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Electricity Generation in Canada: Public Perceptions

As part of my presentation to the Ontario Energy Association’s ENERGYCONFERENCE13, I asked Canadians about their views on different sources of electricity. At the conference, I released the results for Ontarians only but I wanted to share what Canadians across the country think about different sources of electricity and how they compare across region, education level, and political support.

In this post, I report on two questions we asked: (1) overall impressions of different ways to generate electricity and (2) perceptions about how their province generates electricity.

Generally speaking, Canadians have a pretty good understanding of where their electricity comes from. On average, respondents estimated that 43% of electricity generated in Canada comes from hydroelectric compared with 20% from natural gas and 13% from nuclear.

When asked about the different sources of electricity, a large majority of Canadians have a positive impression of hydroelectric, solar, wind, and natural gas generation. Impressions were more mixed when it comes to nuclear power and only a small minority of Canadians have anything good to say about coal powered electricity generation.

Hydroelectric Power

Canadians love hydroelectric power and Canadians from across Canada agree on that. Nationally, 77% of respondents to our survey said they have a positive impression of hydroelectric power compared with only 4% who had a negative impression. When asked to rank seven sources of electricity from most to least environmentally friendly, 28% of respondents ranked hydro first or second and only 7% ranked it as 1st or 2nd most harmful to health and safety.

Hydro power is perceived to be clean, safe, but not as cheap as other sources of electricity. Canadians recognize the importance of hydroelectric power to Canada’s economy and energy mix and generally have positive feelings about it. You can’t go wrong with hydroelectric power.


Wind Power

Nationally, 79% of Canadians have a positive impression of wind energy compared with 8% who have a negative impression. Wind powered electricity has seen its share of controversy in Canada’s largest province. While wind energy is viewed positively by almost all respondents in Atlantic and Western Canada and in Quebec, it’s reputation is somewhat weaker in Ontario at 70%, nine points lower than the national average.

When asked to compare wind energy to other sources of electricity, 69% of Canadians rank wind energy as 1st or 2nd when it comes to environmentally friendliness, and only 12% ranked it in the top 1 or 2 in terms of its negative impacts on health and safety. Like hydro power, wind energy is perceived to be clean, but a large proportion of Canadians (28%) rank it as the 1st or 2nd most expensive source of electricity.

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Natural Gas Powered

Natural gas is the carbon-based fuel that gets a lot of love from Canadians. Overall, two thirds of Canadians have a positive impression of natural gas compared with 7% who have a negative impression. There is little variation in opinion across the country with Albertans being somewhat more likely to have a positive impression of the fuel source than other Canadians (Alberta 79% positive vs. Canada 67%).

Natural gas is perceived to be environmentally unfriendly or unsafe as less than one in five Canadians ranked it as least or 2nd least in terms of safety or environmentally friendliness.

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Nuclear Power

Unlike the three electricity sources above, nuclear power’s reputation in Canada is far less positive. Only 25% of Canadians have a positive impression of nuclear power while 48% have a negative impression. Outside of Ontario (where it is most popular at 41%), nuclear has a weak impression with less than one in five Canadians living in BC, Alberta, Quebec, and Atlantic Canada saying they have a positive impression of nuclear.

Compared with other electricity sources, nuclear power is ranked as least or 2nd least environmentally friendly by 63% of Canadians and 69% rank it as most or 2nd most harmful to human health and safety. Along with views that its not clean or safe, 50% of Canadians believe that nuclear is either the most or 2nd most expensive way to generate electricity.

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Coal Powered

Coal is viewed most negatively by Canadians. Only 12% of Canadians have a positive impression of coal powered electricity generation while 61% have a negative impression.

Over seven in ten Canadians (72%) rank coal as either least or 2nd least environmentally friendly and two thirds rank its as most or 2nd most harmful to human health and safety. It is also considered most or 2nd most expensive among 21% of Canadians. There is no region in the country that has a positive impression of coal powered electricity generation.


Perceptions about Canada’s Electricity Mix

In an effort to understand what Canadians know about Canada’s electricity mix, we asked respondents to estimate what percentage of their province’s electricity is generated from seven possible sources of electricity. Respondents were free to enter any number ranging from 0 to 100 for each source with a total that must add up to 100.

On average, Canadians estimated that 43% of their provinces energy was generated from hydro, 20-points lower than the actual percentage as reported by the Canadian Electricity Association. Natural gas was second at 20% followed by nuclear power at 13%. Canadians have a pretty good understanding of where their electricity comes from – except when it comes to renewable energy.

Across the country, respondents overestimated the importance of renewable sources of electricity such as wind, solar, and biomass, and underestimated the importance of another renewable source hydro power.

This is especially true in Ontario where all the discussion about the province’s Green Energy Act has likely caused perceptions about Ontario’s energy mix to seem more “renewable” and “green” than it really is.



The survey was conducted online with 1,600 respondents in English and French using an internet survey programmed and collected by Abacus Data. A random sample of panelists was invited to participate in the survey from a representative panel of Canadians. The survey was completed from Aug 30 to Sept 4, 2013.

Since the online survey was not a random, probability based sample, a margin of error could not be calculated. The Marketing Research and Intelligence Association prohibits statements about margins of sampling error or population estimates with regard to most online panels.

The margin of error for a probability-based random sample of 1,600 respondents using a probability sample is +/- 2.5%, 19 times out of 20.

The data was weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, education level, and region.

These questions were posed as part of the Abacus Data monthly Omnibus survey.

BC Election: BC NDP leads by 10; Dix and Clark near even in personal popularity

According to the Sun News/Abacus Data provincial survey of eligible voters in British Columbia, the BC NDP leads the BC Liberals by 10 points among decided and leaning voters. The BC NDP has the support of 43% of decided voters followed by the BC Liberals at 33%, the BC Greens at 12%, and the BC Conservatives at 9%.

Among all respondents, 12% said they were undecided even after being asked if they are leaning towards one party.

Download detailed tables

Provincial Vote Intention

Regionally, the BC NDP is strongest on Vancouver Island (57%) where it leads the BC Greens by 33 points and the BC Liberals by 43 points.

In Greater and Metro Vancouver, the race is much closer with the NDP only marginally ahead of the BC Liberals (40% BC NDP vs. 37% BC Liberals).

Demographically, the BC NDP leads among all subgroups include men (NDP 39%, Lib 35%), women (NDP 47%, Lib 31%), those aged 18 to 29 (NDP 39%, Lib 34%) and aged 30 to 44 (NDP 43%, Lib 29%). However, the two main parties are closer among those aged 60 and over (NDP 44%, Lib 41%).

“A silver lining for the BC Liberals is that they are competitive where most of the seats are (Greater Vancouver) and among more reliable voters (those 60 and over),” said Abacus CEO David Coletto.

“With only a slight increase in popular support since 2009, this election is less about a popular NDP than it is about a less popular BC Liberal Party,” said Coletto.

The table above reports how current vote intentions compare with voter behaviour in the 2009 provincial election. For example, among current NDP supporters, 67% voted NDP in 2009 while 14% voted for the BC Liberals and 3% voted Green.

