REPORTS Feel, Behave, Think Consumer Tracker - Canada - Maru Group
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REPORTS
Feel, Behave, Think Consumer Tracker – Canada
A look at the evolving feelings, thoughts, perceptions, and behaviours of Canadians.
APRIL, 2021
About This Study
Results are taken from Maru’s ongoing study, Maru/Reports Feel, Behave, Think Consumer Tracker. This study
achieves approximately 1,500 completed surveys among Canadian consumers each time it is fielded. For more
information about the tracking study, please contact kyle.davies@marumatchbox.com
What follows are some of the findings from the most recent survey undertaken between April 9 and 10 2021 by the
panel and data collection experts at Maru/Blue of 1521 randomly selected Canadian adults who are Maru Voice
Canada online panelists. For comparison purposes, a probability sample of this size has an estimated margin of error
(which measures sampling variability) of +/- 2.5%, 19 times out of 20. The results have been weighted by
education, age, gender, and region (and in Quebec, language) to match the population according to Census data
which ensures the sample is representative of the entire adult population of Canada. Discrepancies in or between
totals when compared to the data tables are due to rounding. Panel and data services provider
https://www.marublue.com is deeply rooted in the Maru/Hub technology platform and offers on-demand, high
quality, highly scalable online community samples of deeply engaged, known respondents. Excerpts from this
release of findings should be properly attributed, with interpretation subject to clarification or correction. Maru Public
Opinion does no work for any political parties.
Media contact:
John Wright
Executive Vice President
Maru Public Opinion
Direct Toronto +1.416.919.2101
Direct New York +1.917.594.5555
john.wright@marublue.com
Maru Feel, Behave, Think Consumer Tracker
Maru/ - Confidential
REPORTS 2
REPORTS
How are Canadians feeling?
Maru Feel, Behave, Think Consumer Tracker
Maru/ - Confidential
REPORTS 3
April has brought ugly realities to the forefront for many
Canadians
WHERE I LIVE, THINGS WILL GET WORSE BEFORE THEY GET BETTER (Somewhat/Strongly Agree)
80%
76%
75%
68% 70%
66% 66%
64%
65%
60%
53% 54%
55%
49% 50%
50%
46%
44%
45%
40%
March April May June July Aug. Sept. Jan. Feb. Mar. Apr.
C2. Please indicate the extent to which you agree or disagree with each of the following statements
Maru Feel, Behave, Think Consumer Tracker
Maru/ - Confidential
REPORTS 4
Canadians are feeling largely negative
We tested 11 positive emotions and 11 negative emotions, and the average Canadian says 43% of the emotions they are feeling these days are positive.
This metric has been below 50% ever since the pandemic began, meaning Canadians have been feeling negative for more than one year consecutively.
HOW DO CANADIANS FEEL?
Frustrated 37% CURRENT MIX OF FEELINGS
Anxious 39%
Fortunate 36% 57% Have Negative
Isolated 35% Feelings
Bored 35%
Optimistic 33%
Calm 31%
Sad 24% 43% Positive
Edgy 23% 57% Negative
Happy 22%
Angry 21%
Helpless 21%
Safe 21%
Upset 19%
Hopeless 18%
Empathetic 18%
Free 16%
Afraid 16%
Trusting 15%
Curious 14%
Excited 9%
Brave 8%
C3. What of the following words best describe how you are feeling these days?
Maru Feel, Behave, Think Consumer Tracker
Maru/ - Confidential
REPORTS 5
Canadians have been feeling more negative than
positive for over a year…
Positive Emotions
POSITIVE AND NEGATIVE FEELINGS IN CANADA OVER TIME Negative Emotions
70%
64% 65%
63% 63% 65%
60% 61%
56% 57% 57% 60%
55% 55%
55%
50%
45%
45% 44% 45%
43% 43% 40%
40% 39% 35%
37% 37% 36% 35%
30%
March April May June July Aug. Sept. Jan. Feb. Mar. Apr.
C2. Please indicate the extent to which you agree or disagree with each of the following statements
Maru Feel, Behave, Think Consumer Tracker
Maru/ - Confidential
REPORTS 6… and our positivity is going down, while American’s
polled during the same time-frame are going up…
Canada Positive Emotions
POSITIVE FEELINGS OVER TIME – USA VS. CANADA USA Positive Emotions
60%
55%
54% 55%
50%
45% 44%
44% 44%
43% 45%
42%
40% 45%
43% 40%
37% 37% 41%
40% 39%
38%
37% 36% 35%
36% 36%
35%
30%
March April May June July Aug. Sept. Jan. Feb. Mar. Apr.
