2010 Canadian Water Attitudes Study 2010 (2) - RBC Canadian Water Attitudes Study This study is made available to NGOs and other interested parties, courtesy of RBC and Unilever Canada

© 2008 Ipsos Public Affairs Privileged and confidential

2010 Canadian Water Attitudes Study

This study is made available to NGOs and other interested parties, courtesy of RBC and Unilever Canada.

We encourage the broad dissemination of the data and findings of this study, and hope the information helps contribute to a healthy conversation about the value and vulnerability of water in Canada. You are

welcome to refer to, reprint or redistribute this information, and we ask that you attribute the source as the “2010 Canadian Water Attitudes Study, commissioned by RBC and Unilever Canada.”

2© 2009 Ipsos Reid

About The Canadian Water Attitudes Study

RBC RBC is one of North America’s leading diversified financial services companies and among the largest banks in the world, as measured by market capitalization. It employs approximately 80,000 full- and part-time employees who serve more than 18 million personal, business, public sector and institutional clients through offices in Canada, the U.S. and 53 other countries.. RBC is recognized among the world's financial, social and environmental leaders and is listed on the 2009-2010 Dow Jones Sustainability World Index and the DJSI North American Index. RBC has been named one of Canada's Greenest Employers, one of Canada's Best Diversity Employers, one of Canada's 50 Most Socially Responsible Corporations and one of the Best Workplaces in Canada. RBC is also listed on the Jantzi Social Index, the FTSE4Good Index, and the Canadian Carbon Disclosure Project Leadership Index. As one of Canada's largest corporate donors, RBC supports a broad range of community initiatives, through donations, sponsorships and employee volunteer activities. In 2009, RBC contributed more than $105 million to community causes worldwide, through donations of more than $52.6 million, and an additional $52.5 million in sponsorship of community events and national organizations. The RBC Blue Water Project is a 10-year, $50 million philanthropic commitment to supporting organizations that protect watersheds and ensure access to clean drinking water. Since 2007, RBC has committed more than $20.48 million to more than 200 organizations worldwide working in this area. For more information, visit www.rbc.com/bluewater.

The 2010 Canadian Water Attitudes Study was commissioned by RBC and Unilever Canada, and administered online by Ipsos Reid from February 17-23, 2010. It included a sample of 2,022 adult Canadians across Canada. The results are considered accurate to within +/-2.2%, 19 times out of 20. The data were weighted by region, age and sex according to 2006 Census data.

3© 2009 Ipsos Reid

Unilever CanadaUnilever works to create a better future every day. We help people feel good, look good and get more out of life with brands that are good for them and good for others. Each day, around the world, consumers make 160 million decisions to purchase Unilever products. In Canada the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Breyers, Degree, Dove personal care products, Hellmann’s, Klondike, Knorr, Lipton, Skippy, Slim-Fast,Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America –generating nearly $10 billion in sales in 2009. With a steadfast commitment to water sustainability, Unilever strives to lead by example and remains committed to further reducing its water footprint. For eleven years running, Unilever has been acknowledged as the food industry category leader on the Dow Jones Sustainability Index for their environmental policies. For the fifth year running, Unilever was also named amongst the ‘Global 100 Most Sustainable Corporations in the World’ by Corporate Knights and Innovest, an international finance and investment advisory firm. Unilever is also an active participant in several water sustainability programs across Canada including EcoVoyageurs, a national school-based education program in which students are encouraged to reduce their own ‘environmental footprint’. In 2008, Unilever Canada launched Go Blue, a national awareness program which to educate consumers about steps they can take to conserve water in their daily lives. For more information, visit www.unilever.com

About The Canadian Water Attitudes Study

4© 2009 Ipsos Reid

Executive Summary

• Quality of Water• More Canadians now (79%) than a year ago (72%) have confidence in the safety of Canada’s

water supply in general. Further, more Canadians are confident in the water that comes out of their taps – more Canadians are now drinking tap water than a year ago.

• Most (83%) Canadians are concerned about the quality of water in the lakes where they swim. Moreover, two in three (68%) perceive that the problem of lake water quality is getting worse, while few (10%) think it’s improving.

• One quarter (25%) of Canadians have no idea where their water comes from.

• While awareness of the water quality problem on reserves is low, once informed of the problem most (74%) become concerned about the situation. Given the opportunity to support either an organization that works to rectify this problem at home on native reserves or an organization that serves international locations of humanitarian disaster, Canadians would choose to support the local organization to a 2:1 margin.

• 15% of Canadians didn’t know that toilet water and tap water are the same. Given the choice, most (66%) say toilet water is too clean, not that faucet water is too dirty (34%).

5© 2009 Ipsos Reid

Executive Summary

• Supply of Water• Canadians are more confident (75%) than last year (70%) that Canada has enough

freshwater supply for the long term. With the exception of Alberta, Canadians are more confident of the water supply in their region than in Canada at large.

• Most Canadians overestimate the abundance of water in Canada and underestimate the degree to which water is lost from our municipal water pipes.

• Canadians still believe that run-off pollutants are the biggest threat to the water supply in Canada, but twice as many now believe that waste from individual consumers is the biggest threat, and households now tie businesses as the biggest water consumers in the eyes of Canadians.

