Proof Strategies CanTrust Index 2024

February 13, 2024
2024
CanTrust Index
Results Report

The Proof Strategies CanTrust Index , now in its ninth
year, is a leading source of research and insights on trust in
Canada. We track trust because societies, democracies and
economies cannot function without it.
Our study uses a 7-point scale with 7 being the highest
trust and 1 being the lowest. Respondents choosing 7, 6
or 5 result in the percentages of trust used in this report.
The 2024 Proof Strategies CanTrust Index is released within
one month of completion to ensure the most current data
and analysis. Our research tells the unique story of trust
among Canadians and who they believe is trustworthy in
this world of polarized politics, misinformation, and
economic anxiety.
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
2

3
This report provides a summary of findings from
the 2024 Proof Strategies CanTrust Index .
Methodology
1,501 PEOPLE SURVEYED
CONFIDENCE
INTERVAL OF +/- 2.5
PERCENTAGE POINTS
• Survey of 1,501 Canadians using a national opt-in
panel administered by The Logit Group, an
independent research company operating for over 25
years and a member of the Canadian Research
Insights Council.
• 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 3 to 13, 2024.
3

EXECUTIVE SUMMARY
Economic anxiety
now exceeds
pandemic anxiety
4
• Canadians in general, and women in particular, are concerned about the
state of the economy. Fear of a recession, housing costs, and inflation have
taken their toll.
• Economic anxiety in 2024 far surpasses pandemic-related concerns even
during the height of COVID-19 in 2022. The study found that two-thirds of
Canadians, at 67 per cent, say the economy has increased anxiety and
stress in their lives compared to 46 per cent of Canadians in 2022 who
reported feeling anxiety and stress from the pandemic.
• Three-quarters of women, at 74 per cent, say they have anxiety and stress
about the economy.
• While half of Canadians report feeling satisfied in their lives overall, only 34
per cent report feeling economically satisfied. This is down six per cent
from 2021, when economic satisfaction was 40 per cent.
• Canadians also place low trust in key aspects of our economy. Only 48 per
cent trust Canada’s employment insurance system, 41 per cent trust the
Canadian financial markets and 39 per cent trust the immigration system.
4

Declining trust in
Artificial Intelligence
5
• As the use of Artificial Intelligence (AI) advances, trust is fragile and
falling, with roughly two-thirds of Canadians now skeptical.
• When asked if they trust AI to contribute to the Canadian economy, 33
per cent said yes, down from 39 per cent in 2018. Similarly, 37 per cent
of Canadians trust AI to improve the consumer experience, on par with
35 per cent in 2018. By region, trust in AI in the economy peaks in
Quebec at 37 per cent and is lowest in BC at 29 per cent.
• The 2024 study also investigated trust levels in AI to support various
sectors. Canadians are skeptical across all sectors, from government at
33 per cent, financial services at 29 per cent, healthcare at 29 per cent
and retail at 22 per cent. Each sector has a job to do to build trust as it
expands its use of AI.
• There are no shortcuts when it comes to trust and AI. From trust in
technology, to trust in the companies that use it, to trust in how
technology will be used — leaders need to address and communicate
around all three areas, and how this aligns with company values.
• Younger generations are more willing to trust AI. When asked if they
trusted AI to contribute to the economy, 39 per cent of millennials said
yes, compared to 28 per cent of boomers. Similarly, 43 per cent of
millennials trust AI to contribute to the consumer experience compared
to 27 per cent of boomers.
EXECUTIVE SUMMARY
5

Housing trust is in
the basement
6
• Fewer than a quarter of Canadians trust each of the three levels of
government to deliver affordable housing.
• Across a range of ALL government services, Canadians trust in
Ottawa, the provinces and municipalities to address affordable
housing is the lowest of any.
• Only two out of ten (22 per cent) Canadians have trust in the federal
government to deliver affordable housing, a six per cent drop from
2023. Equally low, provinces and municipalities are tied at only 23 per
cent trust to operate services for affordable housing.
• The housing file links to low trust in politicians. Trust in Prime
Minister Trudeau has dropped significantly from 46 per cent in 2018
to 25 per cent in 2024. Trust in Pierre Poilievre and Jagmeet Singh in
2024 is only slightly higher, with both tied at 32 per cent. The overall
trust across Canada in Premiers remains flat at 33 per cent, while
trust in politicians in general is at a new low of 17 per cent.
• Trust in real estate developers is also low, with only a quarter (25 per
cent) of Canadians.
EXECUTIVE SUMMARY
6

