Financial Optimism Generational Tracking

Toronto, ON - These are the findings of an Ipsos poll on financial optimism conducted on behalf of Global News.

Compared to Parents' Generation: Canadians Falling Behind

• Over 27 years there has been a sharp and steady increase in the proportion of Canadians that believe they are in worse financial shape than their parents were at the same stage in life.
• Older Canadians (55+) are more likely compared to younger Canadians and middle aged Canadians (35-54) to believe their generation is financially better off than their parents were at the same stage in life.
• British Columbians are most likely to believe they are worse off financially than their parents were at the same stage in life (47%, +33 point from `89), followed closely by residents in Ontario (45%, +30 pts from `89) and Atlantic Canada (45%, +34 pts from `89).

Compared to Next Generation: Things Will Be Even Harder

• Canadians are pessimistic about the next generation's financial future as half (51%, +10 pts from `89) think the next generation will be worse off financially than themselves.
• Residents of Alberta are most likely to say the next generation will be worse off financially (63%, +21 pts from'89) followed closely by British Columbians (59%, +12 pts from '89).

Making Ends Meet: More Difficult Than It Used To Be

• Four in ten (36%, -2 pts from `89) say it has become harder to make ends meet in the last five years, compared to just one in ten (11%, -13 pts from `89) who say it has become easier.
• Albertans are most likely to report that it has become more difficult to make ends meet over the past five years ( 45%, +6 pts from `89), followed by residents of Quebec (40%, -3 pts from `89) and Atlantic Canada (39%, +6 pts from '89).

These are the findings of an Ipsos poll conducted on behalf of Global News. For the poll, a sample of 1,007 Canadians was surveyed online via the Ipsos I-Say panel from January 4th to January 7th, 2016. Quotas and weighting were employed to ensure that the sample's composition reflects that of the Canadian population according to census information. The precision of online polls is measured using a credibility interval. In this case the results are considered accurate to within +/- 3.5 percentage points, 19 times out of 20, of what the results would have been had all Canadian adults been surveyed. The credibility interval will be wider for subsets of the population. Where available, tracking has been included back to 1989.

For more information on this news release, please contact:

Darrell Bricker, PhD
Global CEO
Ipsos Public Affairs
416.324.2001
[email protected]

About Ipsos in Canada

Ipsos 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 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' 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 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 is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit ipsos.ca.

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks third in the global research industry.

With offices in 86 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of e1,669.5 ($2,218.4 million) in 2014.

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