Gustavson Brand Trust Index in the News

Podcast: The pandemic effect on brand trust

This week we want to revisit a topic we covered last year—Brand trust. We believe we are at a point where we can evaluate the effect of the pandemic on brand trust. We also take a look at the updated Gustavson Brand Trust Index report and talk about what's changed in a year.

Did the pandemic effectively have an effect on brand trust? What did we discover in this year's report? How has the pandemic affected big corporations like Bell, Telus, or Amazon? And how has it impacted the smaller brands?

Listen the podcast on Everything is brand.  

Saul Klein: Demise of Greyhound leaves room for new competition

Another week, another goodbye to a company shutting its doors for good due to the pandemic. It was announced recently that Greyhound Canada is ceasing all operations in Canada, leaving many Canadians stranded, and a gap in the market.

The departure of Greyhound from Canada should come as no surprise to many after they slashed their services in 2018, leaving western Canada for a final time. But insights into Greyhound’s brand trust over the years highlight an important relationship between consumer behaviour and brand trust. Read more on The Province.  

MEC, Telus among most trusted brands from B.C.: study

While outdoor sports co-op MEC might now be foreign-owned, that hasn’t eroded Canadians’ trust in the brand founded in B.C.

The Vancouver retailer is the highest-ranked brand from the West Coast in all of Canada, tied for seventh overall, according to this year’s Gustavson Brand Trust Index (GBTI) out of the University of Victoria.

The Canadian Automobile Association (CAA/BCAA/AMA) led all organizations in the annual rankings, released Monday.

The GBTI score is based on surveys conducted with 8,975 Canadians and included results from 391 national and global brands, and 10 regional brands across 33 categories.
Read more on the BIV.  

These are the most trusted brands in Canada in 2021 

The Gustavson Brand Trust Index measures the relationship between brand and performance, social equity, and trust and advocacy for brands in Canada. 

The index measured responses from 8,975 Canadian consumers about 391 national corporate and product brands across 33 categories. The team behind the index found Canadian consumers closely link brand trust with consumer advocacy.

This year, the top three most trusted brands in Canada are CAA, Dyson, and LEGO. Read more on Daily Hive.  

Social responsibility key for top trusted brands, says UVic's business school

Canadian consumers are giving their loyalty to companies behaving in socially responsible ways as the country navigates through the pandemic, says the dean of UVic’s Gustavson School of Business.

“We expect all entities, all institutions, all organizations to be trying to do the right thing to help everyone,” Saul Klein said Monday as the 2021 Gustavson Brand Trust Index report was released. This is the seventh year the University of Victoria has released its trust index.

Consumers’ trust in brands is linked to authenticity, which means their belief in a brand reflects their values. Some previously trusted large brands have fallen in the rankings because consumers felt the companies’ values no longer aligned with their own, the report said.

The survey found that firms that are seen to focus too much on their own self-interest can lose the trust of consumers, Klein said. Read more on Times Colonist.

Saul Klein: Airline industry's actions during pandemic erode consumer trust

Opinion: Most Canadians would be unhappy to learn airlines are funding luxury trips for travel-influencers, especially after sacrifices they made.

There is no question that the airline industry has been drastically impacted by COVID-19 and is suffering in unprecedented ways. Recognizing the importance of ensuring the survival of an essential transportation infrastructure, most countries have provided significant funding to support airlines or, as is the case in Canada, are currently considering doing so.

At the same time, critics have questioned whether airlines’ own practices during the pandemic may have undermined their case for support. Even before COVID-19, many travellers shared their experiences of airlines behaving badly. Reports of interminable hold times on the phone, poor responsiveness to legitimate complaints and an indifference to customer welfare abound. Airlines have often become the businesses we most love to hate and, as such, failed to build a reservoir of goodwill that they can draw upon now. Read more on the Vancouver Sun

Study reveals Canada's most trusted brands during pandemic

Canadians have been losing faith in brands for years, but the COVID-19 pandemic has accelerated that erosion of trust, according to a new study.

The latest edition of the University of Victoria's Gustavson Brand Trust Index surveyed thousands of Canadians about their trust levels with well-known Canadian brands.

The study is normally only conducted once a year, in January and February. This year, a follow-up survey was done in April to measure the effects of the pandemic on Canadians' feelings about brands. Results from both surveys were made public on Monday. Read more on CTV News.

MEC Sale to Private Owner will Negatively Affect Brand Trust: Expert

The sale of Vancouver-based retailer MEC (Mountain Equipment Co-op) to a U.S.-based private investment firm raises a number of questions about how Canadian consumers will respond to the change in ownership.

How will this acquisition affect consumers’ trust in MEC? How will it affect consumers’ trust in the retail industry? What’s to come? There are so many questions people are asking about the sale to Kingswood Capital Management while the well-known retailer remains under creditor protection in Canada.

Dr. Saul Klein, Dean of the University of Victoria’s Gustavson School of Business, said his guess is that this will erode trust significantly for a few reasons.

“One is when we see a Canadian brand being acquired by an American one, that has a negative impact. We saw that quite sharply with Tim Hortons a few years ago. That was again one of the most trusted brands in Canada and then new ownership came in and started making changes. It really undermined a big part of the value proposition for Canadians,” said Klein. Read more on Retail Insider

B.C. brand trust index shows trouble emerging for Amazon

The COVID-19 pandemic may have bumped e-commerce companies like Amazon.com Inc. (NASDAQ: AMZN) to record highs in stock-market valuations, but trouble may be coming if they do not reinvest in elements that reflect social values.

That is one of the key takeaways from a new brand loyalty study conducted by University of Victoria’s Gustavson School of Business, which noted that the Seattle-based e-commerce giant, whose stock price surged passed US$2,640 per share in June as physical retail stores were locked down, suffered the report’s biggest brand-trust slide – down 17% from 2019 – year-over-year.

