Show notes
Decarbonization, the energy transition, and combating the climate crisis are critical to the future of Canadians (and the planet). But we all have different priorities and opinions. In episode 134 of thinkenergy, David Coletto, founder and CEO of Abacus Data, unpacks some of the key issues Canadians face today. Abacus Data is a Canadian market and public opinion research agency, delivering insights to guide policy decisions, messaging, and how to foster collective dialogue about pressing challenges. Related links Abacus Data: https://abacusdata.ca/ David Coletto on LinkedIn: https://www.linkedin.com/in/%F0%9F%93%8A-david-coletto-%F0%9F%8C%8E-b44a8622/ David Coletto on X: https://twitter.com/DavidColetto Trevor Freeman on LinkedIn: https://www.linkedin.com/in/trevor-freeman-p-eng-cem-leed-ap-8b612114/ To subscribe using Apple Podcasts: https://podcasts.apple.com/us/podcast/thinkenergy/id1465129405 To subscribe using Spotify: https://open.spotify.com/show/7wFz7rdR8Gq3f2WOafjxpl To subscribe on Libsyn: http://thinkenergy.libsyn.com/ --- Subscribe so you don't miss a video on YouTube Follow along on Instagram Stay in the know on Facebook Keep up with the posts on X --- Transcript: Trevor Freeman 00:07 Hi, welcome to thinkenergy podcast that dives into the fast changing world of energy through conversations with industry leaders, innovators and people on the frontlines of the energy transition. Join me, Trevor Freeman, as I explore the traditional, unconventional and even up and coming facets of the energy industry. If you've got thoughts, feedback or ideas for topics that we should cover, we'd love to hear from you. Please reach out to us at think energy at hydro ottawa.com. Hey, everyone, welcome back. On this show, we often hear from energy experts, whether that's talking about a specific technology or up and coming solutions, or speaking with people that represent organizations who are playing a key role in the energy space. And while that's great, and we could obviously learn a lot from that. It's also important that as we're having those conversations we're doing so with a good understanding of the context around us. By now, I hope we are all very familiar with the concept of knowledge bubbles, because I'm passionate about decarbonisation about the energy transition. And especially because I work in the energy sector. I speak to and hear from a lot of like minded individuals, we share common drivers and use a lot of the same factors to make our decisions. For example, when my own personal heating system, you know, a standard gas furnace was nearing the end of its life about four years ago, switching to a less carbon intensive option was really important to me, and that factored heavily in my decision. Even when my furnace ended up dying in the middle of January, before I had a chance to do all my research and forcing me to make a really quick decision. But I know that not everyone thinks that way. And nor do they have the luxury to think that way. For most folks getting something affordable and quick that provides heat and as easy to use is the most important thing. fuel sources low on the list. And my first appearance on the show when our previous house, Dan asked me why I was interested in taking over his hosting duties. I noted that while I was encouraged that there does seem to be a general consensus around climate change being a real thing. Finally, at least for the majority of Canadians, we as a society are far from aligned on the exact strategies and tools that we need to deploy in order to do something about it. You know, nor is climate change, the only thing going on in the lives of everyday Canadians. There's an affordability problem, there's a housing crisis, we're worried about having an effective health care system. And seeing parts of that, you know, not work so well. The list of things that matter to Canadians is long. And we as a society are not homogeneous in our thinking. So that is why I think today's conversation is really important. David Coletto, holds a PhD in Political Science from the University of Calgary, and is the founder and chair and CEO of abacus data, a Canadian market and public opinion research agency. So David and Abacus have really made it their mission to help all of us better understand what Canadians are thinking and feeling about kind of everything. It's this insight that helps drive policy decisions, messaging, and ultimately how we can best have a collective conversation about our path forward. David, welcome to the show. David Coletto 03:28 Hey, Trevor, thanks for having me. Great to be here. Trevor Freeman 03:30 Great. Let's start with the basics. You've described yourself as infinitely curious, passionate and eternally optimistic? First of all, that's a pretty fantastic start to a bio. But help me fill in the blanks here. How did you come to start abacus? How do you maintain that curiosity, passion and optimism? David Coletto 03:48 So yeah, everyone asked this question like, when did you want to become a pollster? Like, was this something you always wanted to do? And it's funny because it is, I don't know the exact moment. I don't think there was