Environics Research partners with the Canadian Centre for Policy Alternatives (CCPA)
As Canadians continue to grapple with questions about national identity, media trust, and public service, Environics Research partnered with the Canadian Centre for Policy Alternatives (CCPA) to explore the evolving role of CBC/Radio-Canada in Canadian life. In February 2025, we conducted a series of focus groups across the country to better understand public sentiment toward the national broadcaster. These sessions coincided with a politically charged moment marked by renewed calls to “defund the CBC” and rising cross-border tensions that rekindled conversations about sovereignty, democracy, and cultural identity. The timing added a layer of urgency and relevance to our findings, participants across the spectrum saw CBC/Radio-Canada as a vital thread in the fabric of Canadian unity.
Our research revealed a strong, often emotional, attachment to CBC/Radio-Canada as a symbol of national cohesion, journalistic integrity, and cultural inclusivity. Participants praised the broadcaster for elevating diverse voices, serving rural and remote communities, and maintaining a mandate free from profit-driven motives. While many acknowledged room for improvement, the prevailing sentiment was clear: CBC/Radio-Canada is a cornerstone of Canadian democracy and identity. At a time when disinformation and polarization threaten to erode public trust, participants saw the public broadcaster as an essential counterbalance. Environics Research is proud to have contributed to this timely and insightful exploration of Canadians’ deep-rooted connection to their national broadcaster.
