Party Brands Canada This Month - Public Opinion Research Release Date: August 12, 2021 (Updated August 13) Field Dates: July 22, 2021 to August 4 ...
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Canada This Month Public Opinion Research
Release Date: August 12, 2021 (Updated August 13)
Party Brands Field Dates: July 22, 2021 to August 4, 2021
STRICTLY PRIVILEGED AND CONFIDENTIAL
2 Federal Politics in the time of COVID-19 The COVID-19 outbreak has set off a series of changes in the Canadian political landscape. General satisfaction with the government is up since June to 54%. The Liberals continue to lead in vote over the Conservatives. Today, INNOVATIVE is releasing results from our July 2021 Canada This Month survey. This online survey was in field from July 17th to August 4th, 2021 with a weighted sample size of 1,500. Detailed methodology is provided in the appendix. This report covers key results on government satisfaction, approval of the federal government on COVID-19 and vote choice.
Government Approval 4
Read, Seen, Heard 9
Voter Segments 13
Vote Choice 22
Table of Party Voter Pools 33
Contents
Brand Loyalty 42
Positive and Negative Views of Parties 49
Brand Personality 58
Brand Promise 66
Methodology 89
Appendix – Full Brand Personality Results 90
4 Government Approval A majority of Canadians are satisfied with the federal government and approve of how they are handling the pandemic. COVID approval has been growing this summer.
5
Federal Satisfaction: Slightly more than half (54%) are satisfied with
the performance of the federal government
Generally speaking, how satisfied are you with the performance of the FEDERAL government in Canada? Would you say you are...?
[asked of all respondents; n=1,500]
Satisfied: 54%
43%
Dissatisfied: 42%
22% 21%
11%
4%
Very satisfied Somewhat satisfied Somewhat dissatisfied Very dissatisfied Don't know
Federal Satisfaction Tracking: Satisfaction with the federal 6
government’s performance has gone up since June
Generally speaking, how satisfied are you with the performance of the FEDERAL government in Canada? Would you say you are...?
[asked of all respondents; n=1,500]
2015 Election 2019 Election
4%
28% 21%
22%
28%
43%
37%
8% 11%
Nov-15
Jul-18
Apr-19
Jul-19
Jul-20
Jul-21
Apr-12
Jun-14
Jun-17
Nov-12
Apr-13
Apr-14
Apr-16
Jun-16
May-17
Apr-18
May-18
Jun-18
May-19
Jun-19
Apr-20
May-20
Jun-20
Apr-21
May-21
Jun-21
Feb-18
Nov-18
Sep-20
Nov-20
Mar-12
Jan-13
Sep-14
Dec-15
Jan-18
Mar-18
Jan-19
Apr-19 (2)
Aug-16
Dec-16
Jan-17
Aug-17
Dec-17
Aug-18
Sep-18
Dec-18
Feb-19
Mar-19
Dec-19
Jan-20
Feb-20
Mar-20
Aug-20
Dec-20
Jan-21
Apr-21 (2)
Feb-21
Mar-21
Oct-16
Oct-17
Oct-18
Oct-20
Very satisfied Somewhat satisfied Somewhat dissatisfied Very dissatisfied Don't knowCOVID-19 Handling: More than half (54%) of the respondents approve 7
of how the federal government has been handling COVID-19
Now thinking about the federal government, do you approve or disapprove of the way the federal government has handled the outbreak of COVID-
19?
[asked of all respondents; n=1,500]
Approve: 54%
38%
Disapprove: 30%
16% 16%
14% 14%
2%
Strongly approve Somewhat approve Neither approve nor Somewhat disapprove Strongly disapprove Don't know
disapprove8
COVID-19 Handling Tracking: Approval of the federal gov’ts handling
of COVID-19 has been increasing since late April – up 11 points
Now thinking about the federal government, do you approve or disapprove of the way the federal government has handled the outbreak of COVID-19?
[asked of all respondents; n=1,500]
3% 2%
14%
17%
16%
16%
14%
14%
38%
33%
16%
17%
Jul-20
Jul-21
Mar-20 (2)
Apr-20 (2)
Apr-20 (3)
Jun-20
Apr-21 (2)
Jun-21
Apr-20
May-20
Nov-20
Apr-21
Mar-20
Aug-20
Sep-20
Dec-20
Jan-21
Feb-21
Mar-21
Oct-20
Jun-20 (2)
Strongly approve Somewhat approve Neither approve nor disapprove
Somewhat disapprove Strongly disapprove Don't knowRead, Seen, Heard Half of Canadians have read, seen, or heard something about Trudeau in the last few days. Among those who have, impact is slightly more negative than it was in May.
Federal Read, Seen, Heard: Less than half (43%) have RSH something 10
the last few days; of those who have, 37% made no difference
Have you read, seen or heard anything about Canada's Prime Minister Did what you read, see or hear leave you feeling a lot more favourable,
and the Federal government in the last few days? somewhat more favourable, somewhat less favourable or a lot less
[asked of all respondents; n=1,500] favourable towards Canada's Prime Minister and the Federal
government?
57% [asked of those who have RSH; n=643]
A lot less favourable 21%
43%
Less Favourable:
31%
Somewhat less favourable 10%
Made no difference 37%
Somewhat more favourable 20%
More Favourable:
31%
A lot more favourable 11%
Yes No45%
55%
Mar-12
Apr-12
Nov-12
Jan-13
Apr-13
Note: Don't know not shown.
Apr-14
Jun-14
Sep-14
Nov-15
Dec-15
Apr-16
Jun-16
[asked of all respondents; n=1,500]
Aug-16
Oct-16
Dec-16
Jan-17
May-17
Jun-17
Aug-17
Oct-17
Dec-17
Jan-18
Feb-18
Mar-18
Apr-18
May-18
Jun-18
Jul-18
Aug-18
Sep-18
No
Oct-18
Nov-18
Dec-18
Jan-19
Yes
Feb-19
Mar-19
Apr-19
Apr-19 (2)
May-19
Jun-19
Jul-19
Dec-19
Jan-20
Feb-20
Mar-20
Apr-20
May-20
Jun-20
Jul-20
the last few days is down from 51% in June to 43% now
Aug-20
Have you read, seen or heard anything about Canada's Prime Minister and the Federal government in the last few days?
Sep-20
Oct-20
Nov-20
Dec-20
Jan-21
Feb-21
Mar-21
Apr-21
Apr-21 (2)
May-21
Jun-21
Jul-21
43%
57%
Read, Seen, Heard Tracking: Those saying they have RSH something in
11Federal Read, Seen, Heard, Impact Tracking: The impact of what 12
Canadians are hearing has been stable
Did what you read, see or hear leave you feeling a lot more favourable, somewhat more favourable, somewhat less favourable or a lot less favourable towards
Canada's Prime Minister and the Federal government?
[asked of those who have RSH; n=643]
2015 Election 2019 Election
21%
35%
10%
14%
37%
33%
20%
11%
6% 11%
Nov-15
Jul-18
Apr-19
Jul-19
Jul-20
Jul-21
Apr-12
Jun-17
Nov-12
Apr-13
Apr-14
Jun-14
Apr-16
Jun-16
May-17
Apr-18
May-18
Jun-18
Apr-20
May-20
Jun-20
Apr-21
May-21
Jun-21
Feb-18
Nov-18
May-19
Jun-19
Sep-20
Nov-20
Mar-12
Jan-13
Sep-14
Dec-15
Jan-17
Aug-16
Dec-16
Aug-17
Dec-17
Jan-18
Mar-18
Aug-18
Sep-18
Dec-18
Jan-19
Feb-19
Mar-19
Apr-19 (2)
Dec-19
Jan-20
Feb-20
Mar-20
Aug-20
Dec-20
Jan-21
Mar-21
Apr-21 (2)
Feb-21
Oct-16
Oct-17
Oct-18
Oct-20
A lot more favourable Somewhat more favourable Made no difference Somewhat less favourable A lot less favourable
Note: Don't know not shown.
