Proof Strategies CanTrust Index 2021

TRUST
in Canada’s Leaders, Democratic
Institutions and Sources of
Influence
OUR COMMITMENT
TO TRUST IN
CANADA
Now in its 6th year, the Proof Strategies* CanTrust Index is a leading
source of research and insights on trust in Canada. We report a
distinctly Canadian story.
We are committed to tracking, studying and measuring trust and
sharing our findings. Societies, democracies and economies cannot
function without trust.
In this pandemic year, we included questions related to COVID-19 and
added a sample of lower income Canadians to better understand how
inequality may impact trust, in addition to our general population
sample.
The 2021 Proof Strategies CanTrust Index was in field in January of this
year and 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. During the enormous
uncertainty of this pandemic, the circumstances can be fuel for
mistrust or an opportunity to build trust.
*Proof Strategies Inc. is the largest wholly Canadian-owned communications and
public affairs agency. We ask better questions to create insight, grow trust and
achieve prosperity.
*Defined as those working and earning <25k
if living alone or HH <$35 if living with other

This report provides a summary of findings from Proof Strategies
general population study, including a special sample of lower
income Canadians.
• 1,517 surveyed using a national opt-in panel administered by The
Logit Group. This includes interviews with 300 lower income
Canadians of working age. The definition in this study of “lower
income Canadians” is anyone under 65 who is living alone and
earns <$25k annually or living with someone else and the total
household income does not exceed $35k. In this report we include
results from this group where there are significant differences in
trust.
• Participants completed the survey instrument online from either a
mobile device or a desk-top computer. The study was completed
in both official languages.
• Sample is representative of Canadian population statistics by
region, age and gender.
• Fieldwork was conducted from January 8 to 20, 2021.
1,517 PEOPLE SURVEYED
CONFIDENCE
INTERVAL OF +/- 2.5
PERCENTAGE POINTS
METHODOLOGY

• Experts such as doctors (81%) and scientists (77%) are the two most
trusted sources of reliable information in 2021, which is a significant
shift away from friends and family as the most trusted source in
January 2020. These are some of the highest levels of trust in our six
years of conducting studies. Canadians also highly trust doctors (75%)
and scientists (74%) to be competent and effective and to do the right
thing.
• The pandemic has brought into clear focus the value and importance
that Canadians place on credible information grounded in expertise and
the institution of science. Canadians want advice from experts and
truthful information based on facts, which can both help to support a
healthy democracy. The vast majority (85%) of Canadians believe it is
important to have access to fact-based journalism.
• Our findings are in stark contrast to the state of decline of trust in
medical doctors, scientists and subject matter experts recently in the
United States. The politicization of health information is harmful, and we
must continue to encourage a fact-based narrative of the pandemic in
this country. Our citizens expect and deserve it.
• Basement levels of trust in social media platforms (24%) are consistent
with global levels of decline and represent an inflection point between
trust and truth based on the ubiquity of information. How we actively
address this issue in Canada must better reflect our value around truth
and fact and evidence-based information.
THE PANDEMIC INFLECTION POINT
BETWEEN TRUTH AND TRUST
EXECUTIVE SUMMARY

• Trust remains stable and relatively high among Canadians for their
key public services such as healthcare (63%), education (54%),
police (50%) and the military (58%).
• However, there is a decline in overall trust in political leadership,
which is being driven by trust declines for our Prime Minister (32%
this year vs. 39% in 2020) and Mayors (37% this year vs. 45% in
2020) while the Premiers hold steady at 36%.
• Gen Z Canadians, the youngest cohort (between the ages of 18 and
24) in this study are the least trusting of any age group. While in
comparison, trust is higher among citizens aged 75 years and older.
This is consistent with research that has shown that general trust
levels increase with age and are informed by the culture and
experiences of the given time.
• There is a regional dimension to trust in Canada. Trust is stable or
even growing in Ontario and eastward. The three Prairie Provinces,
however, have lost trust and are pulling down the national average.
Trust levels in the three Prairie Provinces are not only low for
politicians, but also CEOs and corporations.
EXECUTIVE SUMMARY
THE GENERAL STATE
OF TRUST

• Canadians' willingness to trust large corporations (27%),
management (28%) and boards of directors (26%) to do what is right
for Canada, Canadians and society in general has declined over last
year. However, willingness on the part of Canadians to trust their
Financial Markets to be competent and do the right thing saw a one-
year increase from 36% to 43%.
• Trust in the workplace needs serious work. Overall, employees give
employers a D grade for their ability to build trust, down from a C- in
January 2020. Organizations need the trust of their employees to
navigate disruption, achieve innovation and evolve the corporation.
Employee trust levels are closely correlated with engagement,
motivation, commitment and overall sense of well-being. We must
underscore the importance of paying close attention to these
measures as a society as they may be indicative of a growing
employee trust crisis that could put our economic recovery as a
nation at risk.
• Trust can be built, or rebuilt, with dedication and a focus on what
Canadians value most: employee well-being and health (67%), having
values similar to your employees (67%) and open communication
from the highest levels of the organization (63%).
EXECUTIVE SUMMARY
TRUST IN THE WORKPLACE

