About the Study

The 2023 Edelman Trust Barometer is the firm’s 23nd annual trust and credibility survey. We fielded this year’s study in 28 countries. In Canada, we had a base sample of 1,500 Canadians. The data for this study was collected between November 1, 2022 – November 28, 2022.



Social fabric weakens amid deepening divisions


  • In Canada, institutional trust slipped slightly, but economic confidence has dropped. Only 28 per cent of respondents say that they think their families will be better off in five years.
  • While institutional trust in Canada is holding relatively steady, economic confidence has dropped significantly with only 28 per cent of respondents say that they think their families will be better off in five years.
  • As the most trusted institution, business holds the responsibility for elevating solutions for societal problems. Canadians want more engagement from businesses, not less. Fifty-eight per cent of Canadians say businesses are not doing enough to address climate change and 52 per cent saying they are not doing enough on income inequality.
  • Sixty per cent of Canadians say that we are more divided now than we have been in the past.
  • By leveraging research, science and trustworthy information, businesses can sow confidence and help bridge the gaps of polarization. Societal leadership must demonstrate a long-term commitment to addressing issues from sustainability to jobs, to fairness and inclusion.

Explore the findings


Economic optimism collapses


Canadians’ confidence in their family being better off in five years’ time dropped six per cent last year, to an all-time low of 28 per cent.


What does this mean for business?


Canadians expect business and government to work together for pragmatic solutions which can help bridge gaps and build consensus. 


Businesses have a fantastic opportunity to lead on key issues that are important to Canadians, including climate change, income inequality and discrimination. Canadians are looking for more engagement from businesses, not less.

Where does business go from here?



Advance solutions that bring people together


Partner with government to build consensus and innovative solutions


Sow economic confidence by addressing societal issues with employees


Be a beacon of truth

The Trust 10



Institutional trust in
Canada while low, is stable


Despite turbulence over the last year, trust in our institutions has been relatively stable, with slight decreases in trust across all institutions since 2022. Trust in NGOs, government, media, and business all sit around the 50% mark.


Dropping economic
optimism is a serious concern


Only 28% of Canadians say their family will be better off economically in five years’ time, a decrease of six points since last year. Canada ranks in the lower third of countries in the world struggling with low economic optimism.


Employers continue
to be the most trusted


At a time when no institution is trusted, my employer continues to be a mainstay of trust, sitting at 75% trusted.

Explore the findings


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What does this mean for your business? 

Please reach out to learn more about the Edelman Trust Barometer.