Report

PARCA Tracking Survey Wave 5

Environment and Climate Change Canada
Natural Resources Canada
Impact Canada, Impact & Innovation Unit, Privy Council Office
Sunrise over misty mountain peaks with a sunlit grassy slope in the foreground

Key Insights

Public Attitudes
Agreement with basic climate change beliefs remains stable, and worry remains the dominant emotional response to climate change. Most Canadians agree that collective action can limit further climate change; however, the Indifferent climate change segment continues to grow, as the Committed segment is its smallest size yet. Scientists, and family and friends, remain the most trusted groups to make good decisions about climate change, whereas government and non-renewable energy companies are least trusted.
Mitigation Behaviours
There has been a slight decline in Canadians’ efforts to reduce their plastic usage and the frequency of their circular economy behaviours. These downward trends in mitigation behaviour are consistent with changes in priorities and top issues observed elsewhere (e.g., economic/affordability versus climate focus). Energy unaffordability remains highest in rural and remote areas, Atlantic Canada, and Alberta. There has been little change in Canadians emergency preparedness, with a large and persistent gap between intention and action.
Clean Energy and Policy Support
A majority of Canadians support clean electricity and an oil and gas cap, and nearly half support eliminating subsidies for oil and gas companies. Most Canadians support subsidizing home energy efficiency retrofits, especially for low-income households​, and many support the creation of a national wildfire insurance program​. Many are willing to support the move to a clean economy if there are tangible economic benefits. Government of Canada websites are the top source when looking for job/career opportunities in the clean economy.

Background

The Program of Applied Research on Climate Action and the Environment in Canada (PARCA)

From September 2021 to March 2024, in partnership with ECCC and NRCan, the Impact and Innovation Unit conducted a multi-year program of research on climate change. The Program of Applied Research on Climate Action and the Environment in Canada (PARCA) combined behavioural science insights and methods with robust policy analysis to help improve the efficiency and effectiveness of government policies, programs and communication in support of individual and collective climate action.

PARCA had four key objectives:

  • To use behavioural science to generate original evidence regarding barriers to and drivers of pro-climate actions in Canada;
  • To help mainstream behavioural science across partner departments;
  • To support evidence-based advice and decision-making across multiple domains – from policy to communications to programs to regulation;
  • To facilitate positive changes that will generate more effective implementation of federal climate and sustainability agendas.

Behavioural science is a multi-disciplinary approach to the study of human decision-making and behaviour. Insights and methods from the science can shed light on key drivers and barriers to behaviour change and lead us to effective solutions through rigorous analysis and research methods. Behavioural science has the power to transform outcomes and become an important tool in advancing federal climate change objectives.

Methodology

Data collection: December 12 – 24, 2024

Number of participants: 2,291 Canadians aged 18 years and older including oversamples of 63 British Columbians, 101 Albertans, and 206 Saskatchewanians.

The descriptive data has been weighted by region, age group, gender, and education to ensure that the sample distribution reflects that of the actual Canadian adult population according to Statistics Canada census data (2021).

Participants were recruited in partnership with Forum Research, through nationally representative online panels that may have used a combination of different recruitment methods (probability; non-probability panels). It is not appropriate to calculate a margin of error in such circumstances. For reference only, a probability-based sample of similar size (i.e., 2,000) would have a margin of error of +/-2.2%, 19 times out of 20.

“Respondents” and “Canadians” are sometimes used interchangeably throughout this summary given the national nature of the sample and efforts to maximize representativeness via demographic weighting. Nonetheless, acknowledging the possibility of both random and systematic sampling errors (e.g., from non-probability recruitment), results should not be assumed to represent the entire Canadian population.

Please note that some figures in this report may not add up to 100% due to rounding. Non-responses were excluded from calculations of share.

Considerations

When interpreting the PARCA survey results, it is useful to keep in mind the context prior to and during data collection (i.e., fall and early winter 2024), which may have influenced the responses of survey participants.

Extreme Weather

  • In September, it was announced that Summer 2024 was the warmest on record for the Northern Hemisphere.
  • Although the wildfire season in Canada was considerably less intense than the previous year, the Insurance Bureau of Canada reported that Summer 2024 was the most destructive season on record, with $7B in insured losses due to extreme weather. The Jasper wildfire (beginning in July 2024) destroyed a third of the town’s homes and buildings and was estimated to be the second costliest fire event in Canadian history.
  • Southwestern B.C. experienced a strong atmospheric river in October (the second of the year) that produced dangerous flooding, deadly landslides, and road washouts.
  • Hurricanes Helene and Milton produced devastating impacts in the Southeastern US (Sept and Oct), accompanied by online conspiracy theories and misinformation.

Politics and Elections

  • The NDP ended their supply-and-confidence agreement with the Liberal government on Sep 4, creating a return to conventional minority Parliament.
  • General provincial elections were held in British Columbia (Oct 19), New Brunswick (Oct 21), Saskatchewan (Oct 28), and Nova Scotia (Nov 26).
  • Donald Trump was elected US President on Nov 5, prompting extensive news coverage about potential implications for international climate action.

Policy Changes and International Negotiations

  • The establishment of the Canada Water Agency as a standalone federal entity, headquartered in Winnipeg, was officially announced on Oct 16.
  • Climate negotiations were held at COP16 for the UN Convention on Biological Diversity in Colombia on Oct 21-Nov 1, followed by COP29 for the UN Framework Convention on Climate Change in Azerbaijan on Nov 11-22.
  • Canadian households began receiving their latest quarterly installment of Canada Carbon Rebate on Oct 15, and small- and medium-sized businesses began receiving their first-ever federal carbon pricing rebates on Nov 25.
  • In late Nov, the GC announced a GST/HST “tax holiday” on holiday essentials, like groceries and children’s clothing, from Dec 14, 2024, to Feb 15, 2025.

Climate Change Attitudes and Perceptions

Strong agreement with basic climate change beliefs remains stable, but lower than in 2022

The share of respondents who strongly agree that climate change is real, human caused, and an urgent threat has been stable since Dec 2023. However, belief in these fundamental statements remains substantially lower than in 2022, and belief that the effects of climate change will not be felt for a long time remains elevated. About 6 in 10 respondents strongly agree that climate change is real. About 5 in 10 respondents strongly agree that CC is serious and urgent. There is less agreement that climate change is human-caused compared to other measured beliefs.

‘Worry’ is the dominant emotional response to the issue of climate change

Both positive and negative emotional (i.e., affective) responses to climate change have decreased slightly since Dec 2023, consistent with other measures that suggest that Canadians are paying somewhat less attention to the issue. Worry is the dominant response (about 4 in 10 respondents say they are very or extremely worried). Anger, anxiety, and being overwhelmed are reported at lower rates (about 3 in 10 very/extremely). Roughly 8 in 10 respondents say they are not very hopeful or very confused about climate change. Twice as many respondents say they are very worried as say they are very hopeful.

Most Canadians still agree that collective action can limit further climate change

There has been relatively little movement since Dec 2022 in the belief measures visualized here, but scores have trended downward overall since the first waves of PARCA. A clear majority of respondents believe in collective action, are willing to make substantial changes themselves, and believe in the effects of their actions. Across all waves where the items co-occur, there has been a notable disconnect between aspirational action (willing to make changes) and reported action (have made changes), currently a difference of 12%. Even fewer respondents report that their friends and family are taking action (8% less than say they have acted themselves), indicating a possible discrepancy in perceived behavioural norms.

PARCA has previously identified 5 climate change segments that strongly predict climate intentions, individual actions, & support for collective action

Legend: ⭡⭡ Most; ⭡ More;  ~ Neutral; ⭣ Less; ⭣⭣ Least

Committed​ Supportive​ Ambivalent​ Indifferent​ Resistant​
Overall, most receptive to beliefs, social norms, willingness, and affective response to climate change. Highly anxious and least hopeful. Most committed to action on climate change. ​ Endorsement of belief in climate change, less anxious and worried about climate change.​ Endorsement of climate beliefs but ambivalent affective response to the issue. Willing to make changes but are not leading the charge.​ Most neutral group. No strong pull toward support or opposition. Other than in slight belief in climate change, no endorsed beliefs about negative impact of climate change. ​ Most resistant to any beliefs about climate change and its impacts. Most unconcerned with climate change and least likely to support any initiatives. ​
⭡⭡ Belief in climate change​
⭡⭡ Anxious and worried​
⭣⭣ Hopeful​
⭡⭡ Willing to make changes​
⭡⭡ Climate social norms​
⭡ Belief in climate change ​
⭡ Confused ​
⭡ Worried + Anxious​
⭡ Willing to make changes​
⭡ Climate social norms​
⭡ Belief in climate change​
⭡ Willing to make changes ​
~ Confused ​
~ Hopeful​
⭡ Belief in climate change​
⭣ Anxious and Worried​
~ Willing to make changes​
~ Efficacy of Actions​
~ Climate social norms​
⭣⭣ Belief in climate change​
⭣⭣ Worried + Anxious​
⭣⭣ Willing to make changes​
⭣⭣ Efficacy of Actions​
⭣⭣ Climate social norms ​

The share of climate-motivated Canadians remains substantially lower than in 2022

The latest measurement provides further confirmation that the share of respondents who are Committed (16%) and Supportive (32%) on climate change remains substantially lower than it was in 2022 (around 25% and 36%, respectively). Where the motivated segments were a majority in 2022 (around 61%), they are now a plurality (48%). The share of Ambivalent (29%) and Indifferent (18%) Canadians also remains higher than in 2022 (around 20% and 12%, respectively). While the rise of these disengaged segments may be cause for concern, the Resistant segment—those most likely to actively oppose climate action—remains very small, at 5%.

Climate Change Mitigation Behaviours

How frequently Canadians use different modes of transportation remains relatively stable

A third of respondents (33%) report using public transit at least once per week, relatively unchanged since Dec 2023 but somewhat higher than reported earlier in 2023 (26%). Most respondents (68%) report using private vehicles at least once per week, which continues to be the dominant mode, followed by active transport (56%). Use of inter-city trains or buses instead of flying (15%), and electric bikes/scooters (10%), and motorized boards or self-balancing scooters (7%) were least prevalent.

Self-reported ownership of gasoline- and diesel-powered vehicles has declined

Compared to Dec 2023, there has been an 8% drop in self-reported ownership of gasoline- and diesel-powered vehicles, and a 7% increase in respondents who say they neither own nor plan to purchase one. Conversely, during the same period, intent to purchase, and ownership of, electric and hybrid vehicles has remained relatively unchanged. Ownership of electric bicycles, scooters, and boards remains low (10% or fewer respondents) and is unchanged from a year ago.

