Canadian Gen Z Trusts Politicians—But Will They Vote for Them?
Zoe Thompson
Canadians don’t trust politicians.
That’s the headline from our Proof Strategies 2025 CanTrust Index, and it’s supported by hard data. Only 17% of Canadians say they trust politicians, the lowest we’ve seen in a decade. Celebrities, ripe targets for scrutiny, rumour and judgement, have a comparable trust level of 19%. With a federal election looming on April 28, the abysmal trust in politicians is troubling.
Gen Z Still Believes—Kind Of
However, one demographic is bucking the trend: Gen Z (those born between the late 1990s and early 2010s).
Gen Z is the most trusting generation when it comes to viewing politicians as reliable sources of information. According to the 2025 CanTrust Index, almost one in four members of Gen Z trust what politicians say, compared to just one in 10 Boomers.
That trust, paired with the fact that Gen Z now makes up 14% of eligible voters, positions them as potential difference-makers. Politicians who build real connections with Gen Z now won’t just win votes today, they’ll potentially bank long-term trust.
But There’s A Catch: Gen Z Is The Least Likely To Vote
Despite the 2015 “youthquake” that put Gen Z on par with the 25-34s, turnout has always been lowest among the youngest voters. Election after election, voter turnout graphs produce the same “upside-down hockey stick” curve. Most recently, in 2021, just 47% of 18 to 24-year-olds voted, a seven-point drop from 2019.
Why do Older Generations Vote More—Even When They Trust Less?
Older voters tend to show up regardless of trust levels. Our 2025 CanTrust Index data gives us some strong insights about the engagement gap between younger and older voters: Baby Boomers are the most likely to believe that government plays an important role in providing services that help make Canada a better country for our citizens. Which demographic believes that the least? Gen Z.
Younger Canadians don’t appear to be seeing a positive impact from government — and in turn political leaders whose decisions are being felt through government services — in their lives.
Marginal Trust isn’t Enough—Communication is Key
If Gen Z is asking, “what about us?”, politicians should respond in ways Gen Z can understand. Since 2021, younger voting blocs have outnumbered older ones. And now, we know they trust politicians more. To convert that trust into greater turnout, leaders must platform youth issues, show up where Gen Z is, and speak Gen Z’s language when they get there.
How to Speak Gen Z
Think: authenticity, accessibility, and humour.
In an era of information overload and dwindling attention spans, political messages must be relatable, visible, and tailored to give Gen Z a reason to listen. That’s why we’ve seen Jagmeet Singh’s short, stripped-down Get Ready With Me videos and Pierre Poilievre’s youth-focused Instagram reels.
Hit Gen Z in the feels
We asked Canadians what Ottawa needs to do to be more trustworthy, and the results are a clear roadmap for building trust with Gen Z. According to 2025 CanTrust Index data, the top Gen Z issues for politicians to note include:
- The government being more open and transparent
- Policies that support workers
- Provincial funding for increased healthcare access
- Reducing Canada’s carbon footprint
- Policies that get more houses built
Each leader is trying to cut through the noise and meet young voters on platforms they prefer. This needs to continue beyond a short election race.
Older voters are locked in. Gen Z is still persuadable. We’ll find out on April 28 who convinced them.
Want to know how Gen Z trusts your industry? Reach out to us to learn more about how to reach this audience.