The Salvation Army Spring 2024 Research
May 2024
The Salvation Army Insights Report | Spring 2024 | 2 TABLEOF CONTENTS 01 Canadian
02 Attitudes
CurrentTopics
Poverty& SocioeconomicStudy: Spring2024Wave
Toward
StudyMethodology
This report contains findings from research conducted by Edelman Data & Intelligenceon behalf of The Salvation Army to uncover Canadians’ attitudes and experiences with poverty and related socioeconomic issues.
The study was conducted from March 11th to 14th, 2024 among a nationally representative sample of 1,515 Canadians who are members of the online Angus Reid Forum, balanced and weighted on age, gender, and region. Note: Canadians living in Yukon, Northwest Territories, and Nunavut were not included in the survey.
For comparison purposes only, a probability sample of this size would carry a margin of error of +/2.5 percentage points, 19 times out of 20. And, where a margin of error is not available,the research department provides a comparable one so that the audience can have some context to the value of the poll.
Pleasenotethatresearchisnotnecessarilypredictiveoffutureoutcomesandcapturesopinionsforapointintime.Allsamplesurveysandpolls maybesubjecttoothersourcesoferror,including,butnotlimitedtocoverageerrorandmeasurementerror.Statisticalmarginsoferrorarenot applicabletoonlinenonprobabilitysamplingpolls.
The Salvation Army Insights Report | Spring 2024 | 3
Canadian Poverty & Socioeconomic Study: Spring 2024 Wave
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Canadians’ concerns persist.
Healthcare,
andfood
aretopconcernsinCanada,followedbyothercritical issues.
The Salvation Army Insights Report | Spring 2024 | 6
Base size:Total sample (n=1,515);A7A.Which ofthe followingdo youthinkare the topconcerns in Canada?Please select up to 3.All 10items shown to surveyrespondentsshown.[Data shown reflectsconcernsselected as a top3concern in Canada outofthe10concerns providedinthesurvey] Top
Canada Ranking Concern Versus October 2023 #1 Healthcare N/A (new this wave) #2 Inflation -1 #3 Food affordability 0 #4 Homelessness/housing insecurity -2 #5 Climate change/sustainability 0 #6 Poverty and social inequality -2 #7 Financial/political corruption -1 #8 Crime and violence -1 #9 Unemployment/job insecurity -1 #10 Natural disasters/emergencies -1 #11 Coronavirus (COVID-19) -1
inflation,
affordability
Concerns in
Nearly
athirdofCanadianscontinuetofeelpessimisticaboutthefutureoftheirpersonal finances.
ProportionofCanadianswhoarepessimisticabouttheirpersonalfinancesinthenexttwoyears
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Base size:Total sample; A2.Thinkingaboutyourpersonal financesinthenexttwo years, whichofthefollowingstatements bestrepresentyouroutlook?[Data shownreflectsthosewho indicated“Verypessimistic” or“Somewhatpessimistic”] 23% 33% 31% 29% Nov-21 Nov-22 Oct-23 Mar-24
Base size n=1,532 n=1,505 n=1,515 n=1,515
1in4Canadianscontinuetobeextremelyconcernedabouthavingenoughincometocovertheir basicneeds.
Canadiansare extremely concerned abouthaving enough income to cover my basic needs
The Salvation Army Insights Report | Spring 2024 | 8
◼
◼ Mar2024 25% 26% Base size:Total sample (Oct2023:n=1,515,Mar 2024:n=1,515);A6.Thinkingaboutyourcurrentsituation,howconcernedare youaboutthefollowing?;[Data shownreflectsthosewho indicated“Extremely Concerned”]
Oct 2023
Canadians’ extremeconcernsaboutcostoflivingcontinueandarenotsubsiding.
◼ Oct 2023
◼ Mar2024
Canadiansare extremely concerned about the current cost of living / rising inflation
Canadiansare extremely concerned about the rising interestrates
Canadiansare extremely concerned about the rising cost of energy
Canadiansare extremely concerned aboutjob security
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Base size:Total sample (Oct2023:n=1,515,Mar 2024:n=1,515);A6.Thinkingaboutyourcurrentsituation,howconcernedare youaboutthefollowing?;[Data shownreflectsthosewho indicated“Extremely Concerned”]
58% 41% 38% 15% 54% 37% 36% 15%
About1in10Canadianscontinuetobeextremelyconcernedaboutbasichumanneeds,suchas shelterandfood,orbeingaffectedbyanaturaldisasteroremergency.
Canadiansare extremely concerned abouthavinga home that keeps me shelteredfrom the elements
Canadiansare extremely concerned aboutbeing affected by a natural disaster or emergency
Canadiansare extremely concerned abouthaving adequate accessto food
Canadiansare extremely concerned abouthaving adequate accessto clean drinking water
The Salvation Army Insights Report | Spring 2024 | 10
13% 12% 12% 8% 15% 12% 13% 10% ◼ Oct 2023 ◼ Mar2024 Base size:Total sample (Oct 2023:n=1,515,Mar 2024:n=1,515);A6. Thinkingabout yourcurrent situation,how concernedare youabout the following?;[Data shown reflectsthosewho indicated “Extremely Concerned”]
Mentalandphysicalwellbeingcontinuetobeanextremeconcernamongroughly1in3 Canadians,asisbeingabletoaffordactivitiestheywanttodo.
Canadiansare extremely concerned abouthaving enough income to do the activitiesI want to do ◼ Oct 2023 ◼ Mar2024
Canadiansare extremely concerned abouttheir own mental/physical health and well-being
The Salvation Army Insights Report | Spring 2024 | 11
31% 31% 32% 30% Base size:Total sample (Oct 2023:n=1,515,Mar 2024:n=1,515);A6. Thinkingabout yourcurrent situation,how concernedare youabout the following?;[Data shown reflectsthosewho indicated “Extremely Concerned”]
Many Canadians continue to experience challenges, with an increased number facing housing security challenges.
