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Survey commissioned by Tru Cooperative Bank shows consumers cutting back, which may affect bank's loan demand or deposit growth, but impact is indirect and unclear.
A new survey commissioned by Tru Cooperative Bank finds that 45 percent of British Columbians have cut back on groceries and household essentials in the past year, as affordability pressures intensify across the province. The survey of 849 BC residents, conducted with Environics Research in May and June of 2026, also shows that 95 percent of respondents are concerned about the cost of living and 88 percent have changed their financial habits in the last 12 months. Four in ten say their financial situation has worsened over the past six months, while nearly half are saving less or no longer able to save at all. Half of residents believe the federal government, the BC government, and financial institutions should collectively lead in solving the financial pressures facing consumers.
Survey commissioned by Tru Cooperative Bank shows consumers cutting back, which may affect bank's loan demand or deposit growth, but impact is indirect and unclear.