Proof Strategies CanTrust Index 2025 Report

February 25, 2025
2025
CanTrust Index
Results Report
External threats create a pivotal moment.
Building Canada's future starts with trust.

The Proof Strategies CanTrust Index , now in its tenth
year, is a made-in-Canada, made-for-Canada source of
research and insights on trust in our country. Successful
and thriving societies, democracies and economies cannot
function without trust.
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 2025 Proof Strategies CanTrust Index tells the
unique story of trust among Canadians and who they
believe is trustworthy in this world of broken promises,
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 insights, grow trust and build stronger human
relationships. Learn more at getproof.com.
Our commitment
to trust in Canada
2
2

3
This report provides a summary of findings from
the 2025 Proof Strategies CanTrust Index .
Methodology
1,515 PEOPLE SURVEYED
CONFIDENCE INTERVAL OF +/- 2.5
PERCENTAGE POINTS
• Survey of 1,515 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.
• The sample was representative of Canadian
population statistics by region, age and gender.
• Fieldwork was conducted from January 9 to 18,
2025.
3

EXECUTIVE SUMMARY
Critically low trust
in politicians
4
• The 2025 CanTrust Index reveals a critical low in public trust in political
parties and politicians, marking a decade of decline.
• 60 per cent of Canadians view political parties as divisive forces.
• Trust in politicians has dropped to a historic low of 17 per cent.
• There’s growing trust in Canada’s electoral system as fair, though only 40
per cent trust political parties to prevent foreign interference, indicating
concerns over transparency.
• Despite the mistrust, political collaboration in the face of threats to
Canada presents an opportunity for trust-building vital to Canada’s future.
• Peace, order and good government: Two-thirds of Canadians trust the
government’s ability to provide essential services and improve the country.
4
In the face of a hostile U.S. President, restoring trust in
politics is as important as investing in infrastructure or
building the economy for a prosperous future.

EXECUTIVE SUMMARY
Who does Gen Z trust?
It's complicated
5
• The CanTrust Index shows significant mistrust among Gen Z, with
only 39 per cent saying that most people can be trusted, compared to
47 per cent of the general population. This points to a generational gap
in trust, posing challenges in engaging this group effectively.
• Gen Z reports low satisfaction across personal, educational, social, and
economic aspects of life, indicating potential disillusionment and a lack
of confidence in the institutions shaping their futures.
• A gender trust gap also exists, with 32 per cent of Gen Z men saying
most people can be trusted, compared to 44 per cent of Gen Z women.
This highlights deeper, gender-based divides in how trust is perceived
and experienced within the same generation.
• To build trust, leaders must listen to and understand the unique
perspectives of younger generations amidst technology, global
tensions, and economic uncertainty.
5

EXECUTIVE SUMMARY
AI searches for trust
6
• Trust in Artificial Intelligence to positively impact the Canadian economy
has dropped from 39 per cent in 2018 to 33 per cent in 2025. Similarly,
only 34 per cent trust AI to improve consumer experiences, down from
37 per cent five years ago. This trend suggests that while AI becomes
more integrated into daily life, Canadians are cautious about its benefits.
• Trust in AI is notably higher among younger Canadians and those with
higher education. Half of Canadians with a university degree (50 per
cent) trust AI’s positive economic impact. Millennials show moderate
trust, with 45 per cent believing in AI’s potential.
• Gen Z leads in AI use, with 66 per cent using AI regularly or occasionally
for personal needs. This generational divide highlights that younger,
more tech-savvy individuals are more willing to embrace AI, which may
shape future trends in adoption and development.
• Ominously, 43 per cent of Canadians feel AI will make information less
trustworthy, reflecting increasing concerns about AI’s role in spreading
misinformation or distorting facts.
• While AI is becoming a more prominent part of society, trust will come
slowly. Trust must be earned through transparency, responsible use,
and clear demonstrations of AI’s benefits, especially in sectors such as
finance and healthcare.
6