6© 2009 Ipsos Reid

Executive Summary

• Water Conservation Habits• More Canadians admit to trying reasonably hard to conserve electricity than

water, despite the fact that they say they’re making reasonable efforts to conserve. And while they give themselves good grades, governments, businesses and other Canadians are apparently doing a lousy job.

• While all sorts of water-wasting activities upset Canadians when they others engaging in such activities, most (80%) admit to committing some sort of wasteful activity.

• Canadians are generally not getting better when it comes to performing water conservation activities, such as installing low-flow toilets, showerheads, rain barrels, etc.

7© 2009 Ipsos Reid

Executive Summary

• Corporate Actions• Not much has changed since last year on this front. A similar proportion of Canadians report

having boycotted a company for misusing water, and the same is true regarding Canadians who begin doing business with a company because they learned they use water responsibly.

• Unilever has gained some directional momentum with regards to its raising of awareness of water conservation. Roughly one in three could be inspired to buy a product that they perceive to save water. They are equally as enticed by hearing that a product is made using less water as they are to hear that a company supports an organization that conserves water.

8© 2009 Ipsos Reid

Concern for Issues

Healthcare continues to trump other issues. Canadians seem to be less concerned about every issue studied.

1. Below is a list of issues that you might be concerned about. For each, please tell me the degree to which you are or are not concerned.Base: All Respondents 2010 n=2022; 2009 n=2165, 2008 n=2309

56%62%61%

27%45%

22%37%

45%43%

32%41%41%

27%35%

28%32%

38%32%

22%35%

22%21%23%23%

33%31%33%

52%40%

48%41%

40%41%

42%42%41%

49%46%

51%44%

42%46%

45%45%

47%40%

42%43%

89%92%94%

78%85%

70%77%

84%84%

74%83%82%

75%81%

79%76%

80%78%

68%80%

69%61%

64%66%

Availability of adequate health care in Canada20092008

Stability of the financial markets20092008The long-term supply/quality of Canada's fresh

water 20092008

Global warming and climate change20092008

Global poverty and its implications20092008

Canada's public education system20092008

The value of the Canadian Dollar20092008

The mission in Afghanistan20092008

Very concerned Somewhat concerned

67%44%69%66%57%68%

76%54%70%76%73%72%

78%74%76%75%81%75%

73%73%78%76%66%81%

76%78%73%70%66%75%

76%72%79%79%79%82%

77%63%84%80%87%81%

97%87%88%93%92%91%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia

9© 2009 Ipsos Reid

Most Concerning Environmental Issues (aided)

2. Focusing on the list below, please select the two issues below that you’re most concerned aboutBase: All Respondents 2010 n=2022; 2009 n = 2165

34%

24%

25%

20%

32%

20%

23%

7%

8%

46%

40%

24%

22%

21%

18%

16%

9%

2%

Global warming and climate change

Pollution of the air

The long-term supply of fresh water in Canada

The quality of drinking water in Canada

Depleting Canada's supply of non-renewable naturalresources

The effects of humans on animals and their habitat

The actions of government on protecting the environment

The state of sensitive eco-systems

None of these issues concern me

2010 2009

7%7%9%8%10%7%

4%6%8%7%7%10%

20%28%22%27%16%20%

19%21%19%16%24%23%

42%23%31%28%37%41%

14%23%19%23%21%16%

25%16%26%27%35%28%

25%24%27%26%16%16%

37%45%30%30%27%32%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia

While still in first position, global warming and climate change are mentioned by fewer Canadians. The largest increase occurs in the depletion of Canada’s supply of non-renewable resources.

10© 2009 Ipsos Reid

Consider Canada’s Most ImportantNatural Resource

3. Which of the following would you consider to be Canada’s most important natural resource?Base: All Respondents 2010 n=2022; 2009 n = 2165

TOTAL

49%

20%

17%

9%

3%

1%

0%

53%

20%

14%

8%

2%

2%

0%

Fresh water

Forests

Agricultural/farm land

Oil

Fisheries

Base metals

Coal

2010 2009

0%

1%

3%

9%

22%

17%

46%

Rural

0%

1%

3%

9%

16%

20%

50%

Urban

1%

0%

3%

9%

17%

23%

47%

Female

0%

2%

4%

10%

17%

16%

51%

Male

0%

2%

3%

10%

21%

15%

50%

> 55 years old

0%

1%

4%

8%

19%

19%

49%

35 to 55 years old

1%

1%

3%

10%

11%

27%

47%

18 to 34 years old

-0%1%-1%-

3%1%1%2%-2%

14%2%2%-1%6%

9%4%10%5%29%6%

19%13%20%21%19%13%

21%24%16%15%11%30%

34%56%50%57%39%44%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia

Canadians continue to believe that fresh water is Canada’s most important natural resource.


