TORONTO, Nov. 13, 2021 – From the pandemic and increasing polarization, to food insecurity, inequality, and climate change, 2021 has been another challenging year. That may be why, according to a new survey, Canadians believe that it is more important than ever before to find ways to support good causes – being kind to one another, to our pets, and to our planet. And they expect companies to lead by example.
To mark World Kindness Day 1,500 Canadians were surveyed by Leger, the largest Canadian-owned market research and analytics company, to get their perspectives on kindness and to better understand their expectations of Canadian companies when it comes to citizenship and their support of good causes, including the contributions they make to their communities. Canadians overwhelmingly (83%) believe that every large company operating in Canada should support good causes.
There’s always time for kindness
The top three ways Canadians demonstrated kindness in the past year are:
- Helping someone through a difficult period in their lives.
- Giving money to charity.
- Calling or visiting a sick or lonely friend/relative.
Despite only 12% of Canadians believing that the world is becoming kinder, they are ready to do their part:
- 84% of Canadians agree that it’s important for us all to be kinder to the planet.
- 69% of Canadians say they make a conscious effort to be kind, while 46% report having been kind to someone outside their household within the last week.
- While 50% of Canadians agree that COVID-19 has made it harder to be kind, 40% expect to volunteer more after the COVID-19 pandemic subsides.
- 32% of Canadians describe their neighbourhoods as “becoming kinder,” while just 18% say they’re becoming less kind.
Canadians expect business to step up, too
The onus isn’t just on individuals; it’s on businesses, too. Canadians expect businesses to play a role by being environmentally responsible, making the planet a better place:
- 83% believe every large company operating in Canada should support good causes.
- 75% agree that companies operating in Canada should demonstrate environmental leadership and must make environmental sustainability a priority.
- 58% claim that when companies have a positive influence on society, it’s something they notice.
The survey was funded by Mars Canada who have been active with good will through their brand efforts by supporting these measures in their Made by Mars efforts, making news recently about their efforts to combat climate change by overhauling their own supply chain and getting to net zero.
When asked what Mars are doing to contribute an internal effort is helping make a positive contribution in the communities where it operates, including:
- Elevating women’s voices in its #HeretobeHeard global listening study;
- Ending pet homelessness in Canada;
- Ensuring more people have access to healthy, easy and affordable meals that bring the world to the dinner table;
- Committing to the first certified carbon neutral chocolate bar (the Mars Bar) by a top confectionary company in Canada by 2023, part of its global commitment to reach net zero carbon emissions by 2050;
- Implementing a Sustainable in a Generation Plan to create a safe, healthy, and sustainable world; and
- Supporting programs like the Mars Volunteer Program and Mars Ambassador Program, which offer Associates time off to give back to causes close to their hearts.
Methodology of Survey:
A total of 1,500 adult residents from Canada were surveyed online, between October 28 to November 1, 2021. The sample was randomly drawn from Leger’s web panel of potential survey respondents.
Quotas based on 2016 census data were utilized to ensure reasonable representation by region, age, gender. An associated margin of error for a probability-based sample of this size would be ±3%, 19 times out of 20.