Mike Colledge
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Articles by Mike Colledge
Beyond Value: Are Consumers and Investors Using Their Wallets to Drive Change?
Consumers increasingly use everyday purchases to express their values, but become far more cautious when financial returns are at stake. The bigger divide is not between Canada and the U.S., but between generations. Read our latest Endurance Economy commentary. 09.11.26 The Endurance Economy is a prolonged period in which households must continuously adapt to affordability pressure, uncertainty, and competing demands on their finances.
[WEBINAR] Ipsos Global Trends 2026: The Canadian Edition
When the world feels increasingly uncertain, people don’t simply retreat. They adapt — looking for greater control, reassurance and reasons for optimism. Economic uncertainty. Geopolitical instability. Rapid advances in AI. Growing questions about whether institutions can deliver. The forces reshaping the world are becoming more complex — but so are the ways people are responding to them.
Mike Colledge: Canadians are ready for sweeping change. Will governments follow?
By: Mike Colledge Over the past weekend, Canadians have seen a deluge of news coverage about the breakdown in negotiations between Canada and the United States. However, the collapse of the U.S.-Canada trade talks isn’t the turning point in this story. It’s the moment we stopped being able to look away from a decline that was already decades in the making. Over the last 18 months, we’ve rightly focused on what feels like a dramatic shift in U.S.-Canada relations.
The Endurance Economy at Mid-Year 2026
Canada is not moving through a typical recovery cycle. It is operating in a period of sustained constraint. The question for business leaders is: how prolonged adaptation is reshaping the market and whether current strategies are aligned to that reality. 07.15.26 At the start of 2026, many organizations were still planning against a familiar assumption: that easing inflation and stabilizing interest rates would lead to a gradual return to normal economic conditions.
Canada: A Stressed Nation Needs to Take the Summer Off
In our latest Endurance Economy analysis, we compare today’s challenging environment against how Canadians coped in the early days of COVID. 07.14.26 Its mid-summer in Canada and Canadians are trying to focus on baseball, backyards and the warm outdoors. In doing so they’ll look to disconnect from politics, from the economy, and from the relentless stream of news that has dominated the first half of 2026.
The CPP Paradox: Why Canadians Are Taking Less Money on Purpose
Guest post by Mike Colledge Executive Insight Lead, Ipsos Canada There is a quiet financial paradox playing out in retirement planning across Canada. Households facing the persistent strain of higher living costs are making a decision that will cost them tens of thousands of dollars over their lifetimes. They are taking their Canada Pension Plan (CPP) benefits early. And in many cases, they understand the trade-off, but make it anyway to put less money in their pockets more quickly.
[REPLAY] KEYS: The Ipsos Generations report
People in research and marketing love talking about generations. Our colleagues and clients are familiar with the terminology. We can connect the latest analysis on Gen Z or Boomers to stories from our own lives. And the different groupings provide practical building blocks for shaping new strategies, products and services. But it’s been clear for some time now that the discourse around generations has frequently been misleading. Stereotypes abound, and they are not always supported by the evidence.
The Canada Strong Fund has a timing problem
Our latest Endurance Economy commentary explores the timing and target for the Canada Strong Fund. 04.27.26 The announcement of the Canada Strong Fund is, on its face, a genuinely interesting idea. A sovereign wealth fund that lets ordinary Canadians participate directly in the country’s economic future — infrastructure, energy, advanced manufacturing — is a bold concept. In a different moment, it might land as exactly the kind of nation-building instrument Canadians would rally around.
[Webinar] KEYS: The Ipsos Generations report
People in research and marketing love talking about generations. Our colleagues and clients are familiar with the terminology. We can connect the latest analysis on Gen Z or Boomers to stories from our own lives. And the different groupings provide practical building blocks for shaping new strategies, products and services. But it’s been clear for some time now that the discourse around generations has frequently been misleading. Stereotypes abound, and they are not always supported by the evidence.
