In this episode, Mike is joined by Ron Vezina, Vice-President, Public Affairs at Canadian Blood Services to discuss the say-do gap between intention and action. This gap, lately much in the spotlight for vaccination and climate change, is particularly apparent when it comes to donating blood, an activity that Canadians universally agree is a good thing to do, however just under 4% of the eligible population actually donates. What’s most critical to addressing this gap? For CBS it’s trust - built by stakeholder consultation, ensuring safety, and being accountable over the long term.   Head over to www.ipsos.com for more information about Ipsos. If you have a topic that you'd like us to cover on a future podcast, please reach out to us at [email protected]. We are on most podcast platforms as well as on Spotify. Please like and subscribe to Educated Conjecture to get episodes sent to you as soon as they are published.