Local news, followed by health news tops the interests of Canadians
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Canadian Medical Assocation study shows Gen-Z's top source of news is social media, but that doesn't mean they trust it
A couple of interesting takeaways on information and trust from a recent study done by the Canadian Medical Association and Abacus data:
- The most interesting news topic for Canadians is local news, followed by health news.
- The 2nd most dominant source of news for Canadians is social media. It’s the top source for Gen-Z.
- Despite the popularity of social media, it’s the least trusted source of accurate health news and info.
- 55% of Canadians say they have encountered health information or news that they later found was misleading.
- 72% of Canadians think health related misinformation is here to stay or getting worse.
- The most trusted source of accurate health info, not surprisingly, is getting it directly from physicians, pharmacists, and nurses.
The conclusion of the report is that “with the rise in mis- and disinformation, especially on social media, physicians and the medical community have an opportunity to provide Canadians with credible news about their health system.”
Seems like something that could apply to experts in other fields too.
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Two new reports highlight the latest Canadian media trust scores Two recent reports paint different pictures of the level of trust Canadians place in the news media. Pollara’s 4 th annual “Trust in Media” study says 51% of Canadians tend to trust the media, which is higher than the previous years they’ve done the study – 44% in 2002 and 47% in 1992. Trust levels are highest among seniors, as well as Liberal and NDP voters. Compare this to the 2026 Reuters Institute’s research report that finds only 37% of Canadians have trust in the news overall compared to 55% in 2016. It also found that just 12% of Canadians pay for news online, and that social media and news websites have overtaken traditional news sources. So, what does this mean for your organization? It’s about ensuring you’re trusted, even if the platform you find yourself on isn’t. Talk about trust in media is nothing new, and it’s clear that levels of trust vary depending on the audience. It’s about coaching your leaders to go beyond message control, and to communicate with credibility in a potentially low-trust environment. This means being comfortable and confident in explaining evidence in plain language, acknowledging uncertainty, clearly distinguishing facts from narratives, and correcting misleading assertions while engaging legitimate criticism. Success is more than positive media coverage or message consistency – it’s about creating long-term trust and confidence in your organization, and supporting your leaders and spokespeople in building it.
Common issues ahead of important communication opportunities: 1. You don’t have a clear key message If someone asks you: “What’s the one thing you want listeners to remember?” and you can’t answer in 15-30 seconds, you’re not ready. 2. You’ve memorized talking points, but can’t explain them naturally If you’re focused on memorizing scripts and key phrases, you’re more likely to struggle if you forget or get taken off track. You need the confidence to trust yourself in the conversation. 3. You don’t have a strategy for responding to tough questions If you’re planning to wing it, that’s a problem. You need to anticipate the tough questions and practice bridging to your key message – naturally and authentically. Strategy and structure are key building blocks of confidence going into any important communication opportunity. You must know the point you want to get across, know how to keep on track, and have the confidence to respond authentically in the moment.
