In January, I explored the topic of the Canadian dream, drawing on data collected in 2024. Given the affordability challenges facing Canadians even before U.S. tariff fears ramped up, it’s perhaps not surprising that Canadians expressed pragmatic ambitions, largely centered around financial stability and security. While these dreams are widely shared among Canadians, our research found the public divided when it comes how they see life right now, with 23% saying their reality is very close to their dream and an equal proportion saying their real life is very far from their dream.
These findings got me wondering: are people who believe their daily life is far from their aspiration different from those who think their life is close to their dream? With Canadians so focused on financial stability one might assume dreams were shaped by financial status. However, our analysis found that there is more to the story: Money is not the only factor.
While higher income does seem to be associated with the sense that real life is close to one’s dreams, the relationship is not as stark as we might expect.
How distant does your current daily life feel from your aspirations?
*Annual household income
Since those who feel closer to their dream life aren’t just the wealthy (21% of those in the lowest income bracket feel close to their dreams), we decided to explore these groups’ Social Values to see if psychographics could help explain the differences.
Close to Aspirations: Financial Security and Fulfillment
Canadians who feel their daily lives are close to their aspirations score high on the value Financial Security. They feel in control of their lives and express confidence that hard work pays off in the form of material stability (the value Canadian Dream). Among those who score high on Financial Security, we also find an appetite for personal challenge and fulfillment through work. This is a group that approaches life with energy and spontaneity, feeling confident that their efforts will be rewarded.
Far from Aspirations: Financial Concerns and Disconnection
Meanwhile, Canadians who feel their daily lives are far from their aspirations are often plagued by financial concerns regarding the future and feel like they are floating through life without a goal. They report feeling disconnected from society and stressed about money and time. They express an overall sense that their lives are beyond their control. These individuals are more likely to desire a more active role for the government in society and are anxious about the complexities of modern life, including technology and the lack of privacy it entails.
Since this group also skews younger, it may be that its members are struggling to find their place in society: facing housing pressures, financial stress, and other forms of uncertainty and instability.
The Canadian Dream: Financial Stability Shapes Non-Financial Priorities
The values differences between these two groups go beyond their respective orientations to concepts like work, money, and control. Those who see real life as closer to their aspirations are more likely to focus on higher-order priorities related to fulfillment, as opposed to just survival. They value environmental protection, try to practice ethical consumerism, and favour brands with a story and identity they believe in (as opposed to brands that simply offer transactional benefits like the lowest price).
Conversely, those who feel real life is far from their dreams tend to approach consumption with a utilitarian mindset. In keeping with their sense of alienation from society, they express little interest in advancing collective priorities such as environmental protection through their purchases.
What Dreams (Near and Far) Mean for Real-World Organizations
Understanding these differences is valuable for businesses and policymakers. By addressing the financial concerns and aspirations of Canadians, brands can help bridge the gap between their current realities and their dreams. Brands looking to speak with Canadians concerned about their financial future can benefit from emphasizing products and topics that help them boost the stability they lack (bringing them closer to their dreams), or simply escape the stresses of daily life. Those seeking to connect with Canadians who already feel close to their dreams can win by tapping into their higher-order commitments (such as ethical consumerism) as well as their quest for personal challenge and development.
Thais Saito
Director, Market Strategy
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Financial Security
Personal Control
Fulfillment Through Work
Personal Challenge