2020 will be a defining year for trust in Canada

Now in its 5th year, Proof’s CanTrust Index is a leading source of research and understanding of trust in Canada. For 2020, we conducted our robust study in our usual January time period (as COVID-19 began to sweep around the world), and a smaller follow-up survey in early May after Canada had entered a lock-down. Our data shows that Canada’s trust story is in many ways stable, and during this pandemic, both doctors and scientists are rising into stratospheric trust levels. Our research also finds trust is particularly strong in essential services such as local hospitals, banks and grocery stores. Worryingly, our CEOs and senior leaders are losing trust and need to do better. Recovery plans should include building trust.