Note: In May '18, this question is asked of all respondents except those in Ontario.13 We group individuals into segments based on key political and economic values and attitudes We use these segments throughout the remainder of the report to analyze vote results.
14
Core Political Values: Over half (60%) say the main role of government
is to create an equal opportunity so that everyone can compete
Now we would like to ask a few questions about basic values and Is the main role of government to…?
society...When governments make major decisions concerning spending [asked of all respondents; n=1,500]
on programs and services, do you think they should be basing their
decisions mainly on…? To create equal opportunity so that
[asked of all respondents; n=1,500] everyone can compete on their own to be 60%
the best they can be
Their ability to afford the programs and To redistribute wealth so that the poor
34% and disadvantaged have more than they 32%
services
would if left on their own
The public's need for the programs and
58%
services
Don't know 9%
Don't know 8%
Which of the following statements comes closest to your view? When it comes to government decision making, which of the following
[asked of all respondents; n=1,500] statements is closest to your view?
[asked of all respondents; n=1,500]
The profit system brings out the worst in
41% Too often the government listens to
human nature. 41%
experts instead of common sense.
The profit system teaches people the
43% Provincial issues are complicated so
value of hard work and success.
government should listen to experts when 47%
it comes to policy.
Don't know 16%
Don't Know 12%Value Clusters: 1-in-4 (25%) Canadians are Business Liberals followed 15
by Thrifty Moderates (19%) and Core Left (17%)
Clusters are based on 4 basic values: equal opportunity versus redistribution; trust in the profit system; whether spending should be based on ability
to afford or public need; and whether government should listen to experts or common sense.
[asked of all respondents; n=1,500]
Thrifty Moderates, Populist Conservatives,
19% 11%
Deferential Conservative, 12%
Core Left, 17%
Business Liberals, 25%
Left Liberals, 16%Defining Value Clusters: Conservative clusters are split based on 16
whether they think gov’ts should listen to experts or common sense
Core Political Values by Value Clusters
Populist Deferential Business Thrifty
Column % Left Liberals Core Left
Conservatives Conservatives Liberals Moderates
Governments Ability to afford 93% 92% 0% 0% 0% 78%
should base
decisions on... Public Need 0% 0% 97% 94% 96% 0%
Create equal Opportunity 98% 81% 70% 98% 0% 39%
Is the main role of
government to .?
Redistribute wealth 0% 16% 22% 0% 94% 35%
When it comes to Rely on common sense 100% 0% 34% 44% 33% 45%
government
decision making... Listen to experts 00% 90% 57% 43% 56% 28%
Brings out the worst in
human nature
0% 0% 0% 83% 86% 64%
The profit system...
Teaches value of hard work
and success
90% 90% 88% 0% 0% 7%Segmentation Attitudes: A majority of Canadians believe that you can 17
be anything you want if you’re willing to work for it
Do you agree or disagree with the following statements? -
[asked of all respondents; n=1,500]
y
Here in [PROV] you can be anything you
22% 34% 18% 15% 9% 2%
want if you are willing to work for it
x
No matter how hard I work, every year
22% 31% 22% 13% 10% 2%
it seems more difficult to get by
Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree Don't knowEconomic Gap Segmentation: Most Canadians are either Canadian 18
Dream Achievers (29%) or Strugglers (27%)
Gap segmentation: Agree with 'Here in [PROVINCE] you can be anything you want if you are willing to work for it' BY Agree with 'No matter how hard
I work, every year it seems more difficult to get by'.
[asked of all respondents; n=1,500]
Don’t believe in
“Canadian Dream”
Believe in “Canadian Dream”,
not struggling to get by
Alienated, 24% Achievers, 29%
Ambivalent,
20%
Neutral or don’t know on Strugglers, 27%
“Canadian Dream”
Believe in “Canadian Dream”,
but find it difficult to get byFederal Party ID: 1-in-3 (30%) identify as Liberals followed by 19
Conservatives (19%) while the NDP trails (14%)
Now we have just a few last questions for statistical purposes. Thinking about politics in Canada, generally speaking, do you usually think of yourself as a…
[asked of all respondents; n=1,500]
30%
19%
15%
14%
7%
6%
4%
2% 2%
0%
Conservative Liberal NDP Bloc Québécois Green People's Party Maverick Party Something else None/Independent Don't know
(Please specify)Federal Party ID (Quebec vs. ROC): The Bloc party has taken the lead 20
party ID in Quebec; the Liberal party still leads the rest of Canada
Party ID: Quebec Party ID: Rest of Canada
[Respondents in Quebec; n=352] [Respondents in the rest of Canada; n=1148]
32%
26% 26%
24%
22%
21%
16%
9% 8%
8% 7%
Conservative Liberal NDP Bloc Other Unaligned Conservative Liberal NDP Other Unaligned11%
13%
17%
27%
32%
Apr-11
Oct-13
Mar-15
May-15
Nov-15
Dec-15
Jan-16
Feb-16
Mar-16
Apr-16
Jun-16
Sep-16
Oct-16
[asked of all respondents; n=1,500]
Dec-16
Jan-17
Feb-17
Mar-17
Apr-17
May-17
Jun-17
Aug-17
Oct-17
Dec-17
Jan-18
and remains the top party
Feb-18
Mar-18
Conservative
Apr-18
May-18
Jun-18
Jul-18
Aug-18
Sep-18
Liberal
Oct-18
Nov-18
Dec-18
Jan-19
Feb-19
NDP
Mar-19
Apr-19
Apr-19 (2)
May-19
Jun-19
Jul-19
Other
Sep-19
Sep-19 (2)
Oct-19
Oct-19 (2)
Dec-19
Jan-20
Feb-20
Unaligned
Mar-20
Apr-20
May-20
Jun-20
Jun-20 (2)
Jul-20
Aug-20
Sep-20
Oct-20
Nov-20
Dec-20
Jan-21
Feb-21
Mar-21
Apr-21
Apr-21 (2)
May-21
Jun-21
Jul-21
14%
14%
22%
30%
19%
Federal Party ID Tracking: Liberal Party ID has increased since June ’21
Now we have just a few last questions for statistical purposes. Thinking about politics in Canada, generally speaking, do you usually think of yourself as a…
2122 The horserace is mostly steady this month. Innovative reports on vote intention in two ways. When we ask people who they would vote for if an election were held today, and who they lean towards if they are unsure, we call those results Combined vote. This accounts for the views of everyone in the population including decided voters, undecided voters, and non-voters. When we look at the results among only decided voters, we call that Decided vote. These results most tell us what the election results would be like if the survey results matched the election exactly.