• Overall, 64% of people say they trust the vaccine to be safe and
effective. However, among lower income Canadians*, trust in the
vaccine is significantly lower at 50%. GenZ and Millennials also have
lower trust at 55% and 58% respectively. Based on the most recent
scientific information, a 64% vaccination rate will not result in
achieving heard immunity to COVID-19. We must urgently engage in
active efforts to better understand and address the concerns of those
Canadians who are unwilling to trust the vaccine to be safe and
effective.
• For reliable information about COVID-19, 63% of Canadians trust
Canada’s Chief Medical Officer of Health and 61% their provincial
health officer, while almost 60% trust the World Health Organization.
Almost half (46%) of Canadians say they trust journalists for COVID-
19 information.
• Canadians are divided by how the pandemic has made them feel
toward fellow citizens: 31% report they feel more together and
united, 44% report they feel no difference and 26% report they feel
less together and united. Atlantic Canadians are more likely to feel
more united. This was evident in the "Atlantic Bubble" that formed
over the summer and their success in working together.
EXECUTIVE SUMMARY
COVID-19
*Defined as those working and earning <$25k if
living alone or HH <$35k if living with others

• In a year where the subject of racism and equity have come to the
forefront of our social debate, 69% of Canadians identify individual
citizens as the most important group to help address the issues in a
way that is consistent with Canadian values, followed by the federal
government at 67% and provincial governments at 66%. Charities
and private business are each seen as important at 56%.
• And, when asked how well do you think that the news media today
reflects Canada’s diverse population, the responses were “somewhat
well” at 61%, “not very well” at 16% and “very well” at 23%.
• While there are some differences regionally, responses were fairly
similar across the board except among very high-income Canadians
where 45% felt we were doing “very well”.
EXECUTIVE SUMMARY
RACISM AND INEQUITY

2021
CANTRUST
INDEX:
IN-DEPTH RESULTS
AND INSIGHTS

Q
40 45 47
60 55 53
2019 2020 2021
You can't be too careful in dealing with people
Most people can be trusted
Q
Generally speaking, do you believe that most people can be
trusted, or you can’t be too careful in dealing with people?
CANADA IS SPLIT ON BEING
INHERENTLY TRUSTING OR BEING
CAREFUL ABOUT TRUSTING
This general result is consistent with our 2020 findings and unchanged even through a pandemic. However, there are lower
levels of trust in the West compared to the East and significantly less trust among lower income Canadians*.
11
45
50
40
46
36
61
47
51
45
49
40
55
Total BC
PR ON
QC ATL
2021
2020
if living alone or HH <$35k if living with others

39
43
38
51
67
33
47
45
50
69
GenZ (<25) Millennials (25-44) GenX (45-54) Boomers (55-74) Older (75+)
2020 2021
12
Inherent disposition to trust generally grows with age – doubling from those under 25 to older cohorts. This is consistent with research that
shows general trust levels increase with age and are informed by the culture and experiences of the given time.
THERE IS A SIGNIFICANT TRUST GAP BETWEEN THE
YOUNGEST ADULT COHORT AND CANADIANS 75+

47 35 60
All Canadians Lower income Income $100k+
13
Among those in the lower income Canadians* working class in Canada, only one in three say that most
people can be trusted – half the level exhibited by higher income Canadians.
LOWER INCOME CANADIANS ARE FAR LESS LIKELY
THAN HIGHER INCOME CANADIANS TO TRUST

THE
CANTRUST
INDEX
AGGREGATE TRUST
SCORES

Q
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”
PROOF’S CANTRUST
INDEX* SCORE IS STABLE BUT
WEAK
From a high of 45 in 2018, the trust index has not rebounded.
15
45 43 45 39 38 37
2016 2017 2018 2019 2020 2021
*The CanTrust Index score: five institutional components of Canadian society were aggregated to create an overall aggregate trust score. This included trust in charities,
media, small and medium size businesses, governments and large corporations.