The Salvation Army Insights Report | 2023 12
3in4Canadianscontinuetofacefoodsecuritychallenges,withnominalupwardtrends.Thiswave, morehaveskippedorreducedthesizeofatleastonemealbecausetheycouldn’taffordgroceries.
ProportionofCanadians facedwithchallengesto foodsecurity
Purchasediscounted food items/shopat discount food or grocery retailers
Reduce my grocery bill to pay other bills/stretchmy money for the month
Buy lessnutritious food because it is cheaper
Skip or reduce thesize of at least one meal because I cannot afford to buy groceries
Eat lessso my child/childrenor other family members could eat*
Rely on others to provide enough food for me and / or my family
Access a community pantry, food bank, food hamper, or community meal program
March 2024
October 2023
*Amongparents(those withkids under18 in the household) Significantlyhigherthan comparison wave at 95%confidencelevel
The Salvation Army Insights Report | Spring 2024 | 13
Base size:Total sample (Oct2023:n=1,515,Mar 2024:n=1,515);B2.Whichofthefollowinghaveyouexperienced/orare currentlyexperiencing?;[Data shownreflectsthosewho indicated“Currentlyexperiencing”or“Experiencedinthelast year”] 68% 44% 40% 26% 25% 12% 7% 64% 42% 37% 21% 22% 12% 6%
Oct 2023 Mar 2024 75% 73%
◼
◼
Amongthosewhoaccessedafoodbankinthelastyear,overhalf(61%)werefirst-timeusers.
UsageandfrequencyamongCanadianswhoaccessedafoodbankinthelastyear (community pantry, food bank, food hamper, or community kitchen)
Usage
Frequencyofusage
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Base size:Accessed a foodbank currently or in the last year;B3AYoumentionedthat youaccessed the followingpreviously. How oftendidyou access the service/s?;B3BYou mentionedthat you haveaccessed the foodbank or shelter. When was the firsttimeyouaccessed theservice/s? 11% 11% 45% 28% 43% 61% Oct-23 Mar-24 ◼ First-timeusers ◼ Repeatusers ◼ Don’t know/ remember 7% 5% 26% 31% 36% 40% 30% 24% Oct-23 Mar-24 ◼ 1 x a week
more ◼ 1 to
◼
every
less ◼
only
or
3 x a mo.
1 x
2-5mo. or
One-timeuse
Base size n=92 n=112 Base size n=92 n=112
Nearly3in4Canadiansfacedchallengesmanaginglimitedfinancialresourcesinthepastyear, withnominal upwardtrendsacrossallchallenges.
ProportionofCanadians facedwithmanaging
Cut back on non-essential needs to save money for my basic needs
Changehabits to save money
Borrowmoney or withdrew savings to afford my basic needs
Take on an additional sourceof income to supplement my regular income
Cut back on transportation costs because I cannot afford it
Missed bill payments due to lack of funds
Postpone or not pursue further education or training because I could not afford it at the time
Miss
because I cannot not afford childcare*
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work/school
Base size:Total sample (Oct2023:n=1,515,Mar 2024:n=1,515);B2.Whichofthefollowinghaveyouexperienced/orare currentlyexperiencing?;[Data shownreflectsthosewho indicated“Currentlyexperiencing”or“Experiencedinthelast year”] 59% 52% 36% 28% 23% 18% 18% 14% 55% 50% 35% 26% 23% 16% 17% 10%
Oct 2023 Mar 2024 72% 68% *Amongparents(those withkids under18 in the household) Significantlyhigherthan comparison wave at 95%confidencelevel ◼ March 2024 ◼ October 2023
limitedfinancialresources
Over1/2ofCanadians facedissuesimpactingtheirhealth.Thiswave,therewasanincreasein Canadiansdeprioritizingmedicalexpenseduetocosts.
Proportion
Strugglewith mental health
Struggleto manage my health conditions
Reduce my medical expenses to make rent or other bills
Skip buying a regular medication because I cannot afford it
Strugglewith alcohol or other substance use
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Base size:Total sample (Oct 2023:n=1,515,Mar 2024:n=1,515);B2. Whichofthe followinghave youexperienced/orare currentlyexperiencing?;[Data shown reflectsthose who indicated“Currentlyexperiencing”or “Experiencedin the last year”]; Source1: Governmentof CanadaPrescriptiondruginsurancecoverage;Source2: Statistics Canada,Prescriptionmedicationuseamong Canadianadults, 2016to 2019 41% 33% 17% 14% 10% 40% 32% 14% 10% 11%
Oct 2023 Mar 2024 55% 54% Significantlyhigherthan comparison wave at 95%confidencelevel ◼ March 2024 ◼ October 2023
ofCanadians facingissuesimpacting theirhealth
Canadians
facing
housingsecurity
challengeshasincreased,withmoreneedingtomoveinwith familybecausetheycan’taffordhousingorwerelivinginunsuitable housingconditions.
ProportionofCanadians facedwithchallengesto housingsecurity
Move in with family members/otherrelatives because I cannot afford housing
Live in unsuitable housing for myself and/or my family
Late or miss a rent payment
Lose my home (eviction, relationshipbreakdown, etc.)