Canadian views on fast fashion
When it comes to Fast Fashion, Canadians fully recognize the tensions every time they make a purchase. 04.17.26 Fast Fashion clothing fills a need for affordable, fashionable and convenient clothing despite the widely held worries about its impact on the environment and workers. Those how purchase Fast Fashion clothes also purchase pre-owned and recycled clothes movement as both are seen to address affordability pressures.
[ Webinar ] KEYS - The year ahead: Visions of the Future
The start of a new year is a time for reflection – and optimism. Seven in ten people around the world say things will be better for them over next 12 months than they were in 2023. Yet the disruptions of recent years have taught us all to be cautious about exactly what lies ahead. Citizens and consumers face a year of uncertainty. Elections will be held in more than 60 countries, and turbulence is expected.
Three quarters of Canadians (76%) agree that recent forest fires have made them think about the need for reforestation and forest management
Tree Canada and Ipsos have partnered to conduct a survey examining Canadians’ views toward the value of trees, tree planting and other environmental issues. The value and role of trees is top of mind for Canadians with 83% (vs. 87% in 2024) agreeing Canada needs more trees because they help clean the air Canadians breathe. Canadians also recognize that trees provide habitat for animals (78% vs. 80% in 2024), help cool our cities (77% vs. 82% in 2024), help address climate change (75% vs.
Don’t Mistake Stability for Endurance
Households are surviving structural change. Mistaking that survival for stability is a strategic error. 02.12.26 At Ipsos, we work at the intersection of consumer behaviour and public opinion. It is from this unique vantage point that we see the emergence of the Endurance Economy. This is more than a moment of consumer caution. We are seeing a deeper structural shift in how Canadians assess security, institutions, and the future.
A Tale of Two Messages
Read our latest commentary comparing Carney’s Endurance Agenda against Trudeau’s Holiday Relief. 01.26.26 On January 26th, 2026 Prime Minister Mark Carney announced changes to the GST tax credit intended to make groceries more affordable, recalling a similar announcement made just over a year ago by former Prime Minister Justin Trudeau, who promised a GST holiday on November 21st, 2024. While the announcements felt similar, the policies they introduced differed in significant ways.
From Elbows Up to Elbow Grease
Take a look at our Ipsos Canada 2025 Review & 2026 Outlook Report. 30.11.25 Donald Trump has been a key figure in 2025, but the more influential driver of Canadian public opinion has been the decade-long decline in economic sentiment. 2025 unfolded in two acts. The first dominated by Trump's annexation threats and the second focused on Prime Minister Carney's calm pivot to economic growth initiatives.
Price Matters: More Important Than Ever
While price has always mattered, it has now emerged as a dominant factor influencing the decisions of Canadians. Here’s why. 02.10.25 Many Canadians do not have a choice when it comes to price and many more are seeing their choices reduced based on the amount of money they have to spend. Every decision from daily grocery purchases to long-term investment comes with a cost, and increasingly, these costs are dictating not just consumer behaviour but broader social trends and national priorities.
Can we bridge the generational divide? The first step is understanding it.
Across most of Ipsos Canada work, whether our own proprietary studies or work for clients, we are seeing significant generational differences play out. These divergent perspectives have important implications for policymakers, businesses, and organizations looking to bridge generational gaps. This summary of the Ipsos 2025 Equalities Index shows the significant differences in how Canadians view success, fairness, and equality.
Consumer Confidence Canada: Monthly Update
Ipsos tracks consumer confidence monthly, exploring: Personal Confidence: How people feel about their personal finances both today and in the future. Economy Confidence: How people feel about the broader economic situation in Canada both today and in the future Overall Confidence reflects all metrics combined. Below is our latest update. March 26, 2026 Update In March, overall consumer confidence remained steady at -3%. The gap between personal and national realities remains stark.
Shoppers Want to ‘Do Good’ But Brands Are Missing the Mark
Survey Highlights: 3 out of 4 consumers (75%) view themselves as “conscious consumers” yet only 38% truly behave consciously Canadians vs.