*Aggregate trust in charities, media, small business, medium business, governments and large corporations.
37
33
39
45
36
40
34 36
44 42
33
30
38
44 43
BC Prairies Ontario Quebec Atlantic
2019 2020 2021
16
There are significant regional differences in trust. Canadians in BC and in the Prairies are pulling down
the aggregate trust score overall this year.
WESTERN CANADA TRUSTS LESS; ONTARIO,
QUEBEC AND ATLANTIC HOLDING STEADY

37 38 39 40
48
34
38 36 38
47
Lower Income Canadians $35k-$75k $75k-$99k $100k-$200k $200k+
2020 2021
17
The aggregate trust score held steady in each income group other than lower income Canadians* and
middle-income Canadians where it dropped 3 points year over year.
TRUST LEVELS DECLINE AMONG LOWER INCOME
CANADIANS

AGGREGATE
TRUST SCORE
BREAKDOWN
The following slides are a breakdown of the individual
scores within the CanTrust Index aggregate.
Separating the elements of the aggregate score help
to uncover what parts of the puzzle are most
impacting this downward trend.

Q
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?
COMPONENTS OF CANTRUST
INDEX SCORE DRIVING DECLINE ARE
MEDIA AND GOVERNMENTS
The data show that these two groups are driving the scores lower than in prior years, but the lowest scoring area is reserved for the
corporate sector – particularly large corporations which are very low on the trust scale and have stayed there for all six years of our study.
19
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
Not for profits/charities News media Governments Small/medium corporations Large corporations
2016 2017 2018 2019 2020 2021

Q
Q
75 74
62
51 50 48
38 37
32 32
36
20
41
28 27 26
Medical
doctors
Scientists
Educators
Your
local
police
force
The
RCMP
Registered
charities
&
not
for
profit
organizations
The
news
media
Your
mayor
Government
The
Prime
Minister
Your
Premier
Politicians
in
general
Small
&
medium
sized
corporations
Corporate
management
Large
corporations
Corporate
boards
of
directors
20
MEDICAL DOCTORS, SCIENTISTS
AND EDUCATORS LEAD IN TRUST;
MEDIA, POLITICAL AND BUSINESS
LEADERS LAG IN TRUST
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?

TRUST IN
LEADERS AND
CORPORATIONS
Throughout the six years of publication of
the CanTrust Index, Canadians have been
expressing low levels of trust towards large
corporations, and that trend continues.

Q
46
34
50
44
30
50
46
33
52
40
34
52
39 37
45
32
36 37
The Prime Minister The Premier of your province Your community mayor
2016 2017 2018 2019 2020 2021
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?
DECLINE IN OVERALL TRUST IN
POLITICAL LEADERSHIP PUSHED
DOWN BY TRUST DECLINES FOR PM
AND MAYORS; THE PREMIERS HOLD
STEADY
This is the lowest trust score in the six years of tracking the Prime Minister.
22

Q
44
20
1 1
41
27
1 1
45
28
36
20
1 1
38
26
41
27 28 26
Small and medium size corporations Large corporations Corporate management Corporate boards
2016 2017 2018 2019 2020 2021
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 CORPORATE LEADERSHIP
REMAINS LOW; SMALL AND
MEDIUM SIZE BUSINESSES
IMPROVE
Corporate trust levels remain low looking at the full six-year arc of data, and this year for the first-time
management and directors were also included in the series… revealing low trust there too.
23

Q
69.2
76.2 73.7 71.4 68.2 64.0 67.7
61.9 66.7
58.9 62.9 62.2 58.8 54.8
Total Upper management (C-
Suite/VP)
Middle management
(Manager/Director)
Junior management
(Supervisor)
Administrative staff
/support staff
Skilled labour Frontline service
2020 2021
- 9.5 -14.8 - 8.5 - 6.0 - 5.2 - 12.9
C D B- C- C+ D- C D C D D+ D- C- D-
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?
(where A+ means exceptional and F means failure)
EMPLOYER TRUST SCORES HAVE
DECLINED SIGNIFICANTLY –
PARTICULARLY AMONG MIDDLE
MANAGEMENT GROUPS AND
FRONTLINE SERVICE WORKERS
Employees are saying that they see room for improvement in their organizations.
The pandemic has definitely put additional strains on this metric.
24

Q
58
58
60
60
61
61
63
67
67
54
62
58
61
62
66
64
67
Advocating for positive social change
Having a brand, product or service meet my needs
Being in a highly regulated sector
Being Canadian-owned and operated
Investing in my local community
Creating local employment opportunities
Having a leader that communicates openly
Having values that are close to my own
Focusing on employee safety & wellbeing
2020 2021
FOCUS ON EMPLOYEES, SHARED
Canadians have a set hierarchy on how they believe companies build trust levels. There is a desire for the companies to
be engaged with employees and their communities, and to communicate in open and transparent ways.
25
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?
21
40
54
55
55
55
55
57
57
32
41
57
52
57
59
57
63
Being endorsed by an influencer that I follow
Having a compelling story
Being innovative
Knowing someone who likes working there
Having empathetic leaders
Supporting charitable causes
Having a clearly stated corporate or social purpose
Committing to inclusion and diversity
Being endorsed by my friends and family
2020 2021

