Diabetes Canada: Social Experiences of Living with Diabetes in Canada

Environics Research partnered with Diabetes Canada to understand the positive and negative social and psychological dynamics impacting those living with diabetes.

About The Project

Diabetes Canada is a charitable organization whose vision is a world free of the effects of diabetes. Recognizing the harms associated with stigma, Diabetes Canada embarked on a first-of-a-kind research project to understand the causes, experiences, and consequences of diabetes-related stigma among individuals living with both Type 1 and Type 2 Diabetes in Canada.

In Canada, 10% of the population lives with diagnosed diabetes (approx. 4 million people). People living with diabetes are often blamed for their condition and made to feel shame or embarrassment. Viewing someone in a negative way because they have a health condition is a form of stigma; research has found that stigma can negatively affect health outcomes (mental and physical) and cause other forms of harm.

of the Canadian population lives with diagnosed diabetes (approx. 4 million people)

Partnering with Environics Research on this important project was a truly collaborative and enriching experience. Their deep expertise in healthcare research, combined with a shared passion for uncovering the realities of diabetes-related stigma, allowed us to navigate challenges and opportunities seamlessly.

Executive Director, Brand & Change the Conversation

Challenge

As part of Diabetes Canada’s strategy to change the conversation around diabetes, this study was conducted to better understand the positive and negative social and psychological dynamics impacting those living with diabetes.

Goals to Provide Insights on

Awareness

Promote improved public understanding of diabetes and to reduce stigma as it is used to help support and tell authentic stories of the lived experiences of people living with Diabetes in Canada.

Advocacy

Insights were being used in media interviews, press releases, and other outputs to be included as a part of a wider program of communications and public education intended to change the conversation about diabetes in Canada and improve the quality of life of those living with diabetes.

Our Approach

A variety of methodologies and tools were utilized in the development of a questionnaire, including internationally validated research questions such as the two Diabetes Stigma Assessment Scales (DSAS). The final survey instrument was developed in consultation with Diabetes Canada staff and international and domestic academic researchers. We also used the AI-powered chatbot-like tool inca, which was incorporated into the survey to draw out qualitative personal stories, giving powerful context to quantitative insights. To make the most of quantitative data while respecting the sensitivities inherent in stigma research.

This approach ensured we could capture the lived experiences of people with diabetes and gather statistically sound data and insights that could be compared to other countries.

Application of Insights

The research revealed that people living with diabetes experience stigma, distress, challenges with support and negative impacts on their lives. Many of these experiences drive a general worry people with diabetes have about their future and the possibilities of serious complications. When describing their lived experiences and social interactions, research participants express mostly negative sentiments; many express a desire for greater understanding and empathy from others.

This research was a foundational step in understanding the social experiences of people living with diabetes. This understanding of barriers, challenges and need provides critical knowledge to Diabetes Canada as they increase the impact of their strategies and interventions.

Media Mentions:

of people with type 1 diabetes have experienced blame or shame for having diabetes.

of people with type 2 diabetes have experienced blame or shame for having diabetes.

2024 Diabetes Canada Report: Social Experiences of Living with Diabetes in Canada

Discover Insights

Portrait of young female tourist traveling by train. She is sitting at the seat next to the window and looking outside at the view through the window.

Performance

Our collaboration with Diabetes Canada delivered meaningful insights with far-reaching impact, earning national recognition as a runner-up in the Public or Social Service Impact category at the 2025 the Canadian Research Insights Council (CRIC) Insights Excellence Awards.

These insights helped lay the groundwork for Diabetes Canada’s new Type Resilient platform and campaign, a powerful example of how data and storytelling can come together to spark empathy and shift perceptions.

Together, we delivered insights that exceeded our expectations, sparking meaningful conversations among stakeholders and the public. This research has been instrumental in raising awareness of stigma’s harmful effects and driving action toward improving health outcomes for people living with diabetes.

Executive Director, Brand & Change the Conversation

About The Client

Diabetes Canada is the nation’s most trusted provider of diabetes education, research, resources, and services. Since 1953, they have helped millions of Canadians affected by diabetes understand, manage the condition and combat complications.

A world free of the effects of diabetes is Diabetes Canada’s vision. That’s why Diabetes Canada is working to improve the quality of life of people living with diabetes. Diabetes Canada is sharing knowledge and creating connections for individuals and the health-care professionals who care for them; advocating through public policy; and funding research to improve treatments and find a cure to end diabetes.