Self-reported air travel has declined for the first time since early 2022

Air travel, including both short (fewer than 5 hours) and long (more than 5 hours) flights, began rebounding from COVID-19 pandemic-related lows in the spring of 2022 and continued to increase through to Mar 2024. However, as of Dec 2024, slightly fewer respondents report having taken a short or long flight in the last two months (27% and 26%, respectively) than said the same in Mar 2024 (30% and 28%, respectively)

Slight decline in Canadians’ efforts to reduce their plastic usage

From Dec 2023 to Dec 2024, there has been a 6% decline in the number of respondents reporting that they always or frequently make efforts to reduce the amount of plastic they use. During the same period, there has been little change in the other food and waste behaviours surveyed. Three quarters (76%) of respondents say they always or frequently recycle, and close to three quarters (71%) report always or frequently making efforts to reduce wasted food. Mostly plant-based diets remain relatively uncommon (18%).

Fewer Canadians are talking with family or friends about climate change and its impacts

Time spent outside in parks or other natural spaces has declined year over year, with just over half (52%) of respondents saying they do so once a week or more, a drop of 13% from Feb 2023 (the earliest winter data point). A quarter (24%) of respondents say that they talk with their family or friends about climate change on a weekly basis, down 5% from Dec 2023. Most respondents (61%) continue to avoid using single-use items by bringing their own reusable items at least once per week.

Slight decrease in the frequency of circular economy behaviours among Canadians

There have been slight decreases in the share of respondents who report frequently engaging in circular economy behaviours. A fifth (20%) of respondents report repairing products to extend their lifespan about once a week or more, down from 25% a year prior. Slightly fewer respondents (19%) report buying secondhand, repaired, refurbished, or remanufactured items about once a week or more, down from 22% a year prior.

Decline in self-reported installation of new or improved insulation

As of Dec 2024, fewer than 1 in 10 homeowners (7%) report having solar panels at their homes (down slightly from Dec 2023), while 11% report an intention to purchase them in the next year. In the same period, there has a been a decline in homeowners who say that they have purchased new or improved insulation for their home or residence (30% in Dec 2023, 25% in Dec 2024). Variability over time may, in part, be caused by changes in how respondents interpret questions. For instance, reports of “new or improved” insulation may decrease the longer it has been since the upgrade.

Little change in Canadians’ ownership of biomass home heating, smart thermostats, and energy-efficient windows and doors

Since PARCA began tracking wood-based and biomass home heating in Aug 2023, there has been little change in respondents’ reported ownership or intentions to purchase. A third (34%) of homeowners report having a smart or adaptive thermostat in their home, with a further 13% saying that they plan to purchase one in the next year. About half of homeowners (48%) say their home has energy efficient windows and doors, with 12% reporting that they plan to purchase them in the next year.

Solar water heater, sump pump ownership and intentions down year over year

There have been slight drops in stated ownership of solar water heaters and sump pumps, year over year, as well as a decrease in the intention to purchase them. 80% of respondents say that they neither have a solar water heater nor intend to buy one, down from 76% in Dec 2023. 62% of respondents say that they neither have a sump pump nor intend to buy one, up from 57% in Dec 2023.

More Canadians can easily afford their daily energy needs than could a year ago

There has been a 6% increase in the share of respondents who say they can easily afford enough energy to meet their daily needs since Dec 2023. A third of respondents (32%) say they can only meet their energy needs with difficulty, down 3% from Dec 2023. The share of respondents who say they cannot afford their daily energy needs has not changed much over time.

Half of Canadians in rural and remote areas are unable to afford their daily energy needs, or can only do so with difficulty

Between Feb and Dec 2024, energy affordability improved for residents of all community sizes. However, as of Dec 2024, rural and remote areas have the highest proportion of respondents who say that they cannot afford to meet their daily energy needs, or can only do so with difficulty (51%). For these residents, energy unaffordability increased dramatically between Aug 2023 and Feb 2024, likely due in part to seasonal differences in home energy demand.

Energy unaffordability is highest in Atlantic Canada and Alberta

Across all regions, slightly fewer residents report being unable to afford their energy needs, or only with difficulty, in Dec 2024 compared to a year earlier. This share is down 6% in Ontario, 5% in Quebec, and 4% in Manitoba and Saskatchewan. Half of respondents (50-51%) in Atlantic Canada and Alberta, say that they cannot afford their daily energy needs, or only with difficulty. Energy remains substantially more affordable in Quebec and British Columbia than in other provinces, with only about a third of residents reporting difficulty.

Climate Change Adaptation Behaviours

Canadians most frequently experienced severe wind storms, excess cold, and power outages in the two months prior to Dec 2024

A third (32%) of respondents report having experienced a severe wind storm in the two months prior to the survey in Dec 2024, with periods of excessive cold (23%) and power outages (22%) also reported frequently.

Experiences of other types of extreme weather reached or approached seasonal lows

Some extreme weather-related events, such as excessive heat, wildfires, and wildfire smoke, were experienced at lower rates, as might be expected from seasonal variation.

Engagement in numerous adaptation behaviours has been mostly stable

A quarter (24%) of Canadians say they have looked for information on the risks or future impacts of climate change on their local area, but less than half as many (11%) say they have taken action to protect their homes against weather-related risks. 5% of respondents say they have had to leave their home because of weather-related risks in the past two months, a share that has been stable since summer 2023. As of Dec 2024, there has been a slight decline in the share of respondents who say they have looked for support with negative emotions related to weather or climate, down 3% from earlier in Feb 2024.

No increase over time in Canadians with protective measures against poor air quality or household disaster emergency plans

A quarter (26%) of respondents report having taken protective measures against poor air quality – like using a HEPA filter for air filtration due to health hazards such as wildfire smoke, environmental allergens, or smog. A fifth (18%) are planning to do so in the next year. The proportion of respondents who have undertaken disaster emergency planning (e.g., establishing a safe meeting spot if families become separated), or intend to do so in the next year, has been relatively stable since Aug 2023. This continues to suggest a large and persistent gap between intention and action for disaster emergency plans.

Half of Canadians have home/tenant insurance for flooding and other weather-related risks

Since the first wave of the Tracking Survey in Aug 2023, the proportion of respondents who own home or tenant insurance for flood-related risks has remained stable, hovering around 50%, and the share of respondents who plan to purchase this type of insurance has also remained stable at 10-12%. In that same period, there has been a small increase in the share of respondents who have home or tenant insurance for other weather-related risks (wildfire, wind, ice damage; from 44% to 47%) and who intend to obtain this insurance within the next year (from 10% to 12%).

Only 2 in 5 Canadians have an emergency supply kit in their home

Only 39% of respondents report having an emergency supply kit at home, and 28% said they plan to get one within the next year. These numbers have remained stable since Aug 2023. Similar to disaster emergency planning, there is a large and persistent gap between intention and action for emergency supply kits.

Most continue to pay attention to alerts about extreme weather, but fewer prepare

Almost 4 in 5 respondents say they pay attention to public alerts about extreme or hazardous weather, but just under half say they actually prepare for those kinds of events. Nearly 3 in 4 respondents agree (somewhat or strongly) that they are someone who acts in an environmentally-friendly way. This share has been relatively stable since Aug 2023 but is lower than in 2022.

Support for Climate and Environmental Policies

Majority of Canadians support clean electricity and an oil and gas cap

The share of respondents who say they somewhat or strongly support a cap on emissions from the oil and gas sector has been relatively stable since Aug 2023, measured at 60% in Dec 2024. Support (somewhat or strongly) for generating all electricity in Canada from energy sources (like wind, hydro, nuclear) that do not directly produce greenhouse gases, by the year 2035, has rebounded slightly, reaching 64% in Dec 2024. Support (somewhat or strongly) for a global carbon price has fallen to its lowest point yet (49%), and support for a national carbon price is relatively stable at 47%, though much lower than in 2022.

Nearly half (46%) of Canadians support eliminating subsidies for oil and gas companies

About the same share (45%) support (somewhat or strongly) the implementation of border carbon adjustments, which mean charging a fee on imported goods from countries with weaker climate change standards. Slightly fewer (43%) support (somewhat or strongly) eliminating public sector financing of the fossil fuel industry in Canada. For all three policies shown here, about a quarter (23-27%) of respondents remain undecided, and about a tenth (9-12%) say they are unfamiliar with this kind of policy and have not therefore indicated a preference.

Most Canadians support subsidizing energy retrofits, especially for low-income households

Support (somewhat or strongly) is highest for subsidizing the installation of energy-efficient windows and doors for low-income households (70%) followed by subsidies for insulation and air sealing, also for low-income homes (69%). Opposition is slightly higher towards subsidizing the replacement of oil and gas home heating equipment with electric equipment for all households. However, a majority of respondents (58%) somewhat or strongly support this policy.

Many Canadians support the creation of a national wildfire insurance program

Most respondents (60%) support (somewhat or strongly) the creation of a national wildfire insurance program for Canadians living in high-risk wildfire areas without access to private insurance. Fewer respondents (46%) support limiting participation to those who have adopted professionally-recommended wildfire prevention strategies for their homes. Nearly three quarters (73%) of respondents support the creation of community response shelters for Canadians at risk from the impacts of natural disasters, like wildfire smoke.

Support has stabilized for policies that prepare for extreme weather events and compensate those impacted

After an initial decline in support from Dec 2021 to Dec 2023, support (somewhat or strongly) for compensating Canadians affected by weather-related disasters has stabilized at 67% in Dec 2024. Similarly, support (somewhat or strongly) for making vital infrastructure more resistant to extreme weather events has stabilized at 73% after declining between Dec 2021 and Dec 2023. Opposition towards these policies is very low (fewer than 10% of respondents), and very few say they are unfamiliar with these kinds of policies.

Many Canadians support a clean economy if there are tangible economic benefits

A majority of respondents (62%) agree (somewhat or strongly) that their support for moving Canada to a clean economy is contingent on seeing local economic benefits, such as jobs and new businesses. Similarly, 56% of respondents agree that there will be increased economic opportunities in a move to a clean economy. In both instances, roughly a quarter of respondents remain neutral. Fewer respondents (42%) are confident that all levels of government would work together to support the transition to a clean economy.

Canadians think that clean tech, green buildings, and sustainable forestry are most likely to generate economic benefits in a clean economy

More than half (52-57%) of respondents also indicate that in the move to a clean global economy, low-carbon electricity, green manufacturing (e.g., steel, cement), and electric vehicle manufacturing would generate significant economic benefits for Canadians. Conversely, electric vehicle manufacturing was the industry for which the highest share (21%) of respondents do not believe it would generate economic benefits. Notably, between a quarter and a half of respondents (26-45%) do not know whether any of these industries would generate economic benefits for Canadians as the world moves to a clean global economy.

GC websites are top source for information on job and career opportunities in the clean economy

Respondents were asked where they would be most likely to look for information about job and career opportunities in the clean economy, including training and skills development. After Government of Canada websites, the most likely sources are job websites (47%), provincial and territorial websites (43%), and university or college websites (39%). Social media platforms, non-governmental websites, and conversations with family, friends, colleagues, or instructors are least likely to be consulted.

