Research & insights

National Research Results

Highlights – June 2023

In March of this year, we partnered with the preeminent national research firm Leger to test the hypothesis there are women in Canada who are predisposed to advocate for economic prosperity during energy transformation. Three phases of research have been completed to date. First to identify the market size of ‘Engaged Women’ we surveyed Canadians with Leger’s online panel. This was followed by four deep dive focus groups which informed the third phase, the national survey with ‘Engaged Women’.

Canada Powered by Women took a methodical approach to defining this Canadian Engaged Women audience and it is geographically proportionate with Canada’s population distribution. The learnings message have been consistent in all three phases of research with strong validation of the Engaged Women’s perspectives and desire to have a voice as it relates to the economy, prosperity, and energy.

Who are Engaged Women?

Engaged Women are well informed. They take in the news, understand the connection between the economy and energy, and want a voice in the conversation. They are interested in learning more and how they can support dialogue about issues facing Canadians including wealth and prosperity.

Engaged Women are present in all the provinces across Canada aligned with national population.

50%

are under 55 years old

National representation: 60%

83%

graduated from college/university

National representation: 49%

80%

are born in Canada

National representation: 74%

They share similar perceptions on Canada’s oil and gas

90%

Support or are neutral that Canada’s oil and gas has a positive impact on the economic prosperity or success for Canadians.

75%

75% Agree that Canada’s oil and gas contributes to Canada’s economy and prosperity.

Engaged women identified an affordable, growing and successful Canadian economy (93%) and energy security (92%) are most important to them.

86%

Mentioned at least one benefit of Canada’s oil and gas on an unaided basis, including economic benefits (22%) and job creation (20%).

They are familiar with oil and gas and its impact on Canadians

87%

are familiar with the oil and gas energy type

80%

are familiar with issues related to oil and gas energy in Canada

There is opportunity to be more informed about the contribution to Canada’s economy and prosperity

43%

Less than half agree on feeling informed about oil and gas contributions to Canada’s economy and prosperity.

Most Engaged Women can spontaneously identify some benefits of Canada’s oil and gas

86% of Engaged Women mentioned at least one benefit

Engaged Women want to have their voice heard

77% of Engaged Women show interest in learning more and connecting with Canada Powered by Women.

Sharing opinions requires support

Likelihood to share opinions on what contributes to the economic success or prosperity of Canada beyond circle of family:

69%

with anonymity and support

37%

without anonymity and support

+ 31 points when anonymity and support is provided

Methodology

Canada Powered by Women contracted Leger to conduct phased research on “Engaged Women” to understand who they are and what will encourage them to be part of the conversation.

For the first phase of research the survey data is from Leger’s Omnibus Study, conducted from March 10-13, 2023, among 1,500 Canadians. The following phase of research involved Leger survey data gathered through the LEO panel of 750 Canadian women, conducted from April 25-May 7, 2023. The qualified women were individuals who actively engaged with news, stayed informed on politics, held a position somewhat left/in the middle/on the right, and expressed neutrality or agreement towards various topics. These topics encompassed their interest in influencing government, learning about the future’s impact on Canadians’ wealth and prosperity, ensuring dependable energy access, supporting important issues, understanding economic conditions, having a voice in the future of oil and gas vs. energy, recognizing Canada’s role in global energy security, and acknowledging the impact of oil and gas industry policies on other industries or businesses.