A Memo to Canada's Political Leaders

It's time for clear answers to two questions: Why do you want to lead us? Where are you taking us?

There’s an undeniable spirit among Canadians right now: most of us (84%) feel deeply connected to a greater Canadian identity. When we think about what defines that identity, we talk about kindness, respect for diversity, and a sense of unity. We’re proud of our universal healthcare, our peaceful reputation, and the freedoms we enjoy. At the same time, nearly six in ten say the country is “off on the wrong track.” This reveals a kind of mixed emotional landscape: we’re proud to be Canadian, yet worried about where we’re headed.

When my team at Abacus Data and I ask people about their day-to-day lives, the consistent refrain is that they’re struggling with a sense of uncertainty.

Affordability challenges loom large—like the rising cost of groceries and housing. Healthcare access weighs on minds across the country, not just for older Canadians worried about timely services, but for younger Canadians concerned about mental health and a system under strain. Where will our future wealth come from? There’s growing concern about economic security, employment, and how Canada grows against the threat of a more isolationist America. Many are frustrated with what they see as slow or insufficient policy responses to these everyday needs.

Underneath these bread-and-butter issues sits a deeper concern: we want a sense of unity and common purpose back. We want a plan, a vision, or a destination about where we are going.

Climate issues also bubble up in conversations. Young people, in particular, voice frustration and a sense of urgency. They’re proud of Canada’s natural beauty—mountains, forests, lakes—but worry we’re not doing enough to protect these treasures for future generations. That love for our environment and the desire to safeguard it is part of the Canadian identity we cherish.

What Canadians truly want, above all, is a roadmap—a bold, coherent plan for the future of this country. It’s been almost a decade since any leader offered a unifying vision of where Canada could be ten or twenty years from now. People want to be inspired by more than short-term fixes; they need a clear destination to work toward. Where is this country heading? What does success look like when the hard work is done? Canadians want to see a plan that makes life more affordable, secures good paying jobs, creates wealth, sustains our universal healthcare, protects our environment, and preserves those core values—kindness, respect, and unity—that make up our national DNA.

An election is coming. Change is coming. This is your chance to unify us with a vision that goes beyond day-to-day politics. Deliver a sense of direction that captures who we are and where we want to be. This has to go beyond microtargeting. It’s about speaking to the heart of a nation ready for a renewed sense of purpose and possibility. Canadians are proud of their country - Donald Trump has helped unite us. Now, they’re waiting for someone to take that pride and translate it into a future we can visualize and get behind.