Investing in trust, investing in Canada
Bruce MacLellan
Today marks the release of the 10th year of our Proof Strategies CanTrust Index™, a study made in Canada, made for Canada, that examines and tracks the nuances of trust in our country. While a Made in Canada study is appealing nowadays, its also about getting the research right, understanding and reflecting the nuances of our people, institutions, and culture. This means more reliable data for leaders and decision-makers.
In 2015, we knew there was a need for more research on trust, for less hysteria and for more understanding. We also knew that pressures on trust were growing, from social media, political polarization, and more. What we did not know was the tumult of the coming decade: a devasting pandemic, extreme climate events, a housing affordability crisis, and a shocking betrayal by our southern neighbour.
Now, more than ever, we need a Canadian perspective on trust.
Proof Strategies is proudly Canadian owned. Since our start more than three decades ago, we’ve been investing in our people, our society, and our economy. Understanding and sharing knowledge about trust is one of the many ways we invest in Canada.
The centerpiece of our trust leadership is the annual research study shared on our website, in media stories, in contributions to books and articles and in presentations to companies, educational institutions, charities and not-for-profits. In 2021, we partnered with the Institute of Corporate Directors (ICD) to create the Trust Matters Toolkit, available to board members in Canada and around the world. In 2024, we partnered with the Social Studies Educators Network of Canada (SSENC) to publish three teaching plans called Learning About Trust, designed to teach elementary, middle and high school students the importance of defining and building trust. Our work in trust reaches far beyond the annual study.
Trust is contextual, and each country has its own history, values, institutions, and demographics. It can be tempting in Canada to import research from the USA. However, as the Environics Institute says: “2025 will hold surprises, undoubtedly many of them unpleasant. But the convergence of the Canadian and American political cultures will likely not be among them.”
Proof Strategies is committed to understanding trust and sharing our insights. We think trust is a great investment – societies, democracies and economies cannot function without it.