Canadian public opinion research around consumer activism, corporate communications, and the Canadian economy.

1. Opinions and Attitudes
Towards Consumer Activism,
Corporate Communications
and the Canadian Economy
February 10, 2022
The Delphi
Plebiscite

2. Table of Contents
Key Findings 3-6
Consumer activism 7-8
Corporate behaviours
and actions 9-12
Opinions towards sectors
of the Canadian economy 13-23
How Canadians measure
economic performance 24-26
Methodology 27
Sample demographics 28
Contact Us 29

3. Key Findings:
Consumer Activism
More than half (54%) of Canadians
have engaged in some form of
consumer activism in the past
year, however, fewer than one in
ten (7%) do so ‘very often’.
Those between the ages of 25-44
were more likely than Canadians
overall to say they engaged in
some form of consumer activism,
while those over the age of 55 are
more likely to say they have not.

4. From a list of eleven different actions that a
company, brand or institution can take…
A majority of Canadians said they would be more
supportive of organizations that:
• Manufacture their products in Canada
(83%)
• Pay employees above minimum wage (75%)
• Issues a formal apology or
acknowledgement of wrongdoing (64%)
A majority of Canadians said they would be less
supportive of organizations that:
• Discourage employees from unionizing
(53%)
• Endorse a political party or candidate (52%)
A majority of Canadians were indifferent about an
organization’s involvement with:
• Social media trends and challenges (58%)
• Announcing record profits (56%)
• Encouraging working on-site vs. working
from home (54%)
A plurality (45%) said they would be more
supportive an organization that took a stance on a
cultural or social issue.
Key Findings:
Corporate Behaviours and Actions

5. Key Findings:
Sectors of the Economy
When asked whether respondents had a positive or
negative opinion towards fourteen sectors of the
Canadian economy…
Agriculture and agri-food was viewed the most
positively with more than 8 in 10 (85%) saying they
had a ‘very’ or ‘somewhat’ positive opinion of the
sector, followed by hospitality and tourism (84%).
Oil and gas had the greatest level of negativity with
half (47%) saying they have a ‘very’ or ‘somewhat’
negative opinion towards the sector
Seven in ten (67%) have a positive opinion of the
transportation and logistics sector, while one in five
(23%) has a negative opinion.
Forestry (65%) is viewed more positively than other
natural resource sectors such as mining (47%) and
oil & gas (46%).
Half (50%) of Canadians have a positive opinion of
telecommunications companies and internet service
providers.

6. Key Findings:
Economic Factors
From a list of 11 different
economic factors…
Inflation and the cost of living
(86%) had the greatest level of
influence on someone’s perception
of how the economy is doing.
Personal and household debt (60%)
had the lowest level of influence.
Consumer purchasing power and
labour-related issues were more
influential than international or
global economic factors.

7. More than half (54%) of
Canadians have engaged in some
form of consumer activism in the
past year.
Fewer than one in ten (7%) are
very committed to consumer
activism while a third (33%) are
more moderate in making
consumer choices based on
principle.
Four in ten (37%) have not
engaged in any form of
consumer activism in the past
year.
Consumer
Activism
Yes, very
often
7%
Yes,
somewhat
often
15%
Yes, but not
very often
33% No, not at all
37%
Don’t know
9%
In the past year, have you either purchased or declined to purchase
products or services from a particular company because of the social
or political values that company had?
(Canadians overall N=1,000)
Net “consumer activism”
behaviour: 18%

8. Those between the ages of 25-44 and
those living in Ontario were more
likely to have engaged in consumer
activism.
Those over the age of 55 and those
living in Alberta or BC were less likely
to make purchasing decisions based on
principle.
Those between the ages of 35-44
(42%) made principled choices least
frequently (not very often).
Those between 18-24 (21%) and 25-34
(24%) were more likely to say they
made principled purchasing decisions
‘somewhat’ often.
Consumer
Activism
37%
32%
33%
46%
42%
46%
47%
30%
54%
60%
61%
46%
48%
47%
42%
61%
Canadians overall
25-34
35-44
55-64
65+
British Columbia
Alberta
Ontario
Consumer activism in the past year
In the past year, have you either purchased or declined to
purchase products or services from a particular company
because of the social or political values that company had?
No, not at all Yes (not very+somewhat+very often)