Access a shelter for at least one
The Salvation Army Insights Report | Spring 2024 | 17
Couch-surf
day/night
Base size:Total sample (Oct2023:n=1,515,Mar 2024:n=1,515);B2.Whichofthefollowinghaveyouexperienced/orare currentlyexperiencing?;[Data shownreflectsthosewho indicated“Currentlyexperiencing”or“Experiencedinthelast year”] 10% 10% 8% 5% 4% 3% 8% 6% 7% 3% 2% 1%
Oct 2023 Mar 2024 21% 17% REGIONAL DIFFERENCES This wave, a higher proportion of those residing in BC, QC, and urban communities report housing security challenges compared to last wave Significantlyhigherthan comparison wave at 95%confidencelevel ◼ March 2024 ◼ October 2023
Attitudes Toward Current Topics
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Over
3/4ofCanadiansagreethereshouldbeinstitutional partnershiptoimprovechallenges Canadiansarefacing,suchasfoodinsecurityandcostofliving.
◼ Strongly agree
◼ Somewhatagree
◼ Neutral
◼ Somewhatdisagree
◼ Strongly disagree
Government, businesses,and non-profit organizations should partner to improve challenges people living in Canada face, such as food insecurity, affordable housing, and being prepared for natural disasters.
Government, businesses,and non-profit organizations should partner to improve the cost of living for people in Canada.
Strongly / somewhat agree Strongly / somewhat disagree
DEMOGRAPHIC DIFFERENCES
Canadians aged18-29 and females are more likely to agree that government, businesses, and nonprofit organizations should partner to improve challenges people living in Canada face and cost of living.
Businesses are not treating consumers fairly when it comes to how they price things.
DEMOGRAPHIC DIFFERENCES
Those residing in the Atlantic are more likely to agree that businesses are not treating consumers fairly when it comes to how theyprice things.
The Salvation Army Insights Report | Spring 2024 | 19 %
current
50 46 46 31 31 31 11 14 14 5 5 6 3 4 3
levelofagreementregarding
issues
Base size:Total sample (n=1,515);C1.Beloware a set ofstatements thatwe wouldlike youropinionon.Please select how much youagreeordisagree.
81% 8% 77% 9% 77% 9%
Whilemanyfeeltheycanmeettheirfinancialneedsinthenext12months,over3/4arestressed outabouttheincreaseofthecostofliving.
%levelofagreementregardingcurrentissues
◼ Strongly agree
◼ Somewhatagree
◼ Neutral
◼ Somewhatdisagree
◼ Strongly disagree
I am stressed out by the increase of the cost of living.
Strongly / somewhat agree Strongly / somewhat disagree
DEMOGRAPHIC DIFFERENCES
Females, Canadians aged18-44, and parents are more likely to be stressed out by the cost of living.
I am confident that my household will meet its financial needs in terms of transportation, housing, food, clothing, and other necessary expenses in the next 12 months.
DEMOGRAPHIC DIFFERENCES
Canadians aged18-29, those residing in the Atlantic, and with incomes lower than $50K are less likely to agreethey are confident their household will meet its financial needs.
The Salvation Army Insights Report | Spring 2024 | 20 43 39 34 33 14 12 6 11 3 5
Base size:Total sample (n=1,515);C1.Beloware a set ofstatements thatwe wouldlike youropinionon.Please select how much youagreeordisagree.
77% 9% 72% 16%
Over2/3ofCanadians areconcernedabouttheimpactsofclimatechangeinthenexttwoyears, whileonlyaquarterfeeltheirowncommunityispreparedfornaturaldisasters.
%levelofagreementregardingcurrentissues
◼ Strongly agree
◼ Somewhatagree
◼ Neutral
◼ Somewhatdisagree
◼ Strongly disagree
I am concerned that there will be more forest fires in the next 2 years due to the changing climate.
I am concerned that weather will become more extreme and dangerous in the next 2 years due to the changing climate.
Strongly / somewhat agree Strongly / somewhat disagree
DEMOGRAPHIC DIFFERENCES
Females, Canadians aged30-44, those residing in QC, those residing in urban communities, and with incomes lower than $50K are more likely to haveclimate change concerns.
I am concerned that there will be an increase innatural disasters in the next 2 years due to the changing climate.
My community is prepared for natural disasters.
DEMOGRAPHIC DIFFERENCES
Females, Canadians aged45-54, those residing in Ontario and in urban communities, and with incomes lower than $50K are less likely to agreetheir community is preparedfor natural disasters.
The Salvation Army Insights Report | Spring 2024 | 21
Base size:Total sample (n=1,515);C1.Beloware a set ofstatements thatwe wouldlike youropinionon.Please select how much youagreeordisagree.
49 42 41 5 23 26 27 21 12 12 13 34 6 7 7 28 10 12 12 12
72% 16% 69% 19% 68% 19% 25% 41%
Over
half(57%)ofCanadians disagreethatlocalsupportservicesgetenoughgovernment supporttoadequatelyhelpthoseinneed.
%levelofagreementregardingcurrentissues
◼ Strongly agree
◼ Somewhatagree
◼ Neutral
◼ Somewhatdisagree
◼ Strongly disagree
Local support services are doing enough to helpnewcomers to Canada and refugees in Canada.
Local support services are doing enough to helpthose struggling with homelessness.
Strongly / somewhat agree Strongly / somewhat disagree
DEMOGRAPHIC DIFFERENCES
Females and those residing in Ontario are less likely to agree that local support services are doing enough.
Local support services get enough government support to adequately help those in need.
I
understand how charitable organizations use donations.
DEMOGRAPHIC DIFFERENCES
Females and Canadians aged65+ are less likely to agree that local support services get enough government support.
DEMOGRAPHIC DIFFERENCES
Canadians aged18-29, those residing in Quebec and with a household income less than $50K are less likely to agree they understand how charitable organizations use donations.