2025 CANTRUST INDEX
The Canadian predisposition to trust remains stable
7

8
Predisposition to trusting
remains at half of all
Canadians – highest in BC
and lowest in the prairies.
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 47
60 55 53 51 53 55 53
2019 2020 2021 2022 2023 2024 2025
You can't be too careful in dealing with people
Most people can be trusted
8
56
42
44
48
49
2025
BC
Prairies
ON
QC
Atlantic
51
47
45
46
54
2022
BC
Prairies
ON
QC
Atlantic
Most People Can Be Trusted

9
Willingness to trust improves with age and income level.
39
47 47 46
34
44
49
55
58
Gen Z
(1997-2012)
Millennials
(1981-1996)
Gen X
(1965-1980)
Boomers
(1946-1964)
<$35K
AHI
$35K-$75K
AHI
$75K - $99K
AHI
$100K - $200K
AHI
>$200K
AHI

10
Education levels and trust disposition are related.
Newcomers are less likely to trust.
34
47
57
35 37
51
High school
educated
College
educated
University
educated
Under 5 years
in Canada
5-10 years in
Canada
10+ years in
Canada

11
Trust disposition scales
Although 63 per cent
say most people are
trustworthy, we find
discomfort in the future
with 61 per cent saying
it is becoming harder
to trust people.
Please indicate your agreement or
disagreement with these statements.
63 61
50
I think most of
the people I deal
with are honest
and trustworthy
It is becoming
harder to trust
people with events
and every passing year
My first reaction
is to trust people

12
When we ask people who say it is
getting harder to trust why they feel
that way, these were their responses.
Why do you say that? Open-ended question
responses are coded into categories below
61
It is becoming
harder to trust
people with
events and every
passing year
Lack of Trust in People and Society –
This category encompasses the pervasive
sentiment of distrust and skepticism
towards individuals and society as a whole.
It reflects a sense of disappointment, and
difficulty in relying on others. (25 per cent of
the comments)
Impact Of Technology And Social Media –
This category addresses the influence of
technology and social media on trust-related
issues. It includes concerns about privacy,
information leakage, and the proliferation of
scams in online spaces. (15 per cent of the
comments)
Increase in Scams and Fraudulent Activities -
This category focuses on the rise in fraudulent
behaviour, including scams, data abuse, and
misinformation, contributing to a climate of
suspicion and mistrust. (12 per cent of the
comments)
Challenges in Distinguishing Truth from
Falsehood - This category highlights the
difficulty in discerning truth from
falsehood, particularly in the context of
inadequate information, vague
communication, and the prevalence of
dishonesty. (10 per cent of the comments)
Societal Changes and Economic Problems –
This category pertains to the impact of societal
changes and economic challenges on trust. It
encompasses concerns about values, integrity,
and the erosion of traditional principles in the
pursuit of profit. (10 per cent of the comments)
Individualism and Self-centeredness –
This category addresses the theme of
individualism and self-centered behaviour,
where people prioritize their own interests over
others, contributing to a climate of mistrust and
suspicion. (9 per cent of the comments)
25%
15%
12%
10%
10%
9%

13
THE CANTRUST INDEX
Aggregate trust scores for our key institutions of government,
business, media and non-profits/charities

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 38
2016 2017 2018 2019 2020 2021 2022 2023 2024 2025
The CanTrust Index score: five institutional components of Canadian society were aggregated to create an overall aggregate trust score.
Based on trust in charities and non-profits, media, small and medium businesses, governments and large corporations.
The long COVID impact:
Aggregate trust is weakened
from pandemic stress in the
10-year average for institutions.
14
42
37
Year 1-5 Avg Year 6-10 Avg
CanTrust Index

54 54
40
44
20
53
50
39
41
27
49
40
36 36
20
48
38
32
41
27
50
43
37
42
28
53
43
38
43
30
50
37 36
40
33
Charities and
non-profits
News media Governments Small and medium
corporations
Large corporations
2016 2017 2019 2021 2023 2024 2025
1 means you “trust very little” and 7 means you “trust a
lot” [5-7 reported].
Ten-year trends highlight a
decline in trust in the news media,
and an increase in trust in large
corporations. Although, the news
media still ranks higher.
Rising trust in charities and non-
profits has stalled.
15
52
48
38
41
24
50
39
33
41
29
Charities and non-profits
News media
Governments
Small and medium
corporations
Large corporations
Year 1-5 Ave Year 6-10 Ave.
The ten-year review broken up by two
five-year periods show news media has
the largest decline.