Q
35 33
62
40
27
32
58
42
24
32 30
48
31
39
44
45
42
67
44
31
35
60
43
24
31 29
46
27
32 32
48
10 9
5 4 4 3 2 1 0
-1 -1 -2 -4
-7 -8
Streaming
services
Pharmaceutical
companies
Hospitals
E-commerce
(online
shopping)
Cannabis
producers
Telecommunications
Grocery
&
food
retail
Broadcasters
Social
media
platform
companies
Insurance
companies
Real
estate
brokers
&
agents
Banks
Oil
&
gas
Airlines
Long
term
care
facilities
Public
transportation
2020 2021 2021 O(U) 2020
26
DRILLING INTO THE BUSINESS
COMMUNITY ON A SELECTED
SECTORAL BASIS SHOWS IMPROVED
SCORES IN STREAMING SERVICES AND
THE HEALTH SECTOR
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?

TRUST IN OUR
CANADIAN
INSTITUTIONS
Canadians remain trusting of the core
institutions that help define the essence
of the country.

Q
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?
MILITARY AND EDUCATION
SYSTEM TOP TRUSTED
INSTITUTIONS; RCMP
DECLINES IN 2021
Despite some declines in trust levels as presented earlier – Canadians remain trusting of the majority
of our public services and institutions.
28
57
62
55 54 54
61
48
36
63
58 56 54 52 50
47
43
Canadian
healthcare system
Canadian Military Canadian education
system
Canada's Central
Bank
Free & independent
press
RCMP Canada's judicial
system
Canadian financial
markets
2020 2021

Q
To what extent are you willing to TRUST the following
Canadian institutions to operate competently and
PRAIRIE RESIDENTS LEAST
TRUSTING OF FREE PRESS AND
FINANCIAL MARKETS
In virtually every instance there is an East versus West divide (other than trust in Judicial system).
29
62
55 53
46 48 45
39
47
58 56 53
49
44 47
33
51
65
59 56 56 53 50
44 47
62 62 60
56 57
44
53 52
65
53 54 53
57
44
39
55
Canadian healthcare
system
system
Canada's Central
Bank
Free & independent
press
Canada's judicial
system
Canadian financial
markets
RCMP
BC Prairies Ontario Quebec Atlantic

Q
YOUNGER COHORTS FAR LESS
TRUSTING
On average, across this group, the older cohorts (Boomers and 75+) are 14 points higher in trusting
these institutions than are the younger cohorts combined.
30
60
48 48
39
43
36
41 42
57
53 53
49 49
43 42
45
60
57
53 52 50 49
41
44
70
67
61 61
58
51
45
58
78
64
68 70
59
63
49
66
Canadian healthcare
system
system
Canada's Central
Bank
Free & independent
press
Canada's judicial
system
Canadian financial
markets
RCMP
GenZ Millenials GenX Boomers 75+
Q

Q
58
53 51
46 48
39
34
65
60 60
48
57
48 48
Canadian healthcare
system
system
Canada's Central Bank Free & independent
press
Canada's judicial
system
Canadian financial
markets
Lower income Canadians $100k+
LOWER INCOME CANADIANS*
LESS TRUSTING OF CORE
INSTITUTIONS
There is a significant trust gap when comparing the lower income Canadians* with more affluent
counterparts likely due to their needs not being met in some of these areas.
31
- 8
- 7
- 9 - 9 - 9
- 14
Q

SOURCES WE
TRUST
Doctors and scientists top the trust scale for
reliable information. News media trust levels
decline although the core trust in newspapers,
radio and television news remain stable.

Q
33
WHEN IT COMES TO OBTAINING
RELIABLE INFORMATION, CANADIANS
TRUST DOCTORS AND SCIENTISTS
MOST FOLLOWED BY FAMILY AND
FRIENDS
81
77
64
63
49
36
27
24
18
17 14
2021
Medical doctors
Scientists
Friends & family members
Educators
Journalists
Bankers
Religious or spiritual leaders
Business executives
Politicians
Independent bloggers/social media influencers
Celebrities
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.