The Salvation Army Insights Report | Spring 2024 | 22 18 8 7 10 22 16 14 40 33 23 22 29 20 31 32 17 8 21 26 5
Base size:Total sample (n=1,515);C1.Beloware a set ofstatements thatwe wouldlike youropinionon.Please select how much youagreeordisagree. 40% 27% 24% 52% 21% 57% 50% 32%
Mentalhealthsupportandtreatmentservicesandfoodbanksaredeemedcausesthataremost important/needthemostsupport.
Charitablecausesthataremostimportant/needthemostsupport(%selected)
Mental health support and treatment services
Food banks/Food hampers
School meal programs
Domestic abuse support services
Youth and senior housing
Transitional housing
Safe houses
Emergency shelters
Community meals
Support for newcomers to Canada and refugees
Emergency disaster relief and recovery services
Criminal justice support services
The Salvation Army Insights Report | Spring 2024 | 23
Base size:Total sample (n=1,515);B5.Whichofthefollowingtypesofcharitable causes do youthinkare themost important/needthemost support?Please select upto 5 causes. 64% 62% 38% 38% 37% 34% 33% 29% 20% 20% 20% 14%
Foodservices 40% Avg. Social services 34% Avg. Housing 33% Avg. Emergency disasterrelief 20% Avg.
Avg=Averageof%selected acrosseachsub-category Sub-category
Appendix: Regional scorecards
The Salvation Army Insights Report | Spring 2024 | 25
TotalCanada
EXTREMECONCERNS
The Salvation Army Insights Report | Spring 2024 | 26 54% 37% 36% 32% 30% 26% 15% 15% 13% 12% 10% Currentcost of living / rising inflation Rising interest rates Rising cost of energy Having enoughincome to do the activities I wantto do My own mental/physical health and well-being Having enoughincome to cover my basic needs Job security Having ahome that keeps me sheltered from the elements Having adequateaccess to food Being affected by anatural disaster/emergency Having adequateaccess to clean drinking water -4 pts -4 pts -2 pts +1 pts -1 pts +1 pts +1 pts +2 pts +1 pts +0.05 pts +1 pts
%extremely concerned about… CHALLENGESFACEDINTHELASTYEAR %pts.vs. Oct2023 75% +2 pts vs. Oct 2023 Foodsecurity Facingissues impacting theirhealth Housing security Managinglimited resources
72% +4 pts vs. Oct 2023 21% +5 pts vs. Oct2023 55% +1 ptsvs. Oct 2023 Base size:Total sample (Oct 2023:n=1,515,Mar 2024:n=1,515) A2.Thinkingabout your personalfinancesin the next two years,whichofthe followingstatements bestrepresentsyour outlook?[Data shown:“Very Pessimistic” or “SomewhatPessimistic”];A6. Thinkingabout yourcurrent situation,how concernedare youaboutthefollowing?[Data shown:“Extremely concerned”];B2.Which ofthefollowinghaveyou experienced/orare currently experiencing?[Data shown:“Currentlyexperiencing”or “Experiencedinthelast year”]
HAVEPESSIMISTICFINANCIALOUTLOOK
Oct 2023 Mar 2024 29% 31% Highervs. Oct. 2023 Lower vs. Oct 2023
TotalCanada
ATTITUDESTOWARDCURRENTTOPICS
Gov.,bus.,and non-profitorgs. shouldpartnerto improvechallenges…
Gov., bus., and non-profit orgs. should partner to improve the costof living...
Businesses are not treating consumers fairly when it comes to howthey price things.
I am stressed out by the increase of the cost of living.
I am confidentthat my householdwillmeet its financialneeds…
I am concerned thatthere will be more forest fires in the next 2 years due to the changingclimate.
I am concerned thatweather will become more extreme anddangerous in thenext2 yearsdue to…
I am concerned thatthere will be anincrease in natural disasters in thenext2 yearsdueto the…
My community is prepared for natural disasters.
Local support services aredoing enough to help newcomers to Canada and refugees in Canada.
Local support services aredoing enough to help those strugglingwith homelessness.
Local support services get enough government support to adequately helpthoseinneed.
I understand how charitable organizationsuse donations.
MOSTIMPORTANCECAUSES
The Salvation Army Insights Report | Spring 2024 | 27 81% 77% 77% 77% 72% 72% 69% 68% 25% 40% 24% 21% 50%
Base size:Total sample in Canada(n=1,515) C1. Below are a set ofstatements thatwe wouldlike youropinionon. Please select how much youagree or disagree.[Data shown: % Stronglyor somewhat agree ona 5-pt.scale.]; B5. Whichof thefollowingtypesofcharitable causes do youthinkare themost important/needthemost support?Please select upto 5 causes. [Data show: %selected, respondentswereallowed to select up5causes outofa list of 12causes]
Currenttopic Strongly/ somewhatagree Foodservices Avg. 40% Socialservices Avg. 34% Housing Avg. 33% Emergency disasterrelief Avg. 20%
BritishColumbia
EXTREMECONCERNS
The Salvation Army Insights Report | Spring 2024 | 28 46% 34% 33% 27% 25% 23% 15% 15% 11% 10% 9% Currentcost of living / rising inflation Rising interest rates Rising cost of energy Having enoughincome to do the activities I wantto do My own mental/physical health and well-being Having enoughincome to cover my basic needs Having ahome that keeps me sheltered from the elements Being affected by anatural disaster/emergency Job security Having adequateaccess to food Having adequateaccess to clean drinking water -9 pts -9 pts -7 pts -2 pts +4 pts +4 pts +2 pts +6 pts +1 pts +0.4 pts +3 pts
%extremely concerned about… CHALLENGESFACEDINTHELASTYEAR %pts.vs. Oct2023 73% +5 pts vs. Oct 2023 Foodsecurity Facingissues impacting theirhealth Housing security Managinglimited resources
70% +5 pts vs. Oct 2023 27% +11 pts vs. Oct2023 59% +3pts vs. Oct 2023 Base size:Total sample in BritishColumbia(Oct 2023:n=198,Mar 2024:n=198) A2.Thinkingabout your personalfinancesin the next two years,whichofthe followingstatements bestrepresentsyour outlook?[Data shown:“Very Pessimistic” or “SomewhatPessimistic”];A6. Thinkingabout yourcurrent situation,how concernedare youaboutthefollowing?[Data shown:“Extremely concerned”];B2.Which ofthefollowinghaveyou experienced/orare currently experiencing?[Data shown:“Currentlyexperiencing”or “Experiencedinthelast year”]
HAVEPESSIMISTICFINANCIALOUTLOOK
Oct 2023 Mar 2024 30% 28% Highervs. Oct. 2023 Lower vs. Oct 2023
BritishColumbia
ATTITUDESTOWARDCURRENTTOPICS
Gov.,bus.,and non-profitorgs. shouldpartnerto improvechallenges…
Gov., bus., and non-profit orgs. should partner to improve the costof living...