Canadians turn
to friends and
family
7
• Anxious about the state of the economy, Canadians are embracing
their inner sphere of trust with the people they are closest to and feel
safest with – friends and family.
• When asked who they trust for reliable information, 76 per cent of
Canadians said friends and family, an 11 per cent increase since
2022.
• Trust is nurtured by qualities such as shared values, open
communications and reliability. In difficult economic times, family
and friends can align with these drivers of trust.
• Leaning on the inner sphere of trust also extends to important issues
like climate change. When asked who they trust for reliable
information on climate change and its impacts, 54 per cent of
Canadians said they trust friends and family, a 14 per cent increase
since 2023.
EXECUTIVE SUMMARY
7

EXECUTIVE SUMMARY
Nearly trusters
8
• Trust is on a spectrum. It is not binary.
• Using our 7-point scale, we report trust as those Canadians who
select 5-7 in their responses, yet many people fall into the "undecided"
choice of 4.
• These "nearly trusters" are trusting on some matters and distrusting
on others. They are more discerning.
• The goal for leaders and organizations is to find ways to hold the core
convert: the undecided. Trust can be built with understanding about
how it works.
• Segmenting respondents provides insights. For example, the
strongest trusters tend to be married, born outside Canada, living in a
family and better educated. This group would be the core trusters for
many topics.
• At Proof Strategies, we see enormous potential for Canada as a
trusting nation. Investing in trust is akin to investing in infrastructure.
8

2024 CANTRUST INDEX:
IN-DEPTH RESULTS AND INSIGHTS
9

10
Predisposition to trusting
remains at just over half
of all Canadians.
Generally speaking, do you believe that most people can be
trusted, or you can’t be too careful in dealing with people?
40 45 47 49 47 45
60 55 53 51 53 55
2019 2020 2021 2022 2023 2024
You can't be too careful in dealing with people
Most people can be trusted
51
47
45
46
54
43
40
46
45
54
BC Prairies ON QC Atlantic
10
2022
2024

11
Willingness to trust other people improves with age.
33
47
45
50
41
49
43
51
39
45 45
52
39
49
43
54
Gen Z (1997-2012) Millennials (1981-1996) Gen X (1965-1980) Boomers (1946-1964)
2021 2022 2023 2024

12
Trust predisposition improves with education – and
increases among those living with a spouse or partner.
33
44
51
33
44
51
High school
educated
College educated University educated Living with parents Living with
roommate
Living with spouse

THE CANTRUST INDEX
AGGREGATE TRUST SCORES
13

Thinking again about Canada, to what extent are you
willing to trust the following organizational categories to be
competent and effective and to do the right thing?
1 means you “trust very little” and 7 means you “trust a
lot” [5-7 reported].
45 43 45
39 38 37 34
39 40
2016 2017 2018 2019 2020 2021 2022 2023 2024
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, business
and government
remains the same.
14

48
38
32
41
27
47
35
22
39
27
50
43
37
42
28
53
43
38
43
30
NGOs News media Governments Small and medium
corporations
Large corporations
2021 2022 2023 2024
Thinking again about Canada, to what extent are you
willing to trust the following organizational categories to
be competent and effective and to do the right thing?
1 means you “trust very little” and 7 means you “trust a
lot” [5-7 reported].
Large corporations and
government remain least
trusted. NGOs continue to
build trust.
15

40
34
36
44
42
33
30
38
44 43
33
31
34
40
33
42
34
39
43
35
37 38 39
47
40
BC Prairies Ontario Quebec Atlantic
2020 2021 2022 2023 2024
Regional data shows that trust is growing in the prairies,
Quebec and Atlantic Canada. Trust declines in BC.
Aggregate trust in NGOs, media, small and medium businesses, governmentsand large corporations.
16

48
33
30
35
48
27
43
31
27 27
41
16
24
54
37
33 32
41
28
32
54
34
39 38
55
39
37
Liberal Conservative NDP Green Bloc PPC No affiliation
2021 2022 2023 2024
Trust level and political party support is correlated. Liberal
and Bloc supporters are generally the most trusting.
17