From Retaliation to Renewal: Tariffs are a wake-up call for Canada
Despite panic over tariffs, the Canadian economy won’t collapse over the next sixty days. We have enough resiliency to hold an election and take the time to consider the options, and plan for a diversified future. And while that’s happening, Canadians are doing their part to find and buy Canadian goods, arguably the easier part of a larger effort to come. Canadian business are doing what they can to promote Canadian products.
OH CANADA: The embers of Canadian pride have been reignited
Just in time for the 2000 NHL playoffs, Molson dropped the famous “I Am Canadian (The Rant)” ad featuring everyman Joe. He challenged Canadian stereotypes in an engaging and humorous manner, helping to cement this ad’s place in Canadian culture. Over the past few weeks, tensions between Canada and the U.S. have risen, and as the threats of US tariffs loomed, this ad started making the rounds again on social media, 25 years after it first aired.
When Culture and Commerce Collide
The recent U.S. tariff threat against Canada has created significant tension and sparked a discussion about Canada's relationship with the U.S. Despite a last minute 30 day pause, many Canadians have viewed the threatened tariffs as a hostile act against our economy and our country; some have called for prioritizing reduced reliance on U.S. trade and, at least momentarily, a “Buy Canadian” movement is taking hold.
Mike Colledge: What happens after the Conservatives axe the carbon tax?
Commentary 26 September 2024 Supporters of federal Conservative leadership candidate Pierre Poilievre in Ottawa, March 31, 2022. Patrick Doyle/The Canadian Press.
The value and role of trees is top of mind as Canadians experience extreme weather events
Tree Canada and Ipsos have partnered to conduct a survey in support of National Tree Day. Communities across Canada will be hosting events and tree planting activities over two days on September 25 and September 28, 2024. The survey examines Canadians’ views toward the value of trees.
The Impact of Canada’s New Greenwashing Regulations
Companies are now required to substantiate their sustainability claims with reliable data and third-party verification. Are you ready? There are pros and cons to Canada’s recently passed amendments to the Competition Act but there is no doubt it will have an impact on ESG related communications and how companies position themselves and their products in the market.
Changing Attitudes and Actions Towards Climate Change
Spring has sprung in Canada! April showers! May flowers! Warmer weather and forest fires? With parts of Canada already experiencing forest fires and water rationing due to drought, we may be seeing a repeat of the Summer of 2023 when an area three times the size of Italy burned from one coast to another in Canada. Ipsos’ annual Earth Day report sheds light on how Canadians and the rest of the world are coping with climate change.
Three in Four (76%) Employed Canadians Would Bike or Walk to Work, in a Perfect World
Toronto, Ontario, March 25, 2024 — In a perfect world, three in four (76%) employed Canadians would walk or bike to work, according to a new Ipsos poll conducted on behalf of Earth Day Canada. Moreover, two in three (66%) would like to have more sustainable travel options or commuting to work, and half (49%) would like their employer to organize ride sharing among their employees.
Canada: Still the safe haven of old?
Our politicians like to tell us that Canada is a beacon of aspiration for other countries. Average Canadians, being more realistic than our politicians, have in the past been more likely to be thankful that Canada’s geography, history, and natural wealth provides us with a haven from the challenges facing much of the world. Is this changing?
Demystifying Double Materiality: A new model for corporate ESG compliance and leadership
ESG (Environmental, Social and Governance activities) is increasingly recognized as a business imperative. Yet inherent doubts about return on investment can cloud investment strategy and decision-making. This ultimately perpetuates a perceived dichotomy between what’s good for people and planet and what is good for the wallet. Double materiality Double materiality assessments necessitate equal consideration and understanding of areas of financial impact and areas of impact on people and planet.
Will Housing Crisis Put Support for Immigration at Risk?
Public opinion surveys are but a snapshot in time. But when you look at their trends and the surrounding economic and societal context it is sometimes possible to get a glimpse into the near future. When we wrote this commentary “The danger of the fading middle-class dream” (https://globalnews.ca/news/8736782/fading-middle-class-dream/) in the Spring of 2022 we were reasonably confident that housing would become a sore point from a public opinion, policy and political perspective.
