February 24, 2026 – Montreal, QC – Quebecers have the highest overall levels of both trust in others and personal satisfaction compared to people in the rest of Canada, according to the findings of the 2026 Proof Strategies CanTrust Index™. The annual survey is conducted by Proof Strategies, whose affiliated Quebec agency is Capital-Image, based in the Montreal.
The new survey, conducted in January 2026, shows that the overall CanTrust Index is highest in Quebec at 51 pour cent, up from 45 pour cent a year ago. The next highest score is 46 pour cent in Atlantic Canada, while it is 41pour cent in Ontario, 38 pour cent in British Columbia and 35 pour cent in the Prairie provinces. The index score increased in all regions in 2026 except BC where if fell by two points. The increase in Quebec by six points was the largest compared to five points in Atlantic and Ontario and two points in the Prairies.
Almost two-thirds of Quebecers agreed that “most people are honest and trustworthy” while half (49 per cent) agreed that “my first reaction is to trust people.” Asked if it is becoming harder to trust people, Quebecers had the lowest level of agreement, 55 per cent, versus 60 per cent in Ontario, 69 per cent in Alberta, 71 per cent in BC and 72 per cent in Manitoba/Saskatchewan
Quebecers also reported the highest level of overall satisfaction compared to other Canadians. Average satisfaction was 63 per cent in Quebec versus a national average of 58 per cent, which is up from 51 per cent in 2021. Other regional levels are 52 per cent in Alberta, 53 per cent in Manitoba/Saskatchewan, 54 per cent in BC, 57 per cent in Ontario and 61 per cent in Atlantic Canada.
“Quebecers are leading the country in boosting the overall trust in Canada,” said Silvie Letendre, President of Capital-Image. “In a global environment marked by volatility and the growing prevalence of misinformation, trust has become a critical stabilizing force. When people trust credible sources, they are better equipped to navigate complex issues.”
Overall, the latest Proof Strategies CanTrust Index reveals that trust in Canada is resilient, with more Canadians turning to one another and the institutions that anchor national identity. Trust in one another is climbing, and there is renewed appreciation for organizations that demonstrate a clear commitment to Canada’s prosperity, whether through domestic ownership or investments that create jobs and strengthen the economy.
“The past year has seen hostility and bullying from the White House. If we can’t trust the world, we can trust ourselves,” said Bruce MacLellan, Chair of Proof Strategies. “In the face of a ruptured world, trust in Team Canada is rallying.”
Trust in Canada is resilient
“Canada is a pluralistic and diverse society, in workplaces, in classrooms and within families, and trust is on the rise,” added MacLellan. “Insularity may be the barometer of America or other places, but not in the town square of Canada.”
Canadians are increasingly turning to one another and the institutions that bring the country together. Trust is rising across nearly all major sectors, with charities and nonprofits gaining seven per cent (57 per cent) from last year, news media increasing eight per cent (45 per cent), governments up four per cent (40 per cent) and small and medium sized corporations rising five per cent (45 per cent). Only large corporations saw a decline, falling six points to 27 per cent. These improvements lifted the national aggregate trust score to 42 per cent, a four per cent rise that signals a resilient trust environment.
Prime Minister Mark Carney is the most trusted national leader, at 45 per cent, compared to Pierre Poilievre at 33 per cent. The Quebec trust level in Carney is similar, at 46 per cent, but trust in Poilievre in Quebec is lower, at 25 per cent. Trust that “the electoral system is fair” is at a seven-year high, at 58 per cent. In foundational public institutions, trust in the healthcare system increased four per cent (58 per cent) from last year and trust in the Supreme Court rose by five per cent (59 per cent). Institutions tasked with safeguarding the country also remain high, with trust in the Canadian military and the Royal Canadian Mounted Police (RCMP) at 61 per cent and 59 per cent, respectively.
Trust in governments to do what’s right similarly strengthened, rising to 40 per cent this year. Five years ago, in 2021 during the COVID-19 pandemic, it was at 32 per cent.
Canadians place a high value on companies that put the country first. Investing in Canadian jobs and building the economy is one of the top drivers with 67 per cent of Canadians saying it makes a company more trustworthy to them. Being Canadian-owned is nearly as influential, with 65 per cent indicating that domestic ownership increases their trust. Taking care of employees continues as the top driver of trust in corporations, at 70 per cent.
Importantly, trust in each other is also rising. Sixty-six (66) per cent of Canadians agree that “most of the people I deal with are honest and trustworthy” compared to 63 per cent in 2025. This response is consistent across all regions of the country.
The vaccine divide
Overall, trust in the Canadian healthcare system rose to 58 per cent, up from 52 per cent in 2024 and returning closer to pre-pandemic levels. Trust in Health Canada to approve prescription drugs in the best interests of Canadians is at 69 per cent.
A vaccine divide exists, however, with 21 per cent saying they “will not get a vaccine.” This group is highest in Alberta at 29 per cent and lowest in BC at 14 per cent, with Ontario at 23 per cent and Quebec at 20 per cent.
Almost one quarter of Canadians said they have declined a vaccine for themselves after it was recommended to them by a doctor, and 17 per cent have said they declined for a dependent child.
