This is a complex and very important issue that we're struggling with collectively, not only in Canada but across the world, and it's costing us a lot.
I'll start by saying that it's going to have to be a whole-of-society effort. It is not the responsibility of one group but not another, etc. I think that trust in science and government is extremely important to our democratic values.
In regard to what I have been doing, we have a group. International science advisers were quite concerned about this issue, and we've started looking at ways we can tackle this.
Australia just put out an interesting study about what motivates people to listen to this information, and so on. You wouldn't be surprised if I told you that there is a lot of neuroscience, psychology and communication in there.
I think we need to pay attention to why people are influenced and how they are influenced and make sure that we can empower people to have critical minds and ask questions about information sources, etc.