{"id":21599,"date":"2026-01-06T13:21:51","date_gmt":"2026-01-06T13:21:51","guid":{"rendered":"https:\/\/www.rbc.com\/en\/?post_type=rbc_tl&#038;p=21599\/"},"modified":"2026-01-06T15:49:26","modified_gmt":"2026-01-06T15:49:26","slug":"around-60-of-canadians-seek-strong-action-on-wildfires-even-as-climate-change-drops-on-priority-list","status":"publish","type":"rbc_tl","link":"https:\/\/www.rbc.com\/en\/thought-leadership\/climate-action-institute\/climate-crunch\/around-60-of-canadians-seek-strong-action-on-wildfires-even-as-climate-change-drops-on-priority-list\/","title":{"rendered":"Consumer Survey: Around 60% of Canadians seek strong action on wildfires even as climate change drops on priority list"},"content":{"rendered":"\n<section class=\"wp-block-rbc-section-block  pos-rel\" style=\"border-radius:0px\">\n<div class=\"wp-block-rbc-section-inner-block  section-inner\" style=\"border-radius:0x\">\n<p>Climate change may have slipped on Canadians\u2019 priority list, but it remains front and centre when it hits closest to home\u2014most notably in the form of wildfires inflicting property damage, raising insurance costs and impacting health.<\/p>\n\n\n\n<p>That\u2019s one of the key findings of RBC Climate Action\u2019s latest consumer survey, which polled 2,000 Canadians. The survey is part of the Institute\u2019s third annual Climate Action report, which reviews Canada\u2019s progress on its environmental goals. (The full report is out Tuesday, January 13.)<\/p>\n\n\n\n<p>Concerns around climate change has ebbed and flowed in tandem with Canadians\u2019 economic prospects. In last year\u2019s Climate Action report, 14% of respondents reported climate change as one of their top three concerns, down from 26% in 2019. This is consistent with the general observation that climate change, while important, ranks below pocketbook issues such as the cost of living and job security. When the economy is strong and jobs are secure, people can \u2018afford\u2019 to prioritize climate action. In times of economic stress, climate change tends to be de-prioritized.<\/p>\n\n\n\n<p>This year\u2019s consumer survey, conducted by market research firm Ipsos, again finds Canadians focused more on the economy, jobs and personal finances. However, the frequency of extreme weather events ensures that environmental issues continue to simmer just under the surface.<strong><\/strong><\/p>\n\n\n\n<p>Here\u2019s what we heard in the survey:<\/p>\n\n\n\n<ul class=\"wp-block-rbc-list is-style-black-disc\">\n<li class=\"wp-block-rbc-list-item\">\n<p><strong>It\u2019s about personal issues right now.<\/strong> Cost of living (79%), healthcare (75%) and economy and jobs (63%) were the top three challenges for most Canadians. Only 33% of respondents listed climate change as a top three issue. One-in-eight Canadians (12%) identified it as their top priority.<\/p>\n<\/li>\n\n\n\n<li class=\"wp-block-rbc-list-item\">\n<p><strong>More than three out of five Canadians (67%) didn\u2019t see climate change as a top three priority.<\/strong> It appears that climate change as an abstract concept is struggling to capture the attention of Canadians in the same way as the immediate impact of wildfire smoke or urban flooding does.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" height=\"719\" width=\"1024\" src=\"https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Priority-ranking-key-issues.png?quality=80&amp;w=1024\" alt=\"Priority ranking of key issues for Canada including cost of living, healthcare, job creation, national security, and civic peace\" class=\"wp-image-23755\" srcset=\"https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Priority-ranking-key-issues.png 2958w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Priority-ranking-key-issues.png?resize=300,211 300w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Priority-ranking-key-issues.png?resize=768,539 768w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Priority-ranking-key-issues.png?resize=1024,719 1024w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Priority-ranking-key-issues.png?resize=1536,1079 1536w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Priority-ranking-key-issues.png?resize=2048,1438 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/li>\n\n\n\n<li class=\"wp-block-rbc-list-item\">\n<p><strong>That does not necessarily mean climate inaction.<\/strong> Canadians are trying to reduce their carbon footprint in measures they can control: avoiding air travel and cutting meat consumption. Strong majorities either reduced or intend to reduce consumption or boost recycling efforts (84%), cut home-energy usage (77%), while roughly half changed or intended to change their travel habits (51%) and diets (49%).<\/p>\n<\/li>\n\n\n\n<li class=\"wp-block-rbc-list-item\">\n<p><strong>Weather over climate:<\/strong> Around 60% of respondents would place greater emphasis on climate action if extreme weather events were even more frequent. Canada\u2019s last three wildfire seasons were among the worst according to federal records dating back to 1970.