Canadians who have ever declined a vaccine cite perceived risks as the biggest reason. Half of those who declined a vaccine for themselves said they were primarily concerned about side effects or negative outcomes, while 10 per cent said they refused a vaccine because they do not believe in vaccination. When looking at age cohorts, affordability is a higher consideration for Gen Z and Baby Boomers, with 27 per cent and 31 per cent ranking this reason in their top two, respectively.
When it comes to accepting vaccines, one-third of Canadians say their strongest motivator is knowing the vaccine has been widely studied for five or more years. Nearly one-quarter say their top reason is understanding the balance between risks and rewards.
Canadians consistently trust their doctors for reliable information. When it comes to vaccine-related information, the most trusted sources include one’s own family doctor (78 per cent), physician specialists (74 per cent), pharmacists (72 per cent) and pediatricians (71 per cent). Notably, as sources of information about vaccines, 26 per cent say they trust talk radio hosts and podcasters, 26 per cent trust AI tools, and 27 per cent say they trust religious leaders.
“The top four most trusted sources about vaccines have one thing in common – all wear white coats,” said Jennifer Zeifman, Health and Wellness National Lead at Proof Strategies. “When it comes to health decisions, we should encourage conversations with the experts that Canadians trust the most.”
AI as Canada’s mistrusted partner
While more Canadians are using AI, their trust is moving in the opposite direction. Fifty-seven per cent of Canadians now use AI regularly or occasionally, up from 43 per cent last year. However, 29 per cent of Canadians trust AI to have a positive impact on the economy, down from 33 per cent in 2025. The share of Quebecers who trust AI will have a positive impact on the economy was also the same as the Canadian average, 29 per cent, but that number has fallen from 47 per cent in 2016 when it was the highest of any region in Canada.
One third of Canadians trust that AI will improve the consumer experience; in Quebec the number is 37 per cent, the highest of any region in Canada. At the same time, Canadians are increasingly skeptical about the sources they read as more content is produced by AI. The number who believe information sources are becoming more trustworthy fell from 22 per cent to 17 per cent, while 46 per cent now say AI makes information less trustworthy.
While there was a five per cent drop in the number of Canadians who said that AI is making information sources more trustworthy (17 per cent), trust in news media to be competent and do the right thing is on the rise, up eight points at 45 per cent.
“AI use is rising fast, but trust is lagging,” said MacLellan. “Organizations that pair AI Strategy and implement with transparent communication and responsible governance may help increase Canadians’ confidence and trust over time.”
The same hesitancy to trust AI is not seen across the border. Americans trust AI to improve experiences across every major sector, including healthcare, retail, education, government and financial services. On average, 44 per cent of Americans trust that AI will support industries compared to 33 per cent of Canadians. (U.S. data from November 2025.)
The 2026 data also indicates a potential class divide in AI optimism. Sixty-two (62) per cent of people in upper management positions believe AI will improve the consumer experience, while trust among middle management, administrative roles, skilled labour and frontline workers is much lower. Similarly, 59 per cent of those in upper management roles trust AI to contribute to the economy, compared to 29 per cent of all Canadians surveyed.
“Only one third of Canadians trust the federal government to regulate AI. Ottawa needs to tread carefully and justify any actions,” added MacLellan.
The opportunity to build trust
Trust is not binary. Many respondents land just below the trust threshold, often rating categories a four out of seven. They represent a broad cross-section of Canadians who trust some things and question others. This “trust swing vote” can shift with better communication and tangible actions. For organizations, brands and leaders, that means real opportunities to earn trust or risk losing it through complacency.
Over a decade of made in Canada trust intelligence
Since 2016, the Proof Strategies CanTrust IndexTM has tracked how trust is formed and expressed in Canada. Made in Canada and made for Canada, the research examines political, social and economic trust trends over time. The 2026 study was conducted from January 7 to 15, 2026. The report also references the Proof’s U.S. trust research, which was conducted from November 5 to 12, 2025.
About Proof Strategies
Proof Strategies is a communications, public affairs and government-relations partner that Asks Better Questions™. Founded in 1994, the Canadian-owned, independent agency has earned 350+ awards for client work and industry leadership, including Best Workplace in Canada (Great Place to Work™, 2010) and CPRS Large Agency Team of the Year (2020, 2023, 2024, 2025). The Proof Strategies CanTrust Index™ is a leading source of insight on trust in Canada. Learn more at getproof.com and follow @get_proof on LinkedIn and Instagram.
About Capital-Image
Founded in 1989, Capital-Image is an integrated communications agency based in Montreal with a team of highly versatile, bilingual professionals. Over the years, the agency has won more than 25 awards of excellence. Capital-Image’s operations are A+ certified, the standard of excellence in professional quality and service for public relations firms in Quebec. In addition, it was one of the first communications agencies in the province of Quebec to be certified carbon neutral.
For over 30 years, Capital-Image has been the Quebec partner of Proof Strategies – with offices in Toronto, Ottawa and in the US. Learn more at capital-image.com and follow us on LinkedIn and Instagram.
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Contact, for more information:
Stéphane Vaillancourt
Capital-Image
svaillancourt@capital-image.com
Cell (514) 265-5644