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Research shows affordability tops the list of issues where British Columbians want financial institutions to use their voice as trade uncertainty and economic pressures continue to impact households and businesses
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LANGLEY, B.C., Sept. 02, 2026 (GLOBE NEWSWIRE) — As affordability concerns continue to weigh on household finances, four in five British Columbians (80%) believe financial institutions should advocate on behalf of consumers on issues that affect their financial well-being, according to a new survey commissioned by Tru Cooperative Bank. The finding comes as 95% of British Columbians say they are concerned about the cost of living, underscoring a growing belief that affordability challenges require a collective response involving governments, businesses and financial institutions.
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The results build on earlier findings from Tru Cooperative Bank’s Economic Outlook and Sentiment Survey, which showed British Columbians are cutting back on groceries and household essentials, saving less, and feeling less financially secure as rising costs continue to strain household finances.
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“People are telling us that affordability remains one of their biggest concerns, and they want the organizations that shape their daily lives to help address those challenges,” says Launi Skinner, CEO of Tru Cooperative Bank. “They’re no longer just looking to us for financial services. They want financial institutions that understand the challenges they’re facing and are willing to ensure those concerns are heard.”
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Respondents (60%) indicated they want governments, businesses and financial institutions to work together to help address affordability pressures and strengthen financial well-being, reflecting a growing expectation that affordability challenges require a coordinated response.
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For cooperative financial institutions, advocacy is a natural extension of their purpose. Unlike shareholder-owned banks, cooperative banks are owned by their members and accountable to the communities they serve. This member-owned model positions cooperatives to elevate consumer and business perspectives in conversations about affordability, financial resilience and economic well-being, while offering a potential model for broader industry engagement on these issues.
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“The latest U.S. tariff developments are a reminder that international economic decisions have real impacts on local businesses, families and communities,” says Skinner. “We hear directly from our members about the pressures they face, and we’re working to ensure their perspectives are represented in conversations with policymakers. As governments consider policies and support measures to help communities navigate economic uncertainty, it’s important that those decisions are informed by the lived experiences of local businesses and families.”
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Tru Cooperative Bank commissioned the survey to better understand the evolving financial realities facing its members and British Columbians more broadly. The findings reinforce the importance of combining research, advocacy and action to help address affordability pressures and strengthen financial well-being for individuals, families and communities.
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About the survey
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The data and insights presented are the outcome of an economic outlook and sentiment survey conducted by Tru Cooperative Bank, in partnership with Environics Research, in May and June of 2026. A survey was conducted with a representative sample of 849 BC residents (aged 18 and over) drawn from an online panel, while a parallel survey was conducted with 600 members of Tru Cooperative Bank across British Columbia. The survey was designed to collect insight on current and evolving economic conditions in B.C. and how consumers are adapting to them. Because online surveys of the general public are not based on a random probability sample, no margin of error can be calculated. For more information on the survey, please contact [email protected].