Among current BC Conservative supporters, only 9% of its current supporters voted for the party in 2009. Almost a majority of its current supporters voted for the BC Liberals in 2009 while another 33% said they did not vote or can’t remember how they voted.


This demonstrates the impact of a stronger BC Conservative Party on the electoral prospects of the BC Liberals.

However, even if half of the BC Conservative/BC Liberal switchers returned back to the BC Liberals, the Liberals would still be seven points behind the NDP.

To win, the Liberals need to bring past supporters who have left to support both the NDP and Conservatives. Only if they accomplish this can they compete with the larger NDP supporter pool.

Federal vs. Provincial Politics

The survey also asked respondents how they voted in the 2011 federal election. The table below reports the composition of current provincial support by voting behaviour in the 2011 federal election.

What the data demonstrates is that all four provincial parties are coalitions of different federal voters but that current BC Liberal supporters are the most diverse.

Among those respondents who said they would vote BC Liberal, 55% voted for the federal Conservatives in 2011 while 33% voted for the federal Liberals. Only 3% cast a ballot for Jack Layton and the federal NDP.

In contrast, the BC NDP is made up primarily of federal NDP voters (61%) but also has the support federal Conservatives (14%) and federal Liberals (13%),


BC Conservative support is less diverse in terms of federal party voters with almost three in four BC Conservative supporters saying they voted for the federal Conservative Party in 2011 with another 16% saying they voted Liberal.

“When you look at how federal party supporters are voting in the provincial election, it makes sense why Tom Mulcair is in the game but Stephen Harper and Justin Trudeau are staying away,” said Coletto.

“Whereas 87% of federal NDP supporters are going to vote for the BC NDP, federal Tories and Liberals are split between the BC Liberals (CPC 51%, LPC 52%), BC NDP (CPC 17%, LPC 29%), and BC Conservatives(CPC 18%, LPC 6%). If Harper and Trudeau were to back the provincial party that a majority of their supporters are, they would both be campaigning for Christy Clark. That would make for some awkward moments on the campaign bus.”

Accessible Voter Polls

Another challenge for the BC Liberals is that are playing in a smaller voter pool compared with the NDP.

When respondents were asked if they would consider or not consider voting for each of the main political parties in British Columbia, the BC NDP had the largest pool of accessible voters.

Fifty percent of respondents said they would consider voting for the BC NDP, compared with 41% for the BC Liberals, 34% for the BC Greens, and 27% for the BC Conservatives.

“The BC NDP not only leads among decided voters, but they also have the largest pool of voters who would consider voting NDP,” said Coletto. “The BC Liberals can still win the election but they will need to convince all those voters who would consider voting for them to actually turn out and cast a ballot. That’s a tough, but not impossible, mission two weeks out from election day.”

When we compare voter conversion rates (% of respondents indicating they will vote for a party divided by the % of respondents who would consider voting for a party) we find that the BC NDP has the highest conversion rate (76%), followed by the BC Liberals (71%), and the BC Conservatives (35%).

“The smaller parties like the Greens and Conservatives are facing a highly polarized election meaning unless one of the two main parties make a big mistake, it will be difficult to grow their support in the next two weeks of the election,” said Coletto.

Direction of the Province

British Columbians are split on whether they think the province is headed in the right direction or off on the wrong track.

One in three respondents (33%) believed that the province is headed in the right direction while 37% believe it is headed on the wrong track. Another 30% were unsure.

Most worrisome for the BC Liberals is that only 55% of those who voted BC Liberal in 2009 believed that the province was headed in the right direction. Another 24% believed it was headed on the wrong track while 21% were unsure.

Provincial Party Leader Favourability

Turning to the four main political party leaders, the Sun News/Abacus Data poll found that none of the four leaders are particularly popular in British Columbia.

Respondents were asked to rate their overall impression of the leaders on a scale of 0 to 10, where 0 means they really dislike the individual and 10 means they really like the leader.

Overall, none of the four leaders had a net positive rating (more people viewed them positively than negatively). In fact, no leader was viewed positively by more than a quarter of respondents.

NDP Leader Adrian Dix was viewed positively by 23% of respondents compared with 24% who had a positive impression of Liberal Leader Christy Clark. Conservative Leader John Cummins had a favourable rating with only six percent of respondents while 14% held the same positive views of Green Leader Jane Sterk.

While Adrian Dix and Christy Clark were about equal when it came to positive impressions, fewer respondents viewed Adrian Dix negatively when compared with his rival Christy Clark. Thirty-five percent of respondents had a negative impression of Adrian Dix while 42% had a negative impression of Christy Clark, a seven-point difference.


“If Adrian Dix becomes Premier this spring it is not because British Columbians love the guy,” said Coletto. “He is not more popular than Christy Clark, he’s just disliked less.”

When we compares leader favourability among a leader’s own supporters we find that NDP supporters are less likely to have a positive impression of Adrian Dix than Liberal supporters have of Christy Clark.

Only 51% of NDP supporters have a positive impression of Adrian Dix compared with 61% for Christy Clark among Liberal supporters.

“Many NDP supporters are not necessarily voting for the NDP because they like Adrian Dix. They are voting for the NDP because they like Christy Clark even less and want change.”

Leadership Attributes: Clark vs. Dix

Finally, respondents were asked to consider some favourable and unfavourable things that have been said about various politicians. They were shown a list of statements and asked whether they agree or disagree that the statements apply to Christy Clark and to Adrian Dix.

On three of the seven measures, the difference between Dix and Clark is not statistically significant. About one in two British Columbians believe that Dix and Clark are qualified to be Prime Minister. Less than a majority believe they both have sound judgment and a majority consider them to be likeable. On qualifications, judgment, and likeability, neither candidate has a significant advantage over the other.

But Adrian Dix does have an advantage over Christy Clark on the three remaining measures. British Columbians are more likely to agree that Dix understands the problems facing BC than Clark (Dix 61%, Clark 51%). They are also more likely to think he has a clear vision for BC compared with Clark (Dix 53%, Clark 45%). And there is a ten-point difference in the percentage of respondents who agreed that either leader is out of touch with ordinary people with 52% agreeing the statement applies to Christy Clark while 42% agreeing it applies to Dix.

Perhaps most troubling for Christy Clark, the survey found that 65% of British Columbians agree that she is more style than substance. Even 42% of those who said they would vote Liberal agreed that Clark is more style than substance.


Bottom Line

With two weeks to go until the May 14 election and the leaders set to meet in the first and only televised debate tonight, the BC NDP is a strong position. It has a 10-point lead among decided voters over the BC Liberals. It has a big lead on Vancouver Island and is competitive with the BC Liberals in every other region of the province, including in Greater Vancouver.

It’s leader, Adrian Dix, while not loved by the population, is respected being viewed as qualified, likeable, and empathic by a majority of British Columbians.

While BC NDP support is not up significantly from the 2009 election, it is benefiting from the splintering of past BC Liberal support. Among those who voted Liberal in 2009, only 62% plan to vote BC Liberal again in 2013 with 16% shifting to the NDP and 11% going to the BC Conservatives.