Half (53%) of Canadians in eligible provinces say they or their household received the Oct 2024 Canada Carbon Rebate

Slightly more (59%) say that they heard, read, or saw something about the Canada Carbon Rebate (CCR) in the two months prior to the 2024 data collection. But a quarter (26%) say they did not, and a further 14% are unsure or don’t know. In Dec 2024, a quarter (24%) of respondents say that their household did not receive the payment, while a further quarter (23%) are unsure or don’t know. Awareness of the rebate and knowledge of receiving payments increased from Aug 2022 to Aug 2023 but have remained relatively stable since Aug 2023. Interestingly, the percentage of respondents who say they don’t know if they heard, read, or saw anything about the rebate or if their household had received a payment in the past two months increased at each time point.

Support for renewable energy resource development has remained stable

There is high overall support for further development of renewable energy, ranging from 50-79%, depending on the resource. Between Dec 2023 and Dec 2024, support for further developing all renewables remained stable. As of Dec 2024, support (somewhat/strongly) is highest for solar (79%), wind (76%), and hydro (76%) development.

Increase in support for nuclear energy development; natural gas, oil, coal remain stable

As of Dec 2024, support for further development of non-renewable energy remains substantially lower than for renewable energy, especially for coal and oil. Support (somewhat or strongly) for natural gas development has been relatively stable over time (53-57%) and is highest among non-renewable energy sources. Support for nuclear energy development rebounded in 2024 to 48% after hitting a low of 40% in Dec 2023.

Information Sources and Trust

Most Canadians access conventional Canadian media on at least a weekly basis

Reported rates of accessing conventional media, and scientific and governmental sources have remained stable since July 2023. Notably, there is a 15% gap between Canadian and non-Canadian media usage on a weekly or greater basis. Only about 1 in 4 respondents access government sources at the same frequency.

The internet, family and friends, and social media remain important sources of information

The share of respondents accessing conventional Canadian media (63%, previously) is matched by those who do their own internet search. Nearly as frequently accessed are friends and family and social media platforms. There has been a slight uptick in AI usage since July 2023, but usage remains low overall, with less than 1 in 4 respondents accessing it on a weekly or greater basis.

Canadians are following and encountering less climate change related news

Only 34% of respondents say they have followed news on climate change pretty or very closely in the month prior to the survey, down from 43% in Aug 2023. Similarly, only 52% of respondents say they come across climate change or environmental news once a week or more, down from a high of 67% in Aug 2023. In both cases, these are the lowest observations in the available data, and part of a downward trend. The reasons behind the change are not clear but are consistent with changes in priorities and top issues observed elsewhere (e.g., economic versus climate focus).

Scientists are the most trusted group to make good decisions about climate change

As of Dec 2024, most respondents trust (somewhat or strongly) scientists (68%), their family and friends (65%), renewable energy companies (55%), and environmental groups (51%) to make good decisions about climate change.

Government and non-renewable energy companies are the least trusted groups

As of Dec 2024, few respondents (29%) trust non-renewable energy companies to make good decisions about climate change. Government sources are also not generally trusted. Distrust is highest for the federal government (39%), followed by provincial or territorial governments (37%), and local governments (30%), all up slightly since March 2024.

The federal government is not seen as having competence, integrity, or care for citizens’ views

As of Dec 2024, only about 1 in 3 respondents somewhat or strongly agree that the federal government has competence (31%), acts with integrity (33%), or cares what ordinary people think (35%) regarding climate change. Relative to agreement, comparatively more respondents somewhat or strongly disagree on competence (42%, 11% higher than agree), integrity (37%, 4% higher), and care (39%, 5% higher) of the federal government. Competence, integrity, and benevolence (i.e., care and concern for citizen wellbeing) are the core dimensions of trustworthy systems.

Sample Characteristics

The weighted sample is representative of the Canadian adult population for gender, age, region, and education

Sample Characteristics Dec 2024 Census 2021
Age
18-34 years 26.1% 27.0%
35-54 years 32.4% 32.6%
55 years and older 41.5% 40.3%
Gender
Man 48.4% 48.9%
Woman 50.5% 51.1%
Education
High school or less 40.0% 40.5%
College/trades 31.7% 31.7%
University / post-graduate 27.7% 27.8%
Income​
Under $40,000​ 32.5% 19.3%
$40,000 to just under $80,000​ 28.2% 28.4%
$80,000 to just under $100,000​ 10.3% 11.8%
$100,000 to just under $200,000​ 21.6% 40.4%
Ethnicity/Race
White 68.3% 74%
Visible Minorities 25.9% 27%
Indigenous identity
First Nation/Metis/Inuk 4.9% 5%

Note: Numbers may not sum to 100% due to rounding, response options not visualized, and/or non-response. Percentages in sample are weighted by age, gender, region, and education.

Regional Profile – Tracking Survey Wave 5

Regional Profile Canada (n = 2291) BC/YT (n = 326) AB/NT (n = 330) MB/SK/NU (n = 338) ONT (n = 724) QC (n = 447) ATL (n = 126)
Age
18-34 years 26.1% 14.8% 21.7% 21.8% 42.0% 12.4% 13.6%
35-54 years 32.4% 36.5% 34.1% 31.1% 26.5% 37.1% 41.2%
55 years and older 41.5% 48.7% 44.2% 47.0% 31.5% 50.5% 45.2%
Gender
Male 48.4% 58.4% 57.9% 48.6% 41.9% 47.7% 51.5%
Female 50.5% 41.3% 41.7% 50.7% 55.9% 52.1% 46.6%
Non-binary 0.6% - 0.4% 0.7% 0.9% 0.2% 1.9%
Another gender identity 0.6% 0.3% - - 1.3% - -
Education
High school or less 40.0% 45.7% 51.9% 52.8% 27.0% 50.1% 38.6%
College/trades 31.7% 28.2% 27.4% 25.5% 36.0% 28.8% 37.2%
University / post-graduate 27.7% 25.8% 20.3% 20.4% 36.2% 20.7% 24.2%
Size of community
A remote area 1.2% 0.2% 2.8% 1.3% 0.9% 1.9% -
A rural area 9.9% 6.2% 10.2% 14.3% 6.8% 9.9% 31.6%
A small city or town 20.8% 30.2% 18.2% 31.1% 17.4% 15.8% 31.9%
A suburb near a large city 23.3% 30.4% 16.3% 8.9% 21.5% 30.5% 20.6%
A large city 44.2% 33.0% 52.5% 43.7% 52.4% 41.6% 15.2%

Note: Numbers may not sum to 100% due to rounding, response options not visualized, and/or non-response. Percentages in sample are weighted by age, gender, region, and education; counts by region in column headers are unweighted.

Published: 2025-09-10
Last modified: 2025-09-10

Lorah

Submitted by lauriecat on

Lorah Jensen is a social impact professional focused on advancing outcomes-based program design and social innovation in the nonprofit sector. She recently completed her MBA in Community Economic Development at Cape Breton University, where her applied research, Advancing Social Impact Measurement in the Canadian Nonprofit Sector: Understanding Current Barriers to Adoption, examined how nonprofits can better integrate data-driven impact strategies.

Report

Annual Report 2018-2019

Impact Canada, Impact & Innovation Unit, Privy Council Office
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Foreword

The Impact and Innovation Unit is made up of highly skilled, dedicated public servants striving to deliver the best policies and programs, by taking a “mission-driven” approach to transforming government. Our central hypothesis is that by being relentless in our focus on outcomes-based methods and working horizontally across government and sectors, we can achieve better, measurable outcomes for Canadians. For those who work with and within government, you know that’s not always the way we work.

We understand that we’re stewards of public funds and the responsibility that carries. As such, it behooves us to modernize our policy and program approaches so that they are focused on achieving our collective outcomes, demonstrate value and meaningful impact. To this end, we’ve continued to take an active role in the global movement of governments that are working to mainstream methods like challenge prizes, behavioural insights, pay-for-performance and pay-for-success funding models. The promise of these methods is that it focuses efforts not on the process or outputs of a program, but rather on clearly defining the sought after outcome and ensuring there is a multisectoral approach to achieving it.

These approaches require new partnership models where government, not-for profit and private sectors need to work very differently together. We strongly believe that robust engagement, co-design, and co-development is the best path to get us there.

2018-2019 was our first full year of operations under Impact Canada, our main platform for undertaking this work. With the help of domestic and international partners, we spent a lot of time developing and refining methodologies to ensure the approaches we are taking are sound, evidence-based and rigorous by design. This type of work requires much more effort than traditional ways of working, but we feel confident that it is worth it.

“This type of work requires much more effort than traditional ways of working, but we feel confident that it is worth it.”

Not surprisingly, government as a whole is not ready for this at scale, but we have seen important pockets of readiness. Change is hard and can be unsettling for some. Our collective perception of risk is not calibrated appropriately. We shouldn’t equate new with risky. Rather, we need to constantly question status quo, understand the risks of maintaining it, and recognize when we need to responsibly test something new to achieve the desired policy objective. Ultimately, we need to adopt a more iterative approach to policy/program design and delivery.

We continue to work hard to move from concept to implementation, and to show what is possible and gain wider acceptance of these methods.

We’re still in early days and don’t have enough concrete outcomes, but there have been important process improvements. We’ve also received positive feedback from our external stakeholders regarding this new “look and feel” of government. Moreover, we have indications that the methods we use are attracting non-traditional players, on the premise that new players can lead us to better solutions not previously contemplated.

These methods are not silver bullets and are not the answer to every public policy challenge. We have been deliberate in project selection to cover social, economic and environmental policy areas, big and small, so that as we move to impact assessment, we will have a better understanding of what works, for whom, and under what circumstances. It’s why we are also developing new impact measurement methodologies to assess progress so that we can continuously learn and improve.

The past year has been filled with excitement, promise and lots of hard work. As such, I want to personally thank my team and other colleagues in the Privy Counil Office, Agriculture and Agri-Food, Atlantic Canada Opportunities Agency, Correctional Services Canada, Crown and Indigenous Relations, Employment and Social Development, Finance Canada, Fisheries and Oceans, Health Canada, Heritage, Indigenous Services, Infrastructure, Natural Resources, Public Safety, and Treasury Board Secretariat. Also, a huge thanks to our Advisory Committee and all of our external partners that have collaborated and helped guide our work.

Looking forward to another excellent and productive year as we all continue to work towards making the lives of Canadians better.

  • Rodney Ghali
  • Assistant Secretary to the Cabinet
  • Impact and Innovation Unit
  • Privy Council Office

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Our Impact

  • icon of a growing plant

    Addressing innovation market gaps to stimulate private sector engagement and commercialization of innovative products, processes, and services in areas where there is great potential for applying Canadian ingenuity and improving social, economic, and/or environmental outcomes. For example, supporting Natural Resource Canada’s “Crush It Challenge”.

  • icon of a graduation hat

    Reaching more people more efficiently to drive better access to post-secondary education among low-income families. For example, working with ServiceOntario to bundle RESP sign-ups.

  • icon of a hand with a dollar sign above it

    Helping to understand what works by using research-based impact evaluations to generate evidence of which interventions are effective, and what elements could be further tested and scaled to replicate successful efforts and wind down less effective programs. For example, stemming the decline in charitable giving among Canadians by leveraging behavioural insights and experimentation.

