What Makes Canada Priceless?

New nationwide survey finds Canadians value freedom most; view peacekeeping and humanitarian aid as most valuable contributions to the world; and rank economic issues and maintaining independence from the U.S. as greatest challenges

TORONTO – June 19, 2002 – Leading into Canada Day, a new countrywide study released today finds that Canadians value their freedom above all else and see our international peacekeeping and humanitarian aid efforts as Canada’s most priceless contributions to the world. The survey also found Canadians say economic issues and maintaining our independence from the U.S. are our greatest challenges for the future.

Today’s findings are released as part of the Canadian Priceless Index, a national survey conducted by Environics Research Group for MasterCard Canada. The survey asked Canadians across the country about what they considered to be the most priceless aspects of Canadian life, history and society, as well as this nation’s most valuable contributions to the rest of the world.

• 46 per cent of respondents cited freedom and choice as the most priceless aspects of Canadian life
• Almost half (46 per cent) said the creation of medicare in the 1960s was the most significant event in Canadian history to them personally
• 25 per cent cited Canada’s international peacekeeping efforts as this nation’s most important contribution to the world and 16 per cent named Canada's help to other countries.

"The MasterCard Canadian Priceless Index survey indicates that Canadians are proud of the fundamental commitment to freedom and the contributions we make to the rest of the world through peacekeeping and other efforts," said Walt Macnee, President, MasterCard Canada. "This survey has been a fascinating exploration of the aspects of the nation's life and identity that we consider priceless. It's a great snapshot of how we view ourselves and our place in the world at the start of a new century."

Canada’s greatest challenge for the future?
The MasterCard Canadian Priceless Index found that when it comes to the future, Canadian’s see myriad challenges. However, rather than terrorism, the issues of maintaining our independence from the U.S. and retaining medicare weigh most heavily on their minds. When asked what they thought was Canada’s greatest challenge for the future, the most common responses were:

1. Economic issues (25 per cent)
2. Maintaining independence from the U.S. (20 per cent)
3. Keeping medicare and social programs (19 per cent)
4. Terrorism (18 per cent)
5. Protecting the environment and natural resources (14 per cent)

Among Quebec respondents, the list was different with national unity topping the list of challenges at 23 per cent.

Freedom, beauty and healthcare
When asked what it was about Canada was most priceless to them, freedom and choice (46 per cent) and the physical beauty of the country (26 per cent) were most frequently mentioned.

When asked which event in Canadian history they felt was most significant, almost half (46 per cent) listed the creation and nationwide adoption of medicare. Rounding out the top three responses were:

• Having the Charter of Rights and Freedoms enshrined in the
  constitution in 1982 (29 per cent)
• The 1972 Canada-Russia hockey series (8 per cent)

Peacekeeping, humanitarianism, natural resources
When asked what they thought represented Canada’s greatest contribution to the world, the top five responses were:

1. Peacekeeping (25 per cent)
2. Helping other countries and humanitarian aid (16 per cent)
3. Multiculturalism and open immigration (10 per cent)
4. Trade, resources and food (8 per cent)
5. Respect for human rights (5 per cent)

We’re peaceful, but are we a push-over?
When asked what single word best described how they think Canadians are perceived internationally, participants most often stated peaceful (14 per cent) and friendly (12 per cent). Ten per cent said ‘free’ and ‘good’. However, 9 per cent responded that Canada was ‘soft’ or ‘a push over.’

Who is the funniest?
According to respondents, Newfoundland (29 per cent) and Quebec (23 per cent) led the pack when asked which province they thought had the best sense of humour. Rounding out the top five are:

3. Ontario (14 per cent)
4. Alberta and B.C. both with 6 per cent

Study methodology
This survey of 2,028 Canadians 18 years of age and over was carried out by telephone between May 21 and June 5, 2002. Results to a survey of this size can be considered accurate to within plus or minus 2.2 percent, nineteen times out of twenty.

About MasterCard
MasterCard International has a comprehensive portfolio of well-known, widely accepted payment brands including MasterCard® , Cirrus® and Maestro® . More than 1.7 billion MasterCard, Cirrus and Maestro logos are present on credit, charge and debit cards in circulation today. An association comprised of more than 15,000 member financial institutions, MasterCard serves consumers and businesses, both large and small, in 210 countries and territories. MasterCard is a leader in quality and innovation, offering a wide range of payment solutions in the virtual and traditional worlds. MasterCard’s award-winning Priceless® advertising campaign is now seen in 90 countries and in 45 languages, giving the MasterCard brand a truly global reach and scope. With more than 24 million acceptance locations, no card is accepted in more places and by more merchants than the MasterCard Card. For the year ended December 31, 2001 gross dollar volume exceeded US$986 billion. MasterCard can be reached through its World Wide Web site at http://www.mastercard.com.

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Allison Morris, Tina Gladstone or Christopher Fox
Environics Communications for MasterCard Canada
416-920-9000
tgladstone@pr.environics.ca
cfox@pr.environics.ca