In contrast, the BC NDP is holding onto 82% of its previous support while picking up past Liberal, Green, and non voters to make up for the switchers.

For the BC Liberals, there are some optimistic findings. First, the NDP lead is lower than polls released at the start of the campaign. Second, while the NDP is ahead, it is not because of strong affection for the NDP leader Adrian Dix. Third, NDP support is not up significantly since 2009 and only 37% of British Columbians believe the province is headed in the wrong direction.

The BC Liberals have an opportunity to come back, but a lot will ride on the leaders’ debate tonight.

The 2013 BC Election is far from over. The NDP leads but a victory on May 14 is far from certain. To win, the Liberals will need to convert every respondent who would consider voting Liberal into a voter on election day.


The survey was conducted online with 1,042 British Columbians eligible to vote in the 2013 provincial election using an internet survey programmed and collected by Abacus Data. A random sample of panelists was invited to participate in the survey from a panel of over 500,000 Canadians. The survey was completed from April 23 to 26, 2013.

Since the online survey was not a random, probability based sample, a margin of error could not be calculated. The Marketing Research and Intelligence Association prohibits statements about margins of sampling error or population estimates with regard to most online panels.

The margin of error for a probability-based random sample of 1,042 respondents using a probability sample is +/- 3.1%, 19 times out of 20.

The data was weighted according to census data to ensure that the sample matched British Columbia’s population according to age, gender, education level, and region.

The survey was commissioned by the Sun News Network.

For more information about the poll’s methodology or the results, please contact David Coletto, CEO at or at 613-232-2806.

Ontario Politics: Tories lead by 3; Ontario Liberals and NDP tied at 30%

With Ontario’s legislative assembly returning this week and the three main parties coming to terms with the results of the five by-elections in July, there has been some movement in vote intentions in the province changed.

Provide-wide, the Progressive Conservative Party has the support of 33% of committed voters, followed by the Liberals and NDP at 30% respectively.  Since May, the Tories are down a marginal one point, while the Liberals are down four points and the NDP is up five points.  The Green Party is at 5% while 15% of respondents were undecided.

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Provincial politics in Ontario appear to be in a stalemate with none of the three major parties well positioned to win a provincial election.  However, the results suggest that the Ontario NDP and its leader Andrea Horwath have the greatest opportunity to expand its support since Horwath is the most popular provincial leader and its potential pool of support is equivalent to the Liberals (45% would consider voting NDP and Liberal) and higher than the PC Party (42% would consider voting PC).

Provincial Vote Intention

Since early May, the Ontario Liberal Party’s support among decided voters in the province is down four points to 30% with the PC Party now ahead by three points among committed voters.  The NDP’s slide has been reversed with the third party gaining five points and moving into a tie with the Liberals for second place at 30%.


Regionally,  the once commanding 16-point lead in Metro Toronto for the Liberals has been reduced to eight points (OLP 41%, NDP 33%, PC 24%) while in the Greater Toronto/Hamilton/Niagara region surrounding Toronto the PCs have opened up a nine point lead over the Liberals leading 40% to 31% among committed voters.  The NDP is well back in third at 24% in the surrounding region around Toronto.

The PCs have a significant 10-point lead in eastern Ontario (PCs 39%, OLP 29%, NDP 25%) while the NDP, coming off two by-election wins in Windsor and London have a marginal lead in southwestern Ontario, leading the Tories by four points (NDP 37%, PC 33%, OLP 23%).

In Northern Ontario, the NDP leads the Liberals by 27-points, 55% to 28% with the PCs running well back at 6%.  However, due to a small sample size in the North, readers who use caution when making conclusions about support in the region.

In terms of demographics, the PCs have a three-point lead over the Liberals among men (PC 35%, OLP 32%, NDP 26%), while the NDP has opened up a four point lead over the PCs among women with the Liberals falling from first to third among female voters (NDP 35%, PC 31%, Liberal 29%).

The NDP is strongest among voters aged 18 to 29, leading the Liberals by 15 points while the Liberals lead among those aged 30 to 44 (OLP 34%, NDP 30%, PC 25%).  Among older Ontarians, the PCs lead holding an 11-point lead among those aged 45 to 59 and a six-point lead among those aged 60 and over.

Top Provincial Issues

Respondents were shown a list of 18 issues and were asked to select the top three that were most important to them personally.  Overall, there has been a slight shift in the priorities of Ontarians since May.  Job creation is down nine points (from 39% to 30%) while debt and deficit has increased by five points from (25% to 30%) in the past four months.

The top five issues ranked by respondents in order are:

  • Accountability in government (33%),
  • Health care wait times (32%)
  • Deficit and debt (30%)J
  • Job creation (30%)
  • Gas prices (23%)

The table below reports the results of the top issue question by current party supporters, with the coloured boxes highlighting which issues supporters of each party were most likely to rank as important


Profiling Support of Party Leaders

When respondents were asked to rate their personal impressions of the leaders of the main Ontario political parties, only Andrea Horwath registered a net positive impression score.  This represents a measurable shift in the perceptive landscape from May 2013, when Liberal leader Kathleen Wynne held the highest positive score of the three major leaders.

As the Liberal honeymoon with Kathleen Wynne comes to an end, her positive score slipped by three percentage points from May, dropping down to 31%.  Meanwhile, Andrea Horwath’s positive numbers jumped by five percentage points over the same period to 38%, making her the only leader tested with a net positive score.

With these observed shifts in net positive scores, both Kathleen Wynne and Andrea Horvath are in a precarious position, each with relatively high positive scores from those who voted for the others’ party in 2011.  Kathleen Wynne was just as likely to be seen in a positive light (31%) by NDP supporters as her overall figure, while 36% of past Liberal voters held positive impressions of Andrea Horwath.  Although these tracking figures suggest that the many burdens carried by the Ontario Liberal Party may be too much for Kathleen Wynne to overcome, the status of the provincial economy may be the deciding factor for voters migrating from the NDP base.

Although his negative numbers have dropped slightly since May, Tim Hudak remains the least liked of the three major party leaders.  Almost a majority of Ontarians have a negative impression of the Leader of the Opposition (42%) while only 20% view him positively. Those who view the PC Leader positively are almost exclusively those who voted PC in 2011 with only 10% of past Liberal and NDP Party supporters saying they have a positive impression of Hudak.  If leadership becomes a primary driver for voting behaviour, these numbers indicate why the PCs will continue to have a difficult time expanding support beyond their 2011 level.


Leadership Attributes

Survey respondents were also asked whether a number of attributes accurately described each of the three main party leaders in Ontario.  Figures in brackets track the change since May 2013.

Overall, Kathleen Wynne has suffered a weakening of her personal brand.  Since May, every one of her tracked qualities has moved in a negative direction, most notably a drop of ten percentage points on traits of having sound judgement and likeability.

Simultaneously, Andrea Horwath’s figures have all moved in favourable directions, particularly in areas of her likeability likeable,  vision for Ontario, and having sound judgement.