Q
Lower income Canadians* rank 12 points lower on average for the top-trusted sources for reliable
information.
34
70 69
59 57
47
35 33
24 19 21 16
84 82
69 69
54
38
25 30
19 20 16
Medical
doctors
Scientists Friends &
family
members
Educators Journalists Bankers Religious or
spiritual leaders
Business
executives
Politicians Independent
bloggers/social
media
influencers
Celebrities
THERE ARE SIGNIFICANT DIFFERENCES
BY AGE AND AFFLUENCE; LOWER
INCOME CANADIANS* FAR LESS
TRUSTING OF ANY GROUP TO PROVIDE
RELIABLE INFORMATION TO THEM

Q
54
50 51
40
44
38
News media
2016
2017
2018
2019
2020
2021
38
32
35
38
39
40
39
37
33
35
39
42
38
2021
-6
-6
-2
-6
-13
-12
-5
-8
-12
-12
-2
-8
-16
Total
GenZ
Millennials
GenX
Boomers
75+
Male
Female
BC
Prairies
Ontario
Quebec
Atlantic
2020 O(U) 2021
The 6-point decline overall is driven by larger declines in the older age groups, BS, and Atlantic regions.
35
TRUST IN NEWS MEDIA DECLINES 6
POINTS FROM 2020 RESULTS;
YOUNGER COHORTS LEAST
TRUSTING
When you think of each of the following 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?

Q
55 53 53
49
38 39
30
23 25 24
15
55
51 50
39
37
37 36
28
22 22 22
13
Newspapers
Television
Radio
Online
news
Links
from
people
you
know
LinkedIn
YouTube
Pintrest
Twitter
Facebook
Instagram
Snapchat
2020 2021
TRADITIONAL DIGITAL
TRADITIONAL MEDIA HOLDING ITS
OWN ON TRUST WHILE ONLINE MEDIA
DECLINES 10 POINTS; TRUST IN
SOCIAL MEDIA SOURCES VERY LOW
AND LIKELY PULLING DOWN ALL NEWS
MEDIA TRUST SCORES
36

Q
37
BOOMERS (55-74) ARE FAR MORE
TRUSTING OF TRADITIONAL MEDIA
THAN MILLENNIALS (25-44); THE
REVERSE IS TRUE WITH DIGITAL
AND SOCIAL PLATFORMS
TRADITIONAL DIGITAL
52 46 46 47
38
27 26 26
58
57 55
32
32
16 17 16
Newspapers Television Radio LinkedIn YouTube Twitter Facebook Instagram
Millennials Boomers

Q
Lower income Canadians* are far less trusting of traditional media sources, although note that there is
higher, and in some areas the highest trust for social platforms including YouTube in this group.
38
45 44 45
34 34
46
32 29 28 28
63
54 55
39 43 35
33
28
22 24
Newspapers Television Radio Online news LinkedIn YouTube Pintrest Twitter Facebook Instagram
TRADITIONAL DIGITAL
LOWER INCOME CANADIANS* LESS
TRUSTING OF ALL NEWS MEDIA AS
COMPARED TO MORE AFFLUENT
CANADIANS

Q
78
61
58 59 57 56
42
78 78
56 55 54 53 51
36
Your family and
friends
Your doctor Your accountant Your lawyer Your local police Your banker Your colleagues @
work
Your spiritual leader
2020 2021
This is largely unchanged since last year. Notably, local police dropped 5 points, work colleagues also dropped 5 points. While still a majority,
the decline bears watching as it could be a side effect of the work-from-home phenomenon and less casual interaction with colleagues that
builds trust. Declines also noted for spiritual leaders.
39
- 5
- 5
- 6
FAMILY AND FRIENDS TOP THE
LIST OF MOST-TRUSTED CLOSE
ADVISORS, EQUAL ONLY WITH
THEIR DOCTOR
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?

Q
85 85 85
87
81
90
77
82
86
90
88
Total
BC
Prairies
ON
QC
AT
GenZ
Millennials
GenX
Boomers
75+
EXTREMELY/ VERY IMPORTANT
to have access to independent/fact-based journalism
22
34 27
21
18
15
57 48 58
Private for profit Government funded Not for profit
organizations
IMPACT OF OWNERSHIP ON TRUST
More likely to trust Less likely to trust Same
More than eight-in-ten Canadians regard independent fact-based journalism as being a vital component
of the Canadian system. This is true across the age spectrum and regardless of affluence.
40
CANADIANS CONSIDER ACCESS TO
INDEPENDENT, FACT-BASED
JOURNALISM EXTREMELY OR VERY
IMPORTANT
How important do you believe it is for citizens to have
access to independent, fact-based journalism? Does the
ownership of each type make it more likely that you trust
the information they provide, less likely, or have no impact?

