WALK THE TALK
We live in a highly transparent world and your
employees are watching. If you advocate externally
but don’t deliver internally, no one will trust you.
Trust is built from the inside out.
TRUST IS CRITICAL
TO THE SUCCESS OF
YOUR ORGANIZATION.

For more informationaboutour studies and how to
build trust in your organization, please contact:
THANK YOU
BRUCE MACLELLAN
bmaclellan@getproof.com
cantrustindex.ca
68
GENEVIEVETOMNEY
gtomney@getproof.com

Proof Strategies CanTrust Index 2023

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