As we approach the end of January, we are starting to take stock of how well (if at all) we’ve kept our new years’ resolutions. Whether you are someone who sticks to your resolutions or abandons them halfway through January, we’ve found that Canadians share common ground when it comes to our dreams and aspirations for the future.
What are Canadians dreaming about?
Most Canadians’ dreams and aspirations are practical in nature. The most widely-held dream for Canadians is financial stability and security; 49% of the population prioritize this goal – a reflection of the current economic environment and a housing market many experience as hostile. But it’s not all about money. Canadians also aspire to personal growth, happiness, community involvement, and health and well-being. Findings from a 2024 survey of 1,000 Canadians show that, in many ways, all these dreams are interconnected .
When Canadians discuss their dreams of financial stability, three factors emerge as top priorities:
1. Financial security and independence
Canadians want to be able to support themselves and their families, living a comfortable life without financial stress.
“My main aspiration is to remain financially independent and to continue to pursue the things I love to do without worry or concern for my health and welfare plus a roof over my head. Also to continue to travel as much as I can afford to.”
“My main aspiration is to not be living paycheck to paycheck, wondering and stressing about how I’m going to make ends meet. I have a good job, and a 2-bedroom bungalow and it’s TOUGH.”
2. Savings and investments
Canadians express a strong focus on saving money to build a stable financial future. This includes saving for retirement, emergencies, and long-term goals. This focus aligns with the increasing Financial Concern Regarding the Future we’ve seen over the past decade in our Social Values research, where we find Canadians becoming more insecure about their retirement and old age.
“My main aspiration is to live out my life in a safe, reasonably comfortable way. Enough money so I don’t have to worry about rent hikes or buying food, and the right amount of safety and health care that I might need.”
“My main aspiration is to save enough money to live in comfort in the coming years. I can’t afford a retirement home so I have to enjoy where I am at.”
“To be able to have extra funds to support my kids with post-secondary so they don’t have debt. I also want to retire comfortably with my husband.”
3. Home ownership
Owning a house is a top priority for Canadians, tied to their aspirations of financial security and a comfortable life.
“I would like to know that one day I will be able to afford to buy a house. That one day, post-secondary education won’t be so expensive that it is out of reach. I wish that I will be able to retire and live my life without worrying about money.”
“I had dreams of owning a home and saving for retirement, but since I live in a very expensive city it feels impossible to reach these goals”
Looking closely at the respondent comments , we find that even ostensibly non-financial hopes and dreams like personal development and happiness, community, and health and well-being are described in financial terms, underscoring the fact that Canadians are feeling so stressed by their finances that many describe nearly all their dreams in financial terms.
Examples include access to nature (and wanting to see green space and beaches more accessible financially), being successful (to allow them to afford to spend more time with family, or doing the things they love), being happy and healthy (and not worrying about poverty or inflation).
“I would like to see Canadians put first. I would like to be able to work at an affordable wage and be able to take a vacation without feeling like it will leave me poor. I would like to see our access to nature such as trails and beaches not be so expensive to visit.”
“I want to be able to live a happy, healthy life with my husband and kids. I don’t want to have to worry about inflation, poverty, mental health, etc.”
“J’aimerais vivre sans me soucier de l’argent ou de mourrir avant d’avoir pu profiter de la vie. Pour moi la vie c’est juste travailler et payer présentement.”
How is daily life living up to our dreams?
While some Canadians feel like they’re living the dream, others think they’re still in the waiting room. Just 23% of Canadians say their life is close to their aspiration and an equal share (23%) say their real life is far from their aspiration. Most Canadians see themselves somewhere in the middle, with mild optimism or pessimism.
Canadians who feel their life is living up to their dreams aspire to happiness, living in harmony and prosperity, spending time with family and nature, being healthy, and having a fair country for all its citizens.
Most telling is the generational divide when it comes to hopes and aspirations. While 38% of Boomers say their daily life is close to their aspiration, only 13% of Gen Z, 18% of Millennials, and 16% of Gen X say the same, suggesting that younger generations are struggling to build a life in Canada.
As we dive into 2025, brands should keep in mind the financial insecurity impacting many Canadians (particularly younger generations). This insecurity is leading to less discretionary spending, dimming growth prospects for the non-essentials. Given Canadians’ significant financial woes, brands that empathize with Canadians’ stresses stand to win. Convey offerings that empower consumers to take the next step, however small, toward their aspirations for 2025, and help Canadians remain connected to their hopes and objectives – especially in areas like personal development, happiness, and health and wellness.
Data for this article are drawn from the Canadian portion of the International Research Institutes Network (IRIS) 2024 Dreams and Aspirations Study (https://www.irisnetwork.org/). Environics is the Canadian member of IRIS.
Thais Saito
Director, Market Strategy
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