Notable increases among Millennials.
18
38
36
37
33
40
38
44
38
Male Female
2021
2022
2023
2024
37 36
38 39
38
34 33
35
40
35
37
44
41
43
39 38
Gen Z (1997-2012) Millennials (1981-1996) Gen X (1965-1980) Boomers (1946-1964)

20
Two-thirds of Canadians
say the economy has
increased anxiety and
stress in their lives.
67
18
15
The state of the economy
has increased anxiety and
stress in my life, and it
continues today.
has increased anxiety and
stress in my life in the past,
but I am ok now.
has not affected the anxiety
and stress in my life at all.
67
67
71
68
64
59
73
53
74
69
64
70
59
Total
Gen Z
Millennials
Gen X
Boomers
Male
Female
Liberal
Conservative
NDP
Bloc
Born Canada
Born Elsewhere
Stress Continues Today
Regarding the current economy in Canada,
which of the following statements best
describes how you are feeling?

21
Canadians are significantly more anxious about the
economy now than they were about the COVID-19
pandemic two years ago.
67
46
Has caused continued anxiety and stress
State of the economy (2024) COVID-19 pandemic (2022)

How much do you trust Artificial Intelligence to positively
contribute to the Canadian economy?
1 means you “trust very little” and 7 means you “trust a lot”
[5-7 reported].
Canadian trust in AI to
contribute to the economy
declines in all regions.
23
39 37 35 37
47
37
33
29 30
34 37
31
Total BC Prairies Ontario Quebec Atlantic
Trust in AI to contribute to the economy
2018 2024

Millennials, men and Canadians with post-secondary
education or higher are the most likely to trust AI to
contribute to the economy.
24
33 33
39
33
27
38
30
24
44
Total Gen Z Millennials Gen X Boomers Males Females High school
education or
lower
Post-
secondary
education or
higher
Trust in AI to contribute to the economy

25
Trust in AI to improve the
consumer experience
remains steady, but low,
since 2018.
Using a scale from 1-7, how much do you trust Artificial
Intelligence to improve your experience as a consumer?
[5-7 reported].
37
34 35
37
41
34
35 36 36 37 37
29
Total BC Prairies Ontario Quebec Atlantic
Trust in AI to improve consumer experience
2018 2024
Atlantic Canadians trust AI to improve the consumer
experience 5 per cent less than they did in 2018.

26
Men and Canadians who have completed higher
education are much more likely to trust AI to
improve the consumer experience.
35 37
43
33
27
41
30 28
45
Total Gen Z Millennials Gen X Boomers Males Females High school
education or
lower
Post-
secondary
education or
higher
Trust in AI to improve consumer experience

How much do you trust Artificial Intelligence to support the
following Canadian sectors to operate competently and
effectively?
[5-7 reported].
Canadians place low
trust in AI to support
specific sectors.
27
33 32
29 27 26
23 22
Government services News media
organizations
Financial services Healthcare Colleges &
universities
Travel Retail
Trust in AI to support industries

TRUST IN
CANADIAN
INSTITUTIONS
28

Trust is lowest in the Canadian Parliament and immigration system
Trust in the military and
RCMP is on the rise. Trust in
the Central Bank remains
stable, while trust in our
healthcare system drops.
29
Thinking about Canada, to what extent are you willing to
trust the following institutions to operate competently and
effectively and to do the right thing?
[5-7 reported].
52
48
54
58
46
53
45
40
38
57
55 54 54
58
49
47
49
46 46
39
37 38
59 59 58
56 55 54
52 52
50 49 48
46
41
39
37
Canadian
military
Canada's
passport
services
The
Supreme
Court
Canada's
public
health
agencies
RCMP Canadian
education
system
Canadian
healthcare
system
Canada
Revenue
Agency
Canada's
judicial
system
The Bank of
Canada
Canada's
employment
insurance
system
Canadian
electoral
system
Canadian
financial
markets
Canada's
immigration
system
Canadian
Parliament
2022 2023 2024

30
53
47
41
50
44
47
47
42
36
47
35
31
The Bank of Canada (Canada's central bank) The financial & stock markets in Canada Canada's immigration system
Gen Z Millennials Gen X Boomers
Younger Canadians are more likely to trust Canada’s
core financial institutions. Older generations are the
least trusting of Canada’s immigration system.

