Canadians Drastically Underestimate the Number of Child Slaves Globally; On Average, Estimate 1/10th the Actual Amount

Toronto, ON - A major problem in the lack of action against child labour/slavery is that most Canadians know that a such problem exists throughout the world, but they are unaware how many children are being forced into these conditions and when asked to provide an estimate on how many child slaves and child labourers doing 3D jobs (dirty, dangerous, and degrading) there are worldwide, Canadians drastically miss the mark, according to a new Ipsos Reid survey conducted on behalf of World Vision Canada.

On average, Canadians estimate that approximately 12.5 million (12,347,794) children worldwide are doing the worst form of child labour such as 3D jobs. These estimate figures equate to about 1/10th of the total proportion that are deemed as doing work in 3D jobs worldwide (115 million) that is damaging their bodies, minds, and well-being.

• Atlantic Canadians (16.5 million) and Prairies residents (16.4 million) are slightly more likely to believe that more children are working in 3D jobs compared to those in Ontario (13.3 million), Quebec (11.5 million), Alberta (11.3) million and believe this figure to be more than twice that of what British Columbians believe it to be (7.9 million)

A possible reason why Canadians are so off the mark when it comes to estimating the number of child slaves worldwide is because they believe it's easy to look the other way, especially if they aren't exposed to the problem. Three in four (77%) Canadians `agree' (31% strongly/45% somewhat) that `it's easy for Canadians to turn a blind eye to child labour in developing countries', compared to just one in four (23%) who `disagree' (10% strongly/14% somewhat).

• Western Canadians are most in agreement with statement as residents of SK/MB (85%), AB (84%), and BC (81%) are more likely to say that it's easy for Canadians to turn a blind eye to child labour in developing countries compared to those in Eastern Canada (Atlantic Canada -77%, Quebec - 75%, and Ontario - 73%)

Child Exploitation While on Vacation

Further, a strong majority indicate that if they did see children working in the tourism industry while on holiday, it would bother them. Three in four (77%, no change) `agree' (34% strongly/43% somewhat) that `seeing children working in the tourism industry disturbs them when they're on holiday', while less than one in four (23%) `disagree' (4% strongly/19% somewhat).

• British Columbians (78%), Ontarians (78%), and Quebecers (78%) indicate they would be most disturbed by seeing this on holiday, followed closely by Albertans (75%), residents of SK/MB (72%), and Atlantic Canadians (72%).

Canadians are so adamant about not supporting such exploitation and unwarranted labour that they'd be willing to choose destinations for their vacation that are committed to protecting children or those which donate a portion of revenues to organizations that protect children, while some would even boycott destinations, despite effects to the local economy, to prove their point.

Nine in ten (87%, up 5 points) Canadians `agree' (37% strongly/50% somewhat) that `if a percentage of the tour operator's or hotel's revenue was donated to local child protection organizations, I would be more likely to use that operator', while just 13% `disagree' (4% strongly/9% somewhat) that they'd be more likely to use one of these operators.

Canadians Gauge Fair Trade Products

Although many Canadians believe that companies can do a better job at making sure their products are made without the use of child labour, many items for sale are available as Fair Trade products, which actively help in the fight against the exploitation of children around the world.

When given a list of items, Canadians most believe that coffee (68%) was available as a Fair Trade product, while only half (50%) believe that chocolate is available as one of these products. Overall, nine in ten (85%) believe that at least one of the items provided was available as a Fair Trade product, while 15% believed that none of the products were. Below is the complete list of products supplied to Canadians and the proportion of who believe the item to be available as a Fair Trade product:

• Coffee - 68%
• Chocolate - 50%
• Clothing/linens - 40%
• Bananas - 36%
• Wine - 30%
• Jewelry - 29%
• Sporting equipment like soccer balls - 24%
• Flowers - 22%
• Seafood - 21%
• Green peppers - 18%

British Columbians are most likely to believe that both coffee (78%) and chocolate (56%) are Fair Trade, with Atlantic Canadians (59%) being least likely to identify coffee as an Fair Trade product and Albertans (40%) least likely to do the same for chocolate.

Additional Results

• Nine in ten (89%) are willing to pay more for products guaranteed to be made free of child labour. On average, Canadians would pay approximately 23% more for such products
• Nine in ten (89%) `agree' (51% strongly/38% somewhat) that companies should be legally obligated to provide Canadians with information about the working conditions in their factories, wages, and commit to not using child labour, while just one in ten (11%) `disagree' (2% strongly/9% somewhat) with this obligation

These are some of the findings of an Ipsos Reid poll conducted between May 10th to 15th, 2013, on behalf of World Vision Canada. For this survey, a sample of 1,924 Canadians from Ipsos' Canadian online panel was interviewed online. Weighting was then employed to balance demographics to ensure that the sample's composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll is accurate to within +/- 2.5 percentage points had all Canadians adults been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

For more information on this news release, please contact:

Sean Simpson
Associate Vice President
Ipsos Reid Public Affairs
416.572.4474
[email protected]

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

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