  • icon of a pill bottle

    Attracting non-traditional government partners from diverse sectors, including the private sector, who are bringing forward fresh perspectives and innovative approaches to address complex public policy issues. For example, supporting Health Canada’s “Drug Checking Technology Challenge".

  • icon of a lightbulb with a dollar sign inside it

    Leveraging innovative financing approaches to harness private sector resources to help meet common goals, make government a better partner, and shift the focus away from paying for process to paying for success. For example, exploring pay-for-success financing approaches with Health Canada.
  • icon of a growing graph

    Contributing to international generation of best practices by developing and publishing knowledge products and feeding into efforts of leading organizations around the world, which is resulting in international acknowledgement of the IIU’s contribution to the innovation ecosystem. For example, Measuring Impact By Design – a Guide to Methods for Impact Measurement.

1. About Us

Since its launch in 2017, the Impact and Innovation Unit (IIU) has remained focused on working with federal departments, other levels of government, and external partners to support the implementation of inventive programs and services designed to improve social, economic, and environmental outcomes for citizens. In particular, the IIU focuses on improving outcomes for citizens by using a set of innovative approaches designed to achieve greater public value in program and service delivery. The IIU seeks to engage a diverse range of actors to help solve societal problems, focus on initiatives/experiments that lend themselves to measuring impact in a rigorous way, and strive to maintain high standards and validity in applying these instruments. The principal approaches that the IIU uses to support Government of Canada departments are challenge prizes, pay-for-success funding models, and behavioural insights.

Did you know?

The Impact and Innovation Unit supports its partners with the following key resources:

  • A flexible, whole-of-government set of Terms and Conditions for Grants and Contributions that allow funding to be linked to outcomes achieved (challenge prizes, pay-for-success), as well as funding rigorous, research-based evaluations
  • An innovative staffing approach through its Impact Canada Fellowship program
  • The Centre of Expertise, a small team that works with departments to apply the highest standards of rigour and robust program design in advance of implementation
  • The Impact Canada Web Platform, a prominent, centralized website for Impact Canada initiatives

For more information, contact us at: iiu-uii@pco-bcp.gc.ca

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1.1 The Impact and Innovation Unit

Aerial view of Library of Parliament

The IIU is staffed by a highly skilled, interdisciplinary team with decades of combined experience in policy/program development and management, outcomes-based funding, evaluation, partnership brokering, and behavioural insights.

Leadership

  • Headshot of Rodney Ghali

    Rodney Ghali

    Assistant Secretary to the Cabinet

  • Headshot of Chad Hartnell

    Chad Hartnell

    Director of Operations

  • Headshot of Saskia Jarvis

    Saskia Jarvis

    Senior Advisor, Operations

  • Headshot of Jessica Ly

    Jessica Ly

    Executive Assistant to the Assistant Secretary

Policy and Innovative Finance

  • Headshot of David Donovan

    David Donovan

    Lead

  • Headshot of Kristalyn Laryea

    Kristalyn Laryea

    Senior Advisor

  • Headshot of Katharina Wolff

    Katharina Wolff

    Senior Advisor

Behavioural Insights

  • Headshot of Elizabeth Hardy

    Elizabeth Hardy

    Senior Lead

  • Headshot of Haris Khan

    Haris Khan

    Advisor

  • Headshot of Alyssa Whalen

    Alyssa Whalen

    Advisor

Public Engagement

  • Headshot of Dr. Michael Haber

    Dr. Michael Haber

    Lead

  • Headshot of Laurie Bennett

    Laurie Bennett

    Multimedia Communications Officer

  • Headshot of Sarah MacMaster

    Sarah MacMaster

    Junior Advisor

  • Headshot of Chris Soueidan

    Chris Soueidan

    Visual Designer

Capacity and Partnerships

  • Headshot of Julie Greene

    Julie Greene

    Lead

  • Headshot of Craig Joyce

    Craig Joyce

    Senior Advisor, Methods

  • Headshot of Janelle Lanoix

    Janelle Lanoix

    Senior Advisor

Impact Canada Fellowship Program

  • Valérie Anglehart

    Program Manager

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1.2 The Fellowship Program

As part of the IIU’s mission to foster innovation in the public service, the Impact Canada Fellowship program recruits subject-matter experts into the public service in support of its work under Impact Canada, as well as the government’s broader efforts to accelerate the use of novel outcomes-based program approaches. The program aims to attract talent and build capacity in five key business lines:

  • icon of side of head with brain

    Behavioural Insights(BI) applies the findings of psychology, economics, and other social sciences to the work of government. Practitioners of BI commonly test these insights using rigorous experimental methodologies to understand what works in driving better public policy outcomes for Canadians.

  • icon of hand with dollar sign above it

    Innovative Finance (IF) is the strategic blending of public, private, philanthropic, and not-for-profit capital and resources to achieve positive economic, social, and/or environmental outcomes. This includes the use of pay-for-success instruments, where payments are contingent on funding recipients achieving outcomes that can improve the lives of Canadians (e.g., impact bonds, challenge prizes).

  • icon of graph growing

    Impact Measurement (IM) can include a range of experimental (randomized controlled trials) and quasi-experimental methods. It‘s the process of using scientific methodology to determine outcomes achieved by a program. It allows for the attribution of changes in social, economic, and/or environmental outcomes.

  • icon of prize ribbon

    Challenge Prize refers to an incentive-based approach that rewards the first or best solution to a specific problem, based on a set of pre-determined criteria. The goal is not only to seek out the best ideas and solutions, but also to ensure that these innovative funding models demonstrate that tangible and measureable results can be achieved for Canadians.

  • icon of pie chart

    Data Science is an interdisciplinary field that uses scientific methods, processes, algorithms and systems to extract knowledge and insights from big data sources, in various forms.

Since last year’s launch, five recruitment processes have been completed. The current Fellowship cohort is comprised of seven BI Fellows, three IF Fellows, and three IM Fellows working across nine departments. We’re also looking to expand the program to other levels of government and discussions for placement opportunities with provincial, territorial and municipal levels of government are underway. Find details of the Fellows' work/projects in section 3.1.3 of this report.

calendar icon with 42 days written inside

The Fellowship program is resulting in efficiencies for external recruitment in the federal public service. On average it takes the federal public service 197 days to hire a new employee using an external advertised competitive process. The Fellowship program‘s average is 90 days. Our most efficient process was run in only 42 days.

Our Fellows:

Behavioural Insights
  • Dr. Guillaume Beaulac
  • Dr. Lauryn Conway
  • Dr. Amanda Desnoyers
  • Michael Hewlett
  • Dr. Kyle Hubbard
  • Dr. Meera Paleja
  • Dr. Dhawal Selarka
Innovative Finance
  • Sophie Méchin
  • Stefan Pagura
  • Matthias Pries
Impact Measurement
  • Lauren Dodds
  • Dr. Gabriel Rompré
  • Anna Vanderkooy

"The Fellowship program, sponsored by the Impact and Innovation Unit at the Privy Council Office, allows us to further experiment with ways to bring in important new skills."

- Clerk of the Privy Council, 26th Annual Report to the Prime Minister
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1.3 The Advisory Committee

portraits of the Impact Canada Advisory Committee
The Impact Canada Advisory Committee. Top: Ilse Treurnicht, Andrea Barrack, Valerie Chort, Sir Ronald Cohen, Joan Larrea
Middle: Saadia Madsbjerg, David Martin, Jaykumar Menon, Hector Mujica, Tracy P. Palandjiann
Bottom: Claude Pinard, Irfhan Rawji, Dilip Soman, Tamara Vrooman, Bill Young

Meeting a commitment made by the IIU in last year’s annual report, the IIU organized the first meeting of the Impact Canada Advisory Committee in November 2018.

Chaired by Ilse Treurnicht, the Committee brings together a distinguished group of senior leaders from the private, philanthropic, not-for-profit, and academic sectors. Its mandate is to provide advice to the IIU on emerging trends and best practices to inform how public programs could enhance their impact through the use of innovative funding approaches (such as challenge prizes, pay-for-success structures, and impact investing), behavioural insights, and rigorous measurement and evaluation techniques.

Drawing from both Canadian and international experiences and lessons learned, the Committee is helping the IIU identify its unique role in the global innovation ecosystem. Closer to home, the Committee also continues to play a critical role in the development of a strategic plan that will guide future work and identify trends that the IIU can take into consideration as it continues to work to support departments across the Government of Canada.


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2. What We Do

The IIU works with a broad range of partners to support federal departments in delivering on policies and programs that matter to Canadians. With a focus on results-driven approaches, the IIU is working hard to transform the way in which government works.

Methodological Approaches to Innovation

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With its focus on federal programming and service delivery, the IIU works to identify, test, and scale inventive tools and methods that help to introduce an outcomes focus. Using innovative, methodological approaches, the IIU has demonstrated that innovation can, in fact, be carried out in a rigorous way and that the results of these actions can be defined, measured, and evaluated.

Relentless Focus on Implementation

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With a focus on “the how”, the IIU supports federal departments and other partners to build agile, results-driven approaches that work for Canadians. Anchored by its Impact Canada Centre of Expertise, the IIU provides advice and guidance on the application of challenge prizes, pay-for-success approaches, and behavioural insights into federal programs and services. It also provides access to key resources that support departments to work with these innovative methods, including a flexible set of terms and conditions for grants and contributions and a prominent, centralized website supported by in-house visual and graphic design experts. The IIU offers a service model that can be tailored based on factors including the needs of the partner department.

Achieving Impact at Scale

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From its unique vantage point in the Privy Council Office, the IIU works across departmental mandates to measure impact, identify success factors for implementation, and determine what works in the federal context. It also draws on the experiences of other governments, non-profit, and private sector organizations in implementing similar approaches. Collectively, these actions are growing our understanding of how best to apply these approaches while factoring in operational context, organizational strengths and limitations, as well as the broader policy priorities of the Government of Canada. Further, the IIU’s support of key senior level committees is ensuring that these actions are being considered and informed by public sector executives, as well as external thought leaders and experts.

Systems-Level Transformation through Leadership and Strategy

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The IIU remains focused on enabling systems-level change, including experimenting with and testing innovative approaches through its ongoing support of the Deputy Ministers Task Force on Public Sector Innovation and co-chairing the Assistant Deputy Minister Committee on Experimentation.

Deputy Ministers Task Force on Public Sector Innovation.

It has been one year since the Task Force received its new mandate from the Clerk of the Privy Council focused on two areas: (1) Facilitating core systems transformation, and (2) Experimenting with disruptive technologies.

Highlights from this past year include:

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Informing an enabling framework document, A Data Strategy Roadmap for the Government of Canada, which launched on November 23, 2018. Its purpose is to help ensure a coordinated, whole of government approach to how the government can use data more strategically to unlock more value and deliver improved outcomes for Canadians.

icon of a prize ribbon

Advancing the use of outcomes-based programming approaches (e.g., challenge-based approaches, pay-for-success initiatives) by shaping two distinct strategies for how outcomes-based programming approaches could be pursued: (1) the Treasury Board Secretariat (TBS) Generic Terms and Conditions, and (2) Impact Canada.

