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The federal campaign will officially begin this morning with an election date set for October 21st.  Political parties have been preparing for months, fundraising, nominating candidates and identifying accessible supporters. Follow along with us over the next 6 weeks as our team offers insights and keeps you up-to-date with the campaign trail. As the campaign […]

It is well documented that in addition to Canada’s Indigenous population, our country is a nation of immigrants. Sadly, our new research shows dangerously low trust levels among Canadians in the immigration system and the handling of refugees. Immigration is too important to lose public confidence. Leaders have a choice: stem the decline and become […]

When Facebook and Twitter recently banned a handful of Canadian-based extremists and white supremacist groups (among others), the platform giants likely weren’t only looking to deprive dangerous individuals and organizations from disseminating hatred to mass audiences. Rather, these decisions mark the latest in a series of attempts to confront a festering reputational problem that dogs […]

Canada is at an inflection point.  Leaders have a choice: stem the decline and become trust builders or set the house on fire and become trust destroyers. This rather blunt assessment is our conclusion based on the 2019 Proof CanTrust Index findings. With four years of tracking, our 2019 study found that the average trust […]

  Now in its 4th year, the Proof Inc. CanTrust Index is a large and deep study of the trust levels of Canadians and the features that make up Canada. After three years of stability, the 2019 CanTrust Index reveals a significant drop in Canadians’ trust in major institutions, organizations, leaders and many sources of […]

When I started working in public relations over 20 years ago, it didn’t take me long to develop an inferiority complex. No, I wasn’t bullied or belittled.  In fact, my colleagues at Proof were so kind and supportive and the work so rewarding that I will celebrate my 22nd year at the Canadian public relations […]

An Interview with Four Creators on Why Authenticity and Expertise Matter Most to Canadians In 2018, the majority of integrated marketing campaigns – whether B2B or B2C – include an influencer component. The 2018 Proof Inc. CanTrust Index showed that Canadians continue to put their trust in these thought leaders, but what does ‘influencer’ mean […]

In Douglas Adams’ hilarious Hitchiker’s Guide to the Galaxy, there is the story of Deep Thought; a computer the size of a city and awesome in its capabilities.  The computer is tasked with providing the answer to the ultimate question – of life, the universe and everything: “There is an answer, but I’m going to […]

“What’s more important: reach or engagement?” “How important are micro influencers in my mix?” “What is the true value of an influencer?” Influencer marketing dominates many a conversation today, and for good reason. Influencers are people or groups who sway others by sharing their views and experiences publicly, whether through social media, blogs or earned […]

My colleagues at Proof Inc. conduct a study each year called the CanTrust Index on what Canadians trust. This year, we at Capital Image chose to work more closely with Proof to bolster the polling in Quebec so we could learn more about how trust might differ in la belle province. And not surprisingly, we […]