31
Quebec leads the country in trust.
55 52 52 52 51
47 50
43
60 61 58
53
57
52 52 50
60 58 59 57
53 55 53 51
57 58 61 62 61 58
55 56
61
66
57
50
54 52 52
45
Canada's passport &
border services
The Canadian Military The Supreme Court Canada's public health
agencies
The RCMP The education system The Canadian healthcare
system
The judicial system
43 44 46 44
34 35
31
50
45 47 44
37 39
33
51 50 48 45 42
36 36
56 55
51 51
48
42
46
45 47 45
41 42 43
33
The judicial system The Bank of Canada
(Canada's central bank)
Canada's employment
insurance system
The Canadian electoral
system
The financial & stock
markets in Canada
Canada's immigration
system
The Canadian Parliament

Business leaders and politicians have work to do
when it comes to building trust.
Small or medium
sized business
executives
Large corporate
business
executives
Entrepreneurs
37%
37%
Bankers
Politicians
26%
40%
17%
33

On a scale of 1 to 7, please indicate how much you are
willing to trust each the following categories of people for
reliable information.
[5-7 reported].
Trust in friends and family
continues to grow. Trust in
educators increases by 8
per cent since 2023.
34
78
65
75
63
44
35
27
19
22
14
73
68 69
60
46
40
29
17
22
15
78 76 74
68
49
40
37 37
30
26
19 17 16
Doctors Friends & family
members
Scientists Educators Journalists Bankers Entrepreneurs Small or
medium sized
business
executives
Religious or
spiritual leaders
Large corporate
executives
Independent
bloggers/social
media
influencers
Politicians Celebrities
2022 2023 2024

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?
[5-7 reported].
Traditional media
continue to lead when it
comes to trust in sources
of reliable information.
35
56
52
45
50 49
40
37 38
35
27 26
23
19
57
50
48
46 47 48
42
39
35 35
26 25
21 20
56
52 52 52
48
46 45
41 40
38
32
28 28
23
16
News on
traditional
media
Consumer
reviews
Internet
search
Word of
mouth from
people you
know
News on
news
websites
Advertising
by
government
Information
on company
websites
Traditional
advertising
on
traditional
media
Social media
posts by
people you
know
Opinion
articles on
news
websites &
other media
Podcasts Social media
posts by a
brand or
company
Online
advertising
by
companies
Blogs Sponsored
social media
posts by
celebrities or
other
influencers
2022 2023 2024

Now, thinking about the country, your province and your city,
to what extent are you willing to trust the following people
in your life to be competent and effective and to do the
right thing?
[5-7 reported].
Canadians are more
trusting of their inner circle:
family and friends.
36
78 78
51
77 74
49 49
79
73
49
41
85
78
55
48
Your family & friends Your doctor Your colleagues at work Your boss
2021 2022 2023 2024

69
54
40
51
44
41 40 40
35
38
21
71
65
54
47
44 43 43 43
37
33 31
21
Scientists Medical
doctors
Word of
mouth from
family &
friends
Environmental
group leaders
The United
Nations
Indigenous
leaders
News media Journalists Your mayor Your
provincial
Premier
The Prime
Minister of
Canada
Corporate
CEOs
2022 2024
To what extent do you trust the following groups of people to
provide you with reliable information about climate change
and its impact and solutions?
[5-7 reported].
Word of mouth from
family and friends has
become one of the
most reliable sources
of information about
climate change.
37

TRUST IN BUSINESS LEADERS
AND CORPORATIONS
38

42 43 41 39 37
31 30 29
26
19
14 12
48
44 44 43
40
37 37 37 36 36
31 31 30 29
25
18 16
2023 2024
39
Trust in e-commerce is
on the rise.
39
Thinking about Canada and the economy, to what extent
are you willing to trust the following industries to operate
competently and effectively and to do the right thing.
[5-7 reported].

