Reflecting on Typical Mother's Day Gifts, Clothing (76%) and Jewelry (48%) Most Seen as Gifts Made Using Child Labour

Toronto, ON - With Mother's Day approaching and many heading out to stores to pick up flowers or other gifts for their moms, a new Ipsos Reid survey reveals that many Canadians might not think to check the typical gifts they give their moms each and every Mother's Day for where or how they're made.

Given a list of typical gifts given on Mom's annual day and asked to pick which ones may involve the use of child labour in other countries, Canadians are most likely to believe that clothing tops the list, while only a few see flowers in this light. The complete breakdown of the proportion of Canadians who believe the following gifts use child labour in some way is...

• Clothing - 76%
• Jewelry - 48%
• Fancy bath products - 37%
• Chocolate - 22%
• Flowers - 20%

Even though many believe these typical gifts involve child labour in some way, there are a handful of Canadians (14%), however, who believe that there are no Mother's Day gifts are made using child labour.

Most Canadians appear to be concerned with the issue, although most don't seem to know whether they're part of the problem or not based on how their buying. Eight in ten (83%, up 2 points) Canadians `agree' (29% strongly/54% somewhat) that they have no idea if what they're buying is contributing to the exploitation of children in other countries, while two in ten (17%) `disagree' (5% strongly/13% somewhat).

Some Canadians, however, appear to already be taking the initiative as a majority (56%, no change) `agrees' (15% strongly/41% somewhat) that they look for fair trade logos on products they purchase so they know that those who made the products are not being exploited, while a minority (44%) `disagrees' (10% strongly/34% somewhat). Half (49%, up 3 points) even `agree' (15% strongly/34% somewhat) that they've gone out of their way to buy products that are fair trade or designated free of child labour, while the remaining half (51%) `disagree' (11% strongly/30$ somewhat) that they've done this.

In fact, many Canadians are even willing to pay more for products guaranteed to be made free of child labour and exploitation. Nine in ten (87%, down 2 points) Canadians indicate that they would pay more for such products, with just one in ten (13%, up 2 points) saying they would not. The average Canadians is willing to pay about 23%, which is on par with last year, more for products made free of child labour, bumping up to about 27% among those who specifically say they would pay more.

These are some of the findings of an Ipsos Reid poll conducted between April 12th to 17th, 2014 on behalf of World Vision Canada. For this survey, a sample of 1,047 Canadians from Ipsos' Canadian online panel was interviewed online. Weighting was then 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 +/- 3.5 percentage points had all Canadians adults been polled. 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
Ipsos Reid
Public Affairs
(416) 572-4474
[email protected]

About Ipsos Reid

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

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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 e1,712,4 million (2 274 M$) in 2013.

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