Fondest memories revolve around water; Canadians concerned about quality
of lakes and rivers
TORONTO, June 7, 2012 /CNW/ - With only two weeks to the official start
of summer, Canadians are looking forward to vacations, weekends at the
cottage and spending time in or on the water swimming, sailing or at
For many, their fondest outdoor experiences involve water - from
swimming (33 per cent) and going to the beach (33 per cent), to fishing
(28 per cent) and canoeing (11 per cent). Winter sports that depend on
water also factored in, with skating and skiing (14 and 13 per cent)
being mentioned often, according to the 2012 RBC Canadian Water
Attitudes study, which measures Canadians' perceptions about water
protection and conservation.
The poll examined the country's passion for recreation around some of
our 243,000 kilometres of shoreline and thousands of lakes and rivers
and found that many Canadians consider water to be the country's most
valuable natural resource (49 per cent). In addition, almost half (48
per cent) declare freshwater was the natural resource they most care
about - more than forests (21 per cent) and oil (10 per cent).
"Canadians clearly have an intense love affair with lakes and rivers.
But many people are missing out on some of the greatest Canadian
outdoor experiences because they're concerned about the water quality
in their local lakes and rivers," said Lynn Patterson, Director,
Corporate Responsibility. "On June 8, as we celebrate our third annual
RBC Blue Water Day, we're asking Canadians to think about why they care
about water, and join us in protecting our freshwater resources here at
home and around the world."
While Canadians in all provinces share a fondness for a summer filled
with freshwater activities, not everyone will wade into those waters.
Almost seven out of 10 Canadians (69 per cent) are somewhat or very
concerned with the quality of water in Canada's lakes and rivers, while
52 per cent feel the quality of lakes and rivers is getting worse.
While nearly two-thirds of Canadians (64 per cent) swim in Canada's
freshwater lakes and rivers at least once a year, a full 36 per cent
never do. In fact, four in 10 people in Quebec, Alberta, and Atlantic
Canada never swim in lakes and rivers; and interestingly, respondents
in those regions also have high concerns about water quality (79 per
cent, 59 per cent and 58 per cent respectively).
Clearly, water plays an important role in Canadians' lives and
protecting it is crucial. However, only four per cent report that they
currently donate to an environmental organization that helps protect
water, despite the fact that 89 per cent believe that nature and
wildlife should be a top priority for protection.
To celebrate RBC Blue Water Day and show you care about water, go to the
RBC Blue Water Facebook page on June 8 (www.facebook.com/rbcbluewaterproject/app_309036319173800) and RBC will donate $50 to one of five water-related charities. You
can also follow us on Twitter (@RBCGreen).
RBC Blue Water Project grant recipient Lake Ontario Waterkeeper has
created "The Swim Guide" - an app to help locate the closest, cleanest
beach, get directions, view photos and determine if the water is safe
for swimming in these areas - Alabama, Alberta, British Columbia,
California, Florida, the Great Lakes and the Ottawa River region. To
download the app, go to www.theswimguide.org/download.php
About the 2012 RBC Canadian Water Attitudes Study
These are some of the findings of a GlobeScan poll conducted between
February 1-15, 2012, on behalf of RBC and sponsored by the UN Water for
Life Decade. A sample of 2,428 adult Canadians from an online panel
were interviewed. Weighting was then employed to balance demographics
and ensure that the sample's composition reflects that of the adult
population according to Census data and to provide results intended to
approximate the sample universe. The margin of error for a strict
probability sample for a sample of this size would be ±2.0 per cent, 19
times out of 20. The margin of error will be higher in subgroups. All
sample surveys and polls may be subject to multiple sources of error,
including but not limited to, sampling coverage and measurement.
About the RBC Blue Water Project
The RBC Blue Water Project is an innovative, wide-ranging, 10-year
global commitment to help protect the world's most precious natural
resource: fresh water. It includes a $50 million philanthropic
commitment to organizations that protect watersheds and ensure access
to clean drinking water. The RBC Blue Water Project also promotes
responsible water use through awareness programs and supports programs
that encourage businesses to develop and commercialize innovative
solutions to the water issues facing the world. Since 2007, RBC has
pledged over $32 million to more than 450 not-for-profit organizations
worldwide that protect watersheds or ensure access to clean drinking
water. For more information, rbc.com/bluewater.
For further information:
or to arrange an interview, please contact:
Rebecca Webster, Weber Shandwick, 416-642-7975, email@example.com
Jackie Braden, RBC Brand Communications, 416-974-1724, firstname.lastname@example.org