Tim Hudak’s personal numbers are not as positive as either Horwath or Wynne, with fewer respondents agreeing that he is likeable, has sound judgment, and is honest; however, his leadership attributes registered only minor changes since May 2013.


Even with constant and significant pressure related to the gas plant cancellations, the Tories have been unable to improve the image of Tim Hudak in the public eye.  However, the troubles of the provincial Liberal party have had a significant impact on the reputation and image of Kathleen Wynne who, although still leading Hudak in terms of judgement, leadership and qualification to be premier, suffered significant drops in those key metrics.

In the wake of Wynne’s fall, Andrea Horwath emerged as the front-runner in terms of leadership attributes; particularly in key areas of likability, sound judgement, honesty, and clear vision for Ontario.  Perhaps most importantly, she now tied with Kathleen Wynne on being qualified to be Premier.

The Bottom Line

The honeymoon period for Kathleen Wynne is now over.  The party is now tied for second with the NDP among committed voters (at 30%), only 24% of respondents believe the province is headed in the right direction (down four points since May) and Kathleen Wynne’s personal numbers have entered negative territory with more people now having a negative impression of the Premier than those with a positive impression (positive 31%, negative 36%).  In May, these numbers were reversed (positive 34%, negative 28%).  The longer Premier Wynne has been in power, the less Ontarians seem to like her.

Despite suffering a hit in their overall numbers, the Ontario Liberals are buoyed by positive perceptions about the provincial economy.  The opposition parties have not been effective in making the case that Ontario’s economy would be stronger under their watch as neither party has an advantage over the governing Liberals when it comes to which party respondents believe would best manage the provincial economy.  In fact, a plurality of respondents are unsure about which party they think would do a better job with economic management.

For the NDP, the important findings in within this study were Horwath’s personal leadership numbers.  Thirty-eight percent of respondents have a positive impression of her compared with only 20% who have a negative impression.  Compared with the other main party leaders, more respondents perceive her to be likeable, honest, and having sound judgment and she is competitive with Kathleen Wynne on qualified to be Premier.

Under Tim Hudak, the Progressive Conservative Party has a small lead among committed voters, the party remains weak in Toronto despite its by-election win in Etobicoke Lakeshore.  Hudak’s personal numbers remain weak and the party has lost its advantage on which party voters think is best to manage the economy.  On the bright side, issues that the party has focused on, reducing the deficit and debt and accountability, are the top concerns for many voters presenting the party an opportunity to connect with those voters.  Moreover, frustration and disappointment with the current government is growing with only 22% of respondents believing that the Liberal government deserves to be re-elected.  The challenge for Hudak and the PCs continues to be whether they can convince voters that the PC Party deserves to be elected in its place


The survey was conducted online with 1,000 Ontarians eligible to vote using an internet survey programmed and collected by Abacus Data. A random sample of panelists was invited to participate in the survey from a representative online panel of over 400,000 Canadians.  The survey was completed from August 30 to September13,  2013.

Since the online survey was not a random, probability based sample, a margin of error could not be calculated.   The Marketing Research and Intelligence Association prohibits statements about margins of sampling error or population estimates with regard to most online panels.

The margin of error for a probability-based random sample of 1,000 respondents using a probability sample is +/- 3.1%, 19 times out of 20.

The data was weighted according to census data to ensure that the sample matched Ontario’s population according to age, gender, education level, and region.

For more information about the poll’s methodology or the results, please contact David Coletto, CEO at or at 613-232-2806.

Introducing Volatility Ranges – Dealing with Volatile Voters

A short post on a new measure we have been working on with seat projector and poll analyst Bryan Breguet from  Last week we released our latest federal ballot tracking that found a close three way race between the Tories, NDP and Liberals.

We have been going back and forth for a while since the Alberta and BC elections discussion how pollsters could report polling results with a little less certainty.  One of the mistakes we (pollsters, those interested in politics, the news media) often make is being overly certain – or at least – how polls are reported by pundits and the news media.

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While polls are snapshots in time, we know from a lot of academic research that Canadians are volatile when it comes to voting behaviour.  The concept of “partisan dealignment” advocated by Harold Clarke and his colleagues studying Canadian elections in the 1970s and 1980s and more recent 2004 and 2006 elections argues that short-term factors such as current issues, leadership, and campaign effects have a greater impact on voter behaviour than social factors such as class, race, language, or region (Clarke et al, 1979; 1991).

Bryan developed a way to measure the potential range of support of political parties using our scaled “likelihood to vote” survey questions.

We first introduced these scales during the 2011 Ontario election.  Basically, survey respondents are asked to rate their likelihood of voting for each of the main parties on a scale from 0 to 10 where 0 means they will absolutely not vote for the party and 10 means they will absolutely vote for the party.

Bryan explains how he turns our “likelihood to vote” question into probabilities using the traditional vote question over on his blog.  Using these probabilities he then runs simulations to determine the probability of different vote outcomes and what this has on the aggregate level.  This produces a range of popular vote scores that could happen based on the likelihood of voters to vote for each of the main political parties.

Using the latest data from our survey conducted at the end of August and early September, the chart below details the committed vote intention, the minimum and maximum level of support for each of the five main parties in Canada.


As you can see, our latest poll had a three-way tie between the CPC, LPC, and NDP.

And when you look at the volatility ranges, the scores produced for the three main parties are basically the same meaning that two years out from the next election, anything can really happen.  There’s a scenario where the Tories could get 37% of the vote but also one where their support drops to 21%.  The same is basically true for the Liberals and the NDP.

If we move away from looking at vote intention as a static variable and one that can move – it is clear that the vote intentions of Canadians are volatile and any of the three main parties could conceivable win the largest share of the vote.

Federal Politics: Conservatives, Liberals, and NDP in close three-way race

According to a new national survey by public opinion firm Abacus Data, the federal Liberal Party, Conservative Party, and NDP remain in a three-way tie for the lead in federal vote intentions. This three-way race has held constant since earlier in the summer (June 2013) when support for the federal Conservatives was down seven points since April 2013.

Among all Canadians, 23% said they vote for the Liberal Party (no change from June) while 23% would vote Conservative (up two since June). The NDP is unchanged at 21% of all respondents while 22% said they were undecided.

In Quebec among all respondents, support for the BQ was up seven points, from 19% in June to 26% in the most recent survey compared with 27% for the NDP and 21% for the Liberals. The Conservatives are at 8% among all respondents in Quebec while 14% of respondents said they were undecided.

Among only committed voters, the Conservative Party and Liberal Party are statistically tied at 30% for the Tories and 29% for the Liberals. The NDP is not far behind at 27% support among committed voters.


Subgroup Analysis (Committed Voters only)

This survey included an oversample of respondents living in Ontario allowing us to better understand voting intentions within Canada’s largest province. Province-wide, there is a close three-way race between the Tories, Liberals, and NDP. The Conservative Party and Liberal Party are statistically tied at 33% and 32% of committed voters respectively with the NDP not far back at 28%.