46%61%

41%49%

44%57%

35%

32%35%

14%18%

5%8%

5%6%

38%32%

46%43%

39%33%

47%46%

47%48%

45%44%

37%38%

30%33%

85%93%

86%92%

83%91%

82%86%

79%83%

59%61%

42%46%

34%39%

41%

Quality Canada's fresh water2009

Canada's forests2009

Availability Canada's fresh water2009

Canada's agricultural land/farm land2009

Canada's fisheries/fish stock2009

Canada's oil reserves2009

Canada's metals - copper and nickel2009

Canada's coal resources2009

Very Concerned Somewhat Concerned

Concern for Natural Resources

4. How concerned are you about the declining state of following?Base: All Respondents 2010 n=2022; 2009 n = 2165

31%35%40%28%31%39%31%34%19%40%43%39%38%

36%44%44%40%46%43%37%38%26%51%44%44%46%

57%

75%

80%

83%

87%

86%

Rural

59%

80%

82%

83%

86%

85%

Urban

64%

79%

84%

87%

91%

90%

Female

53%

79%

79%

79%

82%

80%

Male

60%

85%

87%

86%

89%

88%

> 55 years old

61%

80%

84%

84%

86%

86%

35 to 55 years old

55%

70%

72%

79%

84%

80%

18 to 34 years old

61%41%67%60%65%63%

85%71%81%81%74%86%

83%75%85%85%80%86%

84%82%84%83%86%83%

87%87%84%85%86%92%

83%85%84%87%86%86%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia

The quality of freshwater and forests are statistically tied when it comes to the worry Canadians have towards the declining state of various resources.


23%

26%

19%

15%

6%

7%

4%

0%

1%

29%

28%

18%

12%

6%

4%

2%

0%

0%

Quality of Canada's fresh water

Availability of Canada's freshwater

Canada's forests

Canada's agricultural land/farmland

Canada's oil reserves

Canada's fisheries

None of these issues concernme

Canada's coal resources

Canada's metals - copper andnickel

2010 2009

Most Concerned About…

4b. And, which are you most concerned about? Base: All Respondents 2010 n=2022; 2009 n = 2165

1%1%0%1%1%0%1%1%0%1%3%-1%

-1%0%1%0%1%0%1%0%1%---

3%4%4%4%3%4%6%3%2%5%2%5%4%

6%

4%

19%

19%

25%

24%

Rural

7%

6%

14%

18%

27%

22%

Urban

5%

4%

14%

20%

28%

24%

Female

9%

8%

15%

17%

24%

22%

Male

8%

5%

19%

12%

27%

25%

> 55 years old

6%

5%

16%

17%

26%

25%

35 to 55 years old

5%

9%

7%

28%

28%

16%

18 to 34 years old

20%4%5%4%2%13%

5%4%6%5%16%4%

13%9%18%15%20%12%

19%26%15%13%14%22%

23%27%26%31%22%29%

15%27%24%26%20%15%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia

But when forced to choose which one they’re most concerned about, water is clearly in first position.

49%


Level of Confidence That Canada Has Enough Fresh Water to Meet Long-Term Goals

5. Now, thinking specifically about Canada’s supply of fresh water, how confident are you that Canada as a whole has enough freshwater to meet our long-term needs?Base: All Respondents 2010 n=2022; 2009 n = 2165, 2008 n = 2309

Confidence that Canada has enough freshwater supply for the long-term has increasedQuebecers are disproportionately less confident in Canada’s long-term supply of fresh water and women are less confident than men.

17%

25%

18%18%17%17%

13%

13%

19%

10%

58%55%

56%

65%65%

63%62%

43%64%

59%57%

59%

58%59%

75%

70%

81%

83%

80%

79%

59%77%

71%

75%

78%

81%

69%23%

17%

16%

15%

83%

Total 201020092008

British ColumbiaAlbertaPrairiesOntarioQuebecAtlantic

18 to 34 years old35 to 55 years old

Older than 55 years old

MaleFemale

Very confident Somewhat confident


26%

32%

33%21%

32%26%

29%

23%

29%

19%

53%52%

52%

53%57%

53%53%

48%57%

52%52%

54%

49%56%

78%74%

84%

86%79%

85%79%

70%86%

75%77%

83%

82%75%

22%

22%

26%

34%

Total 201020092008




MaleFemale


Regional Concerns

6. And focusing specifically on your region of Canada, how confident are you that it has enough freshwater to meet your region’s long-term needs?Base: All Respondents 2010 n=2022; 2009 n = 2165, 2008 n = 2309

Canadian’s confidence in their region’s available water has also increased over the past year. Canadians tend to be more confident that their region has enough fresh-water to meet their needs than other parts of Canada, with the exception of Alberta.


21%

25%

29%28%

24%21%

22%

23%

21%

17%

58%55%

56%

58%60%

58%59%

54%59%

54%58%

61%

56%59%

72%81%

87%89%

81%81%

68%80%

78%78%

82%

82%77%

26%

20%

14%

17%79%Total 2010

20092008




MaleFemale


Confidence in the Safety of Water

7. Overall, How confident are you about the safety and quality of Canada’s drinking water?Base: All Respondents 2010 n=2022; 2009 n = 2165, 2008 n = 2309

Confidence in the safety of Canada’s water supply has also increased over the past year. Quebecers are less confident in the safety of their water than other regions.


Confidence in Safety of Water at Home

8. And personally how confident are you about the safety and quality of the water in your home?Base: All Respondents 2010 n=2022; 2009n = 2165

Canadians are slightly more confident in the safety of the water in their home than water in other parts of Canada.

• Those who drink tap water are most confident (91%), while those who drink individual bottled water are least confident (76%).

