2026 Public Awareness and Understanding of FireSmart in Canada

Please note:

  1. Findings for the Yukon, Northwest Territories, and Nunavut are aggregated due to small sample sizes. All results from the territories should be interpreted as directional rather than representative.
  2. Québec was not included in this survey.
  3. More than 60% of respondents lived in population centres exceeding 30,000 residents, potentially resulting in lower levels of wildfire and FireSmart fluency.
  4. Survey results are intended to be updated on a yearly basis.
  5. DK/NR represents respondents who selected “Don’t Know” or “No Response”.
  6. Percentages may not add up to 100% due to rounding. This online survey was conducted by Earnscliffe Strategies with a total sample size of n= 3,474.

Perception of wildfire scale and severity

Respondents largely agree that both wildfire scale and severity have increased in recent years.

00%

Perceived change in wildfire severity and scale

Climate change and carelessness of forest users are widely perceived to be two major causes of wildfire severity.

Poor forest management and the increased number of people living adjacent to forests or grasslands are perceived to be at least minor causes.

0%

Climate change

0%

Carelessness on the part of people using the forests and grasslands

0%

Poor forest management practices

0%

More people living in areas adjacent to forests and grasslands

Attitudinal statements

Hover over the bar charts to learn more.

0%

If we all work together, we can reduce the impact of wildfires on people, homes, and communities

0%

In terms of impacts, wildfires are going to get worse before they get better

0%

Wildfires are natural and are something we have to learn to live with

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perceived Risk of wildfire in your province or territory

0%

Of respondents believe wildfire is a risk to their province or territory.

0%

Would go as far to say it’s a great risk.

Perceived wildfire risk compared to Pan-Canadian average

In general, the further west you go the more respondents believe their province or territory is at greater risk of wildfire than the Pan-Canadian average.

British Columbia

  • 36% Much greater risk in my province/territory than the national average

Greater Risk

Lower Risk

Confidence in province or territory

I am confident in my province or territory’s ability to:

British Columbia

  • 36% Much greater risk in my province/territory than the national average

Very Prepared

Not Prepared

Perceived responsibility for wildfire risk reduction

Respondents believe the responsibility of wildfire risk reduction primarily lies with their provincial or territorial government, but the forestry industry and federal government follow closely behind.

0%

Provincial government has a major responsibility to mitigate wildfires. 

Your Provincial or Territorial government

Forestry industry

Federal government

Local communities

Residents and community members

Insurance industry

Indigenous groups

Familiarity with FireSmart Canada

Respondents who have heard of FireSmart.

0%

Albertans that have heard of FireSmart.

Respondents who who believe FireSmart is at least somewhat valuable

0%

The majority of Albertans believe FireSmart is valuable to the province and its citizens.

Firesmart Fox

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Of those who have heard of FireSmart Canada, 43% of respondents have seen or heard of Ember the FireSmart Fox.

Icon of a person in front of a shield, representing personal ability to reduce wildfire risk

Personal ability to reduce the risk of wildfire damage to your home

3 out of 4 respondents believe they have the personal ability to reduce the risk of damage to their home in the case of a wildfire.

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Icon of people taking action, representing actions taken to reduce wildfire risk

Actions taken to reduce risk of wildfire

3 out of 10 respondents have taken action to reduce wildfire risk to their homes.

0%

Icon of a person with a magnifying glass, representing likelihood of seeking wildfire risk information

Likelihood of seeking out information and guidance on reducing wildfire risk

Just over half of respondents are at least somewhat likely to seek out more information on reducing wildfire risk to their home.

0%

Convincing factors for FireSmart program participation

Saving lives is the most convincing factor in getting people involved with FireSmart programs.

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0%

Saving lives

House Icon

0%

Protecting homes and communities

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0%

Protecting my neighbours

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0%

Saving money on insurance

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0%

Evidence that FireSmart works

Likelihood to undertake FireSmart risk-reduction activities

Respondents are most likely to take wildfire risk-reducing actions if their local fire department is the one recommending it.

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Your local fire department

Your local fire department

Your insurance company

Your provincial/territorial wildfire agency

A national organization like FireSmart Canada

A local FireSmart champion

An elected government official

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