like a light bulb that said, I want to do this. But I think over the course of high school, and then, you know, as I thought about what I wanted to do, after high school, I was really always interested in two things. One is politics. And then two was stats, I was that kid who like, I'm aging myself here a little bit, but I would be no, my parent, my parents, I grew up in Toronto would get the Toronto Star and I would, you know, every morning, open and up during the baseball season and look at the box scores and just be like devouring stats around baseball. And so I think as a pollster, I started in politics and an interest in politics. And, you know, a lot of what I do, looking at the political world, is basically the box scores for politics, you know, who's up who's down how Canadians feel about those political leaders. But that expanded beyond that, over the last 20 years, and I've come to just be someone who's just really interested in and curious about why people do what they do. Why do they think what they think? And I have this amazing job where I get to ask 1000s of Canadians hundreds of questions every week, from anything from politics, all the way to how they feel about work, how they make decisions, on, you know, where they eat out for dinner to stupid stuff that, you know, feels a little fluffy and not that important around, you know, what are they going to do on Valentine's Day? And that, I think, is what keeps me motivated. The optimist in me, I don't know where that comes from. I don't know if it's part genetic art, just, you know, outlook. But I'm always somebody that sometimes drives my team crazy, who will take a situation that's not always positive and say, okay, but what's the upside? And how do we? How do we get over that? And I think as somebody who is, especially over the last number of years, who has been kind of seeing people's reaction to the world around them in a very negative way, I think you almost have to be an optimist to be able to do that. Because it's been a really tough time. And most people's responses to questions these days are negative when it comes to pretty much everything that's going on in the world. Trevor Freeman 06:15 That transition, I guess, or that following from politics to other issues. I'm curious how that is guided for you and for your organization? Do you follow where the conversations are going? Or do you have a bit of a strategy of, you know, we want to, we want to test this theory, or we want to test this hypothesis, talk us through how you decide what information you're going after? David Coletto 06:36 I think we're always interested in just helping our clients. Anyone who is consuming our content was interested in why the world works, the way it does, is providing some insight into it. Right? Again, I think we have this, this really unique opportunity as a market research company to tell Canadians what other Canadians are thinking. And I think by understanding each other, I believe, we can find a way to get to whatever goal we want. For some, it's about putting yourself like research puts yourself into other people's shoes for a moment and understanding the world from their perspective, the perceptions that they have, which I think are so important to understanding why they do or think anything else. And being able to pinpoint the thing, or the perspective that comes to shape how other people see things. And so that's what I'm really fascinated by, like digging deeper, and trying to get at the why is the most fascinating and interesting part of my job. And the polls, you know, we always say we started, I started my career, looking at things from a political angle. But politics is only a very tiny portion of the things that we do. And I always like to remind, you know, every audience, whether it's a CEO, who is much more focused on like their profit and loss sheets and try to increase the revenue to the political leaders that I have the privilege of talking to, from time to time, is that every person, I think has three cells, they're at once a consumer, they're at once, especially if they're in the in the labor market, a worker but even if they're retired, or haven't yet entered that labor market, what the work that they did, is still important to who they are, or the work they want to do is important to who they are. And then lastly, they're also voters, or they can be voters. And so those three are interconnected. And that's why I think it's really valuable to see them as those three things and understanding how their views on politics informs the choices they make as consumers and and then how they are able to behave as consumers may also influence the choices they make for where they work, or the demand they have from their workplace, and and the political world as well. Trevor Freeman 08:59 Yeah, totally. I think that's a great lens to put on things not just for you in the kind of let's call it data business, not for those in the sort of political business or political world, if you will, you know, we think about that and the energy side of things, obviously, our lens is through energy and how what people are doing with it and using it and