Businesses are not treating consumers fairly when it comes to howthey price things.
I am stressed out by the increase of the cost of living.
I am confidentthat my householdwillmeet its financialneeds…
I am concerned thatthere will be more forest fires in the next 2 years due to the changingclimate.
I am concerned thatweather will become more extreme anddangerous in thenext2 yearsdue to…
I am concerned thatthere will be anincrease in natural disasters in thenext2 yearsdueto the…
My community is prepared for natural disasters.
Local support services aredoing enough to help newcomers to Canada and refugees in Canada.
Local support services aredoing enough to help those strugglingwith homelessness.
Local support services get enough government support to adequately helpthoseinneed.
I understand how charitable organizationsuse donations.
MOSTIMPORTANCECAUSES
The Salvation Army Insights Report | Spring 2024 | 29 84% 81% 81% 76% 69% 76% 71% 68% 28% 40% 28% 21% 47%
+3 pts +5 pts +4 pts -1 pts -3 pts +5 pts +2 pts -0 pts +3 pts -0 pts +4 pts -0 pts -3 pts Base size:Total sample in BritishColumbia(n=198) C1. Below are a set ofstatements thatwe wouldlike youropinionon. Please select how much youagree or disagree.[Data shown: % Stronglyor somewhat agree ona 5-pt.scale.]; B5. Whichof thefollowingtypesofcharitable causes do youthinkare themost important/needthemost support?Please select upto 5 causes. [Data show: %selected, respondentswereallowed to select up5causes outofa list of 12causes]
Currenttopic Strongly/ somewhatagree %pts.vs. TotalCanada Foodservices Avg. 34% -6 ptsvs. Total CA Socialservices Avg. 34% +1 ptsvs. Total CA Housing Avg. 33% -1 pts vs. Total CA Emergency disasterrelief Avg. 23% +3pts vs. Total CA Highervs. Total CA Lower vs. TotalCA
EXTREMECONCERNS
The Salvation Army Insights Report | Spring 2024 | 30 64% 57% 48% 36% 28% 26% 17% 17% 16% 13% 10% Currentcost of living / rising inflation Rising cost of energy Rising interest rates Having enoughincome to do the activities I wantto do Having enoughincome to cover my basic needs My own mental/physical health and well-being Job security Having adequateaccess to food Having ahome that keeps me sheltered from the elements Being affected by anatural disaster/emergency Having adequateaccess to clean drinking water -3 pts -4 pts -1 pts +7 pts +3 pts -3 pts -2 pts +10 pts +7 pts +5 pts +4 pts
%extremely concerned about…
LASTYEAR %pts.vs. Oct2023 76% +12 pts vs. Oct 2023 Foodsecurity Facingissues impacting theirhealth Housing security Managinglimited resources 77% +3pts vs. Oct 2023 26% +7 pts vs. Oct2023 63% +4 pts vs. Oct 2023 Base size:Total sample in Alberta (Oct 2023:n=173,Mar 2024:n=172) A2.Thinkingabout your personalfinancesin the next two years,whichofthe followingstatements bestrepresentsyour outlook?[Data shown:“Very Pessimistic” or “SomewhatPessimistic”];A6. Thinkingabout yourcurrent situation,how concernedare youaboutthefollowing?[Data shown:“Extremely concerned”];B2.Which ofthefollowinghaveyou experienced/orare currently experiencing?[Data shown:“Currentlyexperiencing”or “Experiencedinthelast year”]
Oct 2023 Mar 2024 31% 25% HAVEPESSIMISTICFINANCIALOUTLOOK Highervs. Oct. 2023 Lower vs. Oct 2023
CHALLENGESFACEDINTHE
Alberta
Alberta
ATTITUDESTOWARDCURRENTTOPICS
Gov.,bus.,and non-profitorgs. shouldpartnerto improvechallenges…
Gov., bus., and non-profit orgs. should partner to improve the costof living...
Businesses are not treating consumers fairly when it comes to howthey price things.
I am stressed out by the increase of the cost of living.
I am confidentthat my householdwillmeet its financialneeds…
I am concerned thatthere will be more forest fires in the next 2 years due to the changingclimate.
I am concerned thatweather will become more extreme anddangerous in thenext2 yearsdue to…
I am concerned thatthere will be anincrease in natural disasters in thenext2 yearsdueto the…
My community is prepared for natural disasters.
Local support services aredoing enough to help newcomers to Canada and refugees in Canada.
Local support services aredoing enough to help those strugglingwith homelessness.
