Understanding Public Sentiment on Canada's Energy Development

SUMMARY

Canada faces a supply and demand challenge in the energy sector, which can be mitigated by enhancing public understanding and trust in its fundamentals. Recent polling indicates a net favorability of 25% for the energy sector, reflecting a growing national consensus on its importance.

Public sentiment in Canada is increasingly supportive of the energy sector, with advocates outnumbering detractors two to one. This shift reflects a broader acceptance of heavy industry and infrastructure as essential to national priorities.

Public support for energy and resource project development is notable, with 66% advocating for faster action. Despite high overall support for the federal government's plans, skepticism remains regarding its sincerity and effectiveness.

Support for energy projects in Canada is increasing, with 80% favoring investments in oil refineries. However, there is significant resistance to any increase in living costs, as only 22% are willing to pay higher prices.

Public support for major infrastructure projects, including energy developments, is strong but ranks lower than critical issues like cost of living, healthcare, and housing. Canadians seek a variety of economic opportunities beyond energy and resource development to enhance national security.

Public sentiment in Canada is shifting towards a more pragmatic acceptance of energy and resource projects due to economic pressures. This change reflects a growing concern for affordability and job creation while still maintaining environmental considerations.

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INFO

YOUTUBE2026-06-24ipsos

[WEBINAR] Is Canada Ready to Build? Navigating Public Sentiment

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[WEBINAR] Is Canada Ready to Build? Navigating Public Sentiment

ipsos • 2026-06-24 18:53:11 UTC

Canada is experiencing a shift in public sentiment towards the energy sector, with increasing support for heavy industry and infrastructure. Recent polling indicates a net favorability of 25% for the energy sector, refle…

FULL

00:00–05:00

Canada is experiencing a shift in public sentiment towards the energy sector, with increasing support for heavy industry and infrastructure. Recent polling indicates a net favorability of 25% for the energy sector, reflecting a growing national consensus on its importance.

Canada is facing a supply and demand challenge in the energy sector, which can be mitigated by enhancing public understanding and trust in its fundamentals
While global trust in extractive industries is declining, Canada has a significant opportunity to restore its reputation and emerge as a global energy leader
Recent polling shows a rise in public favorability towards the energy sector in Canada, with net favorability increasing to 25%, though it still trails behind sectors like banking and telecommunications
Trust levels in the energy sector differ across Canada, with Alberta showing the highest support, while Ontario also demonstrates notable backing, suggesting a growing national consensus on the sectors significance
To foster favorable government policies and regulations, the energy sector must prioritize building trust through effective communication and engagement with the public and media

METRICS

OTHER

25%%

details

CONTEXT: net favorability of the energy sector

WHY: This indicates a shift in public perception, which is crucial for the sector's future

EVIDENCE: net favorability is rising at 25%

OTHER

59%%

details

CONTEXT: highest trust level within the sector

WHY: Identifying strong players can help leverage their reputation

EVIDENCE: trust ranges from 59% on a high end

OTHER

45%%

details

CONTEXT: lowest trust level within the sector

WHY: Understanding the weakest links is essential for overall sector improvement

EVIDENCE: to 45% on the low end

Read full analysis

STANCE

STANCE MAP

Support for Energy Development

Advocates outnumber detractors in the energy sector, indicating strong public support
66% of Canadians believe there is a need to accelerate the development of energy and resource projects

Skepticism Towards Government Plans

Skepticism remains regarding the governments sincerity and effectiveness in delivering on energy projects
Only 22% of Canadians are willing to accept higher living costs for energy project development

Neutral / Shared

Public sentiment reflects a pragmatic response to economic pressures and a redefined national identity around resource development
Trust in the energy sector is largely established at the consumer level, particularly at fuel stations

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05:00–10:00

Public sentiment in Canada is increasingly supportive of the energy sector, with advocates outnumbering detractors two to one. This shift reflects a broader acceptance of heavy industry and infrastructure as essential to national priorities.

Downstream brands in the energy sector enjoy higher trust levels, while upstream companies face challenges but can enhance their reputation by leveraging retail equity
Public support for the energy sector is strong, with advocates outnumbering detractors two to one, indicating a willingness for communication and engagement
Trust in the energy sector is driven by factors such as customer service, emotional appeal, and environmental, social, and governance (ESG) performance, with emotional appeal and ESG being particularly significant
The sectors reputation suffers from a lack of familiarity among Canadians, highlighting the need for improved storytelling and communication that emphasizes trust-building elements
As trust increases, there is potential to bridge the gap between upstream and downstream perceptions by utilizing the strength of well-known retail brands
A national survey of over 1,000 Canadians will be conducted to evaluate shifting attitudes towards resource development, especially in light of recent geopolitical events impacting gas prices

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10:00–15:00

Public sentiment in Canada shows strong support for accelerating energy and resource project development, with 66% advocating for faster action. Despite high overall support for the federal government's plans, skepticism remains regarding its sincerity and effectiveness.

