The Big Shift

The Seismic Change in Canadian Politics, Business, and Culture, and What It Means for Our Future

Tuesday, January 22, 2013

Toronto, ON – In The Big Shift (HarperCollins Canada); Darrell Bricker, CEO of Ipsos Global Public Affairs, and John Ibbitson, Chief Political correspondent for The Globe and Mail, present a provocative look at a new Canadian political geography that has become divorced from the traditions of its past and replaced by a new, powerful coalition based in the west and supported by conservative leaning immigrant voters from China, India and other Asian countries.

With their combined expertise, Bricker and Ibbitson examine the issue from both a historical cultural perspective and statistical background to argue that the conservative party is doing a much better job of creating a narrative that centres on the issues Canadian voters care about most, and that the inability of the liberal leadership to speak to this growing population, their focus on the Quebec vote, and outdated equalization system envisioned to benefit Ontario as a Canadian power house is no longer relevant to the voting public.

In the next federal election 30 seats will be added to the House of Commons, mostly in Calgary, Edmonton, Vancouver and the underserved Toronto suburbs, where the bulk of the growing Canadian immigrant population has settled. Bricker and Ibbitson argue that the political media and business elites in Toronto, Ottawa and Montreal who ignore these changes will need to develop a narrative that speaks to this changing population and only those who understand these changes will be able to capitalize on the tremendous changes the big shift will bring.

About the Authors

DARRELL BRICKER is the CEO of Ipsos Global Public Affairs. Prior to joining Ipsos Reid, Bricker was director of public-opinion research in the office of the prime minister. He holds a Ph.D. in political science from Carleton University and is the co-author (with Edward Greenspan) of Searching for Certainty: Inside the New Canadian Mindset. He is the co-author, with John Wright, of What Canadians Think About Almost Everything. Follow him on Twitter @darrellbricker.

JOHN IBBITSON, chief political correspondent for The Globe and Mail, has served as the paper’s Queen’s Park columnist, Ottawa political affairs correspondent and bureau chief in both Washington and Ottawa. His numerous political books include Open and Shut: Why America Has Barack Obama and Canada Has Stephen Harper and The Polite Revolution: Perfecting the Canadian Dream. His novel The Landing won the Governor General’s Literary Award for Children’s Literature. He lives and writes in Ottawa. Follow him on Twitter @JohnIbbitson.

The book is published by HarperCollins Canada and is available online.

For more information on this news release, please contact:

Alison Babcock
Vice President
Ipsos Reid
Public Affairs

Maylene Loveland
Senior Publicist
HarperCollins Canada
416.975.9334 x166

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world’s third largest market research company.

With offices in 84 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,363 billion (1.897 billion USD) in 2011.

Visit to learn more about Ipsos’ offerings and capabilities.

The Big Shift

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Press Release


Alison Babcock
Vice President, Marketing & International Coordinator
Ipsos Public Affairs