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Poll finds politicians at bottom of trust list for professions – again

Insights West asks Canadians every year about their views on a wide range of professions.
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Insights West asks Canadians every year about their views on a wide range of professions. As was the case last year, those who take care of us and our extended families – nurses, doctors, veterinarians, teachers and dentists – are ranked at or near the top of the list, with at least four in five Canadians saying they have a “positive opinion” of each of these professions.

Other professionals whom Canadians expect to hold the highest ethical standards also did remarkably well in 2016. This list includes scientists, architects, engineers and accountants. Farmers are also deeply respected, particularly in Ontario and British Columbia.

Amid all the discussions about the prevalence of “fake news” and the prospect of dwindling newsrooms, journalists had a good year. Three in five Canadians (62%) hold positive views on the profession. This represents a four-point increase since 2016, and there is little fluctuation across provinces.

Our negative perceptions of some professions are marked by personal experiences (ask anybody who had a skirmish with a building contractor). We expect every person to deliver the product or service without a hitch.

Pollsters were again in the bottom three, with just 34% of Canadians voicing a positive opinion of the profession. The numbers dropped to 26% in Alberta, suggesting that the missed 2012 election call is still in the minds of residents (in spite of a correct 2015 forecast for those few who dared).

Car salespeople were second to last, with just 28% of Canadians voicing a positive opinion of the profession. In car-crazy Ontario, they reached a slightly more respectable 32%.

The lowest-ranked professionals are, again, politicians. Only 24% of Canadians hold this group in high regard. In Atlantic Canada, the numbers fall to just 15%.

It will be fascinating to track these perceptions over time, as Canadians aged 18 to 34 appear to be far more critical of some established career paths, such as bankers and business executives, but are more likely to hold lawyers in high regard.

The bottom six professions provide a cautionary tale about “selling” in different forms. Realtors, bankers, business executives, pollsters, car salespeople and politicians “sell” something: a product, an idea, a forecast, a campaign promise.

The perceptions of Canadians tend to be lower not only due to personal experiences, but also because of the way certain stories have been covered and analyzed. Banks have had a hard time as Parliament’s finance committee looks into unethical practices. Some polling firms have endured poor electoral forecasts at home and abroad. Politicians campaign on one issue and forget about it once they are in office.

An example that hits closer to home is the perception of realtors. While 50% of Canadians have a positive view of this profession, the numbers plummet to 42% among British Columbians. The stories about real estate in Metro Vancouver are definitely affecting views. We now know what “shadow flipping” is, but those who practise it do not represent the entirety of the real estate industry – in the same way not every politician can be labelled as inept and ineffective.

What makes this polling exercise so compelling is realizing how Canadians can move the needle toward negative perceptions based on a specific high-profile case, while others have a negligible effect on their views. Elizabeth Wettlaufer, recently convicted for the murder of eight nursing home patients, did not drag the rating for nurses down. We will have to wait longer for the politician who will change perceptions of that particular profession from coast to coast to coast. •

Mario Canseco is vice-president of polling firm Insights West’s public affairs division.