Nine in Ten (87%) Canadians say they’re Happier when they Spend Time in Nature

Yet, Three Quarters (74%) say it’s Easier to Spend time Indoors

The author(s)

  • Sean Simpson SVP, Canada, Public Affairs
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Toronto, ON, September 27, 2018 — Nine in ten (87%) Canadians agree (40% strongly/47% somewhat) that they are happier when they spend time in nature, according to a new Ipsos poll conducted on behalf of the Nature Conservancy Canada. Women (89%) and Boomers aged 55+ (90%) are particularly likely to agree that they’re happier when they’ve been outdoors. Just one in ten (13%) Canadians disagrees (2% strongly/10% somewhat).

It’s not just happiness that is positively impacted, but other areas of life as well: a majority agrees that spending time in nature sparks their creativity (73% -- 25% strongly/48% somewhat), alleviates stress and helps them focus on work/productivity (88% -- 39% strongly/49% somewhat), and that they sleep better after spending time in nature (87% -- 42% strongly/44% somewhat). Almost all agree (94% -- 48% strongly/46% somewhat) that they are aware of the benefits that spending time in nature can bring to their physical and mental health.

And yet, three quarters (74%) of Canadians agree (27% strongly/47% somewhat) that it is easier to stay indoors than spend time in nature, with Millennials (80%) aged 18-34 and Gen Xers aged 35-54 (76%) being more likely than Boomers (68%) to say so.

Moreover, two in three (66%) Canadians spend less time (38% much less/28% a little less) in nature now compared to when they were a kid. Just 15% spend more time (6% much more/9% a little more) in nature now, while two in ten (19%) spend about the same amount of time in nature as they did when they were a kid. Women (69%) are more likely than men (62%) to say they spend less time in nature, as are Boomers (70%) compared to Gen Xers (64%) and Millennials (61%).

While acknowledging the perceived benefits of nature, eight in ten (82%) Canadians agree (36%) strongly/46% somewhat) that they’re concerned that future generations won’t have close or easy access to nature, rising to 85% among women and those living in Ontario. Just two in ten (18%) Canadians disagree (3% strongly/16% somewhat) that they hold this concern.

About the Study

These are some of the findings of an Ipsos poll conducted between September 10 and 14, 2018, on behalf of Nature Conservancy Canada. For this survey, a sample of 2,000 Canadians aged 18+ was interviewed online via the Ipsos I-Say panel and non-panel sources. Quota sampling and weighting were 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, 19 times out of 20, had all Canadian adults been polled. The credibility interval will be wider among subsets of the population. 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, Vice President I

psos Public Affairs, Canada

+1 416 324 2002

[email protected]

About Ipsos Public Affairs

Ipsos Public Affairs is a non-partisan, objective, survey-based research practice made up of seasoned professionals. We conduct strategic research initiatives for a diverse number of Canadian American and international organizations, based not only on public opinion research, but elite stakeholder, corporate, and media opinion research.

Ipsos has media partnerships with the most prestigious news organizations around the world. In Canada, Ipsos Public Affairs is the polling partner for Global News. Internationally, Ipsos Public Affairs is the media polling supplier to Reuters News, the world's leading source of intelligent information for businesses and professionals. Ipsos Public Affairs is a member of the Ipsos Group, a leading global survey-based market research company. We provide boutique-style customer service and work closely with our clients, while also undertaking global research.

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 fourth in the global research industry. With offices in 88 countries, Ipsos delivers insightful expertise across five research specializations: brand, advertising and media; customer loyalty; marketing; 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 €1,782.7 million in 2016.

The author(s)

  • Sean Simpson SVP, Canada, Public Affairs