9. A majority of Canadians are more supportive of
companies, brands or institutions that:
• Manufacture their products in Canada
• Pay employees above minimum wage
• Acknowledge and apologize for wrongdoing
A majority of Canadians are less supportive of
organizations that:
• Discourage employees from unionizing
• Endorse a political party or candidate
A majority of Canadians are indifferent about a
company’s involvement with:
• Social media trends and challenges
• Announcing record profits
• Encouraging working on-site vs. working from
home
A plurality (45%) are more likely to support brands or
institutions that take a stance on an issue, while only
one in ten (10%) would be less likely to support a
company that takes a stance.
For every 1 person that is more supportive of a company
that engages in social media trends, announce record
profits or encourage working on-site over working from
home, there are 2 people who say they would be less
supportive of the company if those actions were taken.
10%
21%
26%
21%
53%
52%
13%
18%
24%
30%
56%
54%
58%
28%
29%
83%
75%
64%
45%
13%
12%
10%
10%
Manufactured their products in Canada
Paid employees above minimum wage
Issued a formal apology or
acknowledgement of wrongdoing
Took a stance on a cultural or social issue
Announced record profits
Encouraged employees to work on-site as
opposed to working from home
Participated in a trend or challenge on
social media
Discouraged employees from unionizing or
forming a collective agreement
Endorsed a political party or candidate
Would you be more likely or less likely to support a company,
brand or institution if they took any of the following actions:
(Canadians overall N=1,000)
Less supportive Makes no difference More supportive
Corporate Behaviours
and Actions
Don’t
Know
3%
4%
8%
15%
10%
8%
12%
9%
15%

10. Those above the age of 65
were more likely than
Canadians overall to support
companies, brands or
institutions that pay their
employees above minimum
wage, issue formal apologies or
acknowledge wrongdoing, and
manufacture their products in
Canada.
Corporate Behaviours
and Actions
75%
64%
83%
85%
75%
93%
91%
Paid employees above minimum
wage
Issued a formal apology or
acknowledgement of wrongdoing
Manufactured their products in
Canada
More Supportive
Would you be more likely or less likely to support a company,
brand or institution if they took any of the following actions:
Canadians overall
65+
55-64

11. Those above the age of 65
were less likely than Canadians
overall to support companies
that discourage unionization or
participate in social media
trends/challenges.
Quebec residents were less
likely to support companies
that participate in social media
trends/challenges.
Corporate Behaviours
and Actions
53%
21%
60%
32%
29%
Discouraged employees from
unionizing or forming a collective
agreement
Participated in a trend or
challenge on social media
Less Supportive
Would you be more likely or less likely to support a company,
brand or institution if they took any of the following actions:
Canadians overall
65+
Quebec

12. Those between the ages of 25-
44 were more likely than
Canadians overall to say that
participating in social media
trends or challenges would
make no difference in their
likelihood of supporting a
company, brand or institution.
Corporate Behaviours
and Actions
58%
66%
65%
Participated in a trend or
challenge on social media
Makes no difference
Would you be more likely or less likely to support a company,
brand or institution if they took any of the following actions:
Canadians overall
25-34
35-44

13. Most notable sectors with ‘very negative’
opinions:
• Oil and gas (15%)
• Telecommunications and internet
service providers (14%)
Most notable sectors with ‘very positive’
opinions:
• Farming, agriculture and agri-food (38%)
• Renewable energy (36%)
Forestry is viewed more positively than other
natural resource-based economies (oil and gas,
mining).
Almost seven in ten (67%) hold positive views
towards transportation and logistics.
One in five (21%) Canadians are unable to form
an opinion of mining.
More than four in ten (46%) have a negative
opinion of telecommunication companies and
internet service providers.
9%
10%
12%
16%
16%
20%
23%
24%
22%
34%
35%
46%
32%
48%
85%
84%
80%
79%
77%
72%
67%
67%
64%
59%
57%
50%
47%
46%
Farming, agriculture and agri-food
Hospitality and tourism
Renewable energy (wind, solar, etc.)
Retail
Post-secondary institutions
Pharmaceuticals & life sciences
Transportation and logistics
Automobiles and manufacturing
Forestry
Construction and real estate
Airlines
Telecommunications and internet
service providers
Mining
Oil & gas
Please tell us whether you have a positive or negative opinion towards
each of the following sectors of the Canadian economy listed below.
(Canadians overall N=1,000)
Negative (very+somewhat) Positive (very+somewhat)
Sectors of the
Canadian Economy
Don’t
Know
7%
6%
8%
5%
7%
9%
10%
10%
14%
7%
7%
4%
21%
6%