• Those whose source of tap water is a lake (88%) or a well (88%) are most confident, while those who have no idea (79%) or get their water from one of the great lakes (82%) are less confident.

38%

32%

45%

48%

49%

40%

22%

46%

34%

36%

43%

42%

35%

47%

49%

48%

43%

42%

45%

54%

40%

49%

46%

46%

46%

47%

85%

81%

93%

91%

91%

85%

75%

86%

83%

82%

89%

88%

82%

Total 2010

2009

British Columbia

Alberta

Prairies

Ontario

Quebec

Atlantic

18 to 34 years old

35 to 55 years old


Male

Female



Drinking Water in the Home

9. In your home, what source of water do you typically drink?Base: All Respondents 2010 n=2022; 2009 n = 2165

More Canadians are drinking their tap water as one half (49%) say they typically drink water out of the faucet up from 41% last year. This is likely a function of rising confidence in the safety of water in general.

49%

32%

16%

16%

1%

41%

27%

17%

12%

5%

Tap water (directly from the tap)

Filtered water (from the tap, butthrough another filtering system)

Water from a large-jug cooler

Individually-sized bottled water

Some other source (PLEASESPECIFY)

2010 2009

-

14%

20%

24%

47%

Rural

0%

17%

15%

34%

50%

Urban

1%

18%

18%

33%

44%

Female

1%

14%

13%

31%

54%

Male

1%

12%

13%

28%

50%

> 55 years old

1%

17%

20%

32%

45%

35 to 55 years old

-

19%

13%

36%

55%

18 to 34 years old

-1%1%---

10%20%19%9%13%10%

20%17%13%19%18%16%

29%19%39%44%34%30%

47%55%44%41%51%57%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia


True or False Quiz

10. Please indicate whether you believe the following to be true or false: Base: All Respondents n = 2022

85%

78%

73%

68%

57%

50%

46%

39%

18%

15%

T R UE - T he water that co mes o ut o f yo ur taps isas clean as the water that f lo ws into yo ur to ilet .

T R UE - C anada has so me o f the lo west waterco sts in the industria lized wo rld

F A LSE - Yo u save mo re water taking a bath thana sho wer.

F A LSE - C limate change will increase the amo unto f freshwater in C anada.

T R UE - C anada will have a fresh water sho rtagein the future.

T R UE - It takes less water to run a fully lo adeddishwasher than it do es to hand wash all o f

tho se dishes

F A LSE - M o st o f C anada's freshwater reso urcesf lo w so uth

F A LSE - T he o il sands cause mo re waterpo llut io n than farming/ agricultural pract ices.

F A LSE - C anada has mo re fresh water than anyo ther co untry in the wo rld.

F A LSE - A bo ut 4% o f the water c leaned andtreated by yo ur city o r to wn is lo st because o f

leaky pipes and sewers.

48%51%51%49%51%48%52%50%43%54%53%49%53%

55%57%64%49%52%55%64%55%55%55%59%62%59%

72%67%65%72%73%64%69%66%73%66%76%63%65%

76%72%69%78%78%71%71%72%76%70%71%75%76%

17%19%21%15%13%18%25%22%17%20%12%18%19%

18%

39%

47%

77%

84%

Rural

14%

39%

46%

78%

86%

Urban

15%

39%

44%

75%

83%

Female

14%

40%

48%

81%

88%

Male

14%

40%

48%

85%

88%

> 55 years old

15%

39%

46%

74%

85%

35 to 55 years old

16%

37%

43%

76%

83%

18 to 34 years old

14%14%13%11%17%22%

38%31%42%44%47%38%

45%45%46%51%53%41%

77%83%73%85%72%83%

84%84%86%85%80%88%

Atlantic

Quebec

Ontario

Prairies

Alberta

British

Colum

bia

Canadians performed reasonably well in only 4 of the 10 questions asked.

% Correct Response


True or False Quiz

10. Please indicate whether you believe the following to be true or false: Base: All Respondents n = 2022

Three in ten (28%) Canadians failed the quiz, failing to get at least 5 out of 10 questions correct.

% Correct Response

72%

28%

Pass

Fail

2010

28%28%30%26%22%33%29%30%31%29%22%25%26%

72%

Rural

72%

Urban

70%

Female

74%

Male

78%

> 55 years old

67%

35 to 55 years old

71%

18 to 34 years old

70%69%71%78%75%74%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia


Biggest Threat to Canada’sFresh Water Supply

11. What do you think is the biggest threat to Canada’s freshwater supply? [select one only]Base: All Respondents 2010 n=2022; 2009 n = 2165, 2008 n = 2309

TOTAL16%

15%

10%

13%

7%

7%

10%

4%

11%

3%

1%

19%

17%

12%

12%

8%

8%

8%

7%

6%

3%

1%

19%

28%

15%

10%

7%

4%

Run-off of pollutants from land to water

Mass exports of water to the U.S.

Illegal dumping of toxins

Mismanagement of water by municipal, provincial andfederal governments

Global warming and climate change

Wasteful use by industrial companies

Lack of knowledge about Canada's freshwater

The legal release of toxins

Wasteful use by individual consumers

Inadequate infrastructure

Wasteful use by agriculture

201020092008

Canadians continue to believe that pollutants and mass exports to the US are the biggest threat to Canada’s fresh water supply. However, the proportion of individuals who believe individual consumers are the biggest threat has doubled.