Federal Combined Vote: The Liberals (34%) lead over the Conservatives 23
(21%) when it comes to the federal vote
If a federal election were held today, which party would you vote for? In that case, which party do you lean toward slightly? [Vote + Lean]
[asked of all respondents; n=1,500]
34%
21%
17%
11%
6%
5%
3% 3%
0% 1%
Conservative Liberal NDP Bloc Green Peoples Party Maverick Party Other Undecided DK Would not
vote None1%
8%
9%
14%
26%
33%
Jan-08
Mar-08
May-08
Jul-08
Sep-08
Nov-08
Jan-09
May-09
Jul-09
Sep-09
Nov-09
Jan-10
Conservative
[asked of all respondents; n=1,500]
Mar-10
May-10
Nov-10
Mar-11
Jun-11
Liberal
Aug-11
Oct-11
Dec-11
Mar-12
Nov-12
NDP
Apr-13
Dec-13
May-14
Sep-14
Dec-14
Bloc
Apr-15
Jul-15
Sep-15
Nov-15
Jan-16
Green Mar-16
Jun-16
Sep-16
Conservatives; the NDP is up this wave
Nov-16
Jan-17
Mar-17
Other
May-17
Aug-17
Dec-17
Feb-18
Apr-18
Jun-18
Aug-18
Oct-18
Dec-18
Undecided DK
Feb-19
Apr-19
May-19
Jul-19
Sep-19 (2)
Oct-19 (2)
Jan-20
Mar-20
May-20
Jun-20 (2)
Aug-20
Oct-20
Would not vote/None
If a federal election were held today, which party would you vote for? In that case, which party do you lean toward slightly? [Vote + Lean]
Federal Vote Tracking: The Liberals continue their lead over the
Dec-20
Feb-21
Apr-21
May-21
Jul-21
3%
4%
5%
6%
11%
17%
34%
21%
24Federal Decided Vote: Among the decided voters, the Liberals (39%) 25
hold a 14-point lead over the Conservatives (25%)
If a federal election were held today, which party would you vote for? In that case, which party do you lean toward slightly? [DECIDED]
[decided voters only; n=1299]
39%
25%
19%
7%
6%
3%
0% 1%
Conservative Liberal NDP Bloc Green Peoples Party Maverick Party Other1%
9%
16%
29%
37%
Jan-08
Mar-08
May-08
Jul-08
Sep-08
Nov-08
Jan-09
May-09
Jul-09
Sep-09
[only decided voters; n=1299]
Nov-09
Jan-10
Mar-10
May-10
Nov-10
Mar-11
Jun-11
Aug-11
Oct-11
Dec-11
Mar-12
Nov-12
Apr-13
Conservative
Dec-13
May-14
Sep-14
Dec-14
Apr-15
Liberal
Jul-15
Sep-15
Nov-15
Jan-16
NDP Mar-16
Jun-16
Sep-16
Nov-16
Jan-17
Bloc
Mar-17
May-17
Aug-17
Dec-17
Feb-18
Apr-18
Green
Jun-18
Aug-18
Oct-18
Dec-18
Feb-19
Other
Conservatives are continuing their downward trend
Apr-19
May-19
Jul-19
Sep-19 (2)
Oct-19 (2)
Jan-20
Mar-20
May-20
Jun-20 (2)
Aug-20
If a federal election were held today, which party would you vote for? In that case, which party do you lean toward slightly? [DECIDED]
Oct-20
Dec-20
Feb-21
Federal Decided Vote Tracking: The Liberals maintain their lead,
Apr-21
May-21
Jul-21
7%
6%
5%
19%
25%
39%
26Decided Vote by Region: The Liberals hold a lead in BC, ON, and the 27
Atlantic provinces
Decided vote by Region
Region
BC AB Prairies ON QC Atlantic
(N=177) (N=152) (N=82) (N=516) (N=287) (N=85)
Conservative 21% 42% 37% 23% 15% 27%
Liberal 37% 27% 38% 47% 32% 40%
Decided Vote
NDP 31% 20% 13% 20% 12% 22%
Bloc - - - - 32% -
Green 9% 3% 2% 6% 6% 8%
Other 2% 9% 10% 5% 2% 3%Decided Vote by Value Cluster: Thrifty Moderates are split, with 28
almost 1-in-3 voting Conservative or Liberal
Value Clusters
Deferential Populist Thrifty
Business Liberals Left Liberals Core Left
Conservatives Conservatives Moderates
(N=167) (N=142) (N=319) (N=214) (N=198) (N=259)
Conservative 43% 58% 19% 11% 32% 6%
Federal Decided Vote
Liberal 32% 17% 47% 44% 33% 45%
NDP 9% 6% 16% 26% 15% 35%
Bloc 9% 3% 8% 7% 8% 6%
Green 4% 2% 8% 8% 6% 5%
Other 3% 14% 2% 4% 6% 3%Decided Vote by Economic Gap: Liberal are the most popular party 29
across the economic gap clusters
Economic Gap
Achievers Strugglers Ambivalent Alienated
(N=390) (N=354) (N=232) (N=323)
Conservative 29% 24% 28% 17%
Federal Decided Vote
Liberal 42% 38% 38% 36%
NDP 12% 14% 19% 35%
Bloc 7% 11% 6% 3%
Green 5% 6% 6% 7%
Other 5% 6% 4% 3%Decided Vote by Party ID: Liberal and CPC partisans are about equally 30
loyal with over 85% of their votes going towards their own party
Federal Party Identification
Conservative Liberal NDP Other Unaligned
(N=285) (N=433) (N=206) (N=204) (N=170)
Conservative 86% 4% 4% 8% 19%
Federal Decided Vote
Liberal 7% 88% 13% 6% 37%
NDP 3% 6% 79% 9% 20%
Bloc 0% 0% 1% 40% 5%
Green 1% 1% 2% 21% 12%
Other 3% 1% 1% 16% 7%Federal 2nd Choice: A plurality of decided voters either choose the 31
NDP (21%) as their second choice or are undecided (25%)
And which party would be your second choice?
[only decided voters; n=1299]
25%
21%
15%
10% 11%
9%
7%
3%
Conservative 2nd Liberal 2nd Choice NDP 2nd Choice Bloc 2nd Choice Green 2nd Choice Other 2nd Choice Undecided WNV/None
Choice2nd
32
Federal 2nd Choice: The top choice of Liberal voters is the NDP and
vice versa
And which party would be your second choice? BY [Vote+Lean]
First Choice
Conservative 1st Liberal 1st
NDP 1st Choice Bloc 1st Choice Green 1st Choice
Choice Choice
(N=318) (N=503) (N=252) (N=92) (N=75)
Conservative 2nd
0% 13% 8% 6% 6%
Choice
Liberal 2nd Choice 16% 0% 40% 20% 20%
Second Choice
NDP 2nd Choice 12% 36% 0% 18% 37%
Bloc 2nd Choice 4% 3% 3% 0% 3%
Green 2nd Choice 5% 10% 20% 11% 0%
Other 2nd Choice 13% 3% 3% 4% 9%
Undecided 29% 26% 20% 24% 24%
WNV/None 19% 9% 5% 17% 1%
Note: 'Other' in Combined Vote not shown due to insufficient sample size.Party Voter Pools How many people are actively considering each of the parties? The Liberals across Canada have the largest pool of accessible vote with 41% giving the Liberals a 7 or better on an 11- point likelihood to vote scale. The Bloc are the strongest challenger with 37% of Quebecers at 7 or better. The CPC stand-out from the remaining parties with a relatively large base of definite voters but their total pool at 7 or better is just 28%. The NDP have fewer definite voters than the CPC but have a total voter pool of 39% at 7 or higher. The Green party have a pool of 17% at 7 or higher, the PPC are at 11% and the Maverick are at 8%.
34
Federal Vote: Over half of the respondents say they will not vote for the
Maverick party; Liberals with highest response in voting for their party
If the federal election were held today, how likely would you be to vote for each of the following federal political parties?