The Up (and Down) Side of ESG Scrutiny
As climate change, economic strife, and community malaise hit closer to home, Canadians are feeling expected to align their wallet with their social conscience. While price, product, and service will always be key, how companies measure up on ESG initiatives is going to be a much bigger factor in future purchase decisions. Today, we are all being overwhelmed by a polycrisis. The list of crises is long. The weather (from heat waves to forest fires to floods and droughts) at home and around the globe.
Sustainability and Advertising: Friends or Foe?
We see ESG as a challenge and opportunity for our clients and for Canada. To realize ESG’s promise of better lives for all, will require complimentary activities for all stakeholders. The ESG stakes are high for Canada.
ESG - a time for leadership, focus and communication, but above all action
Concluding from the latest Ipsos ESG Council report, it's increasingly clear ESG's role as an agent for positive change. With more than 8 in 10 Reputation Council members agreeing that poor ESG performance now has material consequences, it is hardly surprising that it is increasingly being given a place at the top table within businesses. But to drive real change, strong leadership from the CEO down is needed to ensure ESG is embedded in every function, process, and role.
Leveraging ESG to Enhance Your Corporate Reputation
At Ipsos, we give businesses, governments, and public bodies the confidence they need to take the right actions for the benefit of people and the planet, to drive long-term prosperity for all. We see ESG as a challenge and opportunity for our clients and for Canada. To realize ESG’s promise of better lives for all, will require complimentary activities for all stakeholders. The ESG stakes are high for Canada.
Pride month 2023: 9% of adults identify as LGBT+
Public opinion across 30 countries is widely favorable to protecting transgender people from employment and housing discrimination, but divided on other measures The Ipsos LGBT+ Pride 2023 survey finds that an average of 9% of adults in 30 countries, including 10% in Canada, identify as LGBT+, with sharp generational differences.
Navigating uncertain times in the wake of COVID-19 Original
By Mike Colledge, president, Ipsos Public Affairs Special to Global News 2:24 Canadians cutting back on travel as inflation, COVID-19 remain a concern We are living in uncertain times. It may seem as if COVID-19 brought with it a whole set of new problems but not all of the issues we are facing are new. Following the peak of the pandemic, the war in Ukraine and a rising cost of living have become bookends now added to the long list of pre-pandemic issues.
Canada’s Inconvenient Truths
What are Canada’s “inconvenient truths” in the path toward achieving “net zero” carbon emissions by 2050? New research from Ipsos’ Context Energy study examines what Canadians understand (and don’t understand) about the energy transition process necessary to fight climate change, who will pay for it, and the lifestyle and behaviour changes that will be required.
A New World Disorder: Opportunity in a Polycrisis
This week we released our annual study, Ipsos Global Trends 2023. How does it all play out in Canada? Take a look. Over the last few years Canadians and the rest of the world have slowly started to emerge from a global pandemic only to find ourselves in a new world and facing many crises on many fronts. Around the world we are facing a polycrisis. We have high inflation, worries about the cost of living and a potential global financial crisis.
Ipsos on Consumer Confidence for Small Business Owners: December 2022
Ipsos’ Consumer Confidence metrics for Small Business Owners show Overall Confidence has declined 2 percentage points from last month. Ipsos tracks consumer confidence of small business owners each month, exploring: Personal Confidence: How small business owners feel about their personal finances – both today and for the future.
Ipsos on Consumer Confidence: December 2022
Ipsos’ Consumer Confidence metrics show Overall Confidence has improved, and while still in negative territory at –4% versus its norm, it’s up 6 percentage points from last month. Consumer confidence in Canada improved slightly this month, with an uptick in optimism for both personal finances and the country’s broader economic outlook, now and in the future.
Ipsos on Consumer Confidence for Small Business Owners: November 2022
Ipsos’ Consumer Confidence metrics for Small Business Owners show Overall Confidence has declined 14 points from last month. Small business owners in Canada had been riding a high in their consumer confidence following the lifting on lock-downs earlier this year. But that has finally broken, and while small business owners remain mildly positive at +7%, this is a drop of 14 points since last month.