About 66% of Canadians believe there is a need to accelerate the development of energy and resource projects, with 20% calling for immediate action and nearly 50% favoring a faster yet cautious approach
A substantial 71% of Canadians feel that the approval and construction processes for major energy projects are excessively lengthy, indicating a strong desire for improved efficiency
Support for the federal governments energy development plan is high at 81%, although there is some skepticism regarding the governments commitment and ability to deliver on its promises
While 60% of Canadians are optimistic about the governments capacity to implement these projects, only 67% believe they will personally benefit, revealing a disconnect between general support and individual expectations
Regional disparities exist, particularly in Alberta and Saskatchewan, where there is lower confidence in the governments sincerity, reflecting historical tensions with the federal government

METRICS

OTHER

81%%

details

CONTEXT: support for the federal government's energy development plan

WHY: High support indicates a strong public mandate for energy initiatives

EVIDENCE: enormous support for the federal government's plan, 81% of Canadians.

OTHER

71%%

details

CONTEXT: Canadians feeling that approval processes are too lengthy

WHY: Indicates widespread frustration with bureaucratic delays

EVIDENCE: 71% of Canadians agree with that, and it's near 7 in 10 in every region of the country.

FULL

15:00–20:00

Public support for energy projects in Canada is increasing, with 80% favoring investments in oil refineries. However, there is significant resistance to any increase in living costs, as only 22% are willing to pay higher prices.

Support for energy projects in Canada is increasing, with 80% of Canadians now favoring investments in oil refineries, marking a 12-point rise from the previous year
There is growing backing for expedited permitting processes and the construction of an East-West pipeline, both up by 8 points, while support for boosting oil and gas production has jumped by 20 points
A significant majority of Canadians are open to accepting certain drawbacks for project development, with 80% in favor of new transmission lines and 75% supporting substantial government funding for these initiatives
Despite strong overall support for energy projects, there is considerable resistance to any increase in living costs, as only 22% are willing to pay higher prices at the pump or for groceries
While public sentiment leans towards energy development, there is caution about the sustainability of this support, as energy and resource issues are overshadowed by more pressing concerns like healthcare and housing

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20:00–25:00

Public support for energy and resource development in Canada is notable, with only 14% prioritizing it over pressing issues like cost of living and healthcare. While there is a mandate for advancing energy projects, public sentiment indicates a need for careful consideration of broader priorities.

Public support for major infrastructure projects, including energy developments, is strong but ranks lower than critical issues like cost of living, healthcare, and housing
Only 14% of Canadians view energy and natural resource development as a priority, suggesting that while there is project support, it is not seen as urgent compared to other concerns
Canadians are generally open to accepting certain drawbacks of project development, such as new transmission lines and government funding, but oppose any increases in living costs
While there is a mandate for industry and government to advance energy projects, they must carefully consider public sentiment and broader priorities
The findings indicate that Canadians seek a variety of economic opportunities beyond energy and resource development to enhance national security

METRICS

OTHER

14%%

details

CONTEXT: percentage of Canadians prioritizing energy and natural resource development

WHY: This indicates that energy development is not seen as urgent compared to other critical issues

EVIDENCE: only at 14% do we see energy and natural resource development

OTHER

81%%

details

CONTEXT: percentage of Canadians supporting major infrastructure projects

WHY: This shows a significant level of public backing for infrastructure, including oil and gas developments

EVIDENCE: 81% of Canadians support major infrastructure projects, including oil and gas developments

OTHER

49%%

details

CONTEXT: percentage of Canadians prioritizing housing

WHY: Housing remains a top concern, overshadowing energy development

EVIDENCE: if you look at housing at 49%

FULL

25:00–30:00

Public support for energy and resource projects in Canada is influenced by the alignment of national interests with individual economic realities. The effectiveness of patriotic messaging and urgency framing in garnering support is questioned due to regional tensions and economic pressures.

Support for major infrastructure projects in Canada, including oil and gas developments, depends on aligning national interests with the economic realities faced by individuals, rather than a broad consensus
The framework for infrastructure development highlights five key pillars essential for building social license for large-scale projects, focusing on making these initiatives personally relevant to Canadians
Patriotic messaging around infrastructure projects appeals to some Canadians, especially those with strong national pride, but fails to address regional tensions and concerns of those less connected to these projects
Framing projects as urgent can backfire, leading to perceptions of rushed decisions and insufficient scrutiny; a focus on regulatory modernization is generally more favorably received by the public
Canadians are feeling the effects of geopolitical changes personally, highlighting the need for a clear connection between national projects and tangible community benefits to gain support

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30:00–35:00

Public sentiment in Canada is shifting towards a more pragmatic acceptance of energy and resource projects due to economic pressures. This change reflects a growing concern for affordability and job creation while still maintaining environmental considerations.

