Economic Club of Canada/Pollara poll shows fundamental values of Canadians changing during recession

    TORONTO, April 30 /CNW/ - Three quarters of Canadians feel the standard
of living in Canada is declining and may never be the same again, according to
a new Economic Club of Canada/POLLARA Strategic Insights poll. As a result,
the majority of Canadians across all age and income levels are adjusting how
they live and how they spend, with almost half feeling the cost of living is
their most urgent concern.
    The poll captures a feeling of caution, with nervous and anxious
consumers feeling this recession will be long and deep, that things may never
be the same again, and are increasingly searching for real value in any
purchase. The online poll of 3,376 Canadians aged 18 or more was conducted
March 3-5, 2009, weighted by age, gender and region to ensure results are
representative of the opinions of the Canadian general public. The margin of
error in such a survey being +/- 1.69%, 19 times out of 20.
    "There seems to be a unique perception from Canadians that there is more
than just a recession underway," says Mark Adler, President of The Economic
Club of Canada. "The possibility exists of a more longer lasting, fundamental
attitudinal shift of consumer values and habits than ever before experienced.
We may indeed look back upon this period as a turning point in our perceptions
and our behaviours."
    Nearly two third of Canadians (63%) describe their personal circumstances
as 'just getting by' with 48% of Canadians citing the perceived cost of living
as their single biggest concern, far more than the value of their investments
(33%) or job security (16%).
    "What is different in this recession is that all the trends seem to cross
all income levels," says Michael Marzolini, Chairman of POLLARA. "Fundamental
shifts in consumer behaviour, habits and motivations are emerging not only in
lower and middle income families, but even to some degree amongst higher
income groups. This is unique in that the fear and perception of an increased
cost of living and a sense of falling behind is spanning all age and income
    The Economic Club is Canada's 'podium of record' for the world's leading
experts to address the most relevant issues of the day. POLLARA is Canada's
leading strategic research and polling organization.

For further information:

For further information: Mark Adler, President, The Economic Club of
Canada, (416) 306-9934; Michael Marzolini, Chairman, POLLARA Strategic
Insights, (416) 921-0090

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