GENERATION Z
A gender split within a generation apart
16

17
39
32
44
61
68
56
Gen Z - Total Gen Z - Men Gen Z - Women
Most people can be trusted You can't be too careful in dealing with people
Generally speaking, do you believe that most people can be
trusted, or you can’t be too careful in dealing with people?
Gen Z men are far less
trusting than Gen Z women.

18
While Gen Z conceded it was
getting harder to trust, results
for key institutions show that
their trust levels are higher
than older cohorts.
42
39
37
35
Gen Z
(1997-2012)
Millennials
(1981-1996)
Gen X
(1965-1980)
Boomers
(1946-1964)
37
33
40
45
47
30
50
<$35K
AHI
$35K-$75K
AHI
$75K - $99K
AHI
$100K -
$200K AHI
>$200K
AHI
HS or less University +
Aggregate trust in charities and non-profits, media, small and medium businesses, governments and large corporations.
CanTrust Index

50
43
46
54
50 48 48 45
41 44 44
59
52 54
50 52
49 48 47
43 42
38
58 57 55 53 51 49 47 44
40 38
30
66 63
56 58
50 53
48 46
37
33
25
Canadian
military
RCMP Canadian
healthcare
system
The Supreme
Court
Canadian
education
system
The Bank of
Canada
Canada's
judicial system
Canadian
electoral
system
Canadian
financial
markets
Canadian
Parliament
Canada's
immigration
system
Gen Z Millennials Gen X Boomers
19
Young people are more
trusting of immigration
and less trusting of
the military and RCMP.

50
43
46
54
50 48 48 45
41 44 44
48
43 45
54
39
50
42
49
43
40 43
51
44
48
53
59
46
54
42 40
48 46
Canadian
military
RCMP Canadian
healthcare
system
The Supreme
Court
Canadian
education
system
The Bank of
Canada
Canada's
judicial system
Canadian
electoral
system
Canadian
financial
markets
Canadian
Parliament
Canada's
immigration
system
20
Gen Z women are much
more trusting of the
education system,
compared to Gen Z men.
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?
1 means you “trust very little” and 7 means you “trust a lot”
[5-7 reported].

Trust levels for various content
sources vary by age. Social
media, AI, blogs, and podcasts
are all much higher in the
younger cohorts and these trust
levels are closing in on parity to
other traditional sources.
21
62
59
51 49
44
42 41
39 38
26
54
51
54
48 46
36 36 34
41
28
54 53 54
47
38
30
27
24
32
19
41
46
60
48
32
16
14 13
21
9
Consumer reviews Internet searches
on search engines
like Google or Bing
News stories in
newspapers, TV, on
radio
News stories on
news media
websites
Social media posts
by people you know
Social media posts
by a brand or
company
AI searches on
LLMs and platforms
such as ChatGPT,
Gemini or Perplexity
Blogs Podcasts Sponsored (paid
for) social media
posts by celebrities
or other influencers
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?

41 41
39
62
59
51 49
29
38
42
44
26
43
46
38
54
41
56
59
47
44
28
41 42 43
33
38
43
44
31
38
67
60
55 54
30
35
42
45
20
47 49
Advertising
by
government
AI searches
on LLMs and
platforms
such as
ChatGPT,
Gemini or
Perplexity
Blogs Consumer
reviews
Internet
searches on
search
engines like
Google or
Bing
News stories
in
newspapers,
TV, on radio
News stories
on news
media
websites
Online
advertising by
companies
Podcasts Social media
posts by a
brand or
company
Social media
posts by
people you
know
Sponsored
(paid for)
social media
posts by
celebrities or
other
influencers
Traditional
advertising on
television,
radio, or in
print
Word of
mouth from
people you
know
22
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].
Gen Z men are much
more likely to trust AI
searches compared to
Gen Z women.

