Survey shows Canadians narrowing priorities and redefining success amid uncertain economic backdrop
Even in an unpredictable financial climate, a majority of Canadians are advancing toward their personal targets, according to new research.
Now in its second year, the CIBC Ambitions Index offers a broad look at how people are pursuing goals across major life dimensions, from wellbeing and relationships to career and finances and the latest iteration (released Jan. 26) reveals that economic uncertainty continues to influence behaviour.
That said, around two thirds of respondents said they made tangible progress on their ambitions over the past year, only slightly lower than the previous report. Many are narrowing their list of priorities, concentrating on fewer goals that feel more achievable or personally meaningful.
Six in ten respondents said today’s economic conditions have prompted them to rethink their ambitions to better align with current realities.
Financial goals remain a central life ambition with 85% of respondents saying that achieving financial independence is a priority, 70% reporting actively saving and investing to build their financial future and 84% agreeing ensuring their family’s financial security is a key ambition.
Younger respondents are leaning toward experiences, purpose, and personal fulfillment over traditional milestones like aggressive wealth accumulation or early retirement, even as they report more uneven progress year to year.
“Our research shows that Canadians aren't just adjusting to change, they're redefining it,” says Carissa Lucreziano, Vice-President of Financial Planning and Advice at CIBC. “From prioritizing health and relationships to seeking out new skills and experiences, ambition is taking on new meaning across the country.”
Health and wellness remain the top ambition category, followed closely by financial stability and close personal relationships. Overall satisfaction with progress is relatively high, especially among older Canadians, while Millennials and Gen X respondents report more pressure and lower confidence in achieving their objectives.
The study also shows Canadians becoming more deliberate in how they manage their goals. Nearly half review their ambitions regularly, and four in ten set new objectives at least quarterly, suggesting a growing appetite for structured planning, an opening for advisors to play a more active role in helping clients align financial strategies with broader life priorities.
One group facing particular strain is recent newcomers to Canada who reported a noticeable decline in progress on career and financial goals, although health remains a core focus.
