Canada's Uneven Economy: A Growing Divide Between Haves and Have-Nots

Canada's economic reality is becoming increasingly uneven, according to Ipsos research. The Endurance Economy, a concept introduced by Ipsos, describes a prolonged period of adjustment where households, businesses, and institutions adapt to affordability challenges that are likely to persist for years.

The majority of Canadians share this reality, but they experience it differently. A gradient has emerged between the Confident, who see their incomes, assets, and financial position improve, and the Enduring, who face persistent financial pressure and adjust their lifestyles to make ends meet.

Even before the 2020 pandemic, Ipsos Context data showed a disconnect between economic indicators and household experience. Post-pandemic, inflation moderated, and interest rates fell, but large majorities of Canadians continued to expect enduring financial pressure and adjusted their expectations downward.