47 47
56
49
37
53
57 54
58
41
52
57 56 53
40
58
64
60 62
46
Total Personally Educationally Socially Economically
Gen Z is the least satisfied.
23
Thinking about your own life in Canada,
to what extent do you feel satisfied?

47
56
49
37
43
49 49
42
50
61
49
32
Personally Educationally Socially Economically
24
Gen Z men are particularly
dissatisfied personally and
educationally, despite higher
economic satisfaction.
[5-7 reported].

ARTIFICIAL
INTELLIGENCE
25
No answer yet for trust

26
Trust in AI is stalled in
seven years of tracking.
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
34 35
33
35
33 34
Total BC Prairies Ontario Quebec Atlantic
Trust in AI to improve the consumer experience
2018 2024 2025

As more and more information is produced with the help
of Artificial Intelligence, is content produced by AI more
or less likely to increase or decrease your trust in the
sources you read, or see?
Canadians are uncertain about
AI: 43 per cent say that AI will
make information sources less
trustworthy, with 22 per cent
saying they will be more likely to
trust.
27
22 24 24 23
20
17
30 31
20
13
28
16 14
37
14
21
34
48
38
7
43 41
45
38
50
42
45 45
40 42
38
47
50
35
48
43
35
27
30
54
More Likely To Trust Less Likely

28
Gen Z is leading the way
in adopting AI, personally
and professionally.
To what extent do you personally use AI tools in
your personal or work life?
57
28
15
Seldom/Never Occasionally Regularly
Personally
68
18
13
Seldom/Never Occasionally Regularly
Work
Use
Reg./
Occ.
Use
Seldom/
Never
Male 50 50
Female 38 62
Gen Z 66 34
Millennials 55 45
Gen X 45 55
Boomer 24 76
Use
Reg./
Occ.
Use
Seldom/
Never
Male 36 64
Female 27 73
Gen Z 50 50
Millennials 47 53
Gen X 36 65
Boomer 10 90

29
Trust is stalled, but it does differ by generation.
Users of AI are also the most trusting, not surprisingly.
35 37
43
33
27
41
30
34
59
12
43 43
35
22
41
28
Total Users Non-users Gen Z Millennials Gen X Boomers Males Females
Trust in AI to improve consumer experience
2024 2025

How much do you trust Artificial Intelligence to positively
contribute to the Canadian economy?
[5-7 reported].
About one in three
Canadians believe AI will
contribute to the economy.
30
39 37 35 37
47
37
33
29 30
34 37
31
33 31 32 35
31 30
Total BC Prairies Ontario Quebec Atlantic
Trust in AI to contribute to the economy
2018 2024 2025

Younger cohorts are increasingly convinced of the ability
of AI to contribute to the economy. Older cohorts less so.
31
33 33
39
33
27
38
30
24
44
33
53
14
38
45
31
21
38
28
20
50
Total Users Non-users Gen Z Millennials Gen X Boomers Males Females HS or less University +
Trust in AI to contribute to the economy
2024 2025

How much do you trust Artificial Intelligence to
support the following Canadian sectors to operate
competently and effectively?
Notable increases in
expectations of AI to
support retail, healthcare,
and travel.
32
22
27
23
29
33 32
41 39 38 37 35 35
31 29
Entertainment/
creative work
Retail Healthcare Travel Financial services Education Government
services
News media
reporting
Trust in AI to support industries
2024 2025

More frequent users of AI are much more
trusting of its use in specific sectors.
33
59 57 57 54 53 52
46 46
25 22
18 19
26
19 17
13
Entertainment/
creative work
Retail Travel Education Healthcare Financial services Government
services
News media
reporting
Trust in AI to support industries
User Reg./Occ. Use Seldom/Never

TRUST IN INSTITUTIONS
34
Stable or growing trust, but the
immigration system falters