Within Ontario, the Liberals and the NDP are tied in Metro Toronto (Liberal 36% vs. NDP 34%) while the Tories have a 12-point lead in the region surrounding Toronto (CPC 42%, LPC 30%, NDP 23%). In Southwestern Ontario, the three main parties are statistically tied with each receiving about a third of committed voter support while in Eastern Ontario, the Tories and Liberals are deadlocked (Liberals 36% vs. Tories 34%).

Most of the movement from our June survey has occurred in Quebec where Bloc Quebecois is up nine points among committed voters from 22% to 31% between June and September. The NDP had the support of 32% of committed voters in Quebec (up six points from June) while the Liberal Party was at 25% among committed voters (down eight points since June).

Alberta continues to be Conservative country with 65% of committed Albertans saying they would vote for the Conservatives followed by the Liberals at 22% and the NDP at 5%.

In neighbouring British Columbia, the a latest Abacus poll has a close three-way race with the Conservatives, Liberals, and NDP all within seven points of each other. Readers should note the small sample sizes in regions outside of Ontario and Quebec.


Bottom Line

Since the beginning of summer 2013, the political opinion landscape in Canada has largely held steady.

The top three parties remain in a close race, with the Liberal and Conservative parties tied nationally. This shows that while June polling had seen a drop in support for the Conservative Party, there was no further decline in support over the summer.

The Conservatives have been able to mitigate some bad press this summer, keeping a lid on Liberal momentum and maintaining their tie for the lead.

For now, no party has emerged as an obvious front-runner among the three largest national parties coming out of the summer. The Liberal surge is holding but has stalled, the Tory drop is sticking by has stopped, and the NDP is holding onto to large pockets of support in Quebec, Ontario, and British Columbia.

The only potential movement may be in Quebec where the BQ’s numbers may be on the rise thanks to the controversy and focus on the PQ government’s social values charter proposal. However, due to a small sample size in Quebec it’s difficult for us to be confident that the rise in our numbers is a true reflection of a shift in preferences in Quebec.


The survey was conducted online with 1,600 respondents in English and French using an internet survey programmed and collected by Abacus Data. A random sample of panelists was invited to participate in the survey from a representative panel of Canadians. The survey was completed from Aug 30 to Sept 4, 2013.

Since the online survey was not a random, probability based sample, a margin of error could not be calculated. The Marketing Research and Intelligence Association prohibits statements about margins of sampling error or population estimates with regard to most online panels.

The margin of error for a probability-based random sample of 1,600 respondents using a probability sample is +/- 2.5%, 19 times out of 20.

The data was weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, education level, and region.

These questions were posed as part of the Abacus Data monthly Omnibus survey.

For more information about the poll’s methodology or the results, please contact David Coletto, CEO at or at 613-232-2806.

Justin Trudeau’s marijuana use OK with most Canadians Justin Trudeau’s marijuana use OK with most Canadians

According to a new survey from Abacus Data, a majority of Canadians support relaxing Canada’s marijuana laws, a large majority (77%) were aware that Justin Trudeau had admitted to using marjiuana while an MP and a large majority (68%) believed that he did what many other Canadians do, smoke a little marijuana privately with friends and his honesty should be encouraged.

Although his admission has sparked debates across Canada on the topic of marijuana laws, the Abacus Data survey finds his honesty did little to change his public image in the eyes of many Canadians, with 66% saying their opinion remains unchanged while 12% said the admission improved their impression of the Liberal Leader while 15% said their impression got worse.

Views on the Status of Marijuana in Canada

Overall, a majority of Canadians supported either legalizing (30%) or decriminalizing (36%) the use of marijuana, while 17% felt the law should be left as-is, and 11% felt the penalties should be increased.

Although there were minimal differences across age groups, residents of British Columbia were most likely to support the legalization of marijuana (36%), while Albertans and Quebec residents were least likely (20% and 19%, respectively).

Politically, Conservative Party voters were least likely to support legalizing marijuana (22%), while Green Party voters were most likely to support legalization (54%).


Justin Trudeau and Marijuana Use

Justin Trudeau’s recent admission surrounding his recreational use of marijuana has been a high profile story and topic of discussion across the country.  As a result, it is perhaps unsurprising that eight in ten Canadians (77%) were aware of his marijuana use.

Awareness was higher in Quebec (84%) and among those aged 45 and older.

Overall, Canadians’ opinion of Justin Trudeau remained relatively unchanged in the wake of his admission, with 66% of respondents stating that their opinion stayed the same.  Another 12% said their impression of Trudeau improved while 15% said it got worse.

Conservative Party supporters were the most likely to say their impression got worse (30%) while only 5% of Liberal Party supporters said their impression of Trudeau got worse.

Finally, respondents were asked to pick which of two statements best described their feelings towards Justin Trudeau’s recreational use of marijuana:

“He did what many other Canadians do:  smoke a little marijuana privately with friends and his honesty should be encouraged”


“It was wrong of him to break the law he swore to uphold as a member of parliament”

Seven in ten Canadians (68%) felt their views aligned more closely with the first statement: that Trudeau did what many Canadians do and his honesty should be encouraged – a sentiment which seems to have been echoed by many other politicians since Trudeau came forward.

Strong regional differences were also observed across the statement test.  While residents of Quebec (77%), Central Canada (71%), and the Atlantic provinces (73%) were most likely to support Trudeau’s honesty, Conservative-leaning Alberta was evenly divided with 50% believing his honesty should be encouraged while 50% said it was wrong of him to break the law he swore to uphold as an MP.

The ideological divide amongst Tory voters is made even clearer through the results of the statement test.


Bottom Line

Our research indicates that at least in the short-term, Trudeau’s admission that he smoked marijuana while an MP will have little negative impact on his popularity or the popularity of the Liberal Party.

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A majority of Canadians support legalizing or decriminalizing marijuana, especially those who support the Liberals, NDP, or Green Party.

Most of those who said their impression of the Liberal leader got worse were Conservative Party supporters while large majorities of Liberal, NDP, and Green Party supporters said it had no impact on their views of Trudeau.

Even though Trudeau admitted to smoking marijuana while an MP, most Canadians are willing to give the Liberal leader a pass and believe he only did what many other Canadians do and value his openness in the matter.

While the admission will not likely hurt Trudeau’s reputation, it got him a lot of attention and raised the issue of marijuana policy to the top of the agenda.  Our research finds that most Canadians have heard about the admission demonstrating the breadth of coverage the admission received.


The survey was conducted online with 1,600 respondents in English and French using an internet survey programmed and collected by Abacus Data. A random sample of panelists was invited to participate in the survey from a representative panel of Canadians.  The survey was completed from Aug 30 to Sept 4, 2013.

Since the online survey was not a random, probability based sample, a margin of error could not be calculated.   The Marketing Research and Intelligence Association prohibits statements about margins of sampling error or population estimates with regard to most online panels.

The margin of error for a probability-based random sample of  1,600 respondents using a probability sample is +/- 2.5%, 19 times out of 20.

The data was weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, education level, and region.

These questions were posed as part of the Abacus Data monthly Omnibus survey.  

