The 2024 CanTrust Index – one of the largest annual studies of trust in Canada, which examines trust in sources of information, institutions and more – shows high economic anxiety, little trust in building affordable housing and declining trust in Artificial Intelligence.
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.
Housing trust in the basement
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.
Just two out of 10 (22 per cent) of 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 affordable housing.
Trust in Artificial Intelligence declines
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 of Canadians said yes, compared to 39 per cent in 2018. Similarly, 35 per cent of Canadians trust AI to improve their consumer experience, on par with 2018 at 37 per cent. 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.
Younger generations are more willing to trust AI. When asked if they trust 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.
Canadians trust in their inner circle increases
Anxious about the state of the economy, Canadians are retreating into 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 among different categories of people, 76 per cent of Canadians said friends and family, an 11 per cent increase since 2022.
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.
Trust in doctors, scientists, and educators
Beyond their immediate circle, Canadians continue to trust professionals for reliable information: doctors at 78 per cent and scientists at 74 per cent (both up five per cent over last year), and educators at 68 per cent (up eight per cent).
Trust in journalists and the media holds steady
While some voices continue to decry bias or “fake news,” Canadians’ trust in journalists to deliver reliable information rose three points to 49 per cent in 2024 (higher than many other categories of people including bankers, religious leaders, corporate executives and others), and news on traditional media once again remains the most trusted source of information in general at 56 per cent.
While charities grow, business is flat
The charity/NFP sector is steadily building trust, up from 47 per cent in 2022 to 53 per cent in 2024. As examples, the Canadian Red Cross is trusted by 66 per cent and the Nature Conservancy of Canada by 55 per cent. In contrast, trust in large corporations is at 30 per cent and SMBs at 43 per cent. On many urgent issues, the charity sector’s focus on results appears to be building trust.
Less interest in hearing from business
The public appetite for business leaders speaking out on issues has declined in the past year. When it comes to important issues like climate change, racism, and social equity, 49 per cent of Canadians believe that business leaders should speak out regularly, compared to 57 per cent in 2022. On topics, 76 per cent of Canadians say that business should speak out on economic matters while only 32 per cent want to hear from them on international conflicts.
Trust in the election system
Significant regional and age differences are concerning. In the Prairies, only 36 per cent agree the system is fair, compared to 54 per cent in Ontario and 52 per cent in Quebec. By age, 47 per cent of Gen Z agree the system is fair, compared to 57 per cent of boomers.
Trust can be grown
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.
Other survey findings
- Trust in Canada’s Central Bank is stable in 2024 at 49 per cent. Trust for the Bank is higher among younger Canadians, with Gen Z at 53 per cent.
- Trust in the Canadian military has increased to 59 per cent in 2024 from 52 per cent in 2022.
- Trust in the RCMP has increased to 55 per cent in 2024 from 48 per cent in 2022.
- For the third year in a row, employees give their employer only a “C” grade for ability to build trust with external audiences. (People employed, including all sectors.)
About the 2024 Proof Strategies CanTrust Index
The Proof Strategies CanTrust Index, now in its ninth year, is a leading source of research and understanding of trust in Canada. We study and analyze topics, institutions, events and population segments unique to Canada and surveyed 1,501 Canadians between January 3-13 by online panel. The sample is representative of Canadian population statistics by region, age and gender. 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.
You can look at the CanTrust Index here.
2024 CanTrust Index reveals low trust in building affordable housing and falling trust in Artificial Intelligence
Posted in Commentary with tags Proof Strategies on February 13, 2024 by itnerdThe 2024 CanTrust Index – one of the largest annual studies of trust in Canada, which examines trust in sources of information, institutions and more – shows high economic anxiety, little trust in building affordable housing and declining trust in Artificial Intelligence.
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.
Housing trust in the basement
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.
Just two out of 10 (22 per cent) of 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 affordable housing.
Trust in Artificial Intelligence declines
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 of Canadians said yes, compared to 39 per cent in 2018. Similarly, 35 per cent of Canadians trust AI to improve their consumer experience, on par with 2018 at 37 per cent. 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.
Younger generations are more willing to trust AI. When asked if they trust 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.
Canadians trust in their inner circle increases
Anxious about the state of the economy, Canadians are retreating into 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 among different categories of people, 76 per cent of Canadians said friends and family, an 11 per cent increase since 2022.
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.
Trust in doctors, scientists, and educators
Beyond their immediate circle, Canadians continue to trust professionals for reliable information: doctors at 78 per cent and scientists at 74 per cent (both up five per cent over last year), and educators at 68 per cent (up eight per cent).
Trust in journalists and the media holds steady
While some voices continue to decry bias or “fake news,” Canadians’ trust in journalists to deliver reliable information rose three points to 49 per cent in 2024 (higher than many other categories of people including bankers, religious leaders, corporate executives and others), and news on traditional media once again remains the most trusted source of information in general at 56 per cent.
While charities grow, business is flat
The charity/NFP sector is steadily building trust, up from 47 per cent in 2022 to 53 per cent in 2024. As examples, the Canadian Red Cross is trusted by 66 per cent and the Nature Conservancy of Canada by 55 per cent. In contrast, trust in large corporations is at 30 per cent and SMBs at 43 per cent. On many urgent issues, the charity sector’s focus on results appears to be building trust.
Less interest in hearing from business
The public appetite for business leaders speaking out on issues has declined in the past year. When it comes to important issues like climate change, racism, and social equity, 49 per cent of Canadians believe that business leaders should speak out regularly, compared to 57 per cent in 2022. On topics, 76 per cent of Canadians say that business should speak out on economic matters while only 32 per cent want to hear from them on international conflicts.
Trust in the election system
Significant regional and age differences are concerning. In the Prairies, only 36 per cent agree the system is fair, compared to 54 per cent in Ontario and 52 per cent in Quebec. By age, 47 per cent of Gen Z agree the system is fair, compared to 57 per cent of boomers.
Trust can be grown
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.
Other survey findings
About the 2024 Proof Strategies CanTrust Index
The Proof Strategies CanTrust Index, now in its ninth year, is a leading source of research and understanding of trust in Canada. We study and analyze topics, institutions, events and population segments unique to Canada and surveyed 1,501 Canadians between January 3-13 by online panel. The sample is representative of Canadian population statistics by region, age and gender. 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.
You can look at the CanTrust Index here.
Leave a comment »