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Engaging with experts on some of the key policy issues that drive public sector innovation, including using Artificial Intelligence to make operations as effective and efficient as possible, and using co-creation and partnership development approaches to understand how governments can engage all sectors of society to leverage resources and expertise to help address complex societal problems.

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Guiding an in-depth stock take discussion on the experimentation mandate commitment to identify and address barriers to implementation.

“While we have made progress over this first year, we are only beginning to unlock the potential of public servants to mainstream innovation in our programs, policies and operations. We look forward to increasing our tempo of progress in the coming year.”

Co-chairs Graham Flack, Deputy Minister, Employment and Social Development & Matthew Mendelsohn, Deputy Secretary to the Cabinet, Results and Delivery, Privy Council Office
icon of GCE logo

Government of Canada Entrepreneurs

To help achieve the Task Force on Public Sector Innovation’s mandate, Deputy Minister members recruited a cohort of 18 talented public servants known as Government of Canada Entrepreneurs (GCEs), who are full members of the Task Force. The creation of the GCEs themselves is an example of important efforts to upskill the federal public service and build the capacity required to support experimental programming.

Working in small, diverse teams across departmental lines, the GCEs are experimenting with new ways of advancing projects that do not have a natural home within a specific department or agency. Their role as ambassadors for innovation is raising awareness and inspiring public servants to apply new tools and approaches to their work. As an added benefit, the GCEs receive leadership training and support from Nesta’s States of Change, a public sector innovation learning approach designed to strengthen innovation capacity across governments.

icon of science becher

Assistant Deputy Ministers’ Committee on Experimentation

As a co-chair of the Assistant Deputy Minister Committee on Experimentation with the Treasury Board Secretariat, the IIU has helped lead work to accelerate, deepen, and institutionalize experimentation and innovation across the Government of Canada. In the past year, the Committee has conducted a series of research initiatives to identify areas in which action is needed to encourage experimentation in government, and generated proposals to address those areas.

“Public servants are seeking clear signals that it’s okay to take risks. Innovating in the public service is hard work, and for those at the working level, it is even more so. For public sector innovation to thrive and grow, our workforce needs the support and the tools to challenge the status quo.”

Minh On and Laura Portal Avelar, Mission Managers of the first GCE Cohort
exponential graphic showing Impact Canada's rapid growth since 2017 to its current state
  • Rapid Growth Graph Description

    Since its launch in 2017, Impact Canada has experienced rapid growth.

    Legend

    • COI = Challenge or Initiative
    • PFS = Pay-for-Success
    • BI = Behavioural Insights

    2017 – Design Phase

    • March - Budget Announced
    • May - Cabinet Approval
    • October - CAF Trial Completed (BI)
    • November - Treasury Board Approval
    • November - Launch Smart Cities (COI)
    • December - Charitable Giving Trial 1 Completed (BI)

    2018 – Building Phase

    • January - Launch Fellowship Program (BI) (COI)(PFS)
    • May - Launch Women in Cleantech (COI)
    • June - Announce Smart Cities Finalists (COI)
    • June - Launch Opioid Feasibility Study (PFS)
    • August - Launch Sky’s the Limit (COI)
    • August - Pre-launch Indigenous Housing (COI)
    • September - Announce Women in Cleantech Finalists (COI)
    • October - Launch Drug Checking Tech (COI)
    • October - Launch Power Forward (COI)
    • November - Launch Crush It! (COI)
    • December - Cannabis Pardons (BI) (PFS)

    2019 – Growth Phase

    • February - Launch Indigenous Off-Diesel Initiative (COI)
    • February - Charitable Giving Trial 2 Completed (BI)
    • April - Launch Indigenous Housing (COI)
    • April - Announce Drug Checking Tech Semi-Finalists (COI)
    • April - Announce Crush It! Semi-Finalists (COI)
    • May - Launch Innovative Hull Design (COI)
    • May - Announce Smart Cities Winners (COI)
    • May - Announce Power Forward Semi-Finalists (COI)
    • June - Launch Whale Innovation (COI)
    • June - Launch Food Challenges Consultations (COI)
    • June - Toronto CLB Trial Completed (BI)
    • June – Announce Indigenous Off-Diesel Initiative Finalists (COI)
    • July - Opioid Feasibility Study Completed (PFS)
    • August - Announce Power Forward Finalists (COI)
    • November - Announce Drug Checking Tech Finalists (COI)

    Budget 2019 announced $300 Million for Housing Supply Challenge with INFC and CMHC, $20 Million for Food Waste Reduction Challenge with AAFC, Outcomes-based initiatives to address Food Security with AAFC and CanNor under Canada’s proposed new Food Policy and Outcomes-based initiatives as part of the new Anti-Racism Strategy with Canadian Heritage.


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3. New Approaches to Big Issues

The IIU supports federal departments to apply outcomes-based funding models such as challenge prizes, use behavioural insights to improve policies and services, and integrate impact measurement into the implementation of projects and programs to achieve better and measurable outcomes.

3.1 Paying for Success

Outcomes-based funding models can take a variety of forms, including challenge prizes and pay-for-success contracts. In the past year, the IIU has continued to help departments develop innovative funding opportunities that bring together the best ideas and brightest talent, and reward those organizations and individuals that deliver high impact results for Canadians.

The IIU promotes partnerships with a diverse set of stakeholders. Want to solve a problem or sponsor a prize? Get in touch.

icon of prize ribbon

Challenge Prizes offer funding and other resources to help innovators put their ideas into action. They are an example of an open innovation approach which focuses resources on the desired outcome, not on cumbersome processes.

3.1.1 Flagship Challenge Prizes

Two signature program streams were launched as part of Impact Canada in 2017:

photo of corner of a building from a low perspective
A. Smart Cities Challenge

Smart Cities Challenge to help communities of all sizes improve the lives of their residents through innovation, data and connected technology. Delivered by Infrastructure Canada and contributing $300M in funding over 11 years.

photo of several wind turbines in a field
B. Cleantech Challenges

Cleantech Challenges to drive new solutions in discrete areas. Delivered by Natural Resources Canada and contributing $75 million in funding over four years.


3.1.1 (a) Smart Cities Challenge

Smart Cities Challenge Banner

The Smart Cities Challenge is a pan-Canadian competition that was open to communities of all sizes, including municipalities, regional governments and Indigenous communities (First Nations, Métis and Inuit). The Challenge encouraged communities to adopt a smart cities approach to improve the lives of their residents through innovation, data and connected technology.

The application process closed on April 24, 2018, receiving 130 eligible applications from communities across Canada. Twenty of those applications moved on to the finalist stage of the competition, each receiving $250,000 to help them develop their final proposal.

people walking on the streets of an urban area
  • 130 applications received
  • 20 applications (joint or individual) from Indigenous communities
  • The largest applicant had 2.7 million residents
  • The smallest applicant had 185 residents
  • 100% of finalists developed partnerships with at least four different sectors: private, not-for-profit, academic sectors, public utilities and community organizations
  • Every province and territory was represented

"We appreciated that it was left wide open for communities to choose what was important to them. It spurred a lot of collaboration and conversation across the country."

Applicant

Round 1 Winners

  • $5M Prize Winner

    Town of Bridgewater,
    Nova Scotia

  • $10M Prize Winner

    Nunavut Communities,
    Nunavut

  • $10M Prize Winner

    City of Guelph and Wellington County,
    Ontario

  • $50M Prize Winner

    City of Montréal,
    Québec


Advancing Cleantech Solutions

The IIU has supported Natural Resources Canada in investing $75M over four years in a series of clean technology challenges to unlock breakthrough cleantech solutions to complex and persistent barriers in discrete areas.

3.1.1 (b) Spotlight: Women in Cleantech Challenge

Launched in collaboration with MaRS Discovery District, this challenge prize supports the representation of women in the cleantech sector. Following a national call and expert selection process, the Women in Cleantech Challenge identified six women to participate in an intensive three-year program, during which they are provided with business advice, and the technical and financial support they need to grow and succeed as cleantech entrepreneurs, including unprecedented access to federal labs and researchers. At the end of the program, the most promising project will receive a $1 million grand prize.

The jury had planned to name five finalists, but included six because of the high-calibre of ideas presented.

  • Headshot of Amanda Hall

    Amanda Hall / Summit Nanotech

    "Being chosen as a finalist in the Women in Cleantech Challenge early on really helped put wheels to the company, opened doors and exposed us to great opportunities. I hope this doesn’t sound bold, but it just feels like we are unstoppable right now."

  • Headshot of Luna Yu

    Luna Yu / Genecis

    "Having been through accelerator programs before, the sheer amount of resources made accessible through this [Women in Cleantech] program genuinely shocked my team and I — dedicated staff, experienced and multi-disciplinary advisors, access to NRCan Labs, quarterly stipend and training programs are all within reach."

  • Headshot of Alexandra  Tavasoli

    Alexandra Tavasoli

    "I think it’s really important for the next generation of females entering engineering to see women actually doing the technologies that they hope to one day be part of."

  • Headshot of Julie Angus / Open Ocean Robotics

    Julie Angus / Open Ocean Robotics

    "I’ve been inspired by the five outstanding women who were also selected, met incredible entrepreneurs and mentors at MaRS and taken online courses in customer development and business strategy. (...) It’s been a ton of work, but often it feels more like play than toil, challenging my skills on every level."

  • Headshot of Evelyn Allen

    Evelyn Allen

    "In 15 years of working in this industry, I can’t name more than two female entrepreneurs leading cleantech companies. I am so excited to have this opportunity to grow a business with a mission to make a global impact."

  • Headshot of Nivatha Balendra

    Nivatha Balendra

    "I think this challenge was the perfect opportunity in combining promoting women in science, which is something I deeply believe in, as well as developing a cleantech business. It just goes hand-in-hand."

"This initiative can help address the [gender] balance, as well as improve the planet."

Margaret Atwood, Challenge Judge
plan in the sky

The Sky‘s the Limit

Launched in collaboration with Air Canada, Westjet, and the Green Aviation R&D Network, this challenge prize is focused on the development of new, lower-cost ways to produce sustainable aviation fuel (SAF) to reduce aviation greenhouse gas emissions and build a Canadian biojet supply chain. Four finalists have been announced for the Green Aviation Fuels Innovation Competition, representing regions from across the country and a variety of approaches to compete for the $5 million grand prize. The Cross-Canada Flight Competition to complete a cross-Canada flight using made-in Canada SAF remains open for application.

image of city lights representing the power grid

Power Forward

Launched in collaboration with the UK Department of Business, Energy and Industrial Strategy, this challenge prize aims to create cleantech market opportunities in both countries and fast-track development of cleaner, smarter power grids for 2030 and beyond. Six finalists will be selected to advance by August. Each is eligible to receive up to $3 million to start building their proposed project and compete for the $1 million grand prize.

image of mining facility

Crush-It! Challenge

Launched in collaboration with the Centre for Excellence in Mining Innovation and Goldcorp, this challenge prize aims to advance innovative solutions that reduce energy use for crushing and grinding mined rock to reduce greenhouse gas emissions, improve productivity and help our mining industry become more competitive. Six finalists have been selected to advance. Each finalist is eligible to receive up to $800,000 to build and test his or her cleantech solution and compete for the $5 million grand prize.

image of indigenous housing

Indigenous Off-Diesel Initiative

Launched in collaboration with the Indigenous Clean Energy Social Enterprise and the Pembina Institute, this initiative aims to achieve a breakthrough in efforts to transition 15 remote Indigenous communities off diesel as a primary energy source. An all-Indigenous external jury has selected 15 Champions to lead their remote communities in planning and implementing a clean energy project over the next three years. The Champions started their tailored clean energy training this May. Each community is eligible to receive up to $1.3 million to develop an ambitious diesel reduction plan for the community, establish partnerships and start implementing the plan.