Q [asked of all respondents; n=1,500]
The Liberal Party of Canada 16% 7% 10% 8% 5% 9% 3% 3% 27% 6%
The Bloc Quebecois [QC ONLY] 15% 5% 7% 10% 6% 13% 5% 5% 4% 2% 22% 5%
The Conservative Party of Canada 12% 5% 5% 6% 5% 9% 3% 3% 4% 4% 36% 7%
The New Democratic Party of
Canada 8% 6% 8% 8% 7% 11% 6% 5% 4% 4% 25% 6%
People’s Party of Canada 4%2%2% 3% 3% 8% 5% 4% 4% 5% 50% 9%
The Green Party 3% 3% 5% 6% 6% 11% 6% 5% 6% 6% 36% 7%
The Maverick Party [Western
Canada ONLY] 2%1%3%2%2% 6% 2%3% 4% 5% 54% 16%
10 - Definitely WILL vote for this party 9 8 7 6 5 4 3 2 1 0 - Definitely WILL NOT vote for this party Don’t knowFederal Vote for Liberals: Almost 3-in-10 (27%) will not vote for the 35
Liberals; while 16% say they will definitely vote for them
If the federal election were held today, how likely would you be to vote for each of the following federal political parties?
Q The Liberal Party of Canada
[asked of all respondents; n=1,500]
27%
16%
10% 9%
7% 8%
5% 6%
4%
3% 3% 2%
10 - 9 8 7 6 5 4 3 2 1 0- Don’t know
Definitely Definitely
WILL vote WILL NOT
for this vote for this
party partyFederal Vote for Conservatives: Almost 2-in-5 (36%) will not vote for 36
the Conservatives, while 12% say they definitely will vote for them
If the federal election were held today, how likely would you be to vote for each of the following federal political parties?
Q The Conservative Party of Canada
[asked of all respondents; n=1,500]
36%
12%
9%
6% 7%
5% 5% 5% 4% 4%
3% 3%
10 - 9 8 7 6 5 4 3 2 1 0- Don’t know
Definitely Definitely
WILL vote WILL NOT
for this vote for this
party partyFederal Vote for NDP: 1-in-4 (25%) of respondents will not vote NDP, 37
while only 8% say they definitely will vote for them
If the federal election were held today, how likely would you be to vote for each of the following federal political parties?
Q The New Democratic Party of Canada
[asked of all respondents; n=1,500]
25%
11%
8% 8% 8%
7% 6%
6% 6% 5% 4% 4%
10 - 9 8 7 6 5 4 3 2 1 0- Don’t know
Definitely Definitely
WILL vote WILL NOT
for this vote for this
party partyFederal Vote for Bloc Québécois: 1-in-5 (22%) say they will not vote 38
Bloc Québécois while 15% say they definitely will vote for them
If the federal election were held today, how likely would you be to vote for each of the following federal political parties?
Q The Bloc Québécois
[asked of all respondents in Quebec; n=352]
22%
15%
13%
10%
7%
5% 6% 5% 5% 5%
4%
2%
10 - 9 8 7 6 5 4 3 2 1 0- Don’t know
Definitely Definitely
WILL vote WILL NOT
for this vote for this
party partyFederal Vote for the Green Party: Only 3% say they will definitely vote 39
for the Greens, but only 36% say they definitely will not
If the federal election were held today, how likely would you be to vote for each of the following federal political parties?
Q The Green Party of Canada
[asked of all respondents; n=1,500]
36%
11%
6% 6% 6% 6% 6% 7%
5% 5%
3% 3%
10 - 9 8 7 6 5 4 3 2 1 0- Don’t know
Definitely Definitely
WILL vote WILL NOT
for this vote for this
party partyFederal Vote for The People’s Party of Canada: Half (50%) say they will 40
definitely not vote for this party, while only 4% will vote for them
If the federal election were held today, how likely would you be to vote for each of the following federal political parties?
Q The People’s Party of Canada
[asked of all respondents; n=1,500]
50%
8% 9%
4% 3% 3% 5% 4% 4% 5%
2% 2%
10 - 9 8 7 6 5 4 3 2 1 0- Don’t know
Definitely Definitely
WILL vote WILL NOT
for this vote for this
party partyFederal Vote for The Maverick Party: Over half (54%) say they will 41
not vote for this party, while only 2% will definitely vote for them
If the federal election were held today, how likely would you be to vote for each of the following federal political parties?
Q The Maverick Party
[asked of all respondents in Western Canada; n=469]
54%
16%
6% 5%
2% 3% 2% 2% 3% 4%
1% 2%
10 - 9 8 7 6 5 4 3 2 1 0- Don’t know
Definitely Definitely
WILL vote WILL NOT
for this vote for this
party partyBrand Loyalty
Innovative explores brand loyalty by asking participants to recall how often they have
voted for the 5 parties that have been around for the past two decades.
Just over half (51%) of all Canadians say they have voted Liberal at least occasionally.
Once again the Bloc is the strongest challenger with 43% occasionally voting Bloc.
The CPC have 38% of voters saying they at least occasionally vote Conservative.
The NDP are further back with 33% voting occasionally and fewer of those voting NDP all the time.
The Greens have 20% who report at least occasionally voting Green.
STRICTLY PRIVILEGED AND CONFIDENTIALBrand Loyalty Overview: Majority (61%) have never voted for the 43
Green party, while 18% say they always vote Liberal
The biggest parties in Canada have been largely consistent since 2004 when the Canadian Alliance and Reform Party merged to become the
Q Conservative Party of Canada. Since then, on a scale of 1 to 5 where 1 is never and 5 is always, how often have you voted for each of the following
parties?
[asked of all respondents; n=1,500]
Liberal 18% 18% 15% 10% 31% 8%
Conservative 14% 12% 12% 8% 45% 9%
Bloc Québécois 14% 16% 13% 11% 36% 11%
NDP 7% 11% 15% 13% 45% 9%
Green 4% 6% 10% 10% 61% 9%
Always -5 4 3 2 Never -1 Don’t knowThe Liberal Party: 1-in-5 (18%) say they always vote for the Liberal 44
party; men and those who reside in ON likely to always vote Liberal
On a scale of 1 to 5 where 1 is never and 5 is always, how often have you voted for each of the Segmentation
Q following parties? The Liberal Party Those who say ‘Always’
[asked of all respondents; n=1,500] Age-Gender
M 18-34 19%
M 35-54 19% 20%
M 55+ 21%
W 18-34 14%
W 35-54 14% 16%
W 55+ 20%
Region
BC 17%
Alberta 11%
Prairies 19%
Ontario 22%
Quebec 15%
31% Atlantic Canada 19%
Party ID
18% 18% 15% Conservative 3%
10% 8% Liberal 48%
NDP 5%
Bloc 4%
Always -5 4 3 2 Never -1 Don’t know Green/Other 8%
Unaligned 6%The Conservative Party: Over 1-in-10 (14%) say they have always voted 45
for the Conservative party; highest among those in AB & Prairies
On a scale of 1 to 5 where 1 is never and 5 is always, how often have you voted for each of the Segmentation
Q following parties? The Conservative Party Those who say ‘Always’
[asked of all respondents; n=1,500] Age-Gender
M 18-34 19%
M 35-54 16% 17%
M 55+ 17%
W 18-34 7%
W 35-54 10% 10%
W 55+ 13%
Region
BC 10%
Alberta 26%
45% Prairies 22%
Ontario 14%
Quebec 7%
Atlantic Canada 14%
Party ID
14% 12% 12% Conservative 53%
8% 9%
Liberal 4%
NDP 2%
Bloc 4%
Always -5 4 3 2 Never -1 Don’t know
Green/Other 10%
Unaligned 2%The Bloc Québécois: 14% of respondents have always voted for the 46
Bloc Québécois; highest among older respondents
On a scale of 1 to 5 where 1 is never and 5 is always, how often have you voted for each of the Segmentation
Q following parties? The Bloc Québécois Those who say ‘Always’
[asked of all respondents in Quebec; n=352] Age-Gender
M 18-34 4%
M 35-54 2% 11%
M 55+ 24%
W 18-34 7%
W 35-54 10% 15%
W 55+ 24%
Party ID
36% Conservative 2%
Liberal 2%
14% 16% 13% NDP 1%
11% 11%
Bloc 48%
Green/Other 0%
Always -5 4 3 2 Never -1 Don’t know
Unaligned 2%The New Democrat Party: Less than 1-in-10 (7%) say they have 47
