Gore survey shows Canadians open to DEI, climate change

Canadians may not be as polarized regarding climate change and DEI initiatives as you might think, according to public opinion research commissioned by Gore Mutual Insurance.

For property and property insurance professionals, the research suggests more is to be gained by personalizing messages to employees about diversity, equity and inclusion (DEI) and to consumers about the need for climate change resiliency.

“Many consumers say they are growing weary and skeptical of costly government mandates and corporate proclamations about the importance of embracing DEI and reducing environmental impacts,” Gore says about its research results. “Despite this, they remain deeply concerned about how these issues are personally affecting their lives….

“In the past, many have used broad narratives — the big goals and commitments — when speaking about DEI and climate change. It is time we make this personal.

“Understanding individual viewpoints and addressing personal barriers are important steps towards shifting attitudes and perceptions among those who are neutral and opposed. Fortunately, the research reveals that there is a strong base of consumers who are already fully supportive of these causes or close to it.”

Conducted by research firm RKI, Gore’s study surveyed more than 1,000 Canadians across several generations — including Boomers (those born between 1946 and 1964), Gen X (1965-1980), Millennials (1981-1994), and Gen Z (1995-2009). The study asked for their opinions on DEI and climate change initiatives.  

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Regarding DEI, “most consumers (81%) believe DEI initiatives strengthen relationships between ages, genders, races, and other diversity categories,” Gore’s study says. “This includes breaking down stereotypes and biases (46%), encouraging empathy and respect (46%), and increasing collaboration and teamwork (39%). 

“Nearly all respondents, including 69% of those opposed to DEI, identified actions to address resistance to DEI, including listening respectfully (45%), promoting inclusivity of all groups (39%), implementing initiatives with fairness and transparency (39%), and engaging in dialogue (38%).”

Division around DEI centres on the “unintended consequences,” the survey says.

For example, “most consumers (80%) say DEI initiatives negatively impact relationships due to certain groups being favoured over others, leading to resentment/exclusion among individuals that don’t fit into specific DEI categories (42%),” the study says. “The reinforcement of particular groups leads to an ‘us versus them’ mentality rather than fostering unity (37%).”

More than 80% of those surveyed feel the following groups are “left out” of formal DEI initiatives:

• Older adults (32%)
• Those who have less money now or grew up in families that struggled financially (27%)
• Small or less visible minorities, such as tiny ethnic minorities or those with rare disabilities (24%)

In other news: What’s worrying Canada’s brokers now?

On the topic of climate change, there is a greater public consensus on the need for climate change initiatives than people may think.

“Overall, most consumers either approve of (61%) or are neutral about (29%) climate change policies in their community or workplace,” the survey says. “Only 10% oppose climate change policies outright. Once again, we see support across the political spectrum: 50% of respondents who say they are to the right of the political spectrum approve of climate change policies, and 74% of left-leaning respondents share the same sentiment.”

Last year’s record-breaking damage losses appear to have moved the dial on the public’s sense of urgency about climate resilience initiatives, the survey suggests. Flooding in Ontario and Quebec, a wildfire that burned down one-third of Jasper, Alta., and a major hailstorm in Alberta resulted in $8.9 billion in damage payouts by P&C insurers.

“Overall, one-third (35%) of consumers say their opinion on climate change initiatives has changed in the past year, including 21% who say they have become more positive on climate change action,” Gore’s study finds.

However, challenges remain, the insurer says. And the biggest may be the fear of the impact of climate change initiatives on the consumer’s pocketbook. “Most consumers (82%) identified aspects of climate initiatives that they find most problematic, with nearly half identifying the most problematic issue being the economic costs to them (45%),” the study says.

Overall, consumers are likely to assess DEI and climate change initiatives through their own personal lenses, the research concludes. And so insurance professionals will be more successful if they can tailor their messaging to individual employees and consumers on these issues.  

David Gambrill

David has twice served as Canadian Underwriter’s senior editor, both from 2005 to 2012, and again from 2017 to the present.