3.1.2 New Partnerships Addressing Complex issues

3.1.2 (a) Responding to Canada‘s Opioid Crisis

Canada is in the midst of a public health crisis as it relates to the use of opioids and overdose deaths. The number of overdoses and deaths caused by opioids, including fentanyl, has risen sharply and continues to rise. More than 10,300 apparent opioid-related deaths occurred between January 2016 and September 2018. Among the 3,286 deaths that occurred between January and September 2018, 73% involved fentanyl or fentanyl analogues. It has never been more important to understand the composition of illegal drugs, and to intervene where we can to save lives.

In partnership with Health Canada and others, the IIU is working on projects to accelerate action on innovative approaches to harm reduction and treatment. In October 2018, the Drug Checking Technology Challenge was launched to incent the development of accurate, portable, and affordable opioid testing technology to reduce harm to those who use drugs. In March 2019, a Jury – comprised of scientists, front line service providers, people with lived and living experience, and entrepreneurs – selected nine semi-finalists from a robust number of applications. These semi-finalists received $25K in funding and advanced to subsequent rounds of the Challenge. The opioid testing technologies of this Challenge encompass new approaches to using existing technologies, or new and novel technologies, which may allow for more widespread deployment to people who use drugs.

Most of the 24 applicants to the Challenge were new to government, having never been funded through Health Canada‘s Substance Use and Addictions Program.

The past year was spent planning this challenge prize, starting in a very definitive place for exploration – looking at better protection from opioids for first responders – and ultimately landing in a very different direction. What changed our course? Constant citizen engagement in the planning process. A video illustration of the process by which an idea becomes a challenge prize was developed, using the Drug Checking Technology Challenge as an example.

At the same time, the IIU, Health Canada and other key partners in the clinical and financial sectors have been collaborating on a feasibility study examining and developing pay-for-success approaches for treatment options for opioid use disorder. We are seeking to understand what important gaps may be filled in service provision for those at highest risk of overdose, and the role for pay-for-success or social finance approaches in improving access to and outcomes for the treatment of opioid use disorder. The feasibility work will be completed in July 2019.

perspective view of doctor manipulating a syringe
  • Launched: October 2018
  • The Challenge:Improve on drug checking technology to allow the community of people who use drugs and those who support them to make more informed decisions based on the composition of a drug and to reduce harm.
  • Who will benefit? People who use drugs, peer support workers, and emergency responders.
 

24

Applicants from three countries

9

Semi-finalists receiving $25k in funding

1

Year from concept to launch

If we can help one person, the impact is massive.

Steve Cody, chair of the jury panel, CEO and Founder of Ruckify

3.1.2 (b) Indigenous Homes Innovation Initiative

Indigenous peoples experience some of the worst living conditions in Canada, and limited access to transitional or supportive housing options. Current programming for housing at Indigenous Services Canada (ISC) primarily provides needs-based funding, focused on immediate needs and emphasizing rapid construction. Given this reality, building designs are not always well-adapted to the full spectrum of geographic and cultural settings for which they are intended. Indigenous partners have identified the need to test innovative solutions that may support systemic long-term change and improvements to current programming.

To this end, in partnership with ISC, the IIU spent much of the past year working on a challenge prize that aims to improve outcomes through the co-creation of new and meaningful partnership models with Indigenous communities and civil society to address key socioeconomic issues related to housing. Launched in April 2019, the Indigenous Homes Innovation Initiative will provide up to $36M in new funding to improve socioeconomic outcomes related to housing for Indigenous Canadians. Co-created with an Indigenous Steering Committee, the Initiative will allow ISC greater flexibility in how funding dollars are used to support outcomes more holistically and more broadly reach Indigenous Canadians where they live.

The Indigenous Homes Innovation Initiative will provide up to $36M in new funding to improve socioeconomic outcomes related to housing for Indigenous Canadians.

For the first time, ISC will be able to incubate ideas taken in at any starting point but with good potential for impact, and see them through to fruition with the support of professional resources, through an Accelerator component of the Initiative. It is expected that up to 24 Innovators will participate in the Accelerator, with a minimum of 15 ideas going to construction over the next several years. These builds will be houses, housing units, or temporary living spaces. Builds will occur across the country, will be undertaken by all three distinction-based groups – First Nation, Inuit and Metis Nation – and will take place both on- and off-reserve. The Steering Committee will make recommendations for Accelerator participants in November 2019.

photo of a wooden log house
  • Launched: April 2019
  • The Initiative: Aims to find and support First Nation, Inuit and Métis Nation innovators who have housing ideas for rural, urban or remote Indigenous communities.
 

24

Up to 24 Semi-finalists

$350K

Up to $350K per innovator in funding and supports

$2M

Up to $2M per build for projects that will go to construction

The Indigenous Homes Innovation Initiative is based on a simple yet powerful idea: that the best solutions come from those who live the problem every day.

Indigenous Steering Committee

3.1.3 Supporting New Approaches with our Innovative Finance Fellows

two work colleagues standing and reviewing paperwork

Innovative Financing for Development with Global Affairs Canada

Global Affairs Canada is expanding its set of development financing tools to give the Government of Canada greater flexibility for financing arrangements and partnerships that help deliver on the Feminist International Assistance Policy. Two Impact Canada Fellows are bringing their financial expertise to the new International Assistance Innovation and Sovereign Loans Programs. These programs are developing and designing innovative financing structures that contribute to the UN Sustainable Development Goals, while ensuring Canada remains at the leading edge of development finance.

 
female running up stairs of a stands in a track and field setting

Scaling Social Finance with Public Health Agency of Canada

Public Health Agency of Canada’s (PHAC) Multisectoral Partnerships Program is working with an Impact Canada Fellow specializing in innovative finance in order to develop a social finance strategy and test new methods of funding and scaling projects that promote healthy living and prevent chronic disease in vulnerable populations. The fellow will also manage a contract to identify how the program can more strategically engage with matched funding partners. PHAC is leveraging its experience to become a Canadian leader in outcomes-based funding models.

3.1.4 Impact Canada Web Platform

Since November 2017, Impact Canada has been accessed over 180K times by approximately 110K unique users all over the world.

In December 2018, a freshly redesigned and more engaging web platform was released.

hand holding an iPhone with the Impact Canada Web Platform
  • 110K

    Unique visitors

  • 180K

    Unique sessions

  • 401K

    Page views

  • Website

    impact.canada.ca

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3.2 Improving Policies and Services with Behavioural Insights

The IIU works with federal departments and agencies, provincial and municipal governments, and the non-profit sector to apply behavioural insights to public policy challenges. Behavioural insights (BI) is the application of findings of psychology, economics, and other social sciences to the work of organizations, including governments. Practitioners commonly test these insights using rigorous experimental methodologies to understand what works in driving better public policy outcomes for Canadians.

3.2.1 Improving Uptake of Canada Learning Bonds Among Low-income Families

back view of female student's head in graduation clothing

In last year’s annual report, the IIU highlighted the integration of a Registered Education Savings Plan (RESP) sign-up service into the Ontario online birth registration service. The results from this integration have been very positive as 70-75% of new parents are scheduling appointments to open an RESP in Ontario. To help more Canadian families start saving early for post-secondary education, the IIU will continue to work with Employment and Social Development Canada and our provincial and territorial partners to scale this service.

In addition, the IIU has partnered with the City of Toronto to use BI principles in their communications with families in receipt of social assistance to help further increase Canada Learning Bond uptake. The results from this randomized controlled trial will be available in the summer of 2019.

3.2.2 Behavioural Insights and Charitable Donations

As part of the Giving Behaviours Project led by the Rideau Hall Foundation, the IIU partnered with Heart & Stroke to run two randomized controlled trials that apply findings from behavioural science to encourage charitable behaviour as well as contributed to the From Intentions to Action report authored with the Behavioural Insights Team.

As part of Trial 1, Heart & Stroke sent close to a quarter million emails to Canadians that had never donated to the charity.

The trial tested the following BI principles:

  • Overhead Aversion - Studies have shown that donors give more and in larger amounts when they know that all of their donations are funding charitable programs.
  • Goal Completion - Research suggests that people feel compelled to complete tasks if they are presented as part of an incomplete set of tasks.
  • Social Matching - Providing social information of past donors has been shown to encourage charitable behaviour.

The trial found that the offer of matching funds resulted in 3.5 times the number of donations, when compared to a control group. To view the results of the trial, visit the Using Behavioural Insights to Encourage Charitable Donations webpage.

The results of the second trial will be available soon.

Building Capacity with our Behavioural Insights Fellows

3.2.3 Supporting Sustainable Choices with Environment and Climate Change Canada

male putting a cardboard box in a recycling bin

Environment and Climate Change Canada (ECCC) works to protect and conserve our natural heritage, while ensuring a clean, safe, and sustainable environment for present and future generations. In support of this mandate, an Impact Canada Fellow is leveraging the principles of behavioural insights to better understand how Canadians can reduce plastics waste, take meaningful actions to address climate change, and support the transition to a circular economy. By designing and testing behaviourally-informed interventions, this work will help ECCC deliver policies and programs that effectively encourage sustainable choices from Canadians.

3.2.4 Improving GBA+ with Women and Gender Equality

group of people in business attire paying attention to a lecture

Gender-based Analysis Plus (GBA+) is an analytical process used to understand how diverse groups of women, men, and non-binary people experience policies, programs, and initiatives. Working with the Department for Women and Gender Equality, an Impact Canada Fellow is leveraging behavioural insights to identify and understand culture and attitudes surrounding GBA+ in the public service, evaluate the efficacy of GBA+ training, and develop interventions to improve the quality of GBA+ in policy and program development.

3.2.5 Promoting Healthy Behaviours with Public Health Agency of Canada

Male and female in exercise gear smiling at each other while running in a green neighbourhood

The Public Health Agency of Canada‘s (PHAC) Multisectoral Partnership Program (MSP) advances innovative solutions to public health challenges by providing the co-investment needed to test or scale-up the most promising primary prevention interventions. An Impact Canada Fellow is working with the department to help improve the outcomes of MSP‘s portfolio of interventions by leveraging behavioural insights. With a strong understanding of what works in supporting and sustaining healthy behaviour change, PHAC can better encourage Canadians to live healthier.