40
Boomers are more likely to trust traditional sectors
like banks and utilities. Gen Z are more likely to
trust digital industries like streaming services.
40
48
41
49
40
42
35
38
40
46
38
33 33
27 28
30
19
23
48
42
46
42 41
37
44
38
42
37
31 32 33
35
30
24 24
51
43
46 47
36 35
37 36 36
34
28
34
30 31
25
18
14
43
46
39 39
41
38
30
33
27
34
31
26
29
21
18
13
8
Gen Z Millennials Gen X Boomers

41
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 employer on 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?
Employee grades for
their employer result in
a “C” grade for the
third year in a row.
69.2
76.2
73.7
68.2
64.0
67.7
61.9
66.7
58.9
62.2
58.8
54.8
70.7 71.9
69.3 69.2 67.2 69.2
68.1
71.5
68.9 66.9 67.7 67.9
70.3
74.5
71.1 70.0 68.8 66.9
Total Upper management
(c-suite or VP)
Middle management
(manager or director)
Administrative or support
staff
Skilled labour Frontline service
2020
2021
2022
2023
2024
D C
C C C
B D C
C D C
C D C
D D C
C
C C C C C C
C B C C C C

On a scale of 1-7 to what extent do you think each of the
actions listed below will help make a company or brand
more trustworthy to you personally?
[5-7 reported].
Drivers of trust includes
friends and family
endorsements, employee
safety, and shared values.
68
67
64
64
63
61
56
59
71
70
67
67
67
65
60
61
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
Creating local employment
opportunities
Investing in my local community
Advocating for positive
social change
Being Canadian-owned
and operated
2023 2024
42
58
54
54
54
48
22
54
70
58
58
62
50
25
50
66
61
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
Track record to protect personal data
Being innovative
2023 2024

43
Support declines for
business leaders
speaking out on issues.
When it comes to important issues such as climate
change, racism, and social equity, do you think business
leaders should speak out and take positions regularly on
behalf of their company?
57
31
12
49
37
14
Should speak & take
positions regularly
Should speak out, but in
rare instances
Should not speak out &
take positions ever
2022 2024 -8
-3
-8
-10
-5
-12
-14
-11
-9
-1
-9
-8
Total
Gen Z
Millennials
Gen X
Boomers
BC
Prairies
Ontario
Quebec
Atlantic
Males
Female
Change From 2022

44
Across the age groups, Canadians are more likely
than Americans to believe that business leaders
should speak out on important social issues.
49
41
Should speak & take positions regularly
Canada US*
55
52
44
49
53
47
35
35
Gen Z
Millennials
Gen X
Boomers
Canada US*
*US data sourced from Bentley-Gallup Business in Society Report, May 2023.

45
Economic growth and
prosperity leads as the
most favoured topic for
business to weigh in on.
Do you think that business, in general, should take a public
stance on subjects that have to do with the following?
[5-7 reported].
76
66
61 59
34 32
55
49 49
37
27
Economic growth and
prosperity
Climate change Healthcare issues Free speech LGBTQ+ issues International conflicts
Canada US*
*US data sourced from Bentley-Gallup Business in Society Report, May 2023.

New Canadians are generally more
supportive of corporate advocacy.
46
75
64
57 57
34
28
81
71
64
72
34
45
Economic growth and
prosperity
Climate change Free speech Healthcare issues LGBTQ+ issues International conflicts
Born Canada Born elsewhere

47
38
26
18
5
13
44
25
14
8 9
General public Customers Employees Shareholders Not sure
2023 2024
If a company or brand wants to advocate for positive
social change, which audience is most important to
consult and follow?
For the second year in a
row, the general public is
the most important
stakeholder group to
consult for brands
advocating for
social change.
47

Now, thinking about the each of the following well known
people, to what extent are you willing to trust each one of them
to act competently and effectively and to do the right thing.
[5-7 reported].
A sampling of celebrities
show that none receive
strong trust scores.
48
36
39
36 37
14
George Clooney (actor) Shania Twain (musical
performer)
Taylor Swift (musical
performer)
Oprah Winfrey (TV personality) Kim Kardashian (TV
personality)
2024
36
39
36 37
14

49
The Canadian Red Cross
continues to be a highly
trusted organization.
Thinking about the businesses and brands that operate
within Canada, to what extent are you willing to trust the
following to act or operate competently and effectively and
to do the right thing
[5-7 reported].
62
54
48 47
43
45
38
30
34
22
66
58
55
53
51
48 48
46
44
41
38
26
Canadian Red
Cross
Salvation Army Nature
Conservancy of
Canada
Amazon CBC or Radio-
Canada
National Hockey
League (NHL)
CTV Netflix The Globe & Mail Hockey Canada Air Canada Facebook
2023 2024

GOVERNMENT, DEMOCRACY,
THE PARTY SYSTEM
50
An examination of how Canadians feel about the state
of democracy, the election system and the party
system that exists in Canada today.