Largest Water Consumers

12. Which one of the following do you believe uses the most fresh water?Base: All Respondents2010 n=2022; 2009 n = 2165

45%

42%

13%

48%

37%

15%

Canada's Industries andBusinesses (e.g

manufacturing, energy,telecommunications

etc)

Canadian households

Canada's agriculturalsector (farms)

2010 2009

12%13%13%12%9%11%19%11%12%12%11%14%14%

39%

49%

Rural

43%

44%

Urban

42%

45%

Female

43%

45%

Male

44%

47%

> 55 years old

43%

45%

35 to 55 years old

39%

42%

18 to 34 years old

34%37%44%49%35%55%

55%50%44%40%51%31%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia

More Canadians than last year believe that households use the most fresh water, now statistically tied with Canada’s industries. Few believe agriculture uses the most.


Total Amount of Water You Use Personally in an Average Day

13. If you had to guess, what do you think is the total amount of water you personally use in an average day including drinking, showering, bathing, toilet flushing, laundry, dish washing etc. Base: All Respondents 2010 n=2022

Last year Canadians thought they consumed about 66 litres a day. This year they think they consume 79 litres a day, on average.

17%

11%

9%

2%

17%

43%

1-24 litres

25-49 litres

50-74 litres

75-99 litres

100 litres ormore

Don't know

2010

49%42%55%30%45%47%35%32%49%44%30%45%39%

19%16%11%23%18%19%13%16%14%15%20%21%21%

2%3%1%3%3%2%2%1%2%3%4%3%3%

8%10%8%11%9%8%13%13%8%8%15%9%10%

10%

13%

Rural

11%

19%

Urban

8%

15%

Female

14%

20%

Male

11%

14%

> 55 years old

10%

14%

35 to 55 years old

12%

26%

18 to 34 years old

14%11%11%14%7%10%

25%15%18%17%15%17%A

tlantic

Quebec

Ontario

Prairies

Alberta

British

Colum

bia

2010: 79 litres a day 2009: 66 litres a day


Total Amount of Water You Use Personally in an Average Day

13. If you had to guess, what do you think is the total amount of water you personally use in an average day including drinking, showering, bathing, toilet flushing, laundry, dish washing etc. Base: All Respondents 2010 n=2022

Albertans think they use the most (100 litres a day), while Ontarians think they use the least (71 litres a day). Rural Canadians think they use more (101 litres a day) than urban Canadians (74 litres a day). Interestingly, Canadians aged 18 to 34 think they use the least (55 litres a day), by far.

79

66

2010

2009

Mean

100.7

Rural

74.1

Urban

75.2

Female

81.4

Male

86

> 55 years old

93.7

35 to 55 years old

55

18 to 34 years old

72.475.970.881.5100.

492.6

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia


Level of Concern About Canadian’s Water Usage

14. In fact, Canadians on average use 329 liters of water per person, each day. This is twice the amount used by Europeans who enjoy a similar standard of living. How concerned are you about Canadians’ water usage? Base: All Respondents 2010 n=2022; 2009 n = 2165

39%

41%

50%

49%

89%

90%

2010

2009

Very concerned Somewhat concerned

87%89%93%85%89%87%91%89%89%90%87%88%88%

89%

Rural

92%

Urban

93%

Female

86%

Male

88%

> 55 years old

90%

35 to 55 years old

91%

18 to 34 years old

87%89%90%89%90%93%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia

After hearing about the average Canadian’s use of water (329 litres), most are concerned about Canadians’water usage. Interestingly, there is no correlation between amount of water they think they use and their level of concern upon learning what the actual average is.


Water and electricity bills

15. Do you know how much you pay for the following each month?Base: All Respondents 2010 n=2022; 2009n = 2165

74%

10%

16%

73%

14%

13%

Yes

No

The fee isincludedin myrental/condo

fees

2010 2009

Only four in ten (40%) know what they pay for their water, much less than the proportion (74%) that knows what they pay for electricity.

Electricity Bill

40%

29%

31%

40%

34%

26%

Yes

No

The fee isincludedin my

rental/condo fees

2010 2009

Water Bill

15%

35%

30%

32%

26%

27%

41%

23%

27%

36%

20%

24%

39%

36%

48%

Rural

28%

38%

Urban

32%

38%

Female

26%

42%

Male

27%

46%

> 55 years old

26%

46%

35 to 55 years old

36%

23%

18 to 34 years old

30%

54%

17%

20%

23%

29%

47%

20%

47%

60%

53%

32%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia

7%18%

15%

17%

13%

14%

22%6%

13%

23%9%

12%

11%

9%

85%

Rural

11%

71%

Urban

11%

74%

Female

10%

73%

Male

6%

81%

> 55 years old

8%

78%

35 to 55 years old

19%

59%

18 to 34 years old

7%7%12%

16%

14%8%

87%

80%

65%

75%

74%

81%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia


Efforts to Conserve Electricty

16. To what extent do you, personally, try to conserve electricity in the course of your daily activities involving electricity?Base: All Respondents n = 2022

Eight in ten (87%) say they try at least reasonably hard to conserve electricity in their daily activities, higher than the 78% who say they try at least reasonably hard to conserve water in their daily activities.