Local support services get enough government support to adequately helpthoseinneed.
I understand how charitable organizationsuse donations.
MOSTIMPORTANCECAUSES
The Salvation Army Insights Report | Spring 2024 | 31 75% 72% 74% 79% 71% 63% 59% 60% 34% 47% 26% 23% 57%
-7 pts -5 pts -3 pts +2 pts -1 pts -8 pts -10 pts -8 pts +8 pts +7 pts +1 pts +2 pts +7 pts Base size:Total sample in Alberta (n=172) C1. Below are a set ofstatements thatwe wouldlike youropinionon. Please select how much youagree or disagree.[Data shown: % Stronglyor somewhat agree ona 5-pt.scale.]; B5. Whichof thefollowingtypesofcharitable causes do youthinkare themost important/needthemost support?Please select upto 5 causes. [Data show: %selected, respondentswereallowed to select up5causes outofa list of 12causes]
Currenttopic Strongly/ somewhatagree %pts.vs. TotalCanada Foodservices Avg. 39% -1 pts vs. Total CA Socialservices Avg. 32% -1 pts vs. Total CA Housing Avg. 34% +0.4pts vs. Total CA Emergency disasterrelief Avg. 24% +4 pts vs. Total CA Highervs. Total CA Lower vs. TotalCA
Saskatchewan/Manitoba
EXTREMECONCERNS
The Salvation Army Insights Report | Spring 2024 | 32 51% 40% 34% 32% 28% 21% 18% 15% 9% 8% 7% Currentcost of living / rising inflation Rising interest rates Having enoughincome to do the activities I wantto do Rising cost of energy My own mental/physical health and well-being Having enoughincome to cover my basic needs Having adequateaccess to food Job security Being affected by anatural disaster/emergency Having ahome that keeps me sheltered from the elements Having adequateaccess to clean drinking water -9 pts -8 pts -0.1 pts -5 pts +3 pts +2 pts +11 pts +6 pts -4 pts -1 pts +0.4 pts
%extremely concerned about… CHALLENGESFACEDINTHELASTYEAR %pts.vs. Oct2023 70% -1 pts vs. Oct 2023 Foodsecurity Facingissues impacting theirhealth Housing security Managinglimited resources 70% -6 ptsvs. Oct 2023 16% +1 ptsvs. Oct2023 61% +3pts vs. Oct 2023 Base size:Total sample in Saskatchewan/Manitoba (Oct 2023:n=109,Mar 2024:n=118) A2.Thinkingabout your personalfinancesin the next two years,whichofthe followingstatements bestrepresentsyour outlook?[Data shown:“Very Pessimistic” or “SomewhatPessimistic”];A6. Thinkingabout yourcurrent situation,how concernedare youaboutthefollowing?[Data shown:“Extremely concerned”];B2.Which ofthefollowinghaveyou experienced/orare currently experiencing?[Data shown:“Currentlyexperiencing”or “Experiencedinthelast year”]
Oct 2023 Mar 2024 33% 31% HAVEPESSIMISTICFINANCIALOUTLOOK Highervs. Oct. 2023 Lower vs. Oct 2023
Saskatchewan/Manitoba
ATTITUDESTOWARDCURRENTTOPICS
Gov.,bus.,and non-profitorgs. shouldpartnerto improvechallenges…
Gov., bus., and non-profit orgs. should partner to improve the costof living...
Businesses are not treating consumers fairly when it comes to howthey price things.
I am stressed out by the increase of the cost of living.
I am confidentthat my householdwillmeet its financialneeds…
I am concerned thatthere will be more forest fires in the next 2 years due to the changingclimate.
I am concerned thatweather will become more extreme anddangerous in thenext2 yearsdue to…
I am concerned thatthere will be anincrease in natural disasters in thenext2 yearsdueto the…
My community is prepared for natural disasters.
Local support services aredoing enough to help newcomers to Canada and refugees in Canada.
Local support services aredoing enough to help those strugglingwith homelessness.
Local support services get enough government support to adequately helpthoseinneed.
I understand how charitable organizationsuse donations.
MOSTIMPORTANCECAUSES
The Salvation Army Insights Report | Spring 2024 | 33 76% 71% 74% 74% 73% 62% 61% 58% 35% 37% 14% 22% 47%
-5 pts -6 pts -3 pts -3 pts +1 pts -9 pts -8 pts -10 pts +9 pts -3 pts -10 pts +1 pts -3 pts Base size:Total sample in Saskatchewan/Manitoba (n=118) C1. Below are a set ofstatements thatwe wouldlike youropinionon. Please select how much youagree or disagree.[Data shown: % Stronglyor somewhat agree ona 5-pt.scale.]; B5. Whichof thefollowingtypesofcharitable causes do youthinkare themost important/needthemost support?Please select upto 5 causes. [Data show: %selected, respondentswereallowed to select up5causes outofa list of 12causes]
Currenttopic Strongly/ somewhatagree %pts.vs. TotalCanada Foodservices Avg. 40% +0.2pts vs. Total CA Socialservices Avg. 36% +2 pts vs. Total CA Housing Avg. 33% -0.4vs. Total CA Emergency disasterrelief Avg. 16% -3 ptsvs. Total CA Highervs. Total CA Lower vs. TotalCA
EXTREMECONCERNS
The Salvation Army Insights Report | Spring 2024 | 34 55% 36% 36% 30% 30% 24% 17% 15% 13% 12% 10% Currentcost of living / rising inflation Rising cost of energy Rising interest rates My own mental/physical health and well-being Having enoughincome to do the activities I wantto do Having enoughincome to cover my basic needs Job security Having ahome that keeps me sheltered from the elements Having adequateaccess to food Being affected by anatural disaster/emergency Having adequateaccess to clean drinking water -4 pts -3 pts -6 pts -5 pts -5 pts -4 pts +0.2 pts -1 pts -3 pts -4 pts -0.3 pts
%extremely concerned about… CHALLENGESFACEDINTHELASTYEAR %pts.vs. Oct2023 75% -2 ptsvs. Oct 2023 Foodsecurity Facingissues impacting theirhealth Housing security Managinglimited resources 72% -1 pts vs. Oct 2023 20% -1 pts vs. Oct2023 55% -4 ptsvs. Oct 2023 Base size:Total sample in Ontario(Oct 2023:n=571,Mar 2024:n=564) A2.Thinkingabout your personalfinancesin the next two years,whichofthe followingstatements bestrepresentsyour outlook?[Data shown:“Very Pessimistic” or “SomewhatPessimistic”];A6. Thinkingabout yourcurrent situation,how concernedare youaboutthefollowing?[Data shown:“Extremely concerned”];B2.Which ofthefollowinghaveyou experienced/orare currently experiencing?[Data shown:“Currentlyexperiencing”or “Experiencedinthelast year”]
Oct 2023 Mar 2024 29% 36% HAVEPESSIMISTICFINANCIALOUTLOOK Highervs. Oct. 2023 Lower vs. Oct 2023
Ontario
MOSTIMPORTANCECAUSES Ontario
ATTITUDESTOWARDCURRENTTOPICS
Gov.,bus.,and non-profitorgs. shouldpartnerto improvechallenges…
Gov., bus., and non-profit orgs. should partner to improve the costof living...
