Goodbye Justin – Why is he not Connecting to Canadians

Patrick Gossage • January 14, 2025

The Liberals liked to tell us that the problems they have are not with the wonderful programs they have delivered for Canadians but that they had been unable to communicate them effectively. What if the real problem was the communicator-in-chief, Justin Trudeau, ever more repetitive and tightly scripted, was simply not connecting with the public anymore? In fact, he’s been alienating them?

Why did Trudeau stop connecting with Canadians? In recent months, no matter how much he spent on programs to entice the including dental care and pharmacare and a raft of programs to increase the supply of rental and new housing, his approval remained at the lowest level of any Prime Minister ever. Let’s try and give this a professional analysis. 


Certainly, he was visible enough. Appearing daily on TV domestically fronting every new program in the fall. Plus, landing regularly at head of government meetings and conferences all over the world and getting clips on TV. 


So, the first conclusion is a serious problem well known to political strategists: he has been terribly overexposed. The public simply has become tired of the daily Justin face on TV trying to reach out to them  always using the same words like “continuing to” invest in Canadians. And we’ve grown wary of his self-conscious, self-satisfied smirks when he thinks he’s answered a question effectively when in fact he almost never addresses a question directly. And the profuse use of “uhs” which simply annoy.


Many who dislike him call him a “phony.” One hears that a lot. Also “inauthentic,” it’s hard to see that he believes in what he says – a basic quality of good communication is for the speaker to believe what he or she says and show it. A “showman” who’s all performance - which has been related to his time as a drama teacher. Shannon Proudfoot of the Globe and Mail wrote about the real emotion he finally displayed in his resignation: “…it has been a long time since Mr. Trudeau betrayed anything that seemed like a real reaction that responded directly to the moment.”   

Also, he has almost no humor. A key element in any effective communication. Especially for social media. As is spontaneity which is now very rare as Justin repeats worn talking points at nauseum.


One may well ask what happened to his ability to communicate  after he did such a credible job day after day informing us during the Covid crisis. Perhaps his own fatigue and lack of enthusiasm being such a target of unrelenting attacks and nastiness. He is human and also suffered the departure of his wife. At times like this one tends to fall back on comfortable and familiar ways of expressing oneself.


There is also the tendency in his speaking to say the obvious as if it was a revelation. “Captain Obvious” some might say. The writer and critic Bob Ramsay put it this way: “Trudeau is also a heavy user of the phrase “hard-working,” as in ‘hard-working Canadians.’ This flattery is so tired and fake that it’s cringe-worthy. When we hear him say it, are we really meant to connect more with him, to believe he understands us, that we’re a bunch of hard-working folks bonding over our common cause?” He also repeatedly says when dealing with a serious issue   “ We are working round the clock on this.” As if…


Finally, there is the ill-defined motivation for the overall Liberal program. The obsessive purpose to work for the “middle-class and people working hard to join it.” This was the spine of the Liberal platform in 2015 and has been endlessly repeated. Note this statement made going into the Charlottetown Cabinet retreat in 2013: “We made a commitment to stand up for the middle class, and we will not stop fighting until everyone has a real and fair chance to succeed. As we head into a new Parliamentary session next week, we remain focused on the things that matter most to Canadians: making life more affordable and creating good, middle-class jobs now and into the future.”


This verbose promise to create a “chance to succeed for everyone” and “good middle-class jobs” is so vague as to mean nothing. It is belied by the fact that it is the middle-class that has been hit hard by inflation, and the rising cost of groceries and housing. It is also typical of the Liberals tendency to overpromise and underdeliver, an ironclad rule of political “not to do’s.” And of course, the not stop fighting juvenile description of the Liberal’s unflagging dedication! It’s worth noting that none of these placebos are goes for social media clips so important for so many


Finally, there is the question of who comes to the strong defense of Canada when it is threatened. Certainly not Justin Trudeau, on holiday when Trump launched his bombastic threats to our sovereignty and economy. Bullies need strong resistance, or they keep bullying. Justin has yet to articulate the kind of national pride that Jean Chretien did so masterfully in the Star on January 11, as addressed to Trump: “ What could make you think would ever give up the best country in the world – and make no mistake we are – to join the United States…If you think that threatening and insulting us is going to win us over don’t know a thing about us.” He then lists the key values we all share, like tolerance, and the generous social safety nets we have built. It’s one of the best defenses of our nation I have seen in years. It could have been a memorable part of Trudeau’s farewell. It wasn’t.


In conclusion, the style, content, and mode of expression of Justin Trudeau has steadily led to the increasing lack of trustworthiness of this government ‘s chief communicator. As a former PMO script and media release writer I can only say that his staff have allowed him to fall into a groove which has reduced his authority and credibility. 