14. Those between the ages of 25-
34 and 45-54, as well as those
residing in Quebec were more
likely than Canadians overall to
hold negative views towards
the oil and gas sector.
Those 65+, and those living in
Alberta and the Prairies were
more likely to hold favourable
views towards the sector.
46%
54%
54%
38%
20%
33%
64%
48%
39%
41%
55%
78%
57%
26%
Canadians overall
25-34
45-54
65+
Alberta
Prairies
Quebec
Oil and Gas
AXIS
TITLE
Please tell us whether you have a positive or negative opinion towards
each of the following sectors of the Canadian economy listed below .
Negative (very+somewhat) Positive (very+somewhat)
Sectors of the
Canadian Economy

15. Men were more likely than
women and Canadians overall
to hold positive views towards
Canada’s mining sector.
32%
31%
33%
47%
57%
37%
Canadians overall
Men
Women
Mining
AXIS
TITLE
Please tell us whether you have a positive or negative opinion towards
each of the following sectors of the Canadian economy listed below .
Negative (very+somewhat) Positive (very+somewhat)
Sectors of the
Canadian Economy

16. Those over the age of 55, as
well as those residing in
Alberta and Atlantic Canada
were more likely than
Canadians overall to hold
favourable views towards the
forestry sector.
Those between the ages of 25-
34 as well as those residing in
Quebec were more likely to
held negative views towards
the sector.
22%
28%
17%
19%
13%
36%
16%
64%
56%
73%
73%
78%
49%
73%
Canadians overall
25-34
55-64
65+
Alberta
Quebec
Atlantic Canada
Forestry
AXIS
TITLE
Please tell us whether you have a positive or negative opinion towards
each of the following sectors of the Canadian economy listed below .
Negative (very+somewhat) Positive (very+somewhat)
Sectors of the
Canadian Economy

17. Quebec residents were more
likely than Canadians overall to
hold positive views of the
hospitality and tourism sector.
10%
4%
84%
91%
Canadians overall
Quebec
Hospitality and tourism
AXIS
TITLE
Please tell us whether you have a positive or negative opinion towards
each of the following sectors of the Canadian economy listed below .
Negative (very+somewhat) Positive (very+somewhat)
Sectors of the
Canadian Economy

18. Those above the age of 65, as
well as those residing in
Alberta and Quebec were more
likely than Canadians overall to
hold positive views towards
the transportation and logistics
sector.
23%
18%
15%
18%
67%
76%
77%
73%
Canadians overall
65+
Alberta
Quebec
Transportation and logistics
AXIS
TITLE
Please tell us whether you have a positive or negative opinion towards
each of the following sectors of the Canadian economy listed below .
Negative (very+somewhat) Positive (very+somewhat)
Sectors of the
Canadian Economy

19. Those above the age of 65
were more likely than
Canadians overall to hold
positive opinions about the
retail sector.
16%
10%
79%
88%
Canadians overall
65+
Retail
AXIS
TITLE
Please tell us whether you have a positive or negative opinion towards
each of the following sectors of the Canadian economy listed below .
Negative (very+somewhat) Positive (very+somewhat)
Sectors of the
Canadian Economy

20. Those between the ages of 35-
44 and those residing in
Ontario were more likely than
Canadians overall to hold
negative feelings towards
telecommunications companies
and internet service providers.
Those above the age of 65 and
those residing in Alberta and
the Prairies were more likely
to hold favourable views.
46%
56%
37%
36%
36%
55%
50%
40%
61%
58%
61%
41%
Canadians overall
35-44
65+
Alberta
Prairies
Ontario
Telecommunications and internet service providers
AXIS
TITLE
Please tell us whether you have a positive or negative opinion towards
each of the following sectors of the Canadian economy listed below .
Negative (very+somewhat) Positive (very+somewhat)
Sectors of the
Canadian Economy

21. Those between the ages of 25-
34 and those residing in
Ontario were more likely than
Canadians overall to hold
negative opinions towards the
construction and real estate
sector.
Those above the age of 65 and
those residing west of Ontario
were more likely to hold
positive opinions towards the
sector.
34%
42%
25%
27%
19%
20%
43%
59%
50%
72%
69%
73%
64%
52%
Canadians overall
25-34
65+
British Columbia
Alberta
Prairies
Ontario
Construction and real estate
AXIS
TITLE
Please tell us whether you have a positive or negative opinion towards
each of the following sectors of the Canadian economy listed below .
Negative (very+somewhat) Positive (very+somewhat)
Sectors of the
Canadian Economy