Trust in most Canadian
institutions is stable.
Notable drop in trust in
Canada's immigration system.
Steady increase in trust in the
military and RCMP.
35
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?
58
50
63
56
54
47
43
52
48
58
54 53
46 45
40
38
57
54
58
55 54
49
47 46
39 38 37
59
55
52
58
54
49 50
46
41
37
39
61
57
54 54
52 51
48 47
41
39
33
Canadian
military
RCMP Canadian
healthcare
system
The Supreme
Court
Canadian
education
system
The Bank of
Canada
Canada's judicial
system
Canadian
electoral system
Canadian
financial
markets
Canadian
Parliament
Canada's
immigration
system
2021 2022 2023 2024 2025

36
Regional data shows similar patterns.
Alberta leads the prairie unrest.
66
58 58 58
56
49
46
54
40
45
34
60
55
50 51 51
42 41
38
34
29
26
60
53 53 54
47
50
47
43 41
35
32
59
63 62
55
59 59
55 55
47 49
37
64 63
53 52
56 56
47
50
42
45
37
Canadian
military
RCMP Canadian
healthcare
system
The Supreme
Court
Canadian
education
system
The Bank of
Canada
Canada's
judicial system
Canadian
electoral system
Canadian
financial
markets
Canadian
Parliament
Canada's
immigration
system
BC Prairies Ontario Quebec Atlantic

SOURCES WE TRUST
The doctor is in, and politicians are out
37

willing to trust each the following categories of people for
reliable information.
[5-7 reported].
Medical doctors remain
the most trusted
sources of reliable
information.
81
64
77
63
49
36
27
17
14
18
78
65
75
63
44
35
27
19
14
22
73
68 69
60
46
40
29
17
15
22
78
76
74
68
49
40
37 37
30
26
19
16 17
75
73
68
60 59
48 47
41 40
36
34
29
23
19
17
Doctors Friends &
family
members
Scientists Educators University and
college
professors
Journalists University and
college
presidents
Bankers Entrepreneurs Small or
medium sized
business
executives
Religious or
spiritual
leaders
Large
corporate
executives
Independent
bloggers/social
media
influencers
Celebrities Politicians
2021 2022 2023 2024 2025
38

77
68
74
65
47
38
28
18 20
15
75 73
68
60
48
41
34
23
17 19
Doctors Friends & family
members
Scientists Educators Journalists Bankers Religious or
spiritual leaders
Independent
bloggers/social
media
influencers
Politicians Celebrities
Five Year Avg 2025
Over five years, family, religious leaders,
and bloggers are up slightly.
Doctors remain at the top, and scientists
and educators dipped slightly.
Up Down
Down
Up
Up
39

willing to trust the following sources to provide you with
reliable information?
[5-7 reported].
AI searches are
considered trusted
sources of reliable
information for over a
quarter of Canadians.
40
55
49
47
50 50
35
37
22
24
21
15
57
50
48
46 47 48
39
35
26 25
21 20
55
51 52 52
48
44
42
40
31
29 30
25
19
28
News on
newspaper,
TV, radio
Consumer
reviews
Internet
search
Word of
mouth from
people you
know
News on
news
websites
Advertising
by
government
Traditional
advertising on
traditional
media
Social media
posts by
people you
know
Podcasts Social media
posts by a
brand or
company
Online
advertising by
companies
Blogs Sponsored
social media
posts by
celebrities or
other
influencers
AI searches
on LLMs
2021 2023 2025

TRUST IN BUSINESS LEADERS
AND CORPORATIONS
41
Better efforts needed by CEOs and corporations

42
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
fourth year in a row.
69
76
74
68
64
68
62
67
59
62
59
55
71 72
69 69 67 69
68
72
69 67 68 68
70
75
71 70 69 67
71 73 73
70 69
64
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
2025
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
C C C C C D

43
Trust in key business
sectors is mostly stable.
Trust in cryptocurrency
almost doubles in two years.
43
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.
42 41
31
26
37
43
30
12 14
48
44
36
31 30
37
44
36
16 18
54
48
45
41 41
37 39
42
39 39
46
40
36
20 20
Universities
& Colleges
Streaming
services
Nuclear
power
station
operators
Oil & gas
companies
Life &
health
insurance
companies
Banks Property
& accident
insurance
companies
Online
gambling
2023 2024 2025
E-commerce Long term care
facilities
Mining Pharmaceutical
companies
Investment
management
companies
Telecommunications
companies
Cryptocurrency
businesses

68 67
55
My co-workers My immediate manager The company CEO or
most senior leader
2025
44
Canadians in the
workforce are more
trusting of their colleagues
versus their CEOs.
44
If you need information about your workplace and your
employer, on a scale of 1 to 7, please indicate how much
you are willing to trust each of the following categories of
people for reliable information.