Q
55 53 50 50 49 47 40 37 35 33 28 24 22 21 15
News on
traditional
media
Product
sampling
Word of
mouth from
people you
know
News on news
websites
Consumer
reviews
Internet
search
Information on
company
websites
Social Media
posts by
people you
know
Traditional
advertising on
traditional
media
Opinions on
traditional
media
Opinions on
news websites
Online
advertising by
companies
Social media
posts by a
brand or
company
Blogs Sponsored
social media
posts by
celebrities or
other
influencers
These results show that the levels are pulled down by opinion-based information as compared to fact-
based news – which rates relatively high, particularly on traditional media platforms.
41
TRUST IN INFORMATION SOURCES VARIES
CONSIDERABLY ACROSS THE SPECTRUM;
THE DIGITAL WORLD HAS A MASSIVE JOB
TO DO TO BUILD TRUST LEVELS; NEWS
MEDIA ARE FAR MORE TRUSTED THAN
OPINIONS FOR BEING RELIABLE
willing to TRUST the following sources to provide you with
RELIABLE INFORMATION?

Q
willing to TRUST the following sources to provide you with
RELIABLE INFORMATION?
THERE ARE SIGNIFICANT DIFFERENCES
BY AGE AND AFFLUENCE; LOWER
INCOME CANADIANS* ARE FAR LESS
TRUSTING OF ANY GROUP TO PROVIDE
RELIABLE INFORMATION TO THEM
Lower income Canadians* are 12 points lower on average for the top trusted sources for reliable
information.
42
79 76
62 64
48
35
24 27
18 22
16
84 79
66 64
51
39
31
23
16
11 11
Medical
doctors
Scientists Friends &
family
members
Educators Journalists Bankers Religious or
spiritual leaders
Business
executives
Politicians Independent
bloggers/social
media
influencers
Celebrities
Millennials Boomers

VALUES
PERFORMANCE
This section is a measure of how we feel Canada
is performing related to our core values: freedom,
safety, democracy and health. During this
unprecedented pandemic, Canadian’s core values
have been and will continue to be challenged as
the pandemic puts our performance in these
areas to the test.

Q
Our performance in freedom, safety, democracy and diversity values are at the top of the list and
remain there despite some declines this year.
44
73
57
68
53
65
60
53
43
55 53
39 39
65 63 63 62
58
55 53 53
49 49
46 46
Freedom Canadian
healthcare
system
Safety Diversity Democracy Health Average of
all values
Inclusion Fairness Privacy Equity Sustainability
2020 2021
In thinking about Canada as a country, please rate how well
you think CANADA IS PERFORMING in the following areas.
CANADIAN VALUE SCORECARD:
GAINS IN INCLUSION, DIVERSITY
AND SUSTAINABILITY OFF-SET BY
DROPS IN FREEDOM, DEMOCRACY,
FAIRNESS AND HEALTH

45
39
51 51
35
55
40 40
47 45
59 56
60
54
65 65
49
68
53 52
58
53
65
50
-15 -15 -14 -14 -14 -13 -13 -12 -11 -8 -6
6
Inclusion
Equity
Democracy
Health
Economic
Security
Safety
Fairness
Sustainability
Average
of
all
values
Privacy
Diversity
Freedom
Lower income Canadians $100k+ $100k O(U) Lower Income
45
Lower income Canadians* are much less likely to say that Canada is performing effectively in areas of
inclusion and equity, democracy, health.
LOWER INCOME CANADIANS* ARE
SIGNIFICANTLY LESS LIKELY TO
FEEL THAT THE COUNTRY IS LIVING
BY ITS CORE VALUES

Q
Below are values from the Canadian Index of well-being as
well as a few others. In thinking about Canada as a country,
please rate how well you think CANADA IS PERFORMING in
the following areas?
FEWER LOWER INCOME CANADIANS*
SEE CANADA DELIVERING ON ITS
VALUES PROMISES ACROSS FOUR KEY
DIMENSIONS COMPARED TO
POPULATION AT LARGE
There is a 13-point gap on average between lower income Canadians* and those more affluent. This
is acute across each of the four dimensions evaluated.
46
55 54 54
40
45 47 47
36
63 60 63
43
Personally Educationally Socially Economically
All Lower income Canadians $100k+

COVID-19
Not all of us feel we're in this together.
Most Canadians are watching the news
closely for updates and trust doctors and
scientists most for reliable information. We
have work to do to increase trust in the
vaccine for some Canadians.