22. Those between the ages of 18-
24 and 35-44 were more likely
than Canadians overall to hold
negative opinions of the
pharmaceuticals and life
sciences sector.
Those above the age of 65
were more likely to have
positive opinions towards the
sector.
20%
28%
29%
13%
72%
54%
63%
82%
Canadians overall
18-24
35-44
65+
Pharmaceuticals and life sciences
AXIS
TITLE
Please tell us whether you have a positive or negative opinion towards
each of the following sectors of the Canadian economy listed below .
Negative (very+somewhat) Positive (very+somewhat)
Sectors of the
Canadian Economy

23. Those between the ages of 35-
44 were more likely than
Canadians overall to hold
negative opinions of the
automotive and manufacturing
sector.
Men and those above the age
of 65 were more likely to hold
positive opinions.
24%
20%
27%
31%
18%
67%
74%
60%
56%
76%
Canadians overall
Men
Women
35-44
65+
Automobiles and manufacturing
AXIS
TITLE
Please tell us whether you have a positive or negative opinion towards
each of the following sectors of the Canadian economy listed below .
Negative (very+somewhat) Positive (very+somewhat)
Sectors of the
Canadian Economy

24. When thinking about how the economy
is doing, a majority of Canadians saw
each of the eleven economic factors
measured as influential.
Consumer purchasing power and
labour-related issues are more
influential than international or global
economic factors.
Personal and household debt as well as
someone’s own standard of living were
less influential than the other
economic factors measured.
One in five (19%) are not able to say
whether GDP is an influential factor in
how someone views the strength of
the economy.
9%
12%
12%
15%
16%
16%
21%
18%
18%
31%
34%
86%
83%
80%
78%
78%
78%
70%
70%
64%
64%
60%
Level of inflation/increasing cost of
goods and services
Unemployment
Interest rates
House prices/rent
Salaries and wages
Strength of the Canadian dollar
Government debt/budget deficits
Canada’s supply chains
Gross Domestic Product (GDP)
Your own standard of living
Personal or household debt
When thinking about how you view the Canadian economy, please tell us
whether the types of information listed below influences your view of how
the economy is doing or not.
(Canadians overall N=1,000)
Does NOT influence my view of how the economy is doing
Influences my view of how the economy is doing
How Canadians Measure
Economic Performance
Don’t
Know
5%
5%
9%
6%
6%
6%
8%
12%
19%
5%
6%

25. Those residing in the prairies
were more likely than
Canadians overall to say that
supply chains, personal and
household debt, as well as
someone’s own standard of
living are influential factors
when thinking about how the
economy is doing.
How Canadians Measure
Economic Performance
70%
60%
64%
79%
67%
73%
Canada's supply chains
Personal and household debt
Your own standard of living
Influences my view of how the economy is doing
When thinking about how you view the Canadian economy, please tell us
whether the types of information listed below influences your view of how
the economy is doing or not.
Canadians overall
The Prairies

26. Quebec residents were more
likely than Canadians overall to
say that personal and
household debt, as well as
someone’s personal standard of
living are not influential
factors in how the Canadian
economy is viewed.
How Canadians Measure
Economic Performance
34%
31%
48%
40%
Personal and household debt
Your own standard of living
Does NOT influence my view of how the economy is doing
When thinking about how you view the Canadian economy, please tell us
whether the types of information listed below influences your view of how
the economy is doing or not.
Canadians overall
Quebec

27. Methodology
Online survey by way of a demographically
representative panel of Canadians
N=1,000 adults
(aged 18 and older)
English and French survey
Interlocking quotas with targets set out in
the Canadian Census by way of age,
gender, province and language for Quebec
Survey fieldwork took place from
January 31 – February 7, 2022
Margin of Error: N/A for online polls
(comparable margin of error would be
+/- 3%,19 times out of 20)

28. Sample Demographics
Gender % of Sample
Men 49.7%
Women 50.1%
Other 0.2%
Age % of Sample
18-24 3.9%
25-34 21.8%
35-44 14.2%
45-54 23.5%
55-64 15.1%
65+ 21.5%
Language % of Sample
English 80.8%
French 19.2%
Province % of Sample
British Columbia 13.1%
Alberta 11.3%
Saskatchewan 3.2%
Manitoba 3.8%
Ontario 37.5%
Quebec 24%
New Brunswick 2.4%
Nova Scotia 2.6%
Prince Edward Island 0.6%
Newfoundland & Labrador 1.5%

29. Contact Us
Website: delphipolling.com
Twitter: @djsamplingerror
LinkedIn: Adrian Macaulay
Adrian Macaulay, President
adrian@delphipolling.com
647-539-7587
Gordon Forstner, President
info@forstnergroup.com
416-560-8056
Website: forstner.ca
Twitter: @GordForstner
LinkedIn: Gordon Forstner