always voted for NDP; highest among younger respondents
On a scale of 1 to 5 where 1 is never and 5 is always, how often have you voted for each of the Segmentation
Q following parties? The New Democratic Party Those who say ‘Always’
[asked of all respondents; n=1,500] Age-Gender
M 18-34 12%
M 35-54 7% 7%
M 55+ 2%
W 18-34 10%
W 35-54 6% 7%
W 55+ 7%
Region
BC 10%
Alberta 8%
Prairies 10%
45% Ontario 8%
Quebec 3%
Atlantic Canada 6%
Party ID
11% 15% 13% Conservative 2%
7% 9% Liberal 2%
NDP 35%
Bloc 3%
Always -5 4 3 2 Never -1 Don’t know Green/Other 5%
Unaligned 1%The Green Party: Only 4% of respondents have always voted for the 48
Green party; highest among young men
On a scale of 1 to 5 where 1 is never and 5 is always, how often have you voted for each of the Segmentation
Q following parties? The Green Party Those who say ‘Always’
[asked of all respondents; n=1,500] Age-Gender
M 18-34 11%
M 35-54 5% 6%
M 55+ 2%
W 18-34 5%
W 35-54 3% 3%
W 55+ 1%
Region
61% BC 5%
Alberta 3%
Prairies 1%
Ontario 6%
Quebec 3%
Atlantic Canada 4%
Party ID
Conservative 3%
10% 10% 9% 4%
4% 6% Liberal
NDP 1%
Bloc 5%
Always -5 4 3 2 Never -1 Don’t know Green/Other 16%
Unaligned 2%Positive and Negative Views of Parties Many voters have both positive and negative feelings about parties, so we ask voters to describe how positive or negative their views are for each party. There has been a lot of change in how people feel about the parties since the 2019 election. Just prior to that campaign we found only the Green party had net positive views. The NDP and the Liberals were around 10 percent more negative than positive., The CPC and the Bloc were around 15 percent more negative than positive. The PPC had 24 percent more negative than positive views. Those numbers have changed significantly. The Bloc now has the positive brand with 13 percent more favourable than unfavourable views. The NDP is also now in positive territory with 5 percent more voters feeling positive rather than negative. The Liberals now have as many negative as positive views. The Green numbers have flipped with 8 percent more negative than positive views. The CPC have dropped further to 22 percent more negative than positive views. The PPC has also lost a little more ground now with 28 percent more negative than positive views.
Views of Parties: The Bloc Québécois has the highest positive net views 50
and the biggest positive change in net views since June 2019
Thinking about each of the following parties, please indicate if you have all positive, mostly positive, some positive and some negative, mostly
Q
negative, or all negative views of that party. If you don’t know enough about the party to say, please indicate that. Net Views
[asked of all respondents; n=1,500]
The Bloc Québécois June 2019 8% 17% 20% 16% 25% 15% -16%
[QC ONLY] July 2021 13% 23% 28% 10% 13% 12% +13%
The New Democratic Party June 2019 3% 18% 34% 17% 13% 14% -9%
July 2021 6% 24% 33% 14% 11% 13% +5%
The Liberal Party June 2019 7% 21% 27% 18% 19% 8% -10%
July 2021 9% 23% 31% 14% 17% 7% +1%
The Green Party June 2019 5% 25% 30% 11% 10% 18% +9%
July 2021 4% 15% 32% 15% 12% 21% -8%
The Conservative Party June 2019 7% 18% 25% 20% 20% 10% -15%
July 2021 5% 16% 27% 22% 21% 9% -22%
People’s Party of Canada June 2019 3% 7% 20% 13% 21% 35% -24%
July 2021 3% 7% 18% 12% 26% 35% -28%
All positive views Mostly positive views A mix of positive and negative views
Mostly negative views All negative views Don’t know enough to say51
Party views: The Bloc Québécois have the highest positive views (36%)
followed by the Liberals (32%)
Thinking about each of the following parties, please indicate if you have all positive, mostly positive, some positive and some negative, mostly negative, or
Q all negative views of that party. If you don’t know enough about the party to say, please indicate that.
[asked of all respondents; n=1,500] Positive
views
The Bloc Québécois 13% 23% 28% 10% 13% 12% 36%
The Liberal Party 9% 23% 31% 14% 17% 7% 32%
The New Democratic Party 6% 24% 33% 14% 11% 13% 30%
The Conservative Party 5% 16% 27% 22% 21% 9% 21%
The Green Party 4% 15% 32% 15% 12% 21% 19%
People’s Party of Canada 3% 7% 18% 12% 26% 35% 10%
All positive views Mostly positive views A mix of positive and negative views
Mostly negative views All negative views Don’t know enough to say52
Conservative Party views: 1-in-5 (21%) have a positive view of the
Conservative Party; men have a higher positive view than women
Thinking about each of the following parties, please indicate if you have all positive, mostly positive, Segmentation
Q some positive and some negative, mostly negative, or all negative views of that party. If you don’t Among those who say “Positive”
know enough about the party to say, please indicate that. Age-Gender
The Conservative Party M 18-34 24%
[asked of all respondents; n=1,500]
-22% M 35-54
M 55+
27%
27%
26%
Net W 18-34 16%
Positive 17%
21% Positive 43% Negative W 35-54 18%
W 55+ 17%
Region
27%
BC 18%
22% Alberta 34%
21% Prairies 26%
Ontario 22%
16% Quebec 15%
Atlantic Canada 22%
Party ID
9% Conservative 67%
Liberal 12%
5% NDP 7%
Bloc 5%
Green/Other 15%
Unaligned 9%
All positive views Mostly positive A mix of positive Mostly negative All negative views Don’t know
views and negative views enough to say
views53
Liberal Party views: Respondents are evenly split on having positive and
negative view about the Liberals; highest positive views in Ontario
Thinking about each of the following parties, please indicate if you have all positive, mostly positive, Segmentation
Q some positive and some negative, mostly negative, or all negative views of that party. If you don’t Among those who say “Positive”
know enough about the party to say, please indicate that. Age-Gender
The Liberal Party M 18-34 33%
[asked of all respondents; n= 1,500] M 35-54 32% 32%
+1% M 55+ 31%
Net W 18-34 31%
Positive W 35-54 30% 32%
32% Positive 31% Negative W 55+ 34%
Region
31%
BC 32%
Alberta 24%
23% Prairies 28%
Ontario 37%
17% Quebec 28%
Atlantic Canada 33%
14% Party ID
Conservative 9%
9% Liberal 72%
7%
NDP 22%
Bloc 15%
Green/Other 18%
Unaligned 13%
All positive views Mostly positive A mix of positive Mostly negative All negative views Don’t know
views and negative views enough to say
views54
New Democratic Party views: 3-in-10 (30%) of respondents have a
positive view of the NDP, higher among younger men and women
Thinking about each of the following parties, please indicate if you have all positive, mostly positive, Segmentation
Q some positive and some negative, mostly negative, or all negative views of that party. If you don’t Among those who say “Positive”
know enough about the party to say, please indicate that. Age-Gender
The New Democratic Party M 18-34 35%
[asked of all respondents; n=1,500]
+5% M 35-54
M 55+
30%
24%
29%
Net W 18-34 39%
Positive 30%
W 35-54 28%
30% Positive 25% Negative W 55+ 25%
33% Region
BC 37%
Alberta 30%
24% Prairies 26%
Ontario 31%
Quebec 24%
Atlantic Canada 32%
14% 13% Party ID
11% Conservative 13%
Liberal 31%
6% NDP 84%
Bloc 18%
Green/Other 23%
Unaligned 15%
All positive views Mostly positive A mix of positive Mostly negative All negative views Don’t know
