The past couple of years have been tough for Canadians – significant affordability pressures, healthcare challenges and an ongoing housing crisis, US tariffs threatening entire industries, and wildfires devastating communities. Canadians have not been getting a break. Amidst these challenges, recent polling has revealed that Canadians do not seem to be normalizing wildfire ‘season’ as a regular summer occurrence. In fact, they seem to care even more than older generations who did not have to face the same economic hardships.
Although climate change has yet to rise to the top five concerns, recent Angus Reid Institute and Abacus Data polls from June and July 2026 reveal that Canadians still care about climate change with a 50% increase in concern within four months.
Climate vs The Economy…Why Not Both?
Notably, the Angus Reid data highlights a significant generational gap with those under 45 leading in concern for climate change by nearly double those over 45.
For Canadian climate activists this data is critical for climate justice progress. It tells us that although Millennials and Gen Z are facing a more uncertain future than older generations had to, they still predominantly care more about the environment. The under-45 crowd wants to be able to afford groceries and rent, get access to a doctor, and enjoy their three months of summer without worrying about climate-related disasters devastating their lives.
This debunks the understanding that affordability and climate concerns are either in opposition or disconnected.
This new data is an opportunity for climate stakeholders to keep climate issues on the public agenda in a cost-of-living crisis. Rather than framing climate crisis solutions in opposition to or separate from traditional economic issues, think about framing them in tandem, as two sides of the same coin.
3 Tips to Transform Your Climate Activism to Meet the Moment
As the Canadian government focuses on ‘Building Canada Strong’, climate stakeholders should too.
Think about these three tips to take the next step:
- Mobilize and activate your target audience by speaking to their concerns and providing them with tangible solutions.
The pattern within the polling data reveals that prioritization of issues has an overarching theme – the younger generation’s concern for their future. Therefore, when we frame the cost-of-living and climate crisis as issues of building a good future, we are connecting with a generation that seeks to build a Canada they can live and breathe in.
- Demonstrate to decision makers using data that an impactful number of Canadians are concerned about climate related issues
Mobilizing that support and building from real data is critical for advocacy efforts. It helps demonstrate to decision makers that a large and younger voter demographic still cares about climate change as an issue, not despite the cost-of-living crisis, but in addition to it.
- Transform the mainstream narrative around climate in Canada.
Reframe climate issues in Canada in tandem with the cost-of-living crisis in your communications and campaign messaging. Connect both issues to the bigger vision of building Canada stronger for the future using storytelling, research, and data.
Hilltop can Help
Hilltop is focused on supporting organizations as they navigate this changing political climate – and we’re here to support you in your advocacy efforts.
Reach out today to make sure you’re ready no matter what comes next.