From Elbows Up to Elbow Grease

Donald Trump has been a key figure in 2025, but the more influential driver of Canadian public opinion has been the decade-long decline in economic sentiment.

2025 unfolded in two acts. The first dominated by Trump's annexation threats and the second focused on Prime Minister Carney's calm pivot to economic growth initiatives. We have gone from "elbows up" in a defensive stance against Trump to an "elbow grease" approach focused on strengthening Canada's economy.

For 2026, expect continued economic challenges with personal financial concerns persisting for many Canadians. While there are stark differences between generations, income and regions, all Canadians want a return to affordability and a path to economic opportunity.

At Ipsos, we are optimistic about current public support for change and the closer alignment between government actions and public sentiment. At the same time, we expect progress to be slow and uneven, and we are not sure if Canadians can afford to be patient and wait for the best laid plans to increase their personal prospects.

As 2026 approaches we are committed to helping all organizations understand the evolution of Canadian opinion, and we will continue to help our clients answer the question "what is next?'", and to meet the challenges ahead.

Featuring key insights, our detailed Outlook report will help you refine strategies to meet the unique challenges of 2026.