3.2.6 Supporting the Safety of Canadians with Royal Canadian Mounted Police

View of two police officers at their belt height reviewing paperwork in front of their police car

The Federal Policing Criminal Operations unit supports specialized programs and teams who work in collaboration with domestic and international partners on intelligence-led investigations. The investigations focus on combating the risks presented to Canadians by organized crime groups. The unit is working with an Impact Canada Fellow to use an evidence-based approach informed by behavioural insights to help improve program outcomes and support the safety of Canadians.

3.2.7 Increasing Adoption of Security Behaviours with Global Affairs Canada

person sorting papers in a folder of a filing cabinet

Global Affairs Canada (GAC) is redesigning its security awareness strategies for employees and Canadians travelling abroad. An Impact Canada Fellow is working on several behavioural insights trials to help GAC determine what works in increasing the adoption of appropriate security behaviours both domestically and internationally. These projects involve examining human factor analysis in IT security and testing innovative ways to encourage safety practices among employees.

In addition, two new BI Fellows will be joining Transport Canada and Employment and Social Development Canada in June 2019.


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3.3 Measuring Impact by Design

As the work of the IIU is premised on improving outcomes for citizens, impact measurement is a core element and is embedded in the IIU’s work. Whether the motivation is to improve specific results in the context of pay-for-success arrangements, or a more general need to better understand what works in the area of public sector innovation, impact measurement supports every aspect of the IIU strategy. Fundamentally, measuring impact is about being open and accountable and helps to show others that things cannot only be done differently, but can also achieve greater impact. If this can be done, there is a better chance of building momentum across government to adopt novel approaches to programming in a broader, more systematic, and ultimately more impactful manner.

To this end, over the past year, the IIU published the first edition of its impact measurement guidance, Measuring Impact by Design. This was produced as core advice that can be drawn upon to ensure work on pay-for-success initiatives across government is supported with credible impact evaluations that help to account for the impact that takes place, but also to learn what works in the growing area of innovative finance. It clarifies what is meant by ‘impact’, and illustrates the range of methods the IIU and partners can use to measure it, drawing on contemporary thinking about impact evaluation.

cover page of the Measuring Impact by Design report publishbed by the IIU

When using the Impact Canada Evidence Scale, it is important to keep in mind that rigour is in the implementation, not the name.

Discover this and more with our new guide, Measuring Impact by Design.

Fellowship Projects Focused on Measuring Impact

3.3.1 Strengthening Impact Measurement with Canadian Heritage

group of young females of different nationalities sitting together and enjoying their time at a park

The Multiculturalism Program at Canadian Heritage (PCH) is one means by which the Government of Canada implements the Canadian Multiculturalism Act to advance priorities in the areas of multiculturalism and anti-racism. An Impact Canada Fellow is working with the Multiculturalism Policy Directorate to apply new impact measurement methodologies to program interventions to better understand what works, for whom, and to what extent, in the effort to achieve the equality of all Canadians in the economic, social, cultural and political life of Canada.

3.3.2 Making the Public Service more Accessible with Treasury Board of Canada

closeup of hand of disabled person on their wheelchair's wheel

The Office of Public Service Accessibility (OPSA) is crafting a strategy to remove the barriers that prevent people with disabilities from reaching their full potential as employees within the public service. By striving to become an inclusive employer, the Government of Canada hopes to lead the way on accessibility and to test innovative approaches that can serve as an example for other federally regulated workplaces in Canada. An Impact Canada Fellow specializing in impact measurement is building evaluation mechanisms into this strategy to help inform future accessibility initiatives across the country.


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4. Looking Ahead

Drawing from our past year’s experiences, lessons learned, and what has been said by key stakeholders and informants, the IIU’s areas of focus for the coming year include:

4.1 Smarter Implementation of Outcomes-Based Models

The IIU will continue to work with its federal and external partners to build the evidence-base around effective and efficient implementation of innovation methods that focus on achieving outcomes (i.e. behavioural insights, challenge prizes and pay-for-success instruments) to improve program and service delivery in the federal context. This includes providing ongoing support to its flagship program streams and current roster of projects.

In addition, Budget 2019 announced over $320 million in new funding, including:

  • icon of a house

    a new Housing Supply Challenge in collaboration with Canada Mortgage and Housing Corporation

  • icon of a partly eaten chicken drumstick

    a Food Waste Reduction Challenge with Agriculture and Agri-Food Canada (AAFC)

  • icon a hand with a dollar sign above it

    outcomes-based projects in the areas of anti-racism with Canadian Heritage

  • icon of several apples in a wooden crate

    food security and local food infrastructure in Canadian communities, including northern isolated communities with AAFC and the Canadian Northern Economic Development Agency

4.2 Behaviourally Informed Policy and Program Design

The IIU will continue supporting departments with behavioural insights expertise as they launch new programs and services in a variety of areas.

4.3 Expanding the Impact Canada Fellowship Program

The IIU is working with Statistics Canada to develop and launch a Data Science stream. In addition, we are looking to expand the program to other levels of government and discussions for placement opportunities with provincial, territorial, and municipal levels of government are underway.

4.4 Developing Case Studies and Knowledge Products

The IIU is developing case studies exploring lessons learned to date that can inform future work and other knowledge products related to its outcomes-based funding work. These efforts are contributing to the domestic and global evidence base that is resulting in a more effective use of these approaches.

4.5 Systems-Level Transformation through Leadership and Strategy

The IIU will continue to experiment and test innovative approaches at an organizational level through its ongoing support of the Deputy Ministers Task Force on Public Sector Innovation. The IIU will also remain focused on working with central agencies, departments, and external organizations to enable systems-level change, including by reducing barriers to innovation inside government; promoting, enabling, and delivering experimentation throughout government; and bringing in the perspectives and expertise of those outside government. The IIU’s work will continue to be informed by the advice provided by the Impact Canada Advisory Committee. A key area of focus for the coming year is the development of a strategic plan that will guide future work.

4.6 Seeking Out New Partners and Removing Barriers to Collaboration

No one team holds all of the expertise or ideas needed to solve some of society’s greatest challenges, which is why the IIU strives to bring together a diverse range of partners to advance results-driven action that yields greater public value through new and enhanced program and service delivery. The IIU will continue to take a collaborative approach to partnership, recognizing that each partner has a unique set of resources to offer to the partnership in order to add value to the end product.

In some cases, we have acted as brokers, bringing together departments with the right types of third-party intermediaries (outside of government) who can help them get from idea to launch. In other cases, the IIU takes a hands-on approach to co-creation, and works actively to bring other departments and partners to the table to jointly plan, design and bring to fruition a pay-for-success project.

Understanding our partners‘ resource capacity and desired way of working will help us to provide better advice and services.


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5. Thank You

The IIU would like to thank the following government departments and non-governmental organizations for their collaboration and support:

  • Agriculture and Agri-Food Canada
  • Atlantic Canada Opportunities Agency
  • Behavioural Insights Team
  • Canadian Heritage
  • Canadian Northern Development Agency
  • Canada Mortgage and Housing Corporation
  • City of Toronto
  • Concordia University
  • Correctional Services Canada
  • Crown-Indigenous Relations and Northern Affairs Canada
  • Department of Fisheries and Oceans
  • Department of National Defence
  • Department for Women and Gender Equality
  • Employment and Social Development Canada
  • Environment and Climate Change Canada
  • Finance Canada
  • Global Affairs Canada
  • Health Canada
  • Indigenous Services Canada
  • Infrastructure Canada
  • MaRS Centre for Impact Investing
  • Mission Measurement
  • Natural Resources Canada
  • Nesta
  • Public Health Agency of Canada
  • Public Safety Canada
  • Rideau Hall Foundation
  • Rotman School of Management – BEAR
  • Royal Canadian Mounted Police
  • Treasury Board Secretariat

And many others!


Library and Archives Canada Cataloguing in Publication

Annual Report 2018-2019

Information contained in this publication or product may be reproduced, in part or in whole, and by any means, for personal or public non-commercial purposes without charge or further permission, unless otherwise specified. Commercial reproduction and distribution are prohibited except with written permission from the Privy Council Office.

For more information, contact:

Impact Canada, Privy Council Office
85 Sparks Street, Room 1000
Ottawa ON Canada K1A 0A3
info@pco-bcp.gc.ca

© His Majesty the King in Right of Canada, 2024.


Cette publication est également disponible en français : Rapport annuel 2018-2019

ISBN: CP1-25E-PDF
ISSN: 2561-9705

Published: 2019-07-03
Last modified: 2026-06-01
Report

A Behavioural Science Approach to Understanding Home Energy Label Adoption in Canada

Home Energy and Adaptation Labelling Team
Office of Energy Efficiency | Natural Resources Canada (NRCan)
Impact Canada, Impact & Innovation Unit, Privy Council Office
Model home displaying energy label

Key Insights

  • Canadians face various barriers to adopting home energy labels, including overconfidence about their home’s energy performance and lack of awareness of the EnerGuide for Homes label.
  • Of the different kinds of information that might be included on a home energy label, Canadians are particularly interested in information about how they can save money through energy efficiency upgrades.
  • Prospective homebuyers rated home energy labels as more important than did current homeowners, highlighting time-of-sale as a key window of opportunity to increase label adoption.
  • Experimental findings suggest that light-tough communications alone are unlikely to boost label adoption; higher engagement strategies are likely needed.

Background

The Government of Canada’s Emissions Reduction Plan aims to mitigate the impacts of climate change by significantly reducing greenhouse gas (GHG) emissions by 2030, and reaching net-zero emissions by 2050. In Canada, homes and buildings are responsible for 13% of national GHG emissions from the combustion of fossil fuels alone. Electricity use for cooling, lighting, and appliances brings the total to 18%. For Canada to reach its emissions reduction targets, new homes will need to be designed to be energy efficient, and existing homes will need to be retrofitted to improve their energy efficiency (e.g., switching to more efficient heating and cooling systems, improving insulation, etc.).

The EnerGuide Rating System (ERS) for homes, implemented by Natural Resources Canada (NRCan), is one of many policies and programs that aim to accelerate home energy retrofits and ensure that new homes meet the highest standards. The program was first launched in 1998 and since then it has served as the Canadian standard for home energy evaluation and labelling. The EnerGuide for Homes rating and label (Figure 1) are intended to help Canadians better understand their home’s energy performance so they can make informed decisions when purchasing, selling, or renovating their home. The process for obtaining an EnerGuide label involves an on-site evaluation conducted by an energy advisor where they measure and collect data about the various elements of the home that may affect its energy use. Following the evaluation, homeowners receive a label and report that summarize various aspects of the home’s energy performance, including its energy consumption relative to a typical new home, as well as a list of recommended retrofits that can be undertaken to improve energy efficiency.

Figure 1. Sample EnerGuide for Homes Rating and Label

Text version

Learn about your home’s energy rating: You will receive a rating of the home’s energy consumption in gigajoules

Compare your home’s Performance: The label shows how your home’s performance compares to a benchmark home

Aim towards Zero: The lower the number on the new EnerGuide scale, the better the energy performance of your home

Find out where most energy is consumed: The label shows proportion of energy consumed by heating, cooling, ventilation, etc.