Majority of Kingston Residents Oppose a Casino in Kingston

Most prefer a referendum on a new casino than City Council approval.

Download detailed tables

A new random telephone survey of 505 Kingston residents commissioned by 1000 Islands Accommodation Partners  (TIAP) and conducted by independent polling firm Abacus Data finds that among residents with an opinion about a new casino in Kingston, a large majority (60%) are opposed to plans to build a new casino.  Only four in ten Kingston residents (40%) support a new casino in the city.


More significant, the percentage of respondents strongly opposed to a casino in Kingston is far greater than the number who strongly support a casino (40% strongly oppose vs. 16% strongly support).

“Although Kingston City Council is considering whether to approve a new OLG casino in the city, most of Kingston’s residents do not want one built in the city,” said David Coletto, CEO of Abacus Data.  “Most Kingston residents are opposed to a new casino and there are almost three times as many residents who are strongly opposed as there are who strongly support a Kingston casino.”

After respondents were told that Ontario Premier Kathleen Wynne said that she wants municipalities to have autonomy to decided whether they want a casino or not, respondents were asked who should have the final say in whether a casino is built in Kingston.

Overall, 78% of respondents said they thought Kingston residents should have the final say about a casino through a referendum while 18% believed that Kingston City Council should have the final say.

“Kingston residents want to have a say in whether the city approves a new casino,” said Coletto.  “This view is so important to residents that even two thirds of those who support a casino think there should be a referendum.”KingstonCasino_Feb2012_RELEASEPPT

“At this point, opposition to a casino is quite strong and is the majority view in Kingston,” said Coletto.  “If Kingston City Council approves a new casino and OLG obliges, they will both be going against the will of Kingston residents.”


The analysis in this report is based on telephone interviews conducted February 13-15, 2013, among a random sample of 505 adults 18 years of age or older living in the City of Kingston.  The survey was conducted by live interviewers in Ottawa, Ontario.

The statistics of a random sample of 505 respondents are accurate to within 4.5 percentage points, plus or minus, 19 times out of 20.

For more information about the poll’s methodology or the results, please contact David Coletto, CEO at or 613-232-2806.


Download detailed tables

Big Changes Expected Among Top Rewards Programs in 2014 – Loyalty Redefined by Canadian Retailers Big Changes Expected Among Top Rewards Programs in 2014 – Loyalty Redefined by Canadian Retailers

This article is Part 3 of my series titled “Loyalty Redefined by Canadian Retailers”. Please take a moment to read my previous articles in this series about Canadian rewards programs; Part 2 – “The Best Rewards Programs in Canada According to Millennials” and Part 1 “The Top 10 Rewards Programs in Canada“.

Over the past few years there has been a resurgence of corporate interest in building strong loyalty programs, specifically those with hard consumer rewards attached. This is in part because businesses have finally been able to realize the power of customer data to increase profits through targeted offers, but also because consumers continue to look for ways to make their dollar go further with discount sales, special offers, coupons and more.While this option is still considered one of the promising ways to grow one’s fortune or safeguard one’s money, more realistic solution can be obtained by only choosing such futuristic approaches like the cryptocurrency trading practice using the automated crypto robots, about which you can click here to find out more! Ok back to the talk about loyalty programs!

In this article I will highlight some of the big changes that have recently occurred and that will occur in the loyalty space among the top 10 Canadian rewards programs.

Loyalty is finally starting to be understood as a long-term win-win relationship between business and consumer.

An ongoing study conducted by Canadian research firm Abacus Data, found that while about 9 in 10 Canadian adults use loyalty programs to collect points or miles, they use an average of 3 different loyalty programs to collect those points or miles. “These statistics haven’t really shifted much throughout the 3 surveys we conducted in 2013. We consistently see most Canadians using three or more rewards programs on a regular basis to collect points or miles for future redemption”, says Sean Copeland, Director of Consumer Research at Abacus Data.

The one card that you will see coming out of most Canadian consumers’ wallets is the AIR MILES Rewards Program (about 7 in 10 Canadians), followed at a distance by the Shoppers Optimum Program (about 4 in 10 Canadians). While these programs won’t disappear from people’s hands anytime soon, there will be some big changes in the coming months as Canadian retailers begin to redefine the consumer loyalty space.

Take a look at the chart below to see the changes in usage of rewards programs since the beginning of the year. Differences between survey periods that are 4% or more should be considered as significant. It will be very interesting to look at this same chart when we have revised numbers from the holiday season this December.

Top Canadian Rewards Programs 2013

Air Miles LogoAIR MILES Canada is used under license by LoyaltyOne, which is a wholly owned subsidiary of Alliance Data, making it not only the largest program in Canada, but a powerhouse of consumer loyalty insights that is unmatched in North America. For this reason alone, expect this unique coalition program to stay at the top of the rewards program list for many years to come. Watch out for this company’s international growth as LoyaltyOne pushes for thought leadership in areas yet to be owned.

Shoppers Optimum LogoIn 2000, the launch of the Shoppers Optimum Program caused quite the stir for AIR MILES because this new program acquired members at a never-before-seen rate and quickly became the second largest rewards program in Canada. Much of its success is due in part to the rapid growth in popularity of the Shoppers Drug Mart and Pharmaprix retail stores with their improved BeautyBeautiques, which now span across every region of Canada. The Optimum program is well-known for offering large point duplicator incentives through their 10x and 20x the points sales events, higher than average points redemption events, and individualized points offers through email and standard mail. The Optimum program is once again setting up to shakeup the loyalty industry due to Loblaw Companies announcing its intended acquisition of Shoppers Drug Mart for $12.4 billion, the largest takeover of a Canadian retailer. Since this announcement, there have been rumors about the merging the Shoppers Optimum program with Loblaw’s PC Plus or PC Points within the next 3 years after the sale closes. While the Optimum program has large market share and a strong brand that would benefit the PC Plus/Points program, it doesn’t offer a feasible revenue model for current Loblaw stores that lack the gross margin on products found at Shoppers Drug Mart.

Aeroplan logoAeroplan, a company owned by AIMIA, is based primarily around taking flights with AIR Canada to work your way up the new Air Canada Altitude status ladder of privileges. This program, like all programs it seems, is experiencing some major changes, including he cancellation of the publicly hated 7-year mileage redemption policy. The introduction of this policy pushed many avid Aeroplan collectors to leave over the past few years, which is likely why the policy is now being removed. They are also adding a new “distinction” program at the beginnign of 2014, likely to calm issues among members that arose from Air Canada’s incremental changes to reward levels from the Air Canada Top Tier Program to the Air Canada Altitude program. Another big change is that Aeroplan’s contract with CIBC is set to expire at the end of 2013, and Aimia has announced it intends to begin a new partnership with Toronto-Dominion Bank at the beginning of 2014.

