Executive summary

The annual Corporate Communications Survey explores public perceptions of international issues, regions and countries that are important to Canada, as well as awareness of Foreign Affairs and International Trade Canada (DFAIT). The study also reveals the extent of the public’s knowledge of departmental activities and its views on departmental performance, the Canada–United States relationship, the United Nations, foreign policy priorities, Canada’s stature on the world stage, the factors that influence Canada’s foreign policy, and public perceptions of international trade.

When asked about international issues, Canadians cite the economy and the environment as major concerns, according Afghanistan a distant third place. Other issues, such as war and poverty, are of significantly lower concern, and terrorism is now barely on the public radar.

The Americas continue to be the most important region for Canadians, with Africa now in second place. Asia, which had climbed to second place in 2007, has lost some ground and is now ranked third. Asia continues to be very important to British Columbians but much less so to other Canadians. Europe, considered important mainly among residents of Quebec and Ontario, has lost the importance it once had in terms of foreign policy, but is viewed as the primary target for expanded free trade.

The United States is by far the most important country to Canada, followed by China. Although Asia as a region is far less important in the public eye than the Americas, China ranks as the second most important country to Canada. While Afghanistan emerged as an important foreign policy priority for Canadians in 2006, it dropped slightly in the rankings in 2007 and, over the past year, has remained steady as a priority.

Public knowledge of DFAIT remains low. Most Canadians surveyed say they are unfamiliar with the department’s activities, and a strong majority cannot identify the department’s name.

Canadians who were familiar with the department were asked a battery of questions about departmental performance on several key indicators. The results reveal that the department is heading in the right direction, with Canadians giving it high marks for representing Canada’s interests abroad, promoting world peace and security, helping Canadian travellers overseas and promoting human rights internationally. The department gets a significantly lower mark for addressing global hunger and Third World poverty. There is a correlation between satisfaction with government generally and belief that the department is doing a good job addressing international poverty.

The public is satisfied with Canada’s international stature and there is general satisfaction with the Canada-U.S. relationship, which has improved modestly since 2006. Residents of Quebec and British Columbia are somewhat less likely than other Canadians to say that the Canada-U.S. relationship is good.

Public opinion is nearly split on the performance of the United Nations: the percentage of respondents who take this view has remained the same for the last four years. Having said this, belief that Canada’s international importance will improve over the next decade has decreased significantly.

The most prominent foreign policy priority is undertaking reconstruction in war-torn areas after fighting has ceased, followed by improving relations with the United States, asserting Canadian sovereignty over the Arctic, and engaging in the war on terrorism. Reforming the UN is also cited as a priority, as is preparing for a flu pandemic. Although the environment remains the top concern among Canadians at an instinctive level (i.e., when they are asked to suggest a concern rather than pick one from a prepared list), fewer than 10 respondents cited the issue as a priority.

Canadian economic interests and the Canada-U.S. relationship emerge as the most influential drivers behind Canadian foreign policy, though they are not mutually exclusive. As well, fair-sized minorities believe that foreign policy is driven by Canadian values and world events. Very few believe that foreign policy is shaped by security interests.

Canadians believe that the negotiation of free trade agreements should be a priority for the Government of Canada, and when asked which region of the world should be the focus of our efforts, Europe is prominently mentioned, followed by South American countries, India and China.

Most Canadians agree that the North American Free Trade Agreement (NAFTA) has had a positive impact on the Canadian economy and that international trade in general has had a positive impact on job creation in Canada. However, when asked if trade has had a negative impact on jobs, public opinion is split on the matter. This suggests that negative media attention to international trade would probably shift public opinion, which at the moment is pliable.

Canadians agree that, in general, NAFTA partners should expand their cooperation within the agreement. That said, Canadians are not completely against a little protectionism, since most agree that all NAFTA partners should try and act more independently to protect domestic industries.

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