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Party Brands Field Dates: July 22, 2021 to August 4, 2021

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Party Brands Field Dates: July 22, 2021 to August 4, 2021 Canada This Month Public Opinion Research Release Date: August 12, 2021 (Updated August 13) Party Brands Field Dates: July 22, 2021 to August 4, 2021 STRICTLY PRIVILEGED AND CONFIDENTIAL 2 Federal Politics in the time of COVID-19 The COVID-19 outbreak has set off a series of changes in the Canadian political landscape. General satisfaction with the government is up since June to 54%. The Liberals continue to lead in vote over the Conservatives. Today, INNOVATIVE is releasing results from our July 2021 Canada This Month survey. This online survey was in field from July 17th to August 4th, 2021 with a weighted sample size of 1,500. Detailed methodology is provided in the appendix. This report covers key results on government satisfaction, approval of the federal government on COVID-19 and vote choice. Government Approval 4 Read, Seen, Heard 9 Voter Segments 13 Vote Choice 22 Table of Party Voter Pools 33 Contents Brand Loyalty 42 Positive and Negative Views of Parties 49 Brand Personality 58 Brand Promise 66 Methodology 89 Appendix – Full Brand Personality Results 90 4 Government Approval A majority of Canadians are satisfied with the federal government and approve of how they are handling the pandemic. COVID approval has been growing this summer. Federal Satisfaction: Slightly more than half (54%) are satisfied with 5 the performance of the federal government Generally speaking, how satisfied are you with the performance of the FEDERAL government in Canada? Would you say you are...? [asked of all respondents; n=1,500] Satisfied: 54% 43% Dissatisfied: 42% 22% 21% 11% 4% Very satisfied Somewhat satisfied Somewhat dissatisfied Very dissatisfied Don't know government’s performance performance government’s Tracking: Satisfaction Federal 8% 37% 28% 28% Mar-12 [asked of all respondents; n= respondents; all of [asked are...? you say you in Canada? Would government the FEDERALof performance with the you are satisfied speaking, how Generally Apr-12 Nov-12 Jan-13 Apr-13 Apr-14 2015 Election Jun-14 Sep-14 Nov-15 Very satisfied Very Dec-15 Apr-16 1,500 Jun-16 ] Aug-16 Oct-16 Dec-16 Jan-17 May-17 Somewhat satisfied Somewhat Jun-17 Aug-17 Oct-17 Dec-17 Jan-18 Feb-18 Mar-18 Apr-18 upJune since has gone May-18 Jun-18 thefederal with Satisfaction Jul-18 Somewhat dissatisfied Somewhat Aug-18 Sep-18 Oct-18 Nov-18 Dec-18 Jan-19 Feb-19 Mar-19 Apr-19 Apr-19 (2) May-19 2019 2019 Election Very dissatisfied Jun-19 Jul-19 Dec-19 Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Don't know Don't Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20 Jan-21 Feb-21 Mar-21 Apr-21 Apr-21 (2) May-21 Jun-21 Jul-21 11% 43% 22% 21% 4% 6 COVID-19 Handling: More than half (54%) of the respondents approve 7 of how the federal government has been handling COVID-19 Now thinking about the federal government, do you approve or disapprove of the way the federal government has handled the outbreak of COVID- 19? [asked of all respondents; n=1,500] Approve: 54% 38% Disapprove: 30% 16% 16% 14% 14% 2% Strongly approve Somewhat approve Neither approve nor Somewhat disapprove Strongly disapprove Don't know disapprove COVID-19 Handling Tracking: Approval of the federal gov’ts handling 8 of COVID-19 has been increasing since late April – up 11 points Now thinking about the federal government, do you approve or disapprove of the way the federal government has handled the outbreak of COVID-19? [asked of all respondents; n=1,500] 3% 2% 14% 17% 16% 16% 14% 14% 38% 33% 16% 17% Jul-20 Jul-21 Jan-21 Jun-20 Jun-21 Oct-20 Apr-20 Apr-21 Sep-20 Feb-21 Dec-20 Aug-20 Nov-20 Mar-20 Mar-21 May-20 Jun-20 (2) Apr-20 (2) Apr-20 (3) Apr-21 (2) Mar-20 (2) Mar-20 Strongly approve Somewhat approve Neither approve nor disapprove Somewhat disapprove Strongly disapprove Don't know Read, Seen, Heard Half of Canadians have read, seen, or heard something about Trudeau in the last few days. Among those who have, impact is slightly more negative than it was in May. Federal Read, Seen, Heard: Less than half (43%) have RSH something 10 the last few days; of those who have, 37% made no difference Have you read, seen or heard anything about Canada's Prime Minister Did what you read, see or hear leave you feeling a lot more favourable, and the Federal government in the last few days? somewhat more favourable, somewhat less favourable or a lot less [asked of all respondents; n=1,500] favourable towards Canada's Prime Minister and the Federal government? 