Q
30
40
25
18
14
29
26
29
22
25 26
23
28
30
23
32 34
37
34
29 29
46
37
32 31 30
BC
Prairie
Ontario
Quebec
Atlantic
GenZ
Millennials
GenX
Boomers
75+
Lower
income
Canadians
Male
Female
Less More
31%
43%
26%
More together and united
No difference than before the pandemic
Less together and united
48
CANADIANS ARE EVENLY SPLIT ON WHETHER
THE PANDEMIC HAS MADE THEM FEEL MORE
TOGETHER AND UNITED WITH FELLOW
CITIZENS OR LESS SO. PRAIRIE RESIDENTS
LESS POSITIVE ON THIS MEASURE; OLDER
CANADIANS MORE POSITIVE
The pandemic has required people to adapt and make
sacrifices in how they normally lead their lives. When you
think about your fellow citizens in your community, would
you say that this experience has made you feel: more
together; less together and united; or no difference than
before the pandemic?

Q
28%
42%
12%
7%
4%
7%
Multiple times every day
Every day or so
Every two days or so
Twice a week or so
Once a week
Less than once per week
Since the pandemic began in March of last year, how many
days on average per week did you consult a news source for
information about COVID-19?
Seven-in-ten Canadians acknowledge that they are following the details of the pandemic and information about COVID-19 on a daily or multiple-times-daily basis.
Note that younger age cohorts are considerably less likely to be following the situation that closely, as are lower income Canadians*.
49
70
69
65
71
68
82
46
65
73
78
80
62
74
70
70
Total
BC
Prairie
Ontario
Quebec
Atlantic
GenZ
Millennials
GenX
Boomers
75+
Lower income Canadians
$100k+
Male
Female
EVERYDAY+
CANADIANS ARE FOLLOWING THE
PANDEMIC DETAILS INTENTLY

Q
75 74
63 61 59 58
49 46 46 46 45 44
38
24 20
Medical
doctors
Scientists
Canada's
Chief
Medical
Officer
of
Health
Your
provincial
Medical
Officer
of
Health
The
World
Health
Organization
Hospital
administrators
Teachers
The
pharamceutical
industry
Journalists
The
Prime
Minister
of
Canada
Your
provincial
Premier
Word
of
mouth
from
family
&
friends
School
boards
Corporate
CEOs
Social
media
feeds
To what extent do you TRUST the following groups of
people to provide you with RELIABLE information about
COVID-19?
DOCTORS AND SCIENCE LEADERS TOP THE
COVID-19 INFORMATION TRUST LIST,
FOLLOWED CLOSELY BY FEDERAL AND
PROVINCIAL MEDICAL OFFICERS.
GOVERNMENT LEADERS AND OTHER
SOURCES NOT HIGHLY TRUSTED
Higher level of engagement with COVID-19 related news, significantly increased trust in key sources of information such as doctors and scientists
50

Q
64 67 63 63 65 66
55 58 62
71
86
50
69 68
61
Total
BC
Prairie
ON
QC
AT
GenZ
Millennials
GenX
Boomer
75+
Lower
income
Canadians
$100k+
Male
Female
Younger and less affluent are less trusting of the vaccine today. Of note: trust for the vaccine is higher among those who engage daily or more with the news for
updates. Trust significantly reduces among Canadians not following the news as often. This an important dimension to the story because traditional means of
engagement have not drawn this group in to trusting the vaccine – and this includes younger and lower income groups.
51
On a scale of 1 to 7, do you TRUST the vaccine to be safe
and effective to receive for yourself?
TWO-IN-THREE SAY THEY TRUST
THE POTENTIAL OF THE COVID-19
VACCINE’S EFFICACY

RACISM
AND
INEQUITY
Canada has a long way to go to
recognize and address its institutional
and societal racism.

Q
In a year when the subject of racism and social inequity has
come to the forefront of our social debate, on a scale of 1 to
7, how important is the role of each of the following in
helping address these issues in a way that is consistent
with Canadian values?
1 means “not important at all” and 7 means “very
important”.
CANADIANS IDENTIFY ORDINARY
CITIZENS AS HAVING THE
GREATEST RESPONSIBILITY TO
ADDRESS RACIAL AND SOCIAL
INEQUITY ISSUES
Governments are also seen as important contributor, followed by news media.
53
69 67 66 63
56 56
Ordinary citizens like
myself
The federal
government
Provincial
goverments
News media Charity groups Private businesses

54
LOWER INCOME CANADIANS*
ARE LESS CONVINCED THAT OF ANY
OF THESE SOURCES ARE VITAL TO
ADDRESSING THE ISSUES
66 63 63 61
53 53
74 72 68 67
62 59
Ordinary
citizens like
myself
The federal
government
Provincial
goverments
News media Charity
groups
Private
businesses
64 61 59 58
51 51
73 72 72 69
58 60
Ordinary
citizens like
myself
The federal
government
Provincial
goverments
News media Charity
groups
Private
businesses
Millennials Boomers
Likewise, Millennials are far less convinced than Boomers that these groups are important to
addressing these issues in a meaningful and sustainable way.