the decisions are making, but that's not how people look at the decisions in their lives. They don't look at it through that lens. So being able to step outside your bubble, as I kind of mentioned, is really helpful and I think could help all of us no matter the sector we're in so great way to frame that. David Coletto 09:33 Yeah, and I'm often that like, spark or stimulus that like a leader would bring in to a team and say, okay, David, give us the broad perspective on things because so often, when you like Trevor get to spend most of your time thinking about energy and, and and the policy and how do you deliver it and then all the shifts that might be happening, you're very much an expert, and you develop an expertise, but I am not really an expert. Hi kind of a mini expert on everything, but also bring this really broad perspective that I can, I can tie things together to say the other reason why people are resistant to buying, for example, if I'm an electric vehicle, it's not because they're fundamentally opposed to an energy transition, it's because they're just worried that they're not gonna able to charge it. So if the infrastructure is not there, how do we expect them to be comfortable doing that, or, you know, if you're talking to Albertans, who are the most resistant to moving away from oil and gas and embracing kind of an electrification of the world fundamental because most of their livelihoods are based on an industry that requires extracting oil from the ground and processing it? So when you start to understand the why, like, why do people get to these perspectives, or ultimately, their behaviors, it's often tied to something a little bit deeper. And that gives you, I think, a way to then figure out how to talk to them? How do you persuade them? And how do you most importantly, I think, relate to them? Totally. Trevor Freeman 10:55 So on that note, you know, data, what you guys are doing, it's useful for decision making, it's useful for informing policy. I guess what I'm trying to ask is, where's that line between pushing a narrative versus understanding what narrative is out there? You know, obviously, you're hired to go get data to help inform different organizations or political entities making their decisions? Is there a line there between getting data and pushing data or pushing a narrative? David Coletto 11:26 Yeah, I'm often, you know, either often criticized, if anything, because people believe that the polls that we put out in the public domain, for example, are actually influencing public opinion itself. And the evidence of that is minimal. I mean, I don't think there's millions of Canadians who could name abacus data? Or know what the heck we do? Or, or, or have you ever read one of our polls, but I don't, you know, deny that that research at any level of an organization or in the broader kind of conversation we have about society doesn't have an influence. And so when I say like, my vision for abacus is to be the most sought after influential polling firm in Canada. And what I mean by influential is not that we are at ourselves, influencing the direction of policy, but that we're that the quality of our research, and the insights we derive from that research, influences decisions in a positive way. Like, my fundamental goal is to help leaders make better decisions. And I think if your decisions are data driven, if they're evidence based, if they're rooted in understanding your audience, then you can make better, more confident decisions. And so that's what I mean, when I'd say I want to be influential, I don't care. You know, if everybody in the entire country knows who I am, and they want to hear what I have to say, my opinion matters very little. Now, my opinion about what I think the research I do matters, I think is useful. And every researcher brings a unique perspective to the research they do. And I like, I admit, I've got biases, I view the world a certain way. I'm an optimist. And so I'm constantly trying to find the upside of a lot of the stuff that we look at. But I don't believe that, you know, for research to be effective, it's not just, you know, let's go do a bunch of research and write it down on a piece of paper, and it was handed out. I think, and I think where Abacus has been really successful, is that being seen as an effective communicator of what that research means? And helping organizations leaders that whoever action it, do something with it that helps achieve their goals? Trevor Freeman 13:43 Yeah, that makes a lot of sense. Okay, so obviously, one of the reasons I want you on here is to talk about energy, climate change, decarbonisation, et cetera. Before we dive too deep into some of the specific research you've done, let's talk kind of high level about some of the evolving trends that you may have seen over the last number of years when it comes to Canadians perspectives on those items, you know, help us understand where we've been going these last couple of years and where we are today? David Coletto 14:12 Well, I think let's start with a step back and look at the broad kind of mindset that I th…
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