Canadian Tire Money Advantage LogoA program that has been a staple of Canadian loyalty for over 50 years is now in need of clear direction and consistent messaging. In an attempt to rejuvenate it’s Canadian Tire Money program in 2012, Canadian Tire introduced the Canadian Tire Money Advantage program, which aims to replace the standard printed bills. This was a great concept program in Nova Scotia, but it is taking the retailer far too long to implement the program nation-wide. This delay is causing the retailer to quickly fall behind the competition in the loyalty space. The Canadian Tire program could also see some big benefits by removing the Canadian Tire branding to accommodate it’s other brands, including Mark’s Work Warehouse. Personally, I would suggest something simple like “Canadian Money Advantage”, which could then be sold as a larger coalition program across many verticals.

Petro-Points LogoI haven’t noticed any significant changes to Petro-Canada’s PETRO-POINTS program over the past year and I don’t expect much to change anytime soon. They did announce the closure of their online Points Shop, which seems to be more of a step back than a step forward. I’m honestly curious to hear what other people have to say about the future of this program as I can’t see how it will continue to compete on a level playing field with all of the others.

Scene LogoSince Cineplex owns about 85% of Canadian movie theatres it’s fair to say that the Scene program is here to stay. They have the unique ability to target youth at a rate unreachable by any other reward program and have seen substantial growth because of this. The partnership between Scotia Bank and Cineplex was a smart move for both companies, who likely both saw higher retention due to the Scene program. This program integrates standard earning opportunities through purchases as well as gamified in-theatre experiences on your smartphone. I would like to see this program start to reach out to other youth-focused retailers to expand its reach and further situate itself with this group.

Hudsons Bay Rewards LogoHudson’s Bay Rewards has seen a steep decline this year in the number of Canadians regularly using their program. However, I wouldn’t consider this a failure as much as a necessary and temporary decline due to changes with their program, changes in store, and the re-branding as a result of the closure of Zellers across Canada and the purchase of U.S. retailer Saks. Earlier this year, the HBC program was replaced by the new Hudson’s Bay Reward program, which is a far simplified program compared to what it was and should be a welcome change to consumers. The problem isn’t the program itself, but rather change itself as HBC evolves into something new. Many long-time members of the HBC Rewards program were likely of an older demographic of Zellers and old-school The Bay shoppers, meaning these changes seem inconvenient, difficult to understand and not applicable to their specific needs. Luckily there’s Walmart or Target for those shoppers.

PC Plus LogoA few months back, Loblaw launched its new PC Plus rewards program, which features a gamified smartphone app for use on almost every major mobile platform. David Coletto, CEO of Abacus Data, is well-documented advocate and avid user of the PC Plus app, which gives you access to personalized offers to earn rewards on food purchases. This is a program that will likely see unprecedented gains in usage if it is rolled out across all of the Loblaw brands. On the other side of Loblaw’s rewards, the original PC Points program hasn’t seen much growth since its early days in the late 1990′s, likely to due the requirement of members needing a bank account or credit card with PC Financial.

Sobeys LogoClub Sobeys, an aggressive entrant to the loyalty space, has been making leaps and bounds with the technology it uses to offer a more customer-friendly approach. Ways to earn now include a Membership card, Debit card, Credit card and Smartphone app. Now with Sobey’s recent acquisition of Safeway Canada’s 200+ predominant stores in Western Canada it has an opportunity to chew away at some of AIR MILES market share in the loyalty space if it ends its relationship with AIR MILES in favor of its own Club Sobeys program. Safeway is known for offering some of the best AIR MILES offers in Canada, and due to frequent shoppers it is likely the primary reason that we typically see higher AIR MILES participation in the Western region. This program is definitely one to watch over the next 12 months to see if the right leadership decisions come about to make it an industry leader or an industry flop.

With all of the changes happening across all of the top rewards programs in Canada I’m very curious to see which ones will be the loyalty industry leaders come this time next year. What are your predictions?


Two weeks ago, the world’s most famous couple became the world’s most famous parents.

The Duke and Duchess of Cambridge, AKA Will and Kate, announced that a new heir to the British, and Canadian, throne had been born: George Louis Alexander. His birth was one of the most anticipated events in recent memory.

Well, maybe as anticipated as Kate and William’s wedding, or their engagement, heck, every time Kate goes grocery shopping is an anticipated event. But Will and Kate are undoubtedly the world’s most famous and most watched parents in the Millennial generation.

What they do with their new son will be watched by millions of moms and dads around the world.

Around the world, mothers are going to be looking to see…

What brand of car seat Kate and Will use when they bring Prince George to the local market or what brand of stroller they use to walk Prince George around the grounds of Kensington Palace.

There is no doubt that these two parents are going to influence the purchasing behaviour of millions of Millennials who are or will become parents in the next few years.

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Canadian Millennial Parents – A HUGE Market

Consider these statistics.

There are about eight million Canadians in the Millennial Generation and according to the latest census, Canadians are having more babies than in the past.

According to the CBC story, “the number of children in Canada aged four and under jumped 11 per cent between 2006 and 2011 — the highest rate of growth for that age group since the five years between 1956 and 1961, the trailing edge of the baby boom.” By sheering mathematics alone this mini-baby boom makes sense.  Millennials, the children of Babyboomers, are having children.

So the post-war baby boom leads to an echo baby boom which leads to a mini baby boom today.  And this means we have entered a period when the number of Millennial parents is starting to grow big time as the majority of the generation is now over the age of 20.  Over the next five years, millions of young Canadians will become parents.

These new Millennial parents are unlike previous parents before them, and that matters for marketers.

What Makes Millennial Parents Different?

The most important factor that will effect how most Millennials will act as parents relates to our own upbringing and our use of technology.

1. Structure and Institutionalization = Feedback

Up until now, the Millennial Generation is the most institutionalized generation in history.

Most members of the generation have been in some form of structured, educational environment since we were 3 or 4 years old.

This means we crave feedback, order, and a clear set of directions. This is why Millennial employees always want to know how they’re doing and if they are on the right path and explains why my own students hate it when I leave all the course evaluations until later in the semester.

For marketers looking to sell products and services to parents, you can feed into this need for feedback by engaging with Millennial parents and helping them make the right decisions for their new families.

Huggies has been really successful at this with its Mommy Answers page.  Moms are invited to submit questions to their online community and get answers.  This colloborative parenting instinctively feeds the Millennial’s need for feedback – to feel comfortable that they are on the right track when it comes to parenting.

Nestlé also has a website with resources for new parents on everything from healthy pregnancy to healthy babies linking their products with the decisions parents have to make.

2. Technology = Digital Natives

Everyone knows that one of the distinguishing features of Millennials is their use of technology.

It’s not just that we use it a lot and are connected, but that we adapt quickly to it.  The friends within the social networks  we rely on for advice are online and therefore the brands we interact with need to become part of the conversation.  We can listen to this conversation happening in real time on Twitter and other social networks and learn from those conversations. Brands can also invite parents to have conversations in their space – like the Huggies Mom site.  Online engagement with influencers is the best way to get young parents aware of your products.

Word of mouth, online referrals, and sharing is what will move your brand from last to first – as long as the product or service you are offering is high quality and solves a problem that needs solving -or helps Millennial parents share their latest 100 cute photos of their baby!