Businesses are not treating consumers fairly when it comes to howthey price things.
I am stressed out by the increase of the cost of living.
I am confidentthat my householdwillmeet its financialneeds…
I am concerned thatthere will be more forest fires in thenext2 yearsdue to the changing climate.
I am concerned thatweather will become more extreme anddangerous in thenext2 yearsdue to…
I am concerned thatthere will be anincrease in natural disasters in thenext2 yearsdueto the…
My community is prepared for natural disasters.
Local support services aredoing enough to help newcomers to Canada and refugees in Canada.
Local support services aredoing enough to help those strugglingwith homelessness.
Local support services get enough government support to adequately helpthoseinneed.
I understand how charitable organizationsuse donations.
The Salvation Army Insights Report | Spring 2024 | 35 82% 75% 78% 76% 72% 71% 68% 67% 20% 36% 20% 19% 53%
+1 pts -1 pts +1 pts -1 pts +0 pts -1 pts -1 pts -1 pts -5 pts -4 pts -4 pts -2 pts +3 pts Base size:Total sample in Ontario(n=564) C1. Below are a set ofstatements thatwe wouldlike youropinionon. Please select how much youagree or disagree.[Data shown: % Stronglyor somewhat agree ona 5-pt.scale.]; B5. Whichof thefollowingtypesofcharitable causes do youthinkare themost important/needthemost support?Please select upto 5 causes. [Data show: %selected, respondentswereallowed to select up5causes outofa list of 12causes]
Currenttopic Strongly/ somewhatagree %pts.vs. TotalCanada Foodservices Avg. 38% -2 ptsvs. Total CA Socialservices Avg. 35% +1 ptsvs. Total CA Housing Avg. 33% -0.2 pts vs. Total CA Emergency disasterrelief Avg. 18% -1 pts vs. Total CA Highervs. Total CA Lower vs. TotalCA
EXTREMECONCERNS
The Salvation Army Insights Report | Spring 2024 | 36 49% 34% 32% 32% 28% 25% 15% 14% 13% 13% 10% Currentcost of living / rising inflation Rising interest rates My own mental/physical health and well-being Having enoughincome to do the activities I wantto do Having enoughincome to cover my basic needs Rising cost of energy Job security Having ahome that keeps me sheltered from the elements Being affected by anatural disaster/emergency Having adequateaccess to food Having adequateaccess to clean drinking water -3 pts -0.4 pts -2 pts +3 pts +3 pts -2 pts +4 pts -1 pts +0.5 pts +2 pts +3 pts
%extremely concerned about… CHALLENGESFACEDINTHELASTYEAR %pts.vs. Oct2023 74% -0.4pts vs. Oct 2023 Foodsecurity Facingissues impacting theirhealth Housing security Managinglimited resources 67% +10pts vs. Oct 2023 20% +10pts vs. Oct2023 44% +4 pts vs. Oct 2023 Base size:Total sample in Quebec(Oct 2023:n=357,Mar 2024:n=351) A2.Thinkingabout your personalfinancesin the next two years,whichofthe followingstatements bestrepresentsyour outlook?[Data shown:“Very Pessimistic” or “SomewhatPessimistic”];A6. Thinkingabout yourcurrent situation,how concernedare youaboutthefollowing?[Data shown:“Extremely concerned”];B2.Which ofthefollowinghaveyou experienced/orare currently experiencing?[Data shown:“Currentlyexperiencing”or “Experiencedinthelast year”]
Oct 2023 Mar 2024 23% 26% HAVEPESSIMISTICFINANCIALOUTLOOK Highervs. Oct. 2023 Lower vs. Oct 2023
Quebec
ATTITUDESTOWARDCURRENTTOPICS
Gov.,bus.,and non-profitorgs. shouldpartnerto improvechallenges…
Gov., bus., and non-profit orgs. should partner to improve the costof living...
Businesses are not treating consumers fairly when it comes to howthey price things.
I am stressed out by the increase of the cost of living.
I am confidentthat my householdwillmeet its financialneeds…
I am concerned thatthere will be more forest fires in the next 2 years due to the changingclimate.
