Please note that 2023 is the final year of the Gustavson Brand Trust Index. While there will not be a new report available this year, our website will remain accessible until August 1, 2024. We appreciate the incredible engagement over the Gustavson Brand Trust Index’s successful 8 years.

Questions? Please contact gustavsontrust@uvic.ca.

About the GBTI

The Gustavson Brand Trust Index (GBTI) is the only study done by an academic institution that investigates consumer trust, the factors that affect it, and the brands that succeed at it. Established in 2015, the GBTI champions responsible management within organizations through its findings, highlighting the increased need for 21st-century businesses to contribute positively to their communities. As a school, the Gustavson School of Business is uniquely positioned to both evaluate brand values and educate on their importance to consumer trust in today's society. Comprising top researchers in their fields, the GBTI team measures overall consumer trust in brands and emphasizes the role of brand values in its study of over 400 brands across Canada.

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