68 67
64 64 63 63
60 60 59 57 57 56 53
49
39
24
66 67
60
63 61 61
53
56
59
54
50 48 46
62
56
25
Focusing on employee
safety &
wellbeing
Being endorsed by my
friends and family
Creating local
employment
opportunities
Having a clearly stated
corporate or social
purpose
Being Canadian-owned
and operated
Committing to inclusion
and diversity
Committing to
Indigenous reconciliation
Being innovative
5 Year Avg 2025
Focusing on
employee
safety &
wellbeing
Having
values that
are close
to my own
Being
endorsed
by my
friends
and family
Having a
leader that
communicates
openly
Creating local
employment
opportunities
Having
a brand,
product or
service
meet my
needs
Having a
clearly
stated
corporate
or social
purpose
Supporting
charitable
causes
Being
Canadian-
owned
and
operated
Advocating
for positive
social
change
Committing
to inclusion
and diversity
Speaking
out
international
conflicts
Committing
to Indigenous
reconciliation
Track record
to protect
personal
data
Being
innovative
Being
endorsed
by an
influencer
that I follow
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?
Among the drivers of
corporate trust, data
security and innovation
show large increases
over five years.
45

46
Support for business
leaders to speak out on
issues remains weak.
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
53
36
11
49
37
14
49
38
12
Should speak & take
positions regularly
Should speak out, but in
rare instances
Should not speak out &
take positions ever
2022 2023 2024 2025
-8
1
-9
-6
-10
-11
-14
-8
-13
3
-8
-8
Total
Gen Z
Millennials
Gen X
Boomers
BC
Prairies
Ontario
Quebec
Atlantic
Males
Female
Change From 2022
The 8 point drop from 2022 to 2025 is
contrasted by age, region and gender identity.

GOVERNMENT, DEMOCRACY,
THE PARTY SYSTEM
47
Trust in democracy is stable, and Ottawa can build trust with
healthcare, transparency and standing up to foreign threats

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.
More Canadians say they trust
the electoral system to be fair.
Less trust the government or
political parties to protect
against foreign interference.
48
47 48 50
55
The system is fair
2019 2023 2024 2025
44 46 47
52
The system represents
the votes of citizens
2019 2023 2024 2025
43
Trust the federal government
and Elections Canada to
prevent foreign interference
in Canadian elections
40
Trust our major Canadian political
parties to prevent foreign
interference in their own internal
operations or elections
2025

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.
49
64 62 65
I believe government plays an
important role in providing
services that help make Canada
a better country for our citizens
2023 2024 2025
59
63 64
68
60
70
50
78
88
57
65
56
This belief increases with age, income, and education level.

To what extent do you think each of the actions listed below will help
make the federal government more trustworthy to you personally.
1 means you “do not agree at all” and 7 means you “agree
completely” [5-7 reported].
How can Ottawa be
more trustworthy?
As federal government changes come
in 2025, Canadians choose healthcare
funding and government transparency
as priorities to improve trust.
50
70 70
65 63 61 60 57 55 54 53 52 52 52 50 50
46 45 45
39
Increase
access
to
healthcare
Stand up
to countries
that threaten
Canada's
prosperity
Policies that
get more
houses built
Reduce
immigration
and people
seeking
asylum
Celebrate
Canada
as a
successful
country
Mitigate the
impact of
extreme
weather
Reduce
the carbon
footprint
of Canada
Increase
defence
spending
to NATO's
2% of
GDP
level
Commit
to more laws
protecting
minority
groups
Give
subsidies
to invest
more in
Canada
2025
Be more
open
and
transparent
Support
workers
to have
more
benefits
or better
wages
Protect
natural
areas and
ecosystems
in Canada
Significant
spending
cuts
Cut the
carbon
tax
Raise
Canada's
voice on
conflicts or
human rights
issues
Cut the
number of
civil
servants
Commit
to faster
action on
Indigenous
reconciliation
A Prime
Minister
who
communicates

