The Salvation Army says a widening gap between need and support could reshape the social landscape
A new national report from The Salvation Army reveals a sharp decline in financial confidence among Canadians, with job security concerns more than doubling in the past year as cost-of-living pressures intensify.
The 2025 Canadian Poverty and Socioeconomic Analysis, based on a survey of more than 1,500 Canadians conducted in September, found that 46% of respondents feel optimistic about their finances over the next two years, down from 51% in 2024. Concern about job security has surged to 22% in 2025 from 10% the previous year.
“We’re seeing a clear erosion of financial stability for Canadians,” said Glenn van Gulik, spokesperson for The Salvation Army. “People who were once getting by are now facing real hardship, and they’re turning to us for help.”
Housing and health care remain the top concerns among Canadians for the second consecutive year. However, the report highlights growing economic anxiety driven by rising costs and shrinking financial margins.
“Many of the people walking through our doors never expected to need help,” said van Gulik. “The cost of living is forcing hard choices, between food, rent, and medicine. And for many, there’s simply no buffer left.”
The report reveals significant impacts from US trade tensions, with 86% of Canadians saying tariffs are driving up prices on everyday goods, and 85% reporting that essential items such as groceries have become more expensive due to ongoing trade disputes. Nearly four in five respondents said lower-income families are hit hardest.
Sixty-three per cent of Canadians say they have personally experienced financial hardship due to US trade policy, while 58% have noticed regular items becoming harder to find. Parents, newcomers, and food bank users are reporting disproportionate effects.
Despite rising demand for support services, charitable donations are declining. The report shows an average 2.7-point drop in charitable giving compared to 2024.
Community-based support systems continue to make a difference, with four in five individuals who accessed shelters or food banks reporting improved well-being. More than half say they now have better access to food.
“Our services are working; they’re helping people through the hardest times,” said van Gulik. “But the gap between rising demand and available support is widening. We need Canadians to continue standing with us.”
The survey was conducted among a nationally representative sample of 1,521 Canadians who are members of the online Angus Reid Forum, balanced and weighted by age, gender, and region.