Understand how to use energy: The label breaks down energy consumed by source

See your impact on the environment: The label shows your home’s Greenhouse Gas Emissions

Home energy labels provide important information about the energy performance of a home, which can help to increase homeowners’ energy literacy and support their decision-making. However, the current process for getting a label is both lengthy and expensive, which creates barriers to uptake. Indeed, only about 12% of eligible homes in Canada have an EnerGuide label.

The purpose of this study was to identify ways to increase home energy label adoption in Canada. More specifically, we aimed to address two questions: 1) What are the main drivers and barriers of home energy label adoption? 2) Can we increase the perceived importance of getting an EnerGuide for Homes label using behaviourally-informed communications?

Methodology

We recruited 2,731 Canadians – representative of the Canadian population by region, age, and gender – to complete an online study. This study was administered through Qualtrics, which is an online survey platform that recruits from existing pools of participants who have agreed to be contacted for research studies. Respondents were only eligible to participate if they were a current homeowner with no intention to sell, a prospective home seller (i.e., a homeowner who intended to sell their home within the next two years), or a prospective homebuyer (i.e., a non-homeowner who intended to buy a home within the next two years). Data were collected in March 2023 in both official languages (English and French).

In the first part of the survey, respondents answered a series of questions assessing their general knowledge of their home and its energy use, the perceived importance of adopting an EnerGuide for Homes label, and various self-reported drivers and barriers to adopting a label.

In the second part of the survey, respondents were randomly assigned to view one of six behaviourally-informed communications about the EnerGuide label (see below). Five of the messages were based on potential drivers and barriers to adopting a home energy label: (1) appealing to people’s pro-environmental identity (green message), (2) appealing to social norms (social norm message), (3) describing the benefits of the label (value message), (4) describing how to get a label (processing steps message), and (5) a combination of these four (combined message). The sixth message provided general information about the EnerGuide label (control message), establishing a baseline against which to test the effects of the other messages. After viewing their assigned message, respondents were asked how important getting a home energy label was to them.

This study and its analysis plan were pre-registered on the OECD Observatory of Public Sector Innovation Behavioural Insights Knowledge Hub prior to completing data collection.

Experimental and control messages shown to survey respondents

graphic with paper cut-out of a house with a red to green energy label

1. Green
This message appealed to people’s pro-environmental identity by linking the home energy label to environmental benefits.

Photo of a city cuburn with energuide label enlarged over top

2. Social norm
This message emphasized that many other people have already gotten an EnerGuide label for their home.

Graphic od 3d house with various energy efficiency icons

3. Value
This message highlighted the value of the home energy label by describing its potential benefits.

Person holding a energuide label

4. Processing steps
This message clarified the process of getting a home energy label by providing step-by-by-step instructions.

XXX

5. Combined
This message was a combination of the green, social norm, value, and processing steps messages.

xxx.

6. Control
This message provided general information about getting a home energy label, establishing a baseline against which to test the effects of the other messages.

Findings

Canadians may overestimate their home’s energy performance

Most respondents (70%) believed they were already knowledgeable or very knowledgeable about their home’s energy usage. When asked to rate their home’s energy efficiency, most respondents indicated that their home was energy efficient, with 72% scoring their home above five on a ten-point scale (Figure 2). Three quarters of respondents (77%) also rated their home's energy use as equal to or lower than similar homes, with only 12% rating their home’s energy use as higher than similar homes. This suggests an overconfidence in perceived home energy performance, such that people tend to think that their home is already performing better than average, which may limit motivation to further increase their home’s efficiency.

Many Canadians are not familiar with the EnerGuide for Homes label

Fewer than half (43%) of respondents had seen an EnerGuide for Homes label prior to the study, and only 11% had heard of someone they know getting a label in the past year. Additionally, most respondents thought of home energy labels as uncommon; around three quarters (73%) of respondents estimated that fewer than 50% of the households in their neighborhood had a label.

Desirable information for a home energy label

Respondents were asked to choose three kinds of information about home energy use that they think would be important to them. Across all ownership statuses (i.e., homeowners, home sellers, and homebuyerss), respondents were most interested in information about the potential cost-savings from energy-related upgrades (Figure 3). Highlighting financial benefits could be a driver of label adoption. Homebuyers and sellers were especially interested in how their homes compare to others, suggesting a key motivation.

Certain individual characteristics and beliefs are associated with the perceived importance of getting a home energy label

We used a multivariate regression model to reveal the factors that were most strongly related to the perceived importance of getting a home energy label. We included the following drivers and barriers in the model: self-reported knowledge of home’s energy use, familiarity with the EnerGuide for Homes label, perceived value of an energy-efficient label, perceived social norms, understanding of the rating on the label, self-reported home energy efficiency, self-reported home energy use compared to others, level of ease of processing steps to get the home energy label, pro-environmental identity, general home knowledge and ownership status (homeowner, home seller or homebuyer). We also controlled for various demographic characteristics of the sample (i.e., age, province, community type, gender, ethnicity, education, employment status, annual income).

We found that being a homebuyer or seller, having a pro-environmental identity, and perceiving home energy labelling as normative (i.e., more common) were the strongest statistically significant predictors of perceived label importance (Table 1). Perceiving an energy-efficient label as more valuable on the real estate market, and thinking it was easy to get a label, were also significant, though weaker, predictors of label importance. We did not identify any statistically significant negative predictors of perceived label importance.

Table 1. Predictors of Perceived Label Importance

"++" symbolizes a strong positive effect (standardized beta > 0.15), and "+" symbolizes a moderate positive effect (standardized beta ≤ 0.15)

Text version

"++" symbolizes a strong positive effect (standardized beta > 0.15), and "+" symbolizes a moderate positive effect (standardized beta ≤ 0.15)

Predictor variable Effect* What does this mean?
Homebuyers ++ Respondents who self-identified as homebuyers found it more important for their prospective home to have the energy label.
Pro-environmental identity ++ Respondents who had a higher pro-environmental identity found it more important to get the home energy label.
Home sellers ++ Respondents who self-identified as home sellers found it more important to get the home energy label for the home they are selling.
Social norms (neighbours) ++ Respondents who estimated that a higher percentage of households in their neighborhood had a home energy label found it more important to get one.
Perceived value of an energy-efficient label + Respondents who thought that an energy label showing high performance (i.e., an energy-efficient home) would increase the value of a home on the market found it more important to get the label.
Processing steps + Respondents who thought the process of getting the label was easy found it more important to get the home energy label.

Effect of Behaviourally Informed Messages on the Perceived Importance of Label Adoption

Overall, none of the behaviourally informed messages increased the perceived importance of getting a home energy label compared to the control message (general information about home energy labels) (Figure 4). However, respondents who saw the combined message rated getting a home energy label as significantly more important than did those who saw the processing steps message.

Irrespective of message, homebuyers rated getting a home energy label as more important than did home sellers and homeowners, suggesting that ownership status impacts individuals’ perceptions of the label. Time of sale may provide an important window of opportunity to boost adoption, given the heightened importance prospective buyers place on home energy labels.

Figure 4. Perceived Importance of Getting a Label After Viewing Different Messages

Survey respondents were asked: “To what extent would it be important or not important to get a home energy label for your home/ a home you would consider buying/ a home you want to sell.” None of the behaviorally informed messages significantly increased the perceived importance of getting a home energy label compared to the control message. Across all messages, the perceived importance of getting a label was higher among homebuyers. Note: error bars represent +/- 1 standard deviation.

Text version
Importance of conditions on a scale from 1 to 5, where 5 is "Very important", 3.5 is "Neither important, nor unimportant", and 1 representing "Not at all important".
Condition All Homebuyers
Control 3.73 3.99
Green 3.69 4.18
Value 3.77 4.20
Social norm 3.78 4.22
Processing steps 3.65 4.12
Combined 3.85 4.16

Discussion

Home energy labels can help homeowners better understand the energy performance of their home and make informed decisions when buying, selling, or renovating. However, adoption of home energy labelling remains low. These findings suggest that while Canadians generally think home energy labelling is important, various barriers to adoption may be contributing to the low levels of uptake. Many Canadians already perceive their home to be energy efficient and think that their home uses less energy than other similar homes, even when this may not be the case. These perceptions may be reducing interest in getting the EnerGuide for Homes label, since people may not be motivated to seek out information if they think themselves knowledgeable and believe that their home is better than average. Canadians also lack awareness of the EnerGuide for Homes label, which is critical for increased adoption. To get a home energy label, people must first know that they exist. In addition, Canadians do not think these labels are common, which may demotivate them. On the other hand, Canadians are particularly interested in information about the cost-savings that could be realized through home upgrades, which appears to motivate them to learn about home energy use and retrofits. Highlighting financial gains could therefore help to increase interest in labelling and drive label adoption.

None of the behaviourally informed messages had a statistically significant impact on the perceived importance of getting a home energy label, compared to the control condition (general information about labels). This suggests that light-touch communications alone are unlikely to meaningfully boost label adoption and that higher-engagement strategies, such as those that directly address structural barriers to label adoption, like cost and accessibility, are likely required. While none of the messages successfully increased perceived label importance, prospective homebuyers tended to have more interest in home energy labelling, suggesting that they are an important group to target. A key benefit appears to be the delivery of comparative information across homes of interest. This also suggests that the disclosure of EnerGuide labels at the time of sale may be an effective strategy to promote their adoption.

Overall, the findings of this study highlight several important drivers and barriers of getting a home energy label in Canada, which can be leveraged to help boost label adoption. Follow up research is underway to examine certain drivers and barriers in more detail, such as comprehension and perceived utility of the label itself, which will be important for informing future changes to the EnerGuide for Homes program.

For further information

To learn more or connect about Impact Canada activities, please contact us at iiu-uii@pco-bcp.gc.ca

Acknowledgements

This work is part of the Program of Applied Research on Climate Action and the Environment (PARCA), a joint effort of the Privy Council Office, Environment and Climate Change Canada, and Natural Resources Canada.

Related Resources

Library and Archives Canada Cataloguing in Publication

A Behavioural Science Approach to Understanding Home Energy Label Adoption in Canada

Information contained in this publication or product may be reproduced, in part or in whole, and by any means, for personal or public non-commercial purposes without charge or further permission, unless otherwise specified. Commercial reproduction and distribution are prohibited except with written permission from the Privy Council Office.

For more information, contact:

Impact Canada, Privy Council Office
85 Sparks Street, Room 1000
Ottawa ON Canada K1A 0A3
info@pco-bcp.gc.ca

© His Majesty the King in Right of Canada, 2024.


Cette publication est également disponible en français : Une approche axée sur la science du comportement pour comprendre l’adoption de l’étiquetage énergétique des maisons au Canada

ISBN: 978-0-660-78266-9
CP22-235/2025E-PDF

Published: 2025-08-01
Last modified: 2026-03-02