The only brand to suffer the same drop in consumer trust in the Gustavson Brand Trust Index 2020 report from 2019 was Quebec-based Agropur Dairy Cooperative – a result that was surprising to Gustavson dean Saul Klein, who is also one of the researchers on the survey.

Klein noted that this year’s index contained two data sets, one from January and February before the pandemic and one from afterwards – specifically to gauge how the 1,050 Canadian consumers in the poll changed their trust patterns after COVID-19. This makes Amazon’s slide even more perplexing, he said. Read more on BIV.

Canada Post Was Ranked As The Top Brand During The Pandemic Even With So Many Delays

What brands do you trust? A new university study shows how Canadians are feeling about it. According to the ranking, Canada Post delays haven't stopped people from believing it's the top brand during the COVID-19 pandemic.

The Gustavson School of Business at the University of Victoria has released a new follow-up study with its Gustavson Brand Trust Index which shows how much faith Canadians put in various companies.

With this new index, Canada Post was ranked number one.

This comes as the mail carrier has been experiencing Christmas-like levels of parcels during the pandemic and has been setting single-day delivery records. Read more on Narcity.

 

Archive 

January 2020

January 20- 27: ‘Trust Me’ advertising does not build trust. Create a trust agenda. Find out about this and more on the brand trust stories in our weekly news recap.

January 13 - 20: Americans trust Amazon and Google more than the police or the government. Find out about this and more on the brand trust stories in our weekly news recap.

January 6 - 13: In order to succeed in China’s ecommerce market, western businesses need to understand trust. Find out about this and more on the brand trust stories in our weekly news recap.

December 30 - January 6: Top 20 bruised, battered and embattled brands in 2019. Find out about this and more on the brand trust stories in our weekly news recap.

 

December 2019

December 2-9: Financial services can secure future innovation by focusing on trust. Find out about this and more on the brand trust stories in our weekly news recap.

November 2019

Nov 25 - Dec 2: Canadian telecom complaints hit a record high, with Bell leading the pack. Find out about this and more on the brand trust stories in our weekly news recap.

November 18-25: Lagging regulation, consumer trust inhibiting FinTech adoption in Canada. Find out about this and more on the brand trust stories in our weekly news recap.

November 11-18: Danone's call to action on sustainability: 'We're not moving quickly enough.' Find out about this and more on the brand trust stories in our weekly news recap.

October 2019

October 1 - 7: New research shows Facebook brand trust lowest out of top tech players with Apple ranking highest. Find out about this and more on the brand trust stories in our weekly news recap.

September 2019

September 23 - 30: Amazon bolsters Alexa privacy after user trust takes a hit. Find out about this and more on the brand trust stories in our weekly news recap. 

September 16 - 23: MEC, Lush Cosmetics will close stores across Canada on Friday for climate strike. Find out about this and more on the brand trust stories in our weekly news recap.

September 9 - 16: 51 major CEOs ask Congress for federal privacy law blocking state rules. Find out about this and more on the brand trust stories in our weekly news recap. 

September 2 - 9: Canadian airlines hit with $45K in fines in the first crackdown under passenger bill of rights. Find out about this and more on the brand trust stories in our weekly news recap.

August 2019

Aug 26 - Sept 2: Supply chain visibility boosts consumer trust and even sales. Find out about this and more on the brand trust stories in our weekly news recap.

August 19 - 26: Ride-hailing services will disrupt B.C.'s taxi industry. That’s a good thing for all involved. Find out about this and more on the brand trust stories in our weekly news recap. 

August 12 - 19: The Canadian public’s trust in corporations is broken – how do we fix it? Find out about this and more on the brand trust stories in our weekly news recap. 

August 5 - 12: How do tech giants profit from invading our privacy, and how can we start taking it back? Find out about this and more on the brand trust stories in our weekly news recap. 

 

July 2019

July 22 - 29: Zara built a $20B empire on fast fashion. Now it needs to slow down. Find out about this and more on the brand trust stories in our weekly news recap.

July 15 - 22: Ex-Unilever boss seeks 'heroic CEOs' to tackle climate change and inequality. Find out about this and more on the brand trust stories in our weekly news recap. 

July 8 - 15: For the love of trust – Edelman’s Michelle Hutton talks creativity and the state of trust. Find this and more #brandtrust stories in our weekly news recap. 

July 1 - 8: Why are brands losing #consumertrust? And how can technology help re-earn it? Find this and more #brandtrust stories in our weekly news recap. 

 

June 2019

June 10 - 17: Government of Canada advances efforts to build public trust and a positive reputation for the "Canada Organic Brand," while a new survey shows a continued decline in trust by survey respondents in major companies. These and more brand trust stories here. 

June 3 - 10: Facebook is breaking the five basic principles of trust-building while Canadians still don’t trust Tim Hortons as much as before. What's happening in the world of brand trust this week? You can explore consumer trust and brand trust stories here. 

May 27 - June 3: What's happening in the world of brand trust this week? From The North Face manipulating Wikipedia so its images ranked higher to the hike in scammers targeting those planning holidays, explore recent #consumertrust and #brandtrust stories here.

May 2019

May 20 - 27: UK consumers don't think GDPR has worked. #Boeing faces a major challenge in regaining the public's trust. To learn more on these and other brand trust news stories, get your weekly digest here. 

May 13 - 20: Jean-Dominique Senard, the departing CEO of Michelin and incoming chair of Renault, argues that the prevailing concept of corporate purpose needs an update. To learn more on brand trust in the news, get your weekly digest here. 

May 6 - 13: Brand Consistency Aids in Brand Security. Purolator recognized by consumers as Canada's most trusted