TORONTO – In the early stages of his prime ministership, Justin Trudeau garnered significant attention and admiration, particularly among the youth. Following his overwhelming majority victory in 2015, he became a cultural icon, featuring in prestigious publications like Vogue and even making an appearance in a Marvel comic book. His charm and relatable demeanor were pivotal in resonating with younger voters during that election cycle, marking an increase in young voter turnout from 39 percent in 2011 to 57 percent in 2015. The Liberal Party captured 45 percent of the young voter's support, as indicated by research conducted by Abacus Data.
Political experts, including Albert Burgesson, who served on the Prime Minister’s Youth Council from 2019 to 2021, noted that Trudeau's initial connect with the younger generation was largely due to a strategy that involved capitalizing on social media platforms, particularly Instagram. Mireille Lalancette, a professor at the Université du Québec à Trois-Rivières, pointed out that Trudeau was the first major Canadian party leader to embrace Instagram in 2015, utilizing this identity-driven platform to establish a versatile leader image – one that was youthful, confident, and sensitive. His self-identification as a feminist and his pledges towards Indigenous reconciliation helped solidify this image.
During his peak years, Trudeau reached international stardom, culminating in a “steamy” photo shoot for Vogue magazine with his wife, Sophie Grégoire Trudeau, and appearing on the cover of Rolling Stone. His likeness even made it to an episode of “The Simpsons” in 2019, showcasing his broader appeal outside of Canada. However, as noted by political scientist Alex Marland from Acadia University, this period reflected a "supernova" phase for Trudeau, leading to a parasocial relationship with the Canadian public that felt akin to a familial connection due to his father's legacy as a former prime minister.
However, the political climate shifted dramatically after 2018, particularly following Trudeau's controversial trip to India, during which his family attracted ridicule for their attire that appeared more suitable for a wedding than a state visit. This incident marked the beginning of a decline in his public image as Canadians began perceiving him as "phony." Marland contends that the disillusionment stemmed from a growing divide between Trudeau’s campaign promises and his actual governance, leading to a disconnect that became increasingly evident as his administration faced numerous scandals, including the SNC-Lavalin affair, which saw resignations from two female cabinet ministers, and the resurfacing of old photos of Trudeau engaging in blackface. These controversies contributed significantly to perceptions of Trudeau failing to uphold his stated feminist and culturally sensitive ideals.
Though Trudeau managed to retain power following the 2019 election, his party lost its majority, and in the 2021 election, the Liberals were unable to regain it. Marland observed a stark contrast in Trudeau's public imagery over the years, citing a notable photo from 2015 that depicted him and his gender-parity cabinet walking together to the governor general's residence during his swearing-in ceremony. In stark contrast, Trudeau's resignation announcement saw him isolated at a lectern, symbolizing a significant shift in both his political fortunes and public sentiment towards him.