The infrastructure development frameworks third pillar highlights the need to accurately reflect audience perspectives, noting a pragmatic middle group is becoming more receptive to energy and natural resource projects due to economic pressures
This middle group prioritizes economic well-being, affordability, and job creation, while still expressing environmental concerns and seeking clarity on safety, costs, and fairness related to project impacts
The fourth pillar underscores the importance of effective public engagement that balances listening and leadership, as the middle group is increasingly open to discussions and expects legitimacy from opposing viewpoints
The final pillar emphasizes the role of credible messengers, with independent experts seen as trustworthy, while industry communications often face skepticism, especially if perceived as defensive

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35:00–40:00

Public support for energy and resource projects in Canada has significantly increased, driven by improved communication from the oil and gas sector. This shift reflects a pragmatic response to economic pressures and a redefined national identity around resource development.

Trust in the Canadian oil and gas sector has more than doubled since 2019, contrasting with a global decline in trust for resource companies
This increase in trust is largely due to improved storytelling by Canadian oil and gas firms, which has fostered greater familiarity and acceptance among the public, alongside a narrative emphasizing the sectors importance for economic security and sovereignty
Despite the current positive sentiment, there is a cautionary note that public support can be volatile, as past incidents have shown that trust can quickly erode
There is currently strong alignment between government and public opinion regarding energy infrastructure projects, with several provincial governments promoting new resource initiatives, suggesting a potential policy shift
Stakeholders in the industry and government are encouraged to take decisive action while public support remains favorable, as the current environment may not be sustainable

METRICS

OTHER

more than doubled since 2019times

details

CONTEXT: trust in the Canadian oil and gas sector

WHY: Increased trust can lead to greater public support for energy projects

EVIDENCE: net sector trust for oil and natural gas is more than doubled since 2019

FULL

40:00–45:00

Public support for energy and resource projects in Canada has increased due to economic pressures and improved communication from the oil and gas sector. This shift reflects a pragmatic response to affordability and job creation while considering environmental factors.

Upstream energy companies can build public trust by linking their production processes to consumer impacts, focusing on quality, safety, and environmental performance
Effective storytelling is essential for upstream companies to make their operations relatable, enhancing their social license to operate
Trust in the energy sector is largely established at the consumer level, particularly at fuel stations, underscoring the need for better communication of upstream contributions
Although upstream companies may not have direct consumer interactions, they can still engage the public through narratives that address their concerns

CRITICAL ANALYSIS

The assumption that improving public trust will directly translate to favorable government policies overlooks potential confounders such as political agendas and economic pressures. Inference: The rising favorability may not be sufficient to overcome entrenched skepticism in other sectors, indicating a need for a more nuanced approach to public engagement. Without addressing these variables, the energy sector's efforts may falter.

METRICS

other

25% %

net favorability of the energy sector

This indicates a shift in public perception, which is crucial for the sector's future

net favorability is rising at 25%

other

59% %

highest trust level within the sector

Identifying strong players can help leverage their reputation

trust ranges from 59% on a high end

other

45% %

lowest trust level within the sector

Understanding the weakest links is essential for overall sector improvement

to 45% on the low end

other

81% %

support for the federal government's energy development plan

High support indicates a strong public mandate for energy initiatives

enormous support for the federal government's plan, 81% of Canadians.

other

71% %

Canadians feeling that approval processes are too lengthy

Indicates widespread frustration with bureaucratic delays

71% of Canadians agree with that, and it's near 7 in 10 in every region of the country.

other

14% %

percentage of Canadians prioritizing energy and natural resource development

This indicates that energy development is not seen as urgent compared to other critical issues

only at 14% do we see energy and natural resource development

other

81% %

percentage of Canadians supporting major infrastructure projects

This shows a significant level of public backing for infrastructure, including oil and gas developments

81% of Canadians support major infrastructure projects, including oil and gas developments

other

49% %

percentage of Canadians prioritizing housing

Housing remains a top concern, overshadowing energy development

if you look at housing at 49%

THEMES

#housing_market#canada#canadian_energy#public_sentiment#consumer_goods#canada_energy#canadian_economy#canadian_priorities#energy_communication#energy_development#energy_projects#infrastructure_development#public_engagement#public_trust#resource_development#trust_building#trust_in_energy#upstream_energyCanada energy development

DISCLAIMER

This analysis is an original interpretation prepared by Art Argentum based on the transcript of the source video. The original video content remains the property of the respective YouTube channel. Art Argentum is not responsible for the accuracy or intent of the original material.