C2. Please indicate the extent to which you agree or disagree with each of the following statements
Maru Feel, Behave, Think Consumer Tracker
Maru/ - Confidential
REPORTS 7Quebec and Atlantic Canada feel more positive, as are 55+
Canadians—all other regions and demographics feel negative
Women, young adults, lower earners, single people, and those in Alberta and Ontario are feeling most negative.
CURRENT MIX OF FEELINGS AMONG CANADIANS – BY DEMOGRAPHIC SUBGROUPSCOVID-19 has had a negative impact on many areas of Canadians’
lives…
• Relatively consistently through the pandemic, Canadians have said their relationships with their in-home children and with their spouse or significant
other have both been more positive impacted than negatively impacted; but even these situations have become more negative in the past month.
• Nearly one-half of Canadians say their mental health has taken a hit during COVID-19.
My relationship with my children
22% 61% 17%
(When Canadians think
things will be more normal
Maru Feel, Behave, Think Consumer Tracker
Maru/ - Confidential
REPORTS 10Many Canadians don’t envision getting back to
normal until 2022 or later
GETTING BACK TO EVERYDAY ACTIVITES* (RANKED BY ‘NOW’)
Have a service person into your home for non-urgent work 49% 12% 11% 9% 14% 5%
Ger a haircut at a salon or barber shop 46% 15% 13%
10% 11% 4%
See a doctor for a non-urgent appointment 45% 9% 14% 12% 15% 4%
Hike or picnic outdoors with friends 37% 12% 19% 8% 17% 7%
Send children to school, camp, or day care 35% 9% 14% 13% 20% 9%
Ride a subway or bus 35% 6% 9% 13% 25% 11%
Work in a shared office 33% 8% 13% 14% 24% 8%
Eat ON AN OUTDOOR PATIO at a dine-in restaurant 30% 15% 20% 10% 18% 7%
Send children on play dates 27% 10% 16% 18% 22% 7%
Visit elderly relative or friend in their home 26% 11% 18% 18% 21% 7%
Vacation overnight within driving distance 24% 10% 18% 14% 25% 10%
Attend a small gathering of friends 24% 11% 21% 18% 20% 7%
Exercise at a gym or fitness studio 23% 7% 15% 18% 27% 10%
Attend a church or other religious service 22% 7% 17% 17% 25% 12%
Eat INSIDE at a dine-in restaurant 22% 11% 17% 16% 24% 10%
Hug or shake hands when greeting a friend 19% 5% 12% 15% 34% 14%
Eat birthday cake when somebody (not family) blew out 19% 4% 10% 12% 33% 21%
candles
19% 6% 12% 18% 32% 13%
Go out with someone you don't know well
17% 5% 14% 16% 35% 13%
Attend a wedding or funeral
16% 4% 10% 16% 37% 17%
Go to a business conference
15% 5% 13% 18% 34% 16%
Go to the movies
13% 3% 8% 14% 38% 23%
Stop routinely wearing a face covering
13% 4% 7% 13% 39% 24%
Travel by airplane
12% 5% 14% 19% 37% 14%
Attend a large dinner party
12% 3% 10% 14% 37% 24%
Eat at a buffet-style restaurant
12% 4% 10% 14% 42% 18%
Attend a sporting event, concert, or play
* “Not Applicable” removed from numbers Now Q2 2021 Q3 2021 Q4 2021 2022 2023 or Later
C53. Assuming the COVID-19 pandemic and response unfolds as you expect, when do you expect to personally be
REPORTS
willing to do the following:
Maru Feel, Behave, Think Consumer Tracker 11
Maru/ - ConfidentialCalendar for at least 50% of Canadians feeling
comfortable getting back to common activities
DATE FOR MAJORITY COMFORT WITH ACTIVITIES (50% OF CANADIANS WILL BE COMFORTABLE)
April 24
May 21 February 21 Eat at a buffet-style
See a doctor for a non- August 11 September 13 October 20 Eat a birthday cake when restaurant
urgent appointment Send children to school, Send children on Attend a church or other December 28 somebody (not family)
camp, or daycare playdates religious service Go to the movies blew out the candles
April 27
Get a haircut at a salon July 2 December 3 January 7
Hike or picnic outdoors August 31 September 29 Go out with someone you Attend a large dinner April 22
or barbershop
with friends Work in a shared office Ride a subway or bus don’t know well party Stop routinely wearing a
face covering
NOW APR APR MAY MAYJUN JUL
JUN AUG
JUL SEP
AUG OCT
SEP NOV
OCT DECNOV JAN FEB MAR APR MAY
September 4 September 22
NOW Attend a small gathering Vacation overnight within
of friends driving distance December 22
Have a service person
Hug or shake hands
into your home for a February 15
when greeting a friend May 1