57% [asked of those who have RSH; n=643] A lot less favourable 21% 43% Less Favourable: 31% Somewhat less favourable 10% Made no difference 37% Somewhat more favourable 20% More Favourable: 31% A lot more favourable 11% Yes No the last few days is down from 51% in June to 43% now in 51% June to from isdown days few the last Tracking: Heard Seen, Read, Note: 45% 55% Don't shown.notknow Mar-12 n= respondents; all of [asked days? few last in the government Federal the and Minister about Canada's Prime anything heard orseen read, you Have Apr-12 Nov-12 Jan-13 Apr-13 Apr-14 Jun-14 Sep-14 Nov-15 Dec-15 1,500 Apr-16 Jun-16 ] Aug-16 Oct-16 Dec-16 Jan-17 May-17 Jun-17 Aug-17 Oct-17 Dec-17 Jan-18 Feb-18 Mar-18 Apr-18 in something RSH have they Those saying May-18 Jun-18 Jul-18 Aug-18 No Sep-18 Oct-18 Nov-18 Dec-18 Yes Jan-19 Feb-19 Mar-19 Apr-19 Apr-19 (2) May-19 Jun-19 Jul-19 Dec-19 Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20 Oct-20 Nov-20 Dec-20 Jan-21 Feb-21 Mar-21 Apr-21 Apr-21 (2) May-21 Jun-21 Jul-21 43% 57% 11 Canadians are hearing has hearing been stable Canadians are Tracking: Impact Heard, Seen, Read, Federal Note: In May '18, '18, respondentsNote: Inall May asked ofexcept questionis this Ontario. inthose Note: 6% 11% 33% 14% 35% Don't shown.notknow Mar-12 [asked of those who have RSH; n=643]RSH; have who those of [asked government? Federal the and Minister Canada's Prime or less favourable somewhat favourable, more somewhat favourable, a more lot feeling you leave hear see or read, you what Did Apr-12 Nov-12 Jan-13 A lot more favourable more A lot Apr-13 Apr-14 2015 Election Jun-14 Sep-14 Nov-15 Dec-15 Apr-16 Jun-16 Aug-16 Oct-16 Dec-16 Somewhat more favourable more Somewhat Jan-17 May-17 Jun-17 Aug-17 Oct-17 Dec-17 Jan-18 Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Made no no difference Made Aug-18 Sep-18 Oct-18 Nov-18 Dec-18 Jan-19 Feb-19 Mar-19 Apr-19 Apr-19 (2) 2019 Election Somewhat less favourable Somewhat May-19 Jun-19 The impact of what impact of what The Jul-19 Dec-19 Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 A lot less favourable less A lot Sep-20 Oct-20 Nov-20 Dec-20 Jan-21 a lot less favourable towards towards lessfavourable lot Feb-21 Mar-21 Apr-21 Apr-21 (2) May-21 Jun-21 Jul-21 11% 20% 37% 10% 21% 12 13 We group individuals into segments based on key political and economic values and attitudes We use these segments throughout the remainder of the report to analyze vote results. Core Political Values: Over half (60%) say the main role of government 14 is to create an equal opportunity so that everyone can compete Now we would like to ask a few questions about basic values and Is the main role of government to…? society...When governments make major decisions concerning spending [asked of all respondents; n=1,500] on programs and services, do you think they should be basing their decisions mainly on…? To create equal opportunity so that [asked of all respondents; n=1,500] everyone can compete on their own to be 60% the best they can be Their ability to afford the programs and To redistribute wealth so that the poor 34% services and disadvantaged have more than they 32% would if left on their own The public's need for the programs and 58% services Don't know 9% Don't know 8% Which of the following statements comes closest to your view? When it comes to government decision making, which of the following [asked of all respondents; n=1,500] statements is closest to your view? [asked of all respondents; n=1,500] The profit system brings out the worst in 41% Too often the government listens to human nature. 41% experts instead of common sense. The profit system teaches people the 43% Provincial issues are complicated so value of hard work and success. government should listen to experts when 47% it comes to policy. Don't know 16% Don't Know 12% Value Clusters: 1-in-4 (25%) Canadians are Business Liberals followed 15 by Thrifty Moderates (19%) and Core Left (17%) Clusters are based on 4 basic values: equal opportunity versus redistribution; trust in the profit system; whether spending should be based on ability to afford or public need; and whether government should listen to experts or common sense.
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