46
34
50
46
33
52
39 37
45
33 32
38
25
33
38
The Prime Minister The Premier of your province Your community mayor
2016 2018 2020 2022 2024
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?
[5-7 reported].
Trust in the Prime Minister
has dropped by 21 per cent
since 2016.
51

Alberta and Ontario have become more trusting of their provincial premiers.
40
27
42 42
45
29
22
34
38
41
27
21
26
32
26
Prime Minister
2020 2022 2024
42
38
28
49
36
33
23
30
42
33
36
31
37 38 38
Premier
2020 2022 2024
Since 2020, trust in the Prime Minister has
dropped in all regions across Canada –
especially in BC, Ontario and Atlantic Canada.
52

36
28
38
22
17
25
32 32
22
17
Justin Trudeau Pierre Poilievre Jagmeet Singh Elizabeth May Yves-François Blanchet
2023 2024
Thinking about the following Canadian political party
leaders, please rate how much you trust each one and their
ability or potential ability to do what is right for Canada
and Canadians.
[5-7 reported].
Pierre Poilievre and
Jagmeet Singh are now
tied for the most trusted
party leader by Canadians.
53

To what extent do you agree or disagree with statement below.
1 means you “do not agree at all” and 7 means you “agree
completely” [5-7 reported].
Two-thirds of Canadians
continue to believe
government plays an
important role.
54
64 62
I believe government plays an
important role in providing
services that help make Canada
a better country for our citizens
2023 2024

Thinking about Canada, to what extent do you trust that the
current election system in Canada is a) fair; b) represents
the votes of citizens.
[5-7 reported].
50 per cent of Canadians
trust that the election
system is fair and 47 per
cent trust that it is
representative.
55
47
48
50
The system is fair
2019 2023 2024
44
46
47
The system represents the votes of citizens
2019 2023 2024

Prairie residents, those born in Canada and younger
generations have less trust in Canada’s election system.
56
0 0
43 41
36 38
54
50
52
47
44
49
Current election system is fair Current election system
adaquately represents votes
of citizens
0 0
47
41
59 59
Current election
system is fair
Current election
system adaquately
represents
votes of citizens
Born Canada Born Elsewhere
42
39
47 46
57
54
Current election
system is fair
Current election
system adaquately
represents
votes of citizens
Gen Z Millennials Boomers

9
7
15
3
6
4
5
12
9
5
47
44
61
33
46
55
41
55
51
44
2023
2024
Liberal
Conservative
NDP
BLOC
Born Canada
Born Elsewhere
Millennials
Boomers
A lot Some
44 per cent of Canadians have some confidence in governments to reach collective agreements.
Slightly over half of
Canadians continue to
have some or a lot of
confidence in federalism.
57
As you know, Canada is a federation made up of a
national government plus 13 provinces and territories.
How much confidence do you have in the ability of
federal and provincial leaders to reach agreement about
priorities for the country as a whole?
A lot
7%
Some
44%
Not very much
35%
None
14%

56
57
54
69
58
51
58
59
54
63
2023
2024
Liberal
Conservative
NDP
BLOC
Born Canada
Born Elsewhere
Millennials
Boomers
Divisive
In terms of how political parties operate, which of the
following is closest to your opinion?
- Political parties are a unifying force in our country.
- Political parties are a divisive force in our country.
57 per cent of
Canadians think
political parties are a
divisive force in our
country.
58
Political
parties are a
unifying force
in our country
16%
Political parties are a
divisive force in our
country
57%
Not sure
27%

