December 20, 2023
In the midst of global conflicts and financial strains, Canadians nonetheless have a high degree of positivity about next year. Indeed, two thirds are optimistic to some extent about 2024 for themselves personally, while only a third have any degree of pessimism. That said, in terms of the state of the world more generally, Canadians are divided, with just over half feeling pessimistic about the year ahead (55%), and just under half offering some degree of optimism (45%).
Findings show that optimism about the state of the world is highest in Ontario (49%) and lowest in Quebec (38%). Personal optimism is highest in Quebec (67%) and lowest in Atlantic Canada (60%).
Optimism also varies by age. The youngest cohort – Gen Z – is the most optimistic generation, and Boomers are least optimistic both personally and about the state of the world more generally. Men are more optimistic about the world and their own futures compared with women.
When asked what, if anything, gives them hope and optimism about the future, a wide variety of answers emerged, from signs of economic growth and stability to more personal reasons, such as personal achievements and goals, family and relationships, health and well-being improvements or resilience and adaptability in the face of challenges. Some are also buoyed by good things happening across the world – one in ten say that positive global events and developments give them hope for the future.
Results are from an online survey conducted in partnership between Narrative Research and the Logit Group. The survey was conducted between December 12th and 14th, 2023 with 1,230 Canadians, 18 years of age or older from the Logit Group’s online Canadian Omnibus. Data were weighted based on the 2016 Census, by gender, age, and region to reflect actual population distribution, and data tables are available upon request.
The questions asked were:
Looking ahead to 2024 and the state of the world generally, are you… extremely optimistic, somewhat optimistic, somewhat pessimistic or extremely pessimistic?
And looking ahead to 2024 for you personally, are you… extremely optimistic, somewhat optimistic, somewhat pessimistic or extremely pessimistic?
What, if anything, give you hope and optimism about the year ahead?
For more information, please contact:
Margaret Chapman, COO & Partner, Narrative Research – 902-493-3834, mchapman@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com
Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company is certified as a Women Business Enterprise (WBE). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services.
The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.
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