views and negative views enough to say
views55
Bloc Québécois views: Almost 4-in-10 (36%) Quebec residents find the
Bloc Québécois positive; highest among older men and women
Thinking about each of the following parties, please indicate if you have all positive, mostly positive, Segmentation
Q some positive and some negative, mostly negative, or all negative views of that party. If you don’t Among those who say “Positive”
know enough about the party to say, please indicate that. Age-Gender
The Bloc Québécois
[asked of all respondents in Quebec; n=352]
M 18-34 30%
13% M 35-54 28%
37%
Net
Positive M 55+ 50%
36% Positive 23% Negative
W 18-34 24%
28% 36%
W 35-54 27%
23% W 55+ 50%
Party ID
Conservative 15%
13% 13% 12% Liberal 18%
10%
NDP 37%
Bloc 85%
Green/Other 17%
Unaligned 18%
All positive views Mostly positive A mix of positive Mostly negative All negative views Don’t know
views and negative views enough to say
views56
Green Party views: 2-in-5 (19%) of respondents have a positive view of
the Green party; higher among younger respondents
Thinking about each of the following parties, please indicate if you have all positive, mostly positive, Segmentation
Q some positive and some negative, mostly negative, or all negative views of that party. If you don’t Among those who say “Positive”
know enough about the party to say, please indicate that. Age-Gender
The Green Party M 18-34 29%
[asked of all respondents; n=1,500]
-8% M 35-54
M 55+ 8%
24% 19%
Net W 18-34 31%
Positive 19%
W 35-54 19%
W 55+ 12%
32% Region
19% Positive 27% Negative BC 19%
Alberta 18%
Prairies 17%
21% Ontario 20%
Quebec 19%
15% 15% Atlantic Canada 22%
12% Party ID
Conservative 10%
Liberal 20%
NDP 31%
4% Bloc 16%
Green/Other 46%
Unaligned 10%
All positive views Mostly positive A mix of positive Mostly negative All negative views Don’t know
views and negative views enough to say
views57
People’s Party of Canada views: 2-in-5 (37%) view the People’s Party of
Canada negatively; men are more likely to view the party positively
Thinking about each of the following parties, please indicate if you have all positive, mostly positive, Segmentation
Q some positive and some negative, mostly negative, or all negative views of that party. If you don’t Among those who say “Positive”
know enough about the party to say, please indicate that. Age-Gender
People’s Party of Canada M 18-34 21%
[asked of all respondents; n=1,500] M 35-54 12% 12%
-28% M 55+ 5%
Net W 18-34 12%
10% Positive Positive
37% Negative W 35-54 9% 8%
35% W 55+ 4%
Region
BC 7%
26% Alberta 14%
Prairies 10%
Ontario 12%
18% Quebec 7%
Atlantic Canada 10%
12% Party ID
7% Conservative 13%
Liberal 10%
3% NDP 5%
Bloc 6%
Green/Other 27%
All positive views Mostly positive A mix of positive Mostly negative All negative views Don’t know Unaligned 3%
views and negative views enough to say
viewsBrand Personality
Brand personality is way to humanise brands, even in politics. This month INNOVATIVE
combined items from the classic Aaker brand personality scale, Saucier scale based on the
Big 5 personality literature, and some work applying those scales in India which identified
a potential secular/religious dimension in political branding.
Looking at brands this way, Canadians see:
• The Liberals as confident, careless, and practical,
• The Bloc as unique, daring, and honest,
• The CPC seen cold, practical, and mean,
• The NDP as hardworking, intelligent, and honest,
• And the Greens as unique, careless and imaginative.
STRICTLY PRIVILEGED AND CONFIDENTIAL59
Brand Personality & Promise
Each respondent was asked about the brand personality and brand promise of a total of three parties
out of a possible five:
• The Liberal Party
• The Conservative Party
• The New Democratic Party
• The Green Party
• The Bloc Quebecois [Quebec only]
For each respondent, if they said they would vote for one of those parties it was included among the
three parties they saw and the other two were random. If a respondent said they would vote for
another party or were undecided they were given three random parties.
Respondents were then asked a series of questions on both brand personality and brand promise
relating to those parties. Sample sizes for each party are shown on the following slides.Attributes: The Liberals are most commonly called “confident”, while 60
the Conservatives are most commonly described as “cold”
Now, thinking about the [PARTY], which of the following words best describe that party? Select up to 5.
Q [each respondent asked of the party they would vote for and two random parties]
New Democratic
Liberal Party Conservative Party
Party
Green Party Bloc QuebecoisLiberal Party Attributes: The most common word to describe the 61
Liberals by other voters is “careless” at 44%
Now, thinking about the Liberal Party, which of the following words best describe that party? Select up to 5.
Q [showing those asked about the Liberal Party, n=1,125]
40%
Practical Confident
35% Intelligent
Reliable Organized
30%
Hardworking
Friendly
% among Liberal Voters
25%
Kind
20%
Honest
15%
Imaginative
10%
Secular Careless
5% Withdrawn Temperamental
Mean Cold
0% Cruel
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
% among non-Liberal VotersConservative Party Attributes: Conservative voters describe their party 62
as “practical” while other voters say they are “cold”
Now, thinking about the Conservative Party, which of the following words best describe that party? Select up to 5.
Q [showing those asked about the Conservative Party, n=1,089]
60%
50% Practical
% among Conservative Voters
Hardworking
40%
Reliable
Intelligent Organized
30%
Honest Confident
20%
10%
Withdrawn Temperamental Religious
Careless Cold
Cruel Mean
0%
0% 5% 10% 15% 20% 25% 30% 35% 40%
% among non-Conservative VotersNew Democratic Party Attributes: New Democrats describe their party 63
as “hard working”, “intelligent”, and “honest”
Now, thinking about the New Democratic Party, which of the following words best describe that party? Select up to 5.
Q [showing those asked about the New Democratic Party, n=1,049]
45%
Intelligent Hardworking
40% Honesty
35%
30% Organized
Friendly
% among NDP Voters
Practical
25% Reliable Confident
Kind
20%
Imaginative
15%
Original
10% Unique
5%
Withdrawn
Temperamental Careless
0%
0% 5% 10% 15% 20% 25%
% among non-NDP VotersBloc Attributes: Bloc voters describe their party as “honest” and 64
“reliable”; others call it “unique” and “cold”
Now, thinking about the Bloc Québécois, which of the following words best describe that party? Select up to 5.
Q S’agissant du Bloc Québécois lesquels des terme suivants vous viennent à l’esprit pour décrire ce parti?
[showing those asked about the Bloc Quebecois, n=229]
45%
Honesty
40%
35% Reliable
Intelligent
30% Daring
% among Bloc Voters
Confident Unique
25% Organized
Practical Kind
20%
15%
Friendly
Secular
10%
5% Withdrawn
Quiet Careless
Rugged Cold
0%
0% 5% 10% 15% 20% 25%
% among non-Bloc VotersGreen Attributes: Green voters describe their party as “intelligent” and 65
“friendly” while others describe it as “unique” and “careless”
Now, thinking about the Green Party, which of the following words best describe that party? Select up to 5.