30%

57%

12%

1%

Try very hard

Try reasonablyhard

Try a little

Don’t try at all

2010

1%1%0%2%1%1%2%1%1%1%3%-1%

10%13%11%13%7%11%20%13%9%13%9%13%14%

57%

32%

Rural

57%

29%

Urban

57%

32%

Female

57%

28%

Male

61%

31%

> 55 years old

53%

35%

35 to 55 years old

58%

21%

18 to 34 years old

52%66%51%58%60%57%

34%24%35%30%26%28%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia


The Energy Game

17. Which do you think uses more energyBase: All Respondents n = 2022

More believe leaving a light on for 14 hours takes more energy than running a water faucet for 5 minutes. However four in ten (42%) were not stumped and knew they’re both the same in terms of energy use.

22%

36%

42%

Running awater faucet for

5 minutes

Leaving a 60watt light bulbilluminated for

14 hours

Neither -- Theyboth use the

same

2010

44%41%45%39%41%43%42%37%45%43%38%41%40%

39%

17%

Rural

35%

23%

Urban

33%

22%

Female

39%

22%

Male

36%

23%

> 55 years old

38%

19%

35 to 55 years old

34%

25%

18 to 34 years old

41%29%36%46%40%38%

22%27%21%16%19%22%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia


Attitudes Towards Conservation

18. Do you agree or disagree with following statements.Base: All Respondents 2010 n=2022; 2009 n = 2165

% Agree

89%

47%

32%

86%

46%

30%

82%

53%

I, personally, am makingreasonable efforts to conserve

freshwater.

Canadians, in general, aremaking reasonable efforts to

conserve freshwater.

Corporations, businesses andindustry are making reasonable

efforts to conserve Canada's freshwater supplies.

2010 2009 2008

Canadians are passing the buck when it comes to water conservation. They think they’re doing a decent job, but that others are not.

33%32%33%31%31%34%30%36%22%35%36%37%34%

50%

92%

Rural

47%

88%

Urban

49%

90%

Female

46%

88%

Male

46%

92%

> 55 years old

52%

91%

35 to 55 years old

41%

82%

18 to 34 years old

46%41%52%49%46%47%

89%89%88%92%91%89%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia


Attitudes Towards Conservation

18. Do you agree or disagree with following statements.Base: All Respondents 2010 n=2022

% Agree

89%

47%

32%

40%

60%

I, personally, am makingreasonable efforts to conserve

freshwater.

Canadians, in general, aremaking reasonable efforts to

conserve freshwater.Corporations, businesses and

industry are making reasonableefforts to conserve Canada's fresh

water supplies.Governments are making

reasonable efforts to conservefreshwater

The price for water in Canada ishigh enough to ensure it is treated

as a valuable resource

2010

Most people think that they’re doing an adequate job of conserving freshwater, but don’t believe the same applies to Canadians in general, corporations, or governments. Just six in ten (60%) believe the price for water is high enough to ensure it isn’t wasted. Conversely, four in ten likely believe waste occurs because the price for water isn’t high enough.

61%60%62%58%62%63%53%69%54%63%65%56%58%

39%41%41%40%39%42%38%46%29%43%45%44%44%

33%32%33%31%31%34%30%36%22%35%36%37%34%

50%

92%

Rural

47%

88%

Urban

49%

90%

Female

46%

88%

Male

46%

92%

> 55 years old

52%

91%

35 to 55 years old

41%

82%

18 to 34 years old

46%41%52%49%46%47%

89%89%88%92%91%89%

Atlantic

Quebec

Ontario

Prairies

Alberta

British

Colum

bia


Awareness of Local Government Initiatives

19. Are you aware of any initiatives that your local government is undertaking in order to encourage its citizens to conserve water?Base: All Respondents n = 2022

Awareness of local government initiatives to conserve water are low, although awareness is higher in some regions such as British Columbia (10%) and Ontario (7%).

6%

26%

38%

30%

Very aware

Somewhataware

Not very aware

Not at all aware

2010

37%28%32%28%25%33%32%40%27%28%36%40%25%

34%38%39%36%38%34%42%39%51%37%27%28%27%

22%

6%

Rural

27%

6%

Urban

23%

5%

Female

29%

7%

Male

30%

7%

> 55 years old

26%

6%

35 to 55 years old

22%

4%

18 to 34 years old

16%19%28%32%28%37%

6%3%7%5%5%10%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia


21%

20%

15%

57%

54%

58%

78%

74%

73%

2010

2009

2008

Try very hard Try reasonably hard

82%77%80%75%82%80%69%75%84%77%76%76%73%

80%

Rural

73%

Urban

76%

Female

72%

Male

79%

> 55 years old

77%

35 to 55 years old

64%

18 to 34 years old

65%84%70%67%77%72%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia

Personal Water Conservation Efforts

20. To what extent do you, personally, try to conserve freshwater in the course of your daily activities involving water use?Base: All Respondents 2010 n=2022; 2009 n = 2165

Most believe they try at least reasonably hard to conserve water, slightly more than last year. Interestingly, the likelihood of believing this increases with age. Interestingly, those who know how much their water bill is are more likely (83%) to say they make reasonable efforts to conserve water.