<sup><a href=\"#legal-2\" data-dig-id=\"LP-21599-89fa1520\" data-dig-category=\"LP\" data-dig-action=\"link click\" data-dig-label=\"2\" class=\"rbc-link-format\">2<\/a><\/sup> As the survey suggests, the frequency and intensity has had an immediate impact on the quality of life for many Canadians.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" height=\"715\" width=\"1024\" src=\"https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Extreme-weather-events.png?quality=80&amp;w=1024\" alt=\"Impact of continued extreme weather events \" class=\"wp-image-23758\" srcset=\"https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Extreme-weather-events.png 2958w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Extreme-weather-events.png?resize=300,209 300w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Extreme-weather-events.png?resize=768,536 768w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Extreme-weather-events.png?resize=1024,715 1024w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Extreme-weather-events.png?resize=1536,1072 1536w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Extreme-weather-events.png?resize=2048,1430 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/li>\n\n\n\n<li class=\"wp-block-rbc-list-item\">\n<p><strong>Canadians want wildfire-containment action:<\/strong> Personal health (56%), including smoke inhalation and heat stress, topped the list of concerns from wildfires, followed by property damage and insurance costs (54%), and the inability to enjoy outdoor activities and nature (50%).<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" height=\"818\" width=\"1024\" src=\"https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Canadians-are-leaning-on-cutting-back.png?quality=80&amp;w=1024\" alt=\"Canadians are leaning on cutting back on consumption to lower their carbon footprint\" class=\"wp-image-23762\" srcset=\"https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Canadians-are-leaning-on-cutting-back.png 2958w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Canadians-are-leaning-on-cutting-back.png?resize=300,240 300w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Canadians-are-leaning-on-cutting-back.png?resize=768,614 768w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Canadians-are-leaning-on-cutting-back.png?resize=1024,818 1024w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Canadians-are-leaning-on-cutting-back.png?resize=1536,1228 1536w, https:\/\/www.rbc.com\/en\/wp-content\/uploads\/sites\/4\/2025\/12\/CA26-CONSUMER-Survey-Charts_Canadians-are-leaning-on-cutting-back.png?resize=2048,1637 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/li>\n<\/ul>\n\n\n\n<p>The challenge for policymakers and business leaders will be to harmonize environmental goals with other priorities and ensure economic growth does not override climate priorities.<\/p>\n<\/div>\n<\/section>\n\n\n\n<section class=\"wp-block-rbc-rbc-legal-collapsible 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data-dig-id=\"LP-21599-902e33ed\" data-dig-category=\"LP\" data-dig-action=\"link click\" data-dig-label=\"Climate Action 2025\" class=\"rbc-link-format\">Climate Action 2025<\/a><\/p>\n<\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-rbc-rbc-disclaimer-block\"><div class=\"table-row\" id=\"legal-2\"><div class=\"table-cell\"><span class=\"offscreen\">Legal Disclaimer<\/span><sup>2<\/sup><\/div><div class=\"table-cell\">\n<p><a href=\"https:\/\/cwfis.cfs.nrcan.gc.ca\/ha\/nfdb\" data-dig-id=\"LP-21599-1b1ed3d5\" data-dig-category=\"LP\" data-dig-action=\"link click\" data-dig-label=\"This is our second-worst wildfire season on record \u2014 and could be the new normal | CBC News\" class=\"rbc-link-format\">Canadian Wildland Fire Information System | Canadian National Fire Database (CNFDB)<\/a><\/p>\n<\/div><\/div><\/div>\n<\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"<p>What 2,000 Canadians said about their climate priorities<\/p>\n","protected":false},"author":89,"featured_media":21611,"parent":0,"menu_order":0,"template":"","meta":{"_acf_changed":false,"disable_focal_point":false,"featured_image_focal_point":{"x":0.52,"y":0.3},"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","footnotes":""},"rbc_tl_category":[130,175],"rbc_tl_tag":[],"class_list":["post-21599","rbc_tl","type-rbc_tl","status-publish","has-post-thumbnail","hentry","rbc_tl_category-climate-action-institute","rbc_tl_category-climate-crunch"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Consumer Survey: Around 60% of Canadians seek strong action on wildfires even as climate change drops on priority list -<\/title>\n<meta name=\"description\" content=\"What 2,000 Canadians said about their climate priorities\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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