49
59
55
58
54
51
45
53
57
56
Liberal
Conservative
NDP
BLOC
Born Canada
Born Elsewhere
Gen Z
Millennials
Gen X
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.
The view that the
political party system is
divisive is growing.
51
56 57
60
28 27
22
16 16 18
2023 2024 2025
Divisive Undecided Unifying

52
To what extent are you willing to trust the following
federal government services to operate competently
and effectively and to do the right thing?
53
50 49
46 46
44
48 47 46
41
33
29
34
36
57
46 47 47
44
40
46
50
43
40
33
23
34
32
57
55
51 51 51 50 49 49 48
45
40 39 38
36
National parks Agriculture
and food
National
defence and
security
Policing and
public safety
Canada
Pension and
related old age
benefits
Healthcare
standards and
access
Managing
natural
weather
disasters and
providing relief
Passports and
border
crossings
Employment
insurance
Environmental
standards and
protection
Meeting
national
targets to
reduce causes
of climate
change
Affordable
housing
Indigenous
relations
Immigration
and refugee
management
2023 2024 2025
There has been a large
jump in trust in the federal
government to deliver
affordable housing.

46
34
50
46
33
52
39 37
45
33 32
38
27
36 38
The Prime Minister The Premier of
your province
Your community mayor
2016 2018 2020 2022 2025
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 community mayors
shows a five-year decline.
53
43
34
50
30
34
38
The Prime Minister The Premier of
your province
Your community
mayor
First Five Year Avg Recent Five Year Avg

VALUES PERFORMANCE
54
Canada is not living up to values for economic security
and only a minority are economically satisfied

49
63
57 59
54
47 48 50
46 46
41 41
36
51
59 59
54 53 53 55
48 48 48 47 47
39
Average of
all values
Freedom Diversity Safety Democracy Education Inclusion Health Fairness Privacy Equity Sustainability Economic
security
Prior 5 year Avg 2025
Canadians more likely to trust
that their nation is living up to
the values of equity, inclusion
and sustainability. Notable
declines in freedom and safety.
55
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].
Up
Down
Up Up
Down

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
51
59 59
54 53 53
55
48 48 48 47 47
39
Average of
all values
security
2020 2022 2024 2025
Over the years, tracking shows notable declines in
freedom, safety, health, and democracy as values.
56

60 58
60
53 53 51
49 48
42
48 47
35
57
60 58
54 54
51
46 48
50
47 47
43
58 57
52
56
47
54
44 45 45
48
45
38
61
57
50 52
54
51
49
45 46 45 46
34
security
Some difference by age group.
57

51
55 54 54
40
44
49 47
44
38
50
56 56
52
38
49
56 55 53
34
52
59 57 58
43
Total Personally Educationally Socially Economically
2021 2022 2023 2024 2025
Just over half of Canadians say
they are satisfied with their own
lives.
Economic satisfaction lags.
58

TRUST CAN BE GROWN
59
Building a plan for trust may be easier than you think

• Trust is not something you either have or don’t.
• The CanTrust Index uses a 7-point scale, and many
people choose the neutral 4 in the middle (scores on a
range of 1 to 7).
• These individuals can represent a large portion, making
them the "trust swing vote". This group trusts some
things and distrusts others.
• Opportunity for organizations: Trust can be won with
positive actions and communication.
• Failing to listen and engage can cause trust to be lost.
• Trust can be nurtured and grown through deliberate
effort, creating opportunities to build loyalty.
Trust is not binary
60

BUILDING CANADA'S FUTURE
STARTS WITH TRUST
cantrustindex.ca
61
VANESSA EATON
veaton@getproof.com
BRUCE MACLELLAN
bmaclellan@getproof.com
For more information, please contact:

Proof Strategies CanTrust Index 2025 Report

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