Q [showing those asked about the Green Party, n=1,007]
35%
30% Intelligent
Friendly
Practical
25% Kind Hardworking Unique
Wholesome
% among Green Voters
20% Honesty
Reliable Imaginative
15% Organized
Confident
Original
10% Daring
Cold
5% Quiet
Relaxed Withdrawn
Temperamental Careless
0%
0% 5% 10% 15% 20% 25%
% among non-Green VotersBrand Promise
What difference will each party make to you? To the country?
Most voters feel most parties won’t make much difference in their lives. Canadians are fairly equally divided on the
personal impact of the Bloc, the NDP and the Liberals if they form government or hold the balance of power.
While other measures show many voters don’t like the CPC, only 23% believe they will be personally worse off if the CPC
win. While that is nine points higher than the Liberals, the CPC have more people who say their lives will be better off (22%
better for the CPC vs 19% better for the Liberals.
Perhaps most surprising is that the party with the worst net impact score are the Green’s with 29% worse off vs 12% better.
The story is similar for the party impacts on the country with the exception that the Bloc drops from slightly higher than the
NDP and Liberals to slightly lower. That is not particularly surprising given the Bloc goal of dividing the country.
STRICTLY PRIVILEGED AND CONFIDENTIALPersonal Impact: Respondents say that they personally would be more 67
likely better off with the NDP (24%)
If [PARTY] were to form the next government or hold the balance of power in a minority government, do you think you personally would be better
off or worse off?
[each respondent asked of the party they would vote for and two random parties]
Net
Better Off
y
The Bloc Quebecois 11% 9% 42% 7% 10% 21% +3%
The New Democratic Party 10% 14% 35% 10% 12% 19% +1%
x
The Liberal Party 7% 12% 46% 10% 13% 12% -5%
The Conservative Party 10% 12% 31% 14% 18% 16% -10%
The Green Party 4% 8% 35% 13% 16% 24% -16%
Much better off Somewhat better off No impact Somewhat worse off Much worse off Don’t knowLiberal Personal Impact: Respondents are more likely to feel worse 68
off more than better off with the Liberal party
If The Liberal Party were to form the next government or hold the balance of power in a Segmentation
Q minority government, do you think you personally would be better off or worse off? Those who say ‘Better off’
[showing those asked about the Liberal Party; n=1,125] Age-Gender
M 18-34 17%
M 35-54 19% 20%
M 55+ 23%
W 18-34 16%
-5% W 35-54 13% 17%
Net W 55+ 22%
Better Off Region
BC 16%
18% Better off 23% Worse off Alberta 19%
46% Prairies 20%
Ontario 23%
Quebec 8%
Atlantic Canada 22%
Party ID
12% 10% 13% 12% Conservative 5%
7% Liberal 35%
NDP 15%
Bloc 0%
Much better off Somewhat No impact Somewhat Much worse off Don’t know
Green/Other 8%
better off worse off Unaligned 9%Liberal Personal Impact: The most common reason respondents say 69
they would be worse off is spending and the national debt
And how do you think you would be better/worse off?
Q [asked of all respondents; better n=208; worse n=264]
Better Worse
Irresponsible spending/increased
Community benefits/more care for groups 23% 24%
national debt
Better off/like leader/party- General 18% Increased taxes/higher cost of
21%
living
Based on past experience/handling of COVID 12% Based on past experience/handling
14%
of COVID
In agreeance with party’s policies 10%
Dislike Leader/Party-General 11%
Increased financial support for economy 9%
Lack of care for the
Opposed to other party’s being in power 8% 8%
public/environment/selfish
Environment benefits
Better off/like leader/party-
6% 6%
General
Dislike Leader/Party-General 2% Community benefits/more care for
6%
certain communities/persons
Irresponsible spending/ national debt 1%
Opposed to other party’s being in
1%
Increased taxes/higher cost of living 0% power
Other 8%
Other 5%
None 3% None 2%
Don't know/Refused 0%
Don't know/Refused 2%Conservative Personal Impact: 3-in-10 (32%) say they are worse off if 70
the Conservatives form the next gov’t; better off in Alberta
If The Conservative Party were to form the next government or hold the balance of power in a Segmentation
Q minority government, do you think you personally would be better off or worse off? Those who say ‘Better Off’
[showing those asked about the Conservative Party; n=1,089] Age-Gender
M 18-34 17%
M 35-54 24% 26%
M 55+ 34%
W 18-34 10%
-10% W 35-54 21% 18%
Net W 55+ 20%
Better Off Region
BC 22%
22% Better off 32% Worse off Alberta 37%
Prairies 29%
Ontario 20%
31% Quebec 13%
Atlantic Canada 23%
18% 16% Party ID
12% 14%
10% Conservative 60%
Liberal 7%
NDP 8%
Bloc 9%
Much better off Somewhat No impact Somewhat Much worse off Don’t know
Green/Other 18%
better off worse off Unaligned 7%Conservative Personal Impact: The most common reason Canadians 71
say they would be worse off with a CPC govt is cuts to social services
And how do you think you would be better/worse off?
Q [asked of all respondents; better n=237; worse n=349]
Better Worse
Fiscal management/controlled spending 23% Cuts to social services 24%
Economy/jobs 10% Only care about themselves/not the people 19%
Honesty/integrity/less corruption/scandals 8% Regressive/rigid policies and values 17%
Debt/deficit/balanced budget 8% Worse/bad/negative comments-general 9%
Not Trudeau/Liberals 8%
Worse financially-affect poor/middle class 6%
Better/good/positive comments-general 7%
Climate change 4%
Minority government 7%
Party leader 3%
Policies 7%
Economy/jobs 3%
Lower taxes 6%
Higher taxes 2%
Interested in entire country/care about… 3%
Covid/pandemic response 1%
Change 2%
Better/good/positive comments-general 1%
Covid/pandemic response 1%
Fiscal management/controlled spending 1%
Only care about the economy 1%
Other 6% Other 5%
None 1% None 1%
Don't know/Refused 1% Don’t know/Refused 3%New Democratic Personal Impact: 1-in-4 (24%) of respondents say 72
they are better off with NDP; highest in younger women
If The New Democratic Party were to form the next government or hold the balance of power in Segmentation
Q a minority government, do you think you personally would be better off or worse off? Those who say ‘Better Off’
[showing those asked about the NDP; n=1,049] Age-Gender
M 18-34 20%
M 35-54 20% 21%
M 55+ 23%
W 18-34 34%
+1% W 35-54 23% 26%
Net W 55+ 23%
Better Off Region
BC 32%
24% Better off 22% Worse off Alberta 27%
Prairies 29%
Ontario 25%
35% Quebec 13%
Atlantic Canada 19%
19% Party ID
14% 10% 12%
10% Conservative 9%
Liberal 19%
NDP 64%
Bloc 0%
Much better off Somewhat No impact Somewhat Much worse off Don’t know
Green/Other 23%
better off worse off Unaligned 13%NDP Personal Impact: Increased taxes and a lack of fiscal responsibility 73
are the top reasons people say they’d be worse off under the NDP
And how do you think you would be better/worse off?