non-urgent appointment Go to a business
Travel by airplane
conference
September 7 October 25
Visit elderly relative or Exercise at a gym or
friend in their home fitness studio
March 30
Attend a sporting event,
July 26 October 4 December 19 concert, or play
Eat on an outdoor patio Eat inside at a restaurant Attend a wedding or
at a restaurant funeral
2021 2022
C53. Assuming the COVID-19 pandemic and response unfolds as you expect, when do you expect to personally be
REPORTS
willing to do the following:
Maru Feel, Behave, Think Consumer Tracker 12
Maru/ - ConfidentialCalendar for at least 75% of Canadians feeling
comfortable getting back to common activities
DATE FOR MAJORITY COMFORT WITH ACTIVITIES (75% OF CANADIANS WILL BE COMFORTABLE)
November 21
Eat a birthday cake when
November 21 June 18 somebody (not family)
See a doctor for a non- Attend a church or other blew out the candles
urgent appointment religious service
October 9 January 31 February 17 June 11 September 10 October 16
Get a haircut at a salon Attend a small gathering Visit elderly relative or Exercise at a gym or June 20 Attend a large dinner Go to a business December 20
or barbershop of friends friend in their home fitness studio Ride a subway or bus party conference Travel by airplane
OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
December 11
Hike or picnic outdoors
with friends March 14 April 17 August 15 September 7 November 1
Send children to school, Work in a shared office Go out with someone you Hug or shake hands Attend a sporting event,
camp, or daycare don’t know well when greeting a friend concert, or play
November 9 August 27 September 20 December 16
March 16
Have a service person Attend a wedding or Go to the movies Stop routinely wearing a
Send children on
into your home for a funeral face covering
playdates
non-urgent appointment
May 23
Vacation overnight within October 19
driving distance Eat at a buffet-style
restaurant
January 8
May 21
Eat on an outdoor patio
Eat inside at a restaurant
at a restaurant 2021 2022
C53. Assuming the COVID-19 pandemic and response unfolds as you expect, when do you expect to personally be
REPORTS
willing to do the following:
Maru Feel, Behave, Think Consumer Tracker 13
Maru/ - ConfidentialCanadians see the things we want to be doing
getting further and further away
• Between March and April, the expected date at which 75% of Canadians will feel comfortable getting back to normal activities pushed further into the
future – in some cases by a lot. This means the activities we are yearning to do are getting further and further away.
• In particular, eating at restaurants, exercising at gyms, working in shared offices, vacationing, and sending children back to school seem farther away
than ever before.
DATES MOVD BACK THE MOST
+66
(LARGEST CHANGE BETWEEN MARCH AND APRIL SURVEY RESPONSES)
Anticipated Anticipated
Activity Delay
Date (March) Date (April)
Between March and
Eat INSIDE at a dine-in
April, the date restaurant
18-Jan-2022 21-May-2022 123 days
where 75% of Exercise at a gym or fitness
12-Feb-2022 11-Jun-2022 119 days
Canadians expect to studio
be back to normal Work in a shared office 12-Jan-2022 17-Apr-2022 95 days
pushed out by an Send children to school, camp, or
11-Dec-2021 14-Mar-2022 94 days
average of 66 day care
days… that means Vacation overnight within driving
days
23-Feb-2022 23-May-2022 90 days
distance
the ‘light at the end
of the tunnel’ Go to the movies 29-Jun-2022 20-Sep-2022 84 days
moved further Send children on play dates 25-Dec-2021 16-Mar-2022 81 days
away.
Attend a church or other
31-Mar-2022 18-Jun-2022 80 days
religious service
Attend a wedding or funeral 14-Jun-2022 27-Aug-2022 75 days
Ride a subway or bus 11-Apr-2022 20-Jun-2022 70 days
C53. Assuming the COVID-19 pandemic and response unfolds as you expect, when do you expect to personally be
REPORTS
willing to do the following:
Maru Feel, Behave, Think Consumer Tracker 14
Maru/ - ConfidentialPainting Better Pictures, Faster
www.marugroup.net /
www.marugroup.net/polling is the public opinion research channel for Maru Group.
Maru Feel, Behave, Think Consumer Tracker
Maru/ - Confidential
REPORTS 15You can also read