72%74%76%

47%53%

48%

69%70%69%

64%61%

58%

63%52%

50%

46%48%49%

47%50%51%

57%57%61%

38%45%

43%48%50%

18%25%25%

1%5%3%

20%18%

18%

41%37%

41%

20%20%22%

23%27%

30%

29%35%

37%

38%36%37%

33%32%34%

20%22%

21%

31%29%

20%22%22%

15%20%18%

6%9%

7%

92%94%

88%90%89%89%90%91%

87%88%88%

93%88%87%

83%84%86%

80%82%

85%77%79%

82%69%

74%64%

71%72%

33%45%

43%7%

14%10%

92%Avoid unnecessary water use20092008

Take shorter showers20092008

Check your toilet for leaks/ leaky faucets20092008

Turn-off the water while brushing your teeth20092008

Use concentrated household products 20092008

Avoid watering your lawn in the summer20092008

Purchase water-efficient appliances20092008

Install low-flow shower heads20092008

Washing your car with a bucket instead of a hose2009

Install low-flow toilets that use less water per20092008

Use rain barrels to collect water for use in your20092008

Donate to a registered water charity20092008

Always Sometimes

Actions Speak Louder Than Words

21. Now, thinking about this same list, what do you do to help conserve freshwater?Base: All Respondents 2010 n=2022; 2009 n = 2165, 2008 n=2309

Conservation habits have not changed much over the past year.Slightly more now use concentrated household products at least sometimes.Fewer are using low-flow toilets and rain barrels. Donations to registered water charities are down to 7% from 14%.


23%

11%

12%

8%

8%

10%

5%

4%

0

14%

4%

1%

0%

30%

15%

11%

11%

9%

9%

8%

7%

1%

33%

20%

10%

13%

8%

More education about ways to conservewater

Rebates from companies

A water shortage

By-laws to control usage/ Enforced waterquotas

More information about how much water isused to make products I purchase

Higher charges for water

Government standards for products thatuse water

Companies leading by example

Celebrity endorsement

Knowing the equivalency

Trying to follow the good examples ofothers

My children pressuring me

Peer pressure from neighbours

201020092008

Encouraging Conservation

22. Which of the following would be the most likely to encourage you to conserve more freshwater?Base: All Respondents 2010 n=2022; 2009 n = 2165, 2008 n = 2309

More Canadians say that education, not necessarily rebates, would encourage them to conserve more fresh water – unchanged from last year. One in ten (14%) say that knowing the equivalency of what they’re saving in water usage would help them conserve more freshwater (new addition this year).


The Hypocrisy of Secret Pleasures

23. Which of the following two activities upset you the most? When you see people…24. And which of the following have you knowingly done?…

Base: All Respondents n=2022

Canadians are angered to see others doing many of these things, but many do them themselves. The most newsworthy are those that are most upsetting to see but many people still do: hosing down their driveways appears to be the biggest secret pleasure, along with running water in the kitchen and when brushing teeth.

64%

37%

29%

22%

15%

10%

9%

6%

4%

Upsetting to See…

2%

19%

1%

2%

16%

44%

46%

21%

20%

Admit to Having Done…

None of these

Allowing soapy water to run down a storm drain (e.g. while washing a car, etc)

Leave the water on while brushing their teeth

Leave the water running in the kitchen when washing and rinsing dishes

Use soap or shampoo to bathe in a lake

Leave a faucet running in a public place like in a restaurant or coffee shop

Using the hose to melt snow in the spring

Hosing down their driveways

Watering their lawns when it has just rained, is raining, or about to rain


So Clean you can Drink from It…

25. The water the fills your toilet bowl is the same quality as the water that comes out of your sink tap…Which is closer to your point of view?Base: All Respondents n = 2022

65%66%60%73%71%63%65%59%79%59%64%66%68%

35%

Rural

34%

Urban

40%

Female

27%

Male

29%

> 55 years old

37%

35 to 55 years old

35%

18 to 34 years old

41%21%41%36%34%32%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia

After learning that toilet water and tap water is the same water, two in three think toilet water is too clean, while one in three believe faucet water is too dirty.

66%

34%

Toilet water istoo clean

Faucet water istoo dirty

2010


Quality of Lakes

26. How concerned are you about the quality of water in the lakes in which you swim?Base: All Respondents n = 2022

Eight in ten (83%) are concerned about the quality of water in lakes where they swim. Quebecers and Ontarians are the most likely to be concerned.

39%

44%

13%

5%

Very concerned

Somewhatconcerned

Not veryconcerned

Not at allconcerned

2010

6%5%4%5%5%5%4%8%2%5%6%6%6%

13%13%11%14%11%11%17%21%11%8%15%14%22%

44%

37%

Rural

44%

39%

Urban

42%

42%

Female

46%

35%

Male

43%

40%

> 55 years old

42%

41%

35 to 55 years old

46%

33%

18 to 34 years old

45%41%46%39%47%41%

25%46%41%39%33%31%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia


Quality of Lakes (cont)

27. Do you think that the quality of the water in these lakes is getting:?Base: All Respondents n = 2022

Most (68%) believe that the quality of these lakes is actually getting worse, not better (10%).

