• Skip to main content
  • Skip to secondary menu
  • Skip to primary sidebar
  • Skip to footer
  • About The Charity Report
    • Editorial
    • The Charity Report: Frequently Asked Questions
  • Bespoke Research About Charities
  • Contact The Charity Report
  • Log In

The Charity Report

... creating a space that gets people talking

Shop Intelligence Reports
  • Photo Essay
  • Reports and Features
  • News
  • Headlines
  • Literary Circle
    • Literary Circle Review Panel
  • Book Shop
  • TalkingUP Podcast

Perception of Racial Injustice in Canada Measured by Global PR firm

(July 14, 2021) One year after the killing of George Floyd and the nation’s own identification of the systemic racial injustice faced in Canada by Indigenous Peoples, Black Canadians and racialized communities, people have new expectations for businesses and brands to take action in the fight against racial injustice, says the Edelman Trust Barometer’s Business and Racial Injustice in Canada report issued on June 28.  

In 2020, Edelman says it explored the connection between brands and racial justice. This year, “we took a closer examination on the topic. The stakes have intensified, and it is time for businesses and brands to move beyond small steps.” The fieldwork for the survey took place between May 13 and May 19, 2021.

The survey of more than 2,000 Canadians found that racial injustice in Canada is a growing concern among Canadians in general.  

Overall, 62% agreed “I am concerned about racism and racial injustice in this country,” an increase of 12 points between June 2020 and May 2021.

The level of concern broke along lines of racial identity:

  • Among those identifying as Black, 80% were concerned
  • Among those identifying as Asian 74% were concerned
  • Among those identifying as Indigenous 67% were concerned 
  • Among those identifying as South Asian 66% were concerned
  • Among those identifying as Caucasian 58% were concerned

Partisan affiliation had a major impact on peoples’ perceptions:

  • Of those identifying as Liberal 73% were concerned
  • Of those identifying as Conservative 45% were concerned
  • Of those identifying as New Democrats 76% were concerned

Age also plays a factor with 72% of younger people (18-24) being concerned and 56% of older people (55+) being concerned.

When asked if the biggest challenge in solving the problem of racial injustice in Canada is “changing a system that is racist” or “changing the attitudes of people who are racist,” 61% of those surveyed said changing attitudes was the biggest problem, a conclusion shared across all racial identities.

Racial Injustice in Canada

It found that “Canada falls short on making progress on racial injustice over the last year” with: 

  • 45% of those identifying as Black saying “some or a lot of progress” has been made
  • 23% of those who identify as Indigenous saying “some or a lot of progress” has been made
  • 34% of those identifying as Caucasian saying “some or a lot of progress” has been made 

The majority of Canadians surveyed say they witness or experience racism with the organization they work for.  Two of five Canadians say workplace racism has damaged their employer relationship. Eighty three percent say brands and corporations that take a stand against racism are more likely to gain consumer trust.

Generally speaking, 72% of those surveyed expected their own employer to do the right thing when it comes to racism. With specific reference to NGOs: 

  • 54% of those who identify as Caucasian trust NGOs to do the right thing when it comes to racism
  • 56% of those who identify as Asian trust NGOs to do the right thing when it comes to racism
  • 40% of those who identify as Indigenous trust NGOs to do the right thing when it comes to racism
  • 62% of those who identify as South Asian trust NGOs to do the right thing when it comes to racism
  • 56% of those who identify as Black trust NGOs to do the right thing when it comes to racism

Other instructive information in this comprehensive survey includes the finding that 84% of Canadians expect CEOs to act in response to systemic racism and racial injustice, and that Indigenous respondents are most concerned about having their voices heard and acted upon. 

The survey was conducted before the announcement of the first unmarked burial site at Kamloops Indian Resident School was made on May 27.  Since that time there have been 1,309 unmarked burial sites located by ground penetrating radar at four sites in BC and Saskatchewan. The work continues.

Founded in 1952, Edelman PR is the largest public relations firm in the world by revenue. It has 6,000 employees and operates in more than 30 countries.  It has been studying trust in institutions for 21 years.

Related reading

Report on the death of Colten Boushie further stains RCMP April 17, 2021

Rubin Kataki: ‘Collecting Courage is an open, urgent call-to-action to end racism in the charitable sector April 15, 2021

Feature Interview with Shanaaz Gokool: The cost of seeking justice. July 15, 2020

Allegations of sexual misconduct, racism and homophobia are rocking the Canadian Museum for Human Rights June 29, 2021

Charity, Philanthropy and the Structures of Racism June 17, 2020

Filed Under: News Tagged With: Edelman PR, Racial injustice in Canada, The Charity Report

Primary Sidebar

Literary Circle Reviews

Heroin: What came first—the suffering or the criminalization?

June 20, 2022 By Literary Circle

The Smart NonProfit : Staying Human-Centred in an Automated World 

June 20, 2022 By Literary Circle

Is America’s next civil war already in progress?

March 14, 2022 By Literary Circle

Nora Loreto and her book Spin Doctors are here to tell us how we got here

January 24, 2022 By Literary Circle

Cid Brunet, A Stripper’s Memoir: One woman’s tour through humankind

December 20, 2021 By Literary Circle

Wayne Simpson: Photos of the human soul

December 16, 2021 By Literary Circle

  • Instagram
  • LinkedIn
  • Twitter

Footer

About

Our beat is justice and equity in the charity sector. We follow news of the day, highlight people doing amazing work and conduct new research that sheds light on the forces driving the sector. The Charity Report TalkingUP podcast, hosted by editor in chief Gail Picco, interviews authors and journalists wbo have lots to say about the issues facing our time.  This is a place where independent thinking is valued, questions about the charity sector are asked and our independence is fiercely guarded. The guardians of that space are our Subscribers and Patrons who provide the financial support to pay writers, editors, researchers, producers, and content providers. We adore them.

Learn more.

Recent

  • The Charity Report Ceases Publication 
  • The Cost of Conflict: How we measure the global failure in Syria
  • Where Wealth Resides: The funding of philanthropy in Canada
  • Who Give and Who Gets: The Beneficiaries of Private Foundation Philanthropy
  • Community Giving: The Growth and Giving Priorities of Community Foundations

Search

Copyright © 2023 The Charity Report · Log in