I am concerned thatweather will become more extreme anddangerous in thenext2 yearsdue to…
I am concerned thatthere will be anincrease in natural disasters in thenext2 yearsdueto the…
My community is prepared for natural disasters.
Local support services aredoing enough to help newcomers to Canada and refugees in Canada.
Local support services aredoing enough to help those strugglingwith homelessness.
Local support services get enough government support to adequately helpthoseinneed.
I understand how charitable organizationsuse donations.
MOSTIMPORTANCECAUSES
The Salvation Army Insights Report | Spring 2024 | 37 82% 79% 72% 78% 78% 75% 75% 75% 24% 44% 30% 22% 43%
+1 pts +2 pts -5 pts +1 pts +6 pts +4 pts +7 pts +7 pts -2 pts +4 pts +6 pts +1 pts -7 pts Base size:Total sample in Quebec(n=351) C1. Below are a set ofstatements thatwe wouldlike youropinionon. Please select how much youagree or disagree.[Data shown: % Stronglyor somewhat agree ona 5-pt.scale.]; B5. Whichof thefollowingtypesofcharitable causes do youthinkare themost important/needthemost support?Please select upto 5 causes. [Data show: %selected, respondentswereallowed to select up5causes outofa list of 12causes]
Currenttopic Strongly/ somewhatagree %pts.vs. TotalCanada Foodservices Avg. 46% +6 pts vs. Total CA Socialservices Avg. 31% -2 ptsvs. Total CA Housing Avg. 33% -1 pts vs. Total CA Emergency disasterrelief Avg. 17% -3 ptsvs. Total CA Highervs. Total CA Lower vs. TotalCA
Quebec
Atlantic (NewfoundlandandLabrador,NovaScotia,NewBrunswick&PrinceEdwardIsland)
EXTREMECONCERNS
The Salvation Army Insights Report | Spring 2024 | 38 65% 50% 42% 41% 35% 34% 17% 15% 12% 11% 8% Currentcost of living / rising inflation Rising cost of energy Rising interest rates Having enoughincome to do the activities I wantto do Having enoughincome to cover my basic needs My own mental/physical health and well-being Having ahome that keeps me sheltered from the elements Job security Having adequateaccess to food Being affected by anatural disaster/emergency Having adequateaccess to clean drinking water +10 pts +6 pts +3 pts +15 pts +12 pts +8 pts +6 pts +9 pts +2 pts +1 pts -3 pts
%extremely concerned about… CHALLENGESFACEDINTHELASTYEAR %pts.vs. Oct2023 87% +13pts vs. Oct 2023 Foodsecurity Facingissues impacting theirhealth Housing security Managinglimited resources 82% +11 pts vs. Oct 2023 22% +8 pts vs. Oct2023 68% +12 pts vs. Oct 2023 Base size:Total sample in the Atlantic (Oct 2023:n=107,Mar 2024:n=112) A2.Thinkingabout your personalfinancesin the next two years,whichofthe followingstatements bestrepresentsyour outlook?[Data shown:“Very Pessimistic” or “SomewhatPessimistic”];A6. Thinkingabout yourcurrent situation,how concernedare youaboutthefollowing?[Data shown:“Extremely concerned”];B2.Which ofthefollowinghaveyou experienced/orare currently experiencing?[Data shown:“Currentlyexperiencing”or “Experiencedinthelast year”]
Oct 2023 Mar 2024 40% 30% HAVEPESSIMISTICFINANCIALOUTLOOK Highervs. Oct. 2023 Lower vs. Oct 2023
Atlantic (NewfoundlandandLabrador,NovaScotia,NewBrunswick&PrinceEdwardIsland)
ATTITUDESTOWARDCURRENTTOPICS
Gov.,bus.,and non-profitorgs. shouldpartnerto improvechallenges…
Gov., bus., and non-profit orgs. should partner to improve the costof living...
Businesses are not treating consumers fairly when it comes to howthey price things.
I am stressed out by the increase of the cost of living.
I am confidentthat my householdwillmeet its financialneeds…
I am concerned thatthere will be more forest fires in the next 2 years due to the changingclimate.
I am concerned thatweather will become more extreme anddangerous in thenext2 yearsdue to…
I am concerned thatthere will be anincrease in natural disasters in thenext2 yearsdueto the…
My community is prepared for natural disasters.
Local support services aredoing enough to help newcomers to Canada and refugees in Canada.
Local support services aredoing enough to help those strugglingwith homelessness.
Local support services get enough government support to adequately helpthoseinneed.
I understand how charitable organizationsuse donations.
MOSTIMPORTANCECAUSES
The Salvation Army Insights Report | Spring 2024 | 39 84% 80% 88% 81% 59% 72% 72% 70% 31% 40% 25% 25% 54%
+2 pts +3 pts +12 pts +4 pts -13 pts +1 pts +3 pts +2 pts +6 pts -0 pts +1 pts +4 pts +4 pts Base size:Total sample in the Atlantic (n=112) C1. Below are a set ofstatements thatwe wouldlike youropinionon. Please select how much youagree or disagree.[Data shown: % Stronglyor somewhat agree ona 5-pt.scale.]; B5. Whichof thefollowingtypesofcharitable causes do youthinkare themost important/needthemost support?Please select upto 5 causes. [Data show: %selected, respondentswereallowed to select up5causes outofa list of 12causes]
Currenttopic Strongly/ somewhatagree %pts.vs. TotalCanada Foodservices Avg. 42% +2 pts vs. Total CA Socialservices Avg. 35% +2 pts vs. Total CA Housing Avg. 37% +4 pts vs. Total CA Emergency disasterrelief Avg. 26% +6 pts vs. Total CA Highervs. Total CA Lower vs. TotalCA