Q [asked of all respondents; better n=248; worse n=236]
Better Worse
Working for the people /cares/equality 23% Increased taxes 25%
Better government-policies/balanced/good for
21%
economy Not fiscally responsible/reckless spending 20%
Improved support
19% Poor government- policies/lack balance/bad
programs/benefits/funding/social services 12%
for economy
Improved health care/dental/education/public
11%
services Do not like their political view/too much like
10%
liberals
Get rid of Liberal government/time for a
6%
change/new ideas
NDP does not have the experience/ability to
8%
run a country
Better leader-leadership/values 5%
Only cares for the poor/inequality/take from
6%
the rich
Reduce taxes/fairer taxation system 3%
Don't like the leader/lack leadership/integrity 6%
Other 8%
Other 11%
None 2%
Don't know/Refused 3% Don't know/Refused 2%Green Personal Impact: Almost 3-in-10 (29%) say they are worse off 74
if the Green party were to form the next government
If The Green Party were to form the next government or hold the balance of power in a minority Segmentation
Q government, do you think you personally would be better off or worse off? Those who say ‘Better Off’
[showing those asked about the Green Party; n=1,007] Age-Gender
M 18-34 14%
M 35-54 14% 13%
M 55+ 10%
W 18-34 15%
-16% W 35-54 11% 12%
Net W 55+ 10%
Better Off Region
BC 17%
12% Better off 29% Worse off Alberta 10%
Prairies 6%
Ontario 14%
35% Quebec 10%
24% Atlantic Canada 12%
13% 16% Party ID
8% Conservative 5%
4% Liberal 6%
NDP 28%
Bloc 9%
Much better off Somewhat No impact Somewhat Much worse off Don’t know
Green/Other 34%
better off worse off Unaligned 8%Green Personal Impact: More than half who say they’d be better off 75
under the Greens say it is because of environmental benefits
And how do you think you would be better/worse off?
Q [asked of all respondents; better n=122; worse n=288]
Better Worse
Environment benefits e.g. more action on Party lacks experience/disorganized/policies
61% 30%
climate change unclear
Worse off for the economy e.g. job loss 18%
Better off/like party/leader - General 16%
Care/advocate for all sectors of the Attention only given to one issue/environment 11%
6%
community
Disagree with party/ policies unrealistic 11%
Party lacks experience/disorganized/policies
6%
unclear
Worse off/dislike party/leader -General 10%
Increased taxes/higher cost of living 2%
Increased taxes/higher cost of living 7%
Disagree with party/ policies unrealistic 2%
Party is unknown 3%
Other 4%
Other 6%
None 1%
None 1%
Don't know/Refused 3% Don't know/Refused 3%Bloc Québécois Personal Impact: 1-in-5 say they are better off with 76
Bloc Québécois; highest among older respondents
If The Bloc Québécois Party were to form the next government or hold the balance of power in a Segmentation
Q minority government, do you think you personally would be better off or worse off? Those who say ‘Better Off’
[showing those asked about the Bloc Quebecois; n=229] Age-Gender
M 18-34 16%
M 35-54 15% 21%
+3% M 55+ 28%
Net W 18-34 9%
Better Off 19%
W 35-54 17%
20% Better off 17% Worse off W 55+ 24%
42% Party ID
Conservative 9%
21% Liberal 5%
11% 9% 7% 10% NDP 13%
Bloc 41%
Much better off Somewhat No impact Somewhat Much worse off Don’t know Green/Other 12%
better off worse off Unaligned 5%Canada Wide Impact: For Canada as a whole, respondents are split on 77
how they feel with the 3 main parties forming the next government
If [PARTY] were to form the next government or hold the balance of power in a minority government, do you think Canada as a whole would be
better off or worse off?
[each respondent asked of the party they would vote for and two random parties]
Net Favourable
y
The New Democratic Party 10% 15% 32% 10% 12% 21% +3%
The Liberal Party 8% 14% 41% 9% 13% 15% 0%
x
The Bloc Quebecois 11% 7% 40% 10% 11% 22% -2%
The Conservative Party 11% 13% 27% 12% 18% 18% -6%
The Green Party 5% 8% 31% 12% 17% 27% -16%
Much better off Somewhat better off No impact Somewhat worse off Much worse off Don’t knowLiberal National Impact: For Canada as a whole, respondents are 78
split on how they feel with the Liberals forming the next government
If The Liberal Party were to form the next government or hold the balance of power in a Segmentation
Q minority government, do you think Canada as a whole would be better off or worse off? Those who say ‘Better Off’
[showing those asked about the Liberal Party; n=1,125] Age-Gender
M 18-34 12%
M 35-54 21% 22%
M 55+ 30%
W 18-34 14%
0% W 35-54 16% 22%
Net W 55+ 31%
Better Off Region
BC 20%
22% Better off Alberta 20%
22% Worse off Prairies 21%
41% Ontario 26%
Quebec 12%
Atlantic Canada 26%
15% Party ID
14% 13% 6%
8% 9% Conservative
Liberal 41%
NDP 15%
Bloc 4%
Much better off Somewhat No impact Somewhat Much worse off Don’t know
Green/Other 9%
better off worse off Unaligned 10%Liberal National Impact: The top concern about a Liberal government 79
is reckless spending and higher taxes
And how do you think Canada would be better/worse off?
Q [asked of all respondents; better n=242; worse n=245]
Better Worse
Based on current/past
25%
experiences/handling of COVID-19 Reckless spending/higher taxes 34%
Better off/like party/leader-general 16%
Worse off/dislike party/leader -General 23%
Attention given to marginalized
14%
groups
Dishonest party/leader 14%
Quick to deal with social issues 13%
Based on current/past
In agreement with party's policies 8%
7% experiences/handling of COVID-19
Good for the economy/job market 6% Divide amongst Canadians/exclusion 7%
Opposed to other parties being in
4% Better off/like party/leader-general 2%
power
Worse off/dislike party/leader -
3%
General Opposed to other parties being in power 2%
Other 11%
Other 10%
None 1%
None 1%
Don't know/Refused 1%Conservative National Impact: 1-in-4 say Canada would be better off 80
with the Conservatives forming the next gov’t; higher among men
If The Conservative Party were to form the next government or hold the balance of power in a Segmentation
Q minority government, do you think Canada as a whole would be better off or worse off? Those who say ‘Better Off’
[showing those asked about the Conservative Party; n=1,089] Age-Gender
M 18-34 19%
M 35-54 25% 29%
M 55+ 39%
W 18-34 12%
-6% W 35-54 23% 20%
Net W 55+ 23%
Better Off Region
24% Better off BC 23%
30% Worse off Alberta 44%
Prairies 28%
Ontario 22%
Quebec 18%
27% Atlantic Canada 22%
18% 18% Party ID
11% 13% 12% Conservative 68%
Liberal 7%
NDP 6%
Bloc 11%
Much better off Somewhat No impact Somewhat Much worse off Don’t know
Green/Other 26%
better off worse off Unaligned 8%Conservative National Impact: The top reason people say Canada 81
would be better off with the CPC is their fiscal management
And how do you think Canada would be better/worse off?
Q [asked of all respondents; n= better n=265; worse n=329]
Better Worse
Fiscal management-lower spending/taxes 30% Only care about themselves/big business 26%
Better/practical governance/leadership/get Austerity/cuts to social services 20%
12%
country back on track
Bad/regressive policies/values 13%
Economy/jobs 9%
Poor leadership/record 7%
Better/new policies/values 8%
Climate change/environment would get worse 6%
Control debt/balance budget 7%
They would undo initiatives/progress made 3%
Balance of power 7% Don't like/trust leader/party 3%
Help all of Canada/provinces/Canada first 6% Worse-general 3%
Honesty/trustworthiness/less Hard to work with other parties
5% 3%
corruption/scandals
Better-general Too far right/too much like Trump 3%
4%
Bad for Canada's image 2%
Trudeau/Liberals need to go 3%
No platform 2%
Other 7%
Other 6%
None 1%
None 2%
Don't Know 0% Don't Know 1%
Refused 2% Refused 1%You can also read
