HALIFAX, September 26, 2024: Narrative Research’s most recent randomized telephone research highlights that unaided, the cost of living, health care and housing continue to be named as the most important issues facing Atlantic Canadians. However, when combining economic-related factors (mentions of cost of living, inflation, and the economy), three in ten Atlantic Canadians consider current economic conditions to be the most important issue (31%), and across the region, this consolidated issue is foremost for all provinces’ residents, with the exception of those in PEI.
What is considered the most important issue in the region varies somewhat by age. For those aged 18 to 34, housing is the primary concern, while for older Atlantic Canadians (55+), health care is deemed the most important issue. Economic-related factors are more likely to be identified as a key concern among men, younger residents, and, perhaps surprisingly, among those with household incomes of $100K+.
The top three concerns facing Atlantic Canadians are consistent across the region, although the perceived importance varies somewhat by province. Housing is more often considered the most important issue by NS residents, while NL residents are most worried about the cost of living / economy / inflation. Health care is most often mentioned as the top concern by both NB and PEI residents.
“Atlantic Canadians identify a trio of most important issues – current economic conditions, health care and housing,” said Margaret Brigley, CEO & Partner, Narrative Research. “While the three issues are consistent across the region – the most important issue varies somewhat by province, and by political views, particularly in Nova Scotia.”
There are some interesting differences in opinion by residents’ voting preferences. In Nova Scotia, the issue identified as most important varies depending on an individual’s voting intention, with decided PC voters being more likely to say cost of living is most important, while the top issue for those supporting either the provincial Liberal or NDP parties is housing.
In New Brunswick, where health care emerges as the top issue overall and to those who indicate they would vote for the Liberal party, cost of living and housing are slightly more important issues compared to health care for those who intend to vote for the PC party.
In Newfoundland and Labrador, the top issue of cost of living is consistent, regardless of voting intention.
And in PEI, healthcare is the top issue overall and for those who indicated they would vote for the PC party, while cost of living comes in as a close second for those who support the Liberal party provincially.
These results are part of Narrative Research’s Atlantic Quarterly®, a random telephone survey of Atlantic Canadians, and are based on a sample of 1,450 adult Atlantic Canadians, conducted from July 31 – August 18, 2024, with overall results accurate to within ± 2.6 percentage points, 95 out of 100 times. Results have been weighted by region, age and gender to reflect the overall adult population of Atlantic Canadians.
Narrative Research www.narrativeresearch.ca, is non-partisan and is one of Canada’s leading public opinion and market research companies. Narrative Research is 100% Canadian-owned and a certified women business enterprise (WBE). Follow us on LinkedIn or at narrativeresearch.ca/news.
Sample: 1,450 Atlantic Canadians (18 years plus)
Interview Dates: July 31 – August 18, 2024
Overall Margin of Sampling Error: ± 2.6 percentage points (95% confidence level)
Percentages may not equal 100 percent due to rounding.
Overall margin of error is ± 2.6 percentage points based on a sample size of 1,450, ± 4.9 percentage points based on a sample size of 400, ± 5.2 percentage points based on a sample size of 350, ± 5.6 percentage points based on a sample size of 300.
For more information, please contact:
Margaret Brigley, CEO & Partner, Narrative Research at 902.493-3830,
Or
Margaret Chapman, COO & Partner, Narrative Research at 902.493-3834, mchapman@narrativeresearch.ca
