A recent Ipsos poll revealed that the cost of living has been the predominant concern for Canadians throughout 2024, ranking as the top domestic news story for 71% of respondents. Despite inflation easing and the Bank of Canada reducing its interest rates this year, financial challenges have remained a pressing issue. Darrell Bricker, global CEO of Ipsos Public Affairs, highlighted that the daily financial struggle is a primary focus for Canadians, underscoring why it emerged as the leading news topic.
Following the cost of living, homelessness was identified as the second most significant issue at 40%, while a strike by Canada Post came in third at 37%. The polling, conducted online with 1,001 Canadians over 18 years of age from December 6 to 10, underscores the persisting economic pressures.
Political campaigns in British Columbia, Alberta, Saskatchewan, and New Brunswick placed significant emphasis on addressing living costs. The federal government’s recent tax holiday, reputedly offering financial respite, failed to resonate broadly, with only 8% recognizing it as a major story.
Concerns over affordable housing contribute notably to cost-of-living apprehensions, potentially explaining the high ranking of homelessness as a news topic. Additionally, more than half of Canadians pointed to the U.S. presidential election as the leading global news event, followed by the ongoing Ukraine conflict and the Gaza crisis.
As the year concludes, optimism surfaces regarding 2025, with 66% of Canadians expressing hope for personal improvement, albeit only 51% share that sentiment for the nation. Younger Canadians, particularly those aged 18 to 34, were more optimistic about their future, although older individuals portrayed a less positive outlook.
This poll provides insight into Canadians’ pressing issues and expectations, underscoring the cost of living as a universal concern that cuts across various demographics.
