Two in Three (66%) Canadians Say Living Better Is More Than Just Physical or Mental Health

Toronto, ON - Two in three (66%) Canadians `agree' (16% strongly/ 50% somewhat) that living better is defined more holistically today and that it's not longer just about their physical or mental health, according to a new Ipsos Reid poll conducted on behalf of MSL Canada in support of its Living Better product offering. In fact, most (83%) believe that living better requires a plan, compared to just 17% who more closely believe that living better just happens - it's not something that can be planned.

But two in three (67%) `agree' (15% strongly/51% somewhat) that they wish they had a plan or recipe for living better, perhaps a function of the fact that seven in ten (69%) `agree' (23% strongly/46% somewhat) that living better is more difficult today than ever before.

So what is living better, if it isn't all about traditional measures of physical and mental health? The survey uncovered a wide variety of attitudes about what Canadians say it means to live better:

• Seven in ten (68%) Canadians say having a lot of friends is what living better means to them personally, compared to about three in ten (32%) who say having a lot of money describes what living better means to them.
• Nearly three quarters of Canadians (73%) prefer using more natural products and things found in nature to feel healthy and well compared to using all modern science has to offer.
• Nine in 10 Canadians (90%) say doing things to feel their best on the inside" best represents what living better means to them personally versus 10% who say "doing things to look their best on the outside best describes what living better means to them.
• Over half of Canadians (59%) agree that making the world a better place for future generations is what living better means to them personally compared to four in ten (41%) who say making their life better today best describes what living better means to them.
• Two in three Canadians (66%) believe that focusing on the health and well-being of your family and others is what defines better living over focusing on your own health and well-being (34%).

These are some of the findings of an Ipsos Reid poll conducted January 14 and 18, on behalf of MSL Canada. For this survey, a sample of 1,042 adults from Ipsos' Canadian online panel was interviewed online. Weighting was then employed to balance demographics and 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. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-3.1 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults in Canada 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.

Companies interested in a full presentation of the Living Better survey can contact Paul Keable at 416.847.1307 or [email protected]

For more information on this news release, please contact:

Sean Simpson
Associate 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.

To learn more, please visit www.ipsos.ca.

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies 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. They measure public opinion around the globe. Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2010, Ipsos generated global revenues of e1.140 billion ($1.6 billion U.S.).

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