Q
ONE-IN-FOUR CANADIANS BELIEVE
THAT THE MEDIA REFLECTS
CANADA’S DIVERSE POPULATION
VERY WELL.
55
23%
61%
16%
Very well Somewhat Not very well
23
20
27
19
30
25 23
26
23 21
26
21
27 27
45
BC
Prairie
Ontario
Quebec
Atlantic
GenZ
Millennials
GenX
Boomers
75+
$<35k
$35-$74k
$75-$99K
$100k-$200k
$200k+
VERY WELL
How well do you think that the news media today reflects
Canada’s diverse population: Very well, somewhat well, or
not very well?
This is highest in Atlantic Canada and among the top income groups overall.

Q
0%
1%
2%
3%
4%
5%
6%
0 20 40 60 80 100
As is evident in the scatter plot below, there is no consensus among Canadians in terms of how well the country is doing on this important topic. When we look at
the aggregated statistics, results are more sobering. Only one-in-five believes that the country is performing in the 80+ plus range on this issue (exceptional). On
average, Canadians give the country a 61.8 – suggesting they feel there is along way to go. Economically more affluent people are at 63.9, compared to 58.6 for the
lower income groups.
56
WE HAVE WORK TO DO
ON EQUALITY OF
OPPORTUNITY FOR ALL
CANADIANS
BAD ROOM TO IMPROVE GREAT
16
22
14
14
15
21
22
18
Total
GenZ
Millennials
GenX
Boomers
75+
Lower income
$100k+
GAVE SCORE OF 80+
61.8
62.5
59.6
62.3
62.9
66.1
58.6
63.9
Total
GenZ
Millennials
GenX
Boomers
75+
Lower income
$100k+
MEAN SOURCE
CANADIANS WERE ASKED TO DO THE FOLLOWING EXERCISE:
On the following grid, please tell us how you would rate Canada overall in
terms of providing equality of opportunity for all citizens regardless of race,
religion, ethnicity or gender. SLIDE THE SCALE FROM “0” to “100”. “0” is
very bad, racist policies exist and are unpunished. 100 is nearly perfect and
while there are some exceptions, Canada is living its diversity value very
effectively. 50 is somewhere in between.

LESSONS
TO BUILD
AND
PRESERVE
TRUST

Photo needs to be
edited
Canadians trust information grounded in domain
expertise, fact and the institution of science.
The potential politicization of health information and
the spread of misinformation can be very harmful to
society. We must continue to encourage a fact-based
narrative of the pandemic in this country and do
everything we can to prevent the spread of false
information.
Our citizens expect and deserve it.
IN TRUTH WE
TRUST

Photo needs to be
edited
WHEN IT COMES
TO TRUST,
ACTIONS REALLY
COUNT
As a leader, if you do not have the trust of your people, it
will be difficult to get anything done.
Trust is built through consistent, demonstrated values,
and competency.
A leader’s ability to clearly articulate what they stand for
and consistently demonstrate this again and again (by
saying what you do and doing what you say) are the
building blocks of trust over time.
Learn what trust looks like in action in your
organization and start building it now.

We must urgently engage in active efforts to better
understand and address the concerns of Canadians
who are unwilling to trust the COVID-19 vaccine to
be safe and effective.
Canadians have placed a premium on credible and
reliable information related to their health and safety.
Share the facts from the experts again and again.
Vaccines don't save lives, vaccinations do.
GREATER
TRUST = GREATER
OUTCOMES

INVEST IN TRUST
TO ADAPT
AND CHANGE
Workers in Canada have record-low trust in their
employer’s ability to build it.
This signals a serious issue within the Canadian
business environment: low trust evokes fear, skepticism
and a strong need for vigilance in employees. They will
no longer work in the best interest of the organization.
High-trust organizations have employees that are
motivated, engaged and committed. They are willing to
trust their leaders to make the right decisions and their
organizations can change and adapt more quickly to
promote economic recovery.
How are trust levels in your organization?

MEASURE AND
MANAGE TRUST
Organizations need a deliberate plan for measuring,
maintaining and building trust for the long term.
An accurate measurement of intra-organizational and
leadership trust should be part of every CEO's
performance report.
TRUST IS CRITICAL TO THE
SUCCESS OF YOUR BUSINESS
NOW, MORE THAN EVER.

For more information about our studies and
how to build trust in your organization, please
contact:
THANK YOU
BRUCE MACLELLAN
bmaclellan@getproof.com
416.969.2727
VANESSA EATON
veaton@getproof.com
416.969.2713
cantrustindex.ca

Proof Strategies CanTrust Index 2021

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