Survey data shows Canadians growing numb to scams as fraud rises and older adults screen visitors
Canadians are encountering fraud attempts so frequently that many are beginning to tune them out, even as new data shows fraud itself is rising and consumers are increasingly concerned about how sophisticated scams have become.
Equifax Canada’s latest Market Pulse Fraud Trends and Insights report shows first-party fraud climbing sharply over the past year. The rate reached 0.33% in the fourth quarter of 2025, up from 0.25% at the end of 2024 — a year-over-year increase of 32%. First-party fraud occurs when individuals use their own legitimate identity but falsify information to gain financial benefits such as loans or credit.
At the same time, Canadians report feeling overwhelmed by the constant flow of suspicious calls, emails and messages. A new Equifax Canada Fraud Survey conducted for Fraud Prevention Month suggests the daily exposure to scams is beginning to dull people’s reactions.
Nearly three in 10 respondents, or 28%, describe the steady stream of fraud attempts as a “manageable annoyance.” More than one-quarter say they have become so accustomed to suspicious communications that they simply delete them without reading. Others report more emotional fatigue: 16% say they feel anxious and exhausted trying to determine what is legitimate, while 5% say they feel completely burnt out.
“Fraud seems to have become a constant presence in Canadians’ lives,” said Carl Davies, Head of Fraud & Identity at Equifax Canada. “People are exposed to scams so frequently that many are becoming desensitized, yet the risks remain very real. New technologies are also making fraud more sophisticated and harder to detect, reinforcing the need for continued awareness, stronger protections, and shared responsibility across sectors.”
Concerns about technology are widespread. More than four in five Canadians, 83%, worry that modern tools can now generate convincing fake documents such as pay stubs, insurance claims or identification.
Identity theft remains the most alarming threat for many people. Two-thirds of respondents, 67%, say identity theft is among their top concerns, followed closely by impersonation and phishing scams at 64%. Digital payment scams rank next at 59%, while investment and romance scams concern 46%.
The survey also highlights where Canadians feel most exposed. Six in 10 say they feel most vulnerable online, while one third say using public Wi-Fi increases their risk. Even at home, one quarter report feeling susceptible to fraud.
Risky behaviour persists despite growing awareness. Nearly four in 10 Canadians admit they have accidentally clicked on a fraudulent link in a text or email message, and half say someone they know has experienced identity theft.
Canadians also see tackling fraud as a shared responsibility. According to the survey, 88% believe public and private organizations must work together to combat financial crime. Eighty-three per cent say media organizations should do more to explain how scams operate, while 80% support tougher penalties for fraudsters.
“People in Canada believe that fraud is not just a personal issue, it’s a broader societal challenge,” said Julie Kuzmic, Head of Consumer Advocacy and Compliance at Equifax Canada. “The findings show people want stronger safeguards, better education, and more collaboration between organizations and institutions to help them stay protected in an increasingly complex digital environment.”
While digital fraud dominates headlines, concerns are also emerging closer to home — literally at the front door.
A separate national survey by Ipsos, commissioned by HomeEquity Bank, suggests older Canadians are increasingly cautious about unexpected visitors, partly in response to scams that target them in person. The research found that 34% of Canadians aged 55 and older refuse to answer the door for unannounced callers, compared with just 20% of adults aged 18 to 34.
With service-related scams ranking among the most commonly reported fraud types affecting older Canadians, that reluctance may be a deliberate defence rather than a social habit.
"This new data challenges a popular narrative. It shows that aging Canadians have long been practicing a form of visitor screening that is now becoming mainstream," said Yvonne Ziomecki-Fisher, Chief Customer, Brand and Advice Officer at HomeEquity Bank. "They are prudent, not paranoid. Our goal is to validate their concern and introduce them to technology that enhances their control and turns apprehension into action."
Apprehension is widespread among older adults. The survey found that 82% of Canadians aged 55 and older feel at least somewhat uneasy when someone unexpectedly knocks on their door. Yet despite those concerns, 55% say they do not currently use any security technology to deter potential fraudsters.
Technology expert Marc Saltzman says tools such as video doorbells, motion-activated cameras and smart locks can give homeowners more control over unexpected encounters.
"Aging Canadians have shown they are savvy and comfortable online; now it's about upgrading their toolkit," says technology expert Marc Saltzman. "The latest technology allows them to safely press 'pause' on a high-pressure sales pitch at the door and verify a company's claims or even get a virtual second opinion. It's about equipping them with the knowledge to confidently shape their living space, so they can continue to age in the home they love."
