Ipsos Reid

Ipsos Reid

January 22, 2007 09:00 ET

Canada Speaks: When it Comes to Professions, Whom do we Trust?

TORONTO, ONTARIO--(CCNMatthews - Jan. 22, 2007) - A new Canada Speaks survey released today by Sympatico/MSN reports that Canadians rate "firefighters" (93%) as the most 'trustworthy' profession in Canada, followed by "nurses" (87%), "pharmacists" (86%), "airline pilots" (81%), and "doctors" (80%). Among the least trusted professions, according to the survey, are "Chief Executive Officers (CEOs)" (21%), "trade unions" (19%), "local" (12%) and "national" (7%) politicians, and "car salespeople" (7%). The poll was conducted for Sympatico / MSN by Ipsos Reid.

When it comes to which profession Canadians consider to be most desirable for them, "doctors" (14%) top the list, followed by "teachers" (9%), "police" (7%), "nurses" (7%), and "firefighters" (7%). Meanwhile, professions such as "plumbers" and those working in the "judicial system" are regarded as the least desirable professional avenues.

Opinions about the trustworthiness of various professions have remained fairly consistent since this survey was first conducted by Ipsos Reid in 2002. However, there have been some notable movements among a few different professional groups:

- Both "chiropractors" (rated 12th, up from 15th in 2002) and "plumbers" (rated 15th, up from 21st in 2002) are viewed as more trustworthy today than they were in 2002; while

- "The Judicial system" (rated 18th, down from 13th in 2002) and "real estate agents" (rated 20th, down from 24th in 2002) are regarded as less trustworthy today than they were in 2002.

When asked to identify the level of importance of various attributes in their personal assessment of the trustworthiness of professions and associations, Canadians point to measures of "integrity" (67%), "commitment to promises" (64%) and "reliability" (62%) as extremely important considerations. Meanwhile, other issues, such as "professionalism" (45%), "reputation" (35%), "personal experience" (32%) and "contribution to society" (22%) are usually seen as being less important to them.

The "Medical research industry" (57%), the "airline industry" (52%), and the "technology industry" (49%) are the most trusted industries for Canadians. Meanwhile, the "advertising industry" (14%), the "oil industry" (12%) and the "tobacco industry" (7%) are regarded as the least trustworthy industries. Since 2002:

- The "airline industry" (rated 2nd, up from 5th), the "financial planning industry" (9th, up from 15th), the "investment advisory industry" (12th, up from 20th) and the "cable television industry" (13th, up from 21st) are professions/associations that have risen notably in terms of their perceived trustworthiness; while

- The "national retail/department stores" (rated 10th, down from 3rd) and "consumer household product companies" (16th, down from 11th) have slipped substantively since 2002.

"Quality of product" (71%) and "customer service" (69%) are rated as the most important attributes for Canadians when assessing the reputation and trustworthiness of a company or industry. Other measures such as "innovation" (17%) or "advertising" (7%) are seen as far less important in this regard.

With Canada Speaks, Sympatico / MSN is listening to its readers' opinions in order to continue providing them with the information they care most about. Canada's most popular online destination with more than 18.4 million visitors per month, Sympatico.MSN.ca is the one online destination that provides the tools and information Canadians need to connect with friends, family, and what's happening - in their community and around the world.

These are the findings of an Ipsos-Reid poll conducted from Dec 21-27th, 2006 via a regionally representative online Canadian sample of 1000 adult Canadians. For this sample, results can be considered accurate 95% of the time with a 3.1% margin of error, of what it would have been had this entire population been surveyed.

About Sympatico / MSN

Sympatico.MSN.ca is Canada's most popular online destination with 18.4 million unique visitors experiencing its entertainment, information and communication services a month. The portal brings together Bell Sympatico's Web content and broadband services with MSN's popular Hotmail, Messenger and Search services. Bell Sympatico is Canada's leading ISP, while MSN Messenger is used by more Canadians than any other instant messaging and MSN Hotmail is the leading web-based email service. Sympatico.MSN.ca also delivers exclusive content to Sympatico High Speed Internet service subscribers, as well as value-added services such as MSN Premium.

About Microsoft Canada

Established in 1985, Microsoft Canada Co. is the Canadian subsidiary of Microsoft Corporation (Nasdaq "MSFT") the worldwide leader in software, services and solutions that help people and businesses realize their full potential. Microsoft Canada provides nationwide sales, marketing, consulting and local support services in both French and English. Headquartered in Mississauga, Microsoft Canada has 10 regional offices across the country dedicated to empowering people through great software - any time, any place and on any device. For more information on Microsoft Canada, please visit www.microsoft.ca.

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