10%

68%

22%

Better

Worse

No change

2010

24%21%20%23%21%23%19%32%12%25%19%17%28%

67%

9%

Rural

69%

10%

Urban

72%

8%

Female

64%

13%

Male

64%

14%

> 55 years old

68%

8%

35 to 55 years old

73%

8%

18 to 34 years old

62%74%63%76%75%67%

6%13%12%5%7%4%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia


Original Source of Tap Water

28. What is the original source of the drinking water for where you live?Base: All Respondents n = 2022

One quarter of Canadians have no idea from where the water that flows out of their taps comes. Quebecers are the most likely to admit that they don’t know.

23%

21%

15%

16%

25%

A nearby fresh-water river

A nearby fresh-water lake

One of thegreat lakes

A well

I have no idea

2010

13%28%32%16%13%23%40%21%32%22%15%21%27%

47%8%15%17%20%19%8%37%14%14%20%16%13%

3%18%13%17%18%15%12%-5%35%4%-1%

16%

22%

Rural

23%

24%

Urban

19%

21%

Female

23%

26%

Male

23%

26%

> 55 years old

21%

23%

35 to 55 years old

19%

21%

18 to 34 years old

34%15%16%42%9%40%

7%34%14%18%55%19%

Atlantic

Quebec

Ontario

Prairies

Alberta

British

Colum

bia


Awareness of Water Quality on Reserves

29. Which best describes your level of awareness regarding the quality of water on First Nation reserves?Base: All Respondents n = 2022

Very few say they’re aware of the water quality on First Nation reserves, but awareness is significantly higher in the Prairies, very low in Quebec.

5%

18%

31%

46%

Very aware

Somewhataware

Not very aware

Not at allaware

2010

45%46%51%40%40%45%54%48%55%43%30%50%43%

31%30%30%32%35%29%28%28%34%31%25%27%30%

18%

5%

Rural

18%

5%

Urban

16%

3%

Female

21%

6%

Male

20%

5%

> 55 years old

21%

5%

35 to 55 years old

13%

4%

18 to 34 years old

19%9%21%33%21%21%

5%3%6%12%2%6%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia


Level of Concern with Water on Reserves

30. In Canada, almost 100 aboriginal reserves must boil their water before it is safe to drink. Some reserves have been under boil-water advisories for yearsHow concerned are you about the water conditions on aboriginal reserves? Base: All Respondents n = 2022

Most Canadians (74%) are concerned with the water condition on aboriginal reserves, with four in ten (36%) being very concerned.

36%

38%

17%

10%

Very concerned

Somewhatconcerned

Not veryconcerned

Not at allconcerned

2010

11%9%8%11%8%9%12%10%9%8%12%12%11%

19%16%15%19%15%15%21%24%23%12%16%15%16%

34%

36%

Rural

39%

36%

Urban

36%

41%

Female

40%

30%

Male

39%

38%

> 55 years old

34%

41%

35 to 55 years old

42%

26%

18 to 34 years old

35%41%34%42%43%39%

31%26%47%30%30%34%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia


Canadian Propensity to Support Water Charities

31. Now, based on this information, would you be more motivated to support an organization that helps to address the issue of safe drinking water on aboriginal reserves in Canada or an organization that addresses the issue of safe drinking water during humanitarian crises abroad, such as floods and earthquakes?Base: All Respondents n = 2022

68%66%67%65%73%67%57%69%61%72%54%65%64%

32%

Rural

34%

Urban

33%

Female

35%

Male

27%

> 55 years old

33%

35 to 55 years old

43%

18 to 34 years old

31%39%28%46%35%36%

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia

Upon learning about the condition of the water on First Nation reserves, twice as many Canadians say they’d be more motivated to support an organization that helps to address these issues on aboriginal reserves in Canada than one that addresses the same issues when crises occur abroad.

66%

34%

Native reservesin Canada

Humanitariancrises abroad

2010


TOTAL

90%

10%

88%

12%

No

Yes

2010 2009

92%90%9%11%8%9%12%8%12%8%11%10%11%

8%10%91%89%92%91%88%92%88%92%89%90%89%

Rural

Urban

Female

Male

> 55 years old

35 to 55 years old

18 to 34 years old

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia

Boycotts

34. Have you ever stopped doing business with a corporation because you learned that they used water in an irresponsible manner?Base: All Respondents n = 2022

One in ten Canadians have stopped doing business with a corporation because they learned that company used water irresponsibly, unchanged from last year.


TOTAL

85%

15%

82%

18%

No

Yes

2010 2009

88%84%15%16%13%13%20%13%20%13%18%13%14%

12%16%85%84%87%87%80%87%80%87%82%87%86%

Rural

Urban

Female

Male

> 55 years old

35 to 55 years old

18 to 34 years old

Atlantic

Quebec

Ontario

Prairies

Alberta

British C

olumbia

Supporting Companies That Use Water Responsibly

35. And have you ever decided to do business with a corporation because you learned they used water in a responsible manner?Base: All Respondents n = 2022

Nearly two in ten say they’ve started doing business with a corporation that they learned used water responsibly, basically unchanged form last year.

Documents

2010 Canadian Water Attitudes Study 2010 (2) - RBC Canadian Water Attitudes Study This study is made available to NGOs and other interested parties, courtesy of RBC and Unilever Canada