The “Must DOs” for Marketing to Millennials Parents

Last week, Jaime wrote about Millennial moms being all grown up and ready to spend.

She had lots of good advice on marketing to them that I incorporate into a broader set of recommendations for engaging and connecting with this new cohort of parents.Millennialinfluencers

1. Find Our Influencers This step is critical when marketing to any Millennial, but especially when marketing to Millennial parents.  As mentioned earlier, Millennials crave feedback.  We need to know what we are doing is right.  We will research online, ask our own parents for advice, and seek out the opinion of those we trust. In the world of a Millennial parent, influencers take many forms but the most important are our friends (who have kids) and our parents.  Other important influencers are online resources such as blogs, websites, and other tools that young parents find to help them learn the ropes of parenthood. Engage those influencers and learn what they think about your brand, your products, and your services.  You will learn a lot about what Millennial parents think of you two or three months down the road.

2. Connect to Our Personal Brands A lot has been written about the relationship between Millennials and ethical consumerism.  Our own research finds that Millennials will spend more on ethical and locally sourced products. But the importance of ethical products is greater when it comes to our kids.  We want products that are safe, sustainable, and align our personal brands with our kids.  When I push my kid around in a stroller or have him play with certain types of toys, I’m sending a message about the kind of parent I am. All brand managers marketing towards Millennial parents need to ask: how does my brand align with the brand of Millennial parents?  The answer will not always been the same depending on which Millennial segments you’re marketing to.  Achiever parents will be very different from Simple Lifer parents.  Research helps understand how to connect your brand with the brand that individuals want to project.  Make a connection and you will create a loyal customer.

3. Make it Convenient

Everyone leads busy lives these days but no ones lives are busier than that of Millennial parents.  In trying to connect with our personal brands, tell us how your product or service will save us time and make our lives a little bit easier.  Whether its managing our work-life balance, other family commitments, and our need to stay healthy, adding on a new addition to the family eats up a lot of that time.  If you’re trying to sell me toys, food, baby clothes or other products, tell me how it will help make my life easier while still aligning with my own personal brand.

Some brands have been better than others at evolving to meet the new realities of Millennial parents.  Others still have a lot of work to do to understand Millennials and connect with them.  If you’re spending money marketing to Millennials through paper flyers and newspaper ads, its time to switch marketing and advertising agencies.

4. Engage Us and Feed our Need for Feedback

Call it feedback marketing.  Set up an online platform that helps Millennials get answers to questions, gives them feedback on how they are doing, and reassure them that they are headed on the right path.  The platform can also be used to show that your brand cares and wants them to be successful at whatever it is they are doing.  Feedback marketing builds trust.  It demonstrates that your brand is authentic and honest.  Build an online community who can become influencers for your brand, teach you things about their lives, and help you to serve their needs better.  Feedback marketing is for market-oriented brands and is a powerful tool for marketing to Millennials.

It is important for marketers to understand the intricacies of the incoming Gen Y Mom and to adapt to make the most of an engaged and active buying-force if they want to be successful over the long term.

Abacus Data Segment to Watch: The Achievers

Want to know more about this generation? Check out the Abacus Data Millennial Research Practice and our unique personality segmentation by checking out

Sign up for the Abacus Insider newsletter and get the latest insights on the Millennial generation at Abacus Data.

Disclosure I’m 31 and not yet a Millennial parent, but that day will hopefully come soon.  The idea of raising one or two little kids is scary and I know I’ll be looking to others for help. If you do want to talk to a Millennial parent at Abacus Data, please reach out to Sean Copeland, our Director of Consumer Research.

Are You a Condo Super Hero or a Condo Insurance Zero? – Allstate Canada Condo Poll and Contest

Allstate Insurance Company of Canada has just released some interesting research results from their most recent Allstate Canada Condo Poll alongside the launch of their GTA Condo Hero Contest.

The Allstate release states, “many condo owners aren’t asking the right questions about their insurance liability when purchasing their condo”, putting them at serious financial risk. In fact, the research found that, “61 per cent of Canadian condo owners don’t know or incorrectly assume their building’s insurance will cover damage to another unit from water or fire that originated in their unit.”

Now, financial risk is one thing that we all ought to possibly stay away from! While being informed, as mentioned in this article, is important, you should also improve your financial solidity to gain the needed protection against possible financial risks in your life! If you are eager, find out the perfect ways for your financial solidity!

Allstate Canada’s research, conducted by Abacus Data, also revealed the following troubling statistics about what condo buyers forgot to ask about when purchasing their condo:

  • 66% of condo owners didn’t ask the condominium corporation if they had recently increased their requirement for what should be covered by a condo owner’s personal insurance.
  • 68% of condo owners didn’t ask whether the condo corporation had ever raised the deductible on their insurance.
  • 78% of condo owners didn’t ask if the cost of the condo corporation’s insurance premiums had ever gone down.

Responding to the lack of information surrounding what questions should be asked when buying a condo, Allstate Canada has pulled together some helpful tips for purchasing condo insurance at You can also find out more information about this poll, including additional findings, at the Allstate Canada Newsroom.

Allstate Canada knows that insurance isn’t the only thing that helps keep condo residents safe and sound. There are amazing condo staff members who have gone above and beyond by providing condo residents a place to turn to get help when they need it, emergency or not. To give thanks to these incredible condo staff members Allstate Canada is launching the GTA Condo Hero Contest to recognize the role a condo concierge, caretaker, security guard or property manager plays in giving condo owners a helping hand in times of trouble.

To nominate a Condo Hero, residents of the Greater Toronto Area should visit between August 12 and September 27 to explain why their condo concierge, caretaker, property manager or security guard deserves to be named the Condo Hero. The winning nominator and Condo Hero will each win $2,500 and have a chance to tell their story.

About Allstate Insurance Company of Canada

Allstate Insurance Company of Canada is one of the country’s leading producers and distributors of home and auto insurance products, serving Canadians since 1953. The company strives to keep its customers in “Good Hands®” as well as its employees, and has recently been listed on the Best Employers in Canada, Best Employers in the GTA, and Best Employers in Quebec lists. Allstate Canada is committed to making a positive difference in the communities in which it operates and has partnered with organizations such as Mothers Against Drunk Driving (MADD Canada), United Way and Junior Achievement. To learn more about Allstate Canada, visit To find out more about condo insurance and to get a quick and free online quote, visit

About the Allstate Canada Condo Poll
Allstate commissioned Abacus Data ( to conduct an online survey of 518 condo owners and buyers. Using industry best practices, a random sample of panelists was invited to participate in the survey from an online panel of over 300,000 Canadians. The total sample was weighted by age, gender and region to be proportionately representative of the Canadian population of condo owners and buyers. Responses were collected between May 21 – 25, 2013.

Since the online survey was not conducted using what is considered a random probability-based sample, a margin of error cannot be calculated or reported.   The Marketing Research and Intelligence Association prohibits statements about margins of sampling error or population estimates with regard to most online panels. However, the margin of error for a random probability-based sample of 518 respondents would be +/- 4.3%, 19 times out of 20.