Patrick Gossage Insider Political Views

By Patrick Gossage July 7, 2025
When I was at university in the sixties, it was easy to love being Canadian. Patriotism was easy in the era of Pearson, peacekeeping and his Nobel Prize. He introduced defining landmark social programs like the Canada Pension Plan and universal health care. He also was crucial in launching the new Canadian flag, promoting bilingualism, and fostering a more inclusive immigration policy. His government got into the business of Canadian cultural promotion with the establishment of Telefilm Canada in 1967 to fund Canadian filmmakers. (The crown corporation, the National Film Board, was established in 1939.) The Pearson era went out with a proud Canadian bang at Expo67. Canada was prosperous, our identities, either largely British and French, were secure. The writer and philosopher George Grant, put it this way: “English speaking Canadians have been called a dull and costive lot. In these dynamic days, such qualities are particularly unattractive to the chic. Yet our stodginess has made us a society of greater simplicity, formality, and perhaps even innocence than the people to the south.” This is the society in which most anglo seniors today grew up. Not chic, looking with some envy at the glamour of Hollywood and Broadway, but modest and content. But the seeds of change were there. In Toronto. Italian and Portuguese laborers were being brought in to build subways and suburbs. Canada was about to add to the core French and English culture, and value assumptions far more diverse, and multicultural influences. Multiculturalism became official government policy in 1988. In his speech to the House of Commons, Trudeau stated that no singular culture could define Canada, and that the government accepted “the contention of other cultural communities that they, too, are essential elements in Canada.” A policy of multiculturalism was implemented to promote and respect cultural diversity, and to in fact fund ethnic efforts to preserve and develop their cultures within Canadian society, the opposite of the US “melting pot” objective. Section 27 of the Canadian Charter of Rights and Freedoms officially recognizes multiculturalism as a Canadian value. In a 1971 speech in Winnipeg to a Ukrainian audience, Trudeau said: “What could be more absurd than the concept of an “all Canadian boy or girl! “ Trudeau greatly enlarged the makeup of the body of immigrants by expanding the ‘family class’. In 1978 immigration act changes allowed new Canadians to sponsor their parents of any age. Those from less-developed nations found this particularly appealing. Trudeau senior’s major accomplishment which ensured the protection of all minority rights was the repatriation of our constitution woth the Charter of Rights and Freedoms Now In Canada, approximately 23.0% of the population are first-generation immigrants, meaning they were born outside of Canada. This figure represents the highest proportion of immigrants in Canada in 150 years and is the highest among G7 countries. Over half of our population are either of English or French heritage. The torch of openness to refugees and immigrants and “diversity is our strength” has been taken up by Justin Trudeau in a big way. He told the New York Times Magazine in October 2014 that Canada could be the “first post national state”. He added: “There is no core identity, no mainstream in Canada.” Many would argue that, yes, there is a core set of Canadian values. Often not recognized, they are regularly reflected in government policies. They set us apart from the United States, form part of our identity, and enrich our life experiences. Pearson and the Trudeaus have been instrumental in implementing Liberal values, ensuring equality of opportunity across the country and that no minority is trampled on. Foremost is universal publicly funded health care, whatever its problems. His son will be remembered for the Canadian Child benefit which today grants parents up to over $6,000 per child, which greatly reduced child poverty and $10 a day daycare. Justin Trudeau also launched publicly funded denticare and started a pharmacare program. Recipients of these programs obviously see them as essential parts of being Canadian. The generally shared values of Canadians include the importance of collective wellbeing, co-operation and social equality and a belief that active governments can improve our lives. Justin Trudeau’s self-declared “feminism” and his making cabinet one half women showed a dedication to equal rights for women which he tirelessly promoted. He was forever promoting the value of “diversity is our strength”. We genuinely welcome immigrants and show a high degree of tolerance for differences. Perhaps the best indication of this is the late seventies welcoming of over 60,000 Vietnamese boat people. As well, after 2015, over 44,000 government and privately sponsored Syrian refugees were settled and helped to establish themselves in Canada. Prime Minister Trudeau personally welcomed the first arrival in Toronto. While seemingly uncontrolled immigration of foreign students and refugees has become more controversial recently, it is accepted that we need immigrants, and the flow is now more rationally controlled. His father also ruled over a Canada that was very pro-Canadian and even anti American – not hard when the United States was immersed in the nightmare of Vietnam. He was well aware of the dangers signaled by George Grant in Lament for a Nation, which predicted the virtual integration of the Canadian and US economies. He established the Foreign Investment Review Agency to break the wholesale takeover of Canadian businesses by US firms. He established Petro Canada to get a window into the largely foreign owned oil and gas sector. And his government was very active in supporting and encouraging Canadian culture. The CRTC mandated Canadian content on our airwaves, spawning a healthy music industry. His son substantially increased funding for the public broadcaster CBC. Then in 1988 came a major shift in our identity and sovereignty. Prime Minister Mulroney wanted a free trade deal with the US and John Turner, the defeated Liberal leader, finally found his voice: “I will not let Brian Mulroney sell out our sovereignty. I will not let this great nation surrender its birthright. I will not let Brian Mulroney destroy a 120-year-old dream called Canada, and neither will Canadians”. But Turner lost, and a new deal sealed the situation we are in today with over 70% of our exports going stateside and Trump determined to wage economic warfare with a country he feels does not have a right to exist and should be the 51 st state: “Economically we have such power over Canada.” In fact, we have inadvertently given him “all the cards” as Trump likes to say. Turner might well say from the grave, “I told you so!” Sovereignty means more than building our own economy more independent of the United States. It means rebuilding the pride we have as Canadians and actually knowing and cherishing its values so different from those south of us. And this seems to be happening ironically, thanks to Trump’s trumpeting us as a 51 st state. Flags are everywhere and as we celebrate our 158 th birthday there is a new patriotism bursting out across the nation. The national anthem is being enthusiastically sung by audiences at all sorts of gatherings and performances. And worry as we may about the diverse cultures and beliefs of the hundreds and thousands of immigrant adults from every corner of the Globe, we know their children going to public schools will become knowledgeable, committed Canadians. There is a Canadian soul which will not be destroyed.
Doug Ford in a suit and tie is talking into a microphone
By Patrick Gossage June 11, 2025
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