59
There is limited trust
among Canadians in
the ability of the
federal government to
regulate industry.
To what extent are you willing to trust the following federal
government to regulate the private sector in each of the
following areas to operate competently and effectively and
to do the right thing?
[5-7 reported].
42 43 44 44
35 36
30
49
45 45 43 42
39 39
33
Federal regulation of
airports
fisheries and oceans
banks and financial
services
railways
the pharmaceutical
industry
broadcasters and
streaming services
telecommunications
internet and social
media platforms
2023 2024

60
Trust in the federal
government to deliver
affordable housing
declines 6 per cent.
To what extent are you willing to trust the following federal
government services to operate competently and effectively
and to do the right thing?
[5-7 reported].
53
50 49 48 47 46 46 46
44
41
36
34 33
29
57
46 47 46
50
47
44 43
40 40
32
34 33
23
National parks Agriculture
and food
National
defence and
security
Managing
natural
weather
disasters and
providing
relief
Passports and
border
crossings
Policing and
public safety
Canada
Pension and
related old age
benefits
Employment
insurance
Healthcare
standards and
access
Environmental
standards and
protection
Immigration
and refugee
management
Indigenous
relations
Meeting
national
targets to
reduce causes
of climate
change
Affordable
housing
2023 2024

61
Trust in provincial
governments to
provide affordable
housing also declines.
To what extent are you willing to trust the following
provincial government services to operate competently and
effectively and to do the right thing.
[5-7 reported].
52
47 47 45 45 45 44
41 40 39 38
30 28
56
46
49 48 47 47
44 45 43 43 43
35
23
Provincial
parks
Energy and
electricity
Agriculture
and food
Policing and
safety
Education,
from
kindergarten
to grade 12
Education, in
colleges and
universities
Public health Regional
transit rail or
bus systems
Highways and
roads
Healthcare &
hospitals
Conservation
authorities
Indigenous
relations
Affordable
housing
2023 2024

62
To what extent are you willing to trust the following municipal
government services to operate competently and effectively
and to do the right thing.
[5-7 reported].
49
44 42 41 39
28
25
52
47
42 41 40
26
22
Parks & recreation Policing and safety Public health Public transit Roads and traffic
management
Supports for people
who are houseless
Affordable housing
2023 2024
Trust in municipal
governments is
mostly stable.

63
Trust to deliver affordable housing is low
for all three levels of government.
MUNICIPAL
GOVERNMENT
PROVINCIAL
GOVERNMENT
FEDERAL
GOVERNMENT
23% 23%
22%

Notable trust declines in freedom, safety, democracy, fairness and health from 2020.
53
73
53
68
65
43
60
55 53
39 39
35
51
60 59 60
54
48 50
54
48 47
44 44 43
42
56 55
49
45 45 46
37 36
39
36 36
28
Average of
all values
Freedom Diversity Safety Democracy Education Inclusion Health Fairness Privacy Equity Sustainability Economic
security
2020 2022 2024
In thinking about Canada as a country, please rate
how well you feel our country is living up to its
values in the following areas using a scale of 1 to 7.
1 means you “not at all” and 7 means “completely”
[5-7 reported].
Values performance
slips across the board.
Canadians rate almost
all core values lower
now than in 2020.
65

51
55 54 54
40
44
49 47
44
38
50
56 56
52
38
49
56 55 53
34
Total Personally Educationally Socially Economically
2021 2022 2023 2024
Thinking about your own life in Canada,
to what extent do you feel satisfied?
[5-7 reported].
Half of Canadians feel
satisfied overall.
However, 34 per cent
report feeling
economically satisfied.
66

Trust is not binary. While we focus on those who trust,
there are large numbers who fall just below our trust
threshold (5-7 out of 7) and rate various categories 4
out of 7.
These people are a large cross-section of Canada –
they trust some and distrust others. These are the
swing-vote of trust.
This group can be moved to trusting with positive
actions and better communication, but if leaders
become complacent, it can go in the other direction.
To build trust, understanding your audience and how
trust works remains crucial.
Trust can be
grown
68

THANK YOU
cantrustindex.ca
69
VANESSA EATON
veaton@getproof.com
BRUCE MACLELLAN
bmaclellan@getproof.com
For more informationaboutour studies and how to
build trust in your organization, please contact:

Proof Strategies CanTrust Index 2024

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