Ipsos on Consumer Confidence: November 2022
Ipsos’ Consumer Confidence metrics show Overall Confidence sliding further into negative territory (–10% versus its norm), down 4 points from last month. Consumer confidence in Canada is becoming increasingly challenging, and November is no exception with the index sliding further into negative territory this month at -10%, down 4 points from a month ago. The 4 pillars of confidence are all net negative, painting a gloomy view for the next couple of months.
Ipsos on Consumer Confidence: October 2022
Ipsos’ Consumer Confidence metrics show Overall Confidence sliding further into negative territory (–6% versus its norm), down 5 points from last month. This month we’re seeing a more evident downturn in consumer confidence in contrast to the mild negativity we experienced in the recent past. Overall Consumer Confidence is now decidedly in the negative (–6% versus the norm), down a full 5 points from last month.
Canadians are having a crisis of confidence with respect to their healthcare system
THE CURRENT Canadians are clearly having a crisis of confidence with respect to their healthcare system. Barely half (54%) give positive ratings to “the quality of healthcare that you and your family have access to in your country.” Disturbingly, this is down a full 18 percentage points since 2020. And trust in the system stands at 53% down a full 11 percentage points since 2020.
Ipsos on Consumer Confidence: September 2022
Ipsos’ Consumer Confidence metrics show that Overall Confidence is mildly negative (–1% versus its norm), unchanged from last month. Consumer confidence in Canada is not imploding to the extent that many pundits have been projecting. Granted, with inflation continuing to run high, September’s overall Consumer Confidence metrics for Canada continue to be mildly negative. Among the 4 pillars of Consumer Confidence only Current Personal Confidence (the “micro”) continues a downward trend.
Canadians Doubt that the Government is Capable of Solving Today’s Challenges
Canadians are angry. Worried. Stressed. You can pretty much insert your choice of negative emotion to describe how Canadians are feeling today. Why? While it may feel like the current mood is new, it is really the continuation of a trend that started before the arrival of COVID-19. The negative sentiments being expressed by Canadians didn’t start in September 2022, over worries of a possible recession.
Ipsos on Consumer Confidence: August 2022
Ipsos’ new Consumer Confidence metrics show that Overall Confidence is now mildly negative (–2% versus its norm), down 1 point over the last month. Consumer confidence in Canada is not imploding to the extent that many pundits are projecting. Granted, with inflation hitting decades-old highs, overall, it continues to deteriorate. But it has not totally fallen off a cliff like it has in many other countries.
Ipsos on Consumer Confidence: July 2022
Consumer Confidence in Canada is holding up relatively well, despite inflation hitting decades-old highs. With inflation hitting decades-old highs, overall Consumer Confidence in Canada continues to be holding up relatively (and perhaps surprisingly) well. Ipsos’ new Consumer Confidence metrics show that Overall Confidence is only mildly negative (–1% versus what it “normally” is – the norm), although it is down over the last 2 months.
Ipsos on Consumer Confidence: June 2022
With inflation hitting decades old highs, Consumer Confidence in Canada is deteriorating. Ipsos’ new Consumer Confidence metrics show that Overall Confidence stands at –3% (versus what it “normally” is – the norm), down a full 6 percentage points over the last month. While confidence in all 4 pillars of Consumer Confidence is now net negative, Economy Confidence (the “macro”) trails Personal Confidence (the “micro”) and Current and Future Confidence are the same.
Inflation is Canadians’ Top Concern - Here’s What You Need to Know
We share a three-part strategy to help marketers manage their inflation sensitive innovation pipeline. Unlike COVID which has been labeled “unprecedented,” the same cannot be said for rapid inflation here in Canada, and around the world. At Ipsos we are committed to leveraging our institutional knowledge and expertise across Public Affairs, Innovation and Market Strategy to continue to help brands drive growth, regardless of what the market throws at us.
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