Are Canadian Consumers Putting Their Money Where Their Mouths Are?

Take a look at our report exploring socially conscious purchasing and investing.

The author(s)

  • Chris Martyn Chief Research Officer, Canada, Public Affairs
  • Mike Colledge President, Ipsos Public Affairs Canada
  • Paul Acerbi SVP, Client Organization
  • Daniel Kunasingam Senior Account Manager, US, Public Affairs
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With more brands being taken to task on social issues by consumers and/or the media, Ipsos wanted to better understand Canadians who are acting with their wallets through socially conscious purchasing or investing.

The first climate change alarm bells rang over three decades ago. The Truth and Reconciliation Commission was founded in 2008. Black Lives Matter has existed for nearly a decade.

Canadians are very familiar with these and other systemic social and environmental issues ailing the country. In survey after survey, majorities express their concern for a lack of progress on climate change, racism, reconciliation, etc. And yet, as individuals, many don’t communicate or express their views around these issues and even fewer use their purchasing or investing power to re-shape things for the better. They are instead looking to governments and corporations to lead this change. As such, doing good has changed from a “nice to do” to a cost of entry for businesses.

Social and environmental issues will not fade from the public consciousness. Canadians will continue to expect companies to do their part. This is about more than CSR initiatives and charitable donations. Products and services need to be shown to have both personal consumer attributes (they make life better) and direct social and environmental outcomes (they make the world better). Anything short of this will be seen as green washing and goodwill hunting.

In this report, we explore social purchasing and social investing as well as the gap between what Canadian consumers say about the social issues and causes they support, and how it affects the goods, services or investments they purchase.

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The author(s)

  • Chris Martyn Chief Research Officer, Canada, Public Affairs
  • Mike Colledge President, Ipsos Public Affairs Canada
  • Paul Acerbi SVP, Client Organization
  • Daniel Kunasingam Senior Account Manager, US, Public Affairs

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