November 08, 2011 09:58 ET

Canadian Parents Are Looking for More Meaning This Holiday Season: WWF Study

70 Per Cent Would Give a Charitable Gift to Their Families

TORONTO, ONTARIO--(Marketwire - Nov. 8, 2011) - New research conducted on behalf of WWF by Ipsos Reid shows that 90 per cent of Canadians want to make the holidays more meaningful for their families. Two out of three respondents would give a charitable gift to add more significance to the holidays and to make the season less materialistic.

In particular, 7 out of 10 Canadian parents would consider giving a charitable gift to their family members.

The top two reasons why Canadians would give a charitable gift include:

  1. Showing the importance of giving to charity (39 per cent)
  2. Because recipients will appreciate it more (34 per cent)


"Canadians are incredibly generous during the holidays. The majority of our adoption kits are donated in the month of December. WWF's poll indicates that 83% of Canadians find the holidays too materialistic. We hope that more Canadians will consider charitable gifts as a meaningful giving option."

-Christina Topp, WWF-Canada VP, Marketing and Communications

WWF offers Canadians a symbolic adoption program. Canadians looking to give charitable gifts can choose from 22 different wildlife species, including a polar bear, an orang-utan and a panda. Each animal comes with an educational booklet about the species, as well as the knowledge that your gift contributes to WWF's critical conservation work in Canada.

Adoption kits are available online at www.wwfstore.ca or by calling 1-800-26-PANDA.

Each adoption kit includes:

Adorable high-quality wildlife plush

A personalized adoption certificate identifying you as a gift giver

An informational species booklet featuring the conservation work that your gift helps support

A wildlife collector card

A $30 tax receipt (to gift giver)

A recycled gift bag

About WWF

WWF is creating solutions to the most serious conservation challenges facing our planet, helping people and nature thrive. www.wwf.ca.

About the poll

Conducted between September 21-26 2011, a sample of 1,010 Canadians from Ipsos' online panel was interviewed online. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/- 3.1 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults in Canada been polled.

Contact Information

  • For more information and for full polling results,
    including national and regional data, please contact: WWF
    Steph Morgan