Join both David MacDonald, Environics Research, and William Moores, Executive Director, discussing the incredible discoveries found as part of benchmarking the Financial Fitness of Canadians for the last 15 years. As a result of the pandemic and current economic environment, many Canadians are feeling greater financial challenges, particularly in light of the rapid rise in inflation impacting the cost of living, especially food and fuel. A growing body of research shows that some Canadians are in a better financial fitness position to weather these storms than others. Financial services organizations that serve a broad cross-section of Canadians for credit, mortgages and loans will likely begin seeing the latter in increasing numbers. Taking a moment to learn who these struggling Canadians are, including their values and mindsets, will prepare financial professionals to help them in meaningful ways, and get them back on track and up the financial fitness ladder.