Endurance Economy Insights Hub
Welcome to Ipsos Canada's Endurance Economy Insights hub, your destination for research, insights, and analysis on the structural shift reshaping how Canadians navigate affordability, security, and the future.
Affordability has become a chronic condition with no endpoint, rather than a time-limited crisis. Here you'll find our latest polls, points of view, media releases, and presentations exploring why endurance, not progress, now defines Canada's economic landscape.
POVs
 | New! In a market shaped by endurance, the brands that thrive won't be the cheapest. They'll be the ones that understand how to help Canadians feel like they're successfully adapting, not just surviving. |
 | New! Canadian Telcos: Navigating Headwinds in the Endurance Economy Canadian telcos face a new reality: in the Endurance Economy, consumers aren’t just cutting costs, they’re demanding fairness, predictability, and trustworthy value. |
 | Read more about how the Endurance Economy fuels both Canadian unity and a new crisis of division. |
 | Don’t Mistake Stability for Endurance Households are surviving structural change. Mistaking that survival for stability is a strategic error. |
 | Read our latest commentary comparing Carney’s Endurance Agenda against Trudeau’s Holiday Relief. |
 | Mark Carney Mirrors Canadian Opinion at Davos Despite widespread plaudits, it is worth asking whether Canadians themselves are onside with Carney’s articulated vision, which one might describe as Canada’s new foreign policy by another name. We dug into our trove of Ipsos data to find out. |
 | A Primer on The Endurance Economy Ipsos Canada has been talking to clients about how best to position themselves in the Endurance Economy. This is a condensed version of the Ipsos client presentation for those looking to better understand the impact of the Endurance Economy on their organization. |
Podcasts, Blogs & Events
 | New! Build vs. Endure: The Credibility Problem of a Big, Optimistic Word How "Build" became the most politically successful single word in Canadian public life, and the saturation point that risks its failure. |
 | New! The endurance economy cannot ignore the engine that powers Canada’s federal government's policy response: the public service. In this guest column for Sage, Gregory Jack and Mike Colledge explore how the endurance economy presents an opportunity for the public service to serve as an antidote to the endurance challenges Canadians will continue to face. But first it must re-wire itself to respond to a chronic, low-growth and high-strain Canadia economy. As Canadians increasingly think short-term, the public service must think long term and be honest with Canadians about what it can and cannot do, in order to make itself relevant again. |
 | Mike Colledge: Welcome to 2026 - the year of endurance It is shaping up to be a year Canadians expect to muddle through. |
 | Mike Colledge: The new front lines of the Canadian economy Endurance in the face of radical uncertainty is the new normal in Canadian life. |
Experts
Gregory Jack leads Ipsos’ public affairs practice in Ottawa and in the Canadian National Capital Region (NCR). Contact him about the endurance economy and Canada-U.S. relations.
Mike Colledge brings an evidence-led perspective to help clients navigate the Endurance Economy, where enduring pressures are transforming citizens’ and consumers’ attitudes, behaviours, and institutional expectations.
Mario Caceres Despite his job title, Client Officer, and what his two children think, Mario is not a security officer. He partners with financial services clients to translate market signals into insights and stories they can act on. Born in Honduras and shaped by economies in Japan, Denmark, and the US before landing in Canada, he brings a lived understanding of what it means to adapt when the rules change.
Cameron McFadyen Based in Vancouver, Cameron leads business development for Ipsos across Western Canada and in key national sectors. With over fifteen years of national brand leadership experience, he has held roles spanning marketing and GTM, retail account management, and C-Suite secondments. Drawing on his brand and agency experience, Cameron works with our research teams to design tailored programs that give clients the insights they need to drive growth.
Diane Ridgway-Cross is the Canada Country Lead for Ipsos Strategy3, Ipsos’ in-house strategic growth consultancy, helping organizations navigate a more complex business landscape where disruption is relentless, customer expectations are ever increasing, and competitive advantage is never guaranteed. Drawing on Strategy3’s integrated work across corporate, brand, and customer strategy—and anchored in deep trends and foresight expertise—she partners with organizations to turn macro change into clear strategic choices and future-ready growth agendas. At home, Diane can usually be found toggling between global trend-spotting and planning her next travel adventure—often with one eye on her next flight and the other on a half-finished slide deck.
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