GIV3 and Sector3Insights published the Canadians’ Prosocial Behaviours Report. The 2026 report builds on the two prior studies to advance the research on the key drivers of Canadian generosity and prosocial behaviours (giving, volunteering, civic participation, voting, etc.). The study was designed to find the true generosity drivers to support policy considerations.

Key insights/implications:

• Prosocial behaviour depends heavily on connectedness/community embeddedness (more so than on empathy and goodwill).
  • Canadians who are more socially embedded (in associations, religious attendance, clubs, etc.) are more prosocial.
• Prosocial behaviour is shaped by social norms, especially obligation to be generous, upbringing, and visible examples.
• Religiosity matters, but largely because it reinforces belonging, participation, social expectation, and social norms (less due to divinity/spirituality).
  • Religion is important because it is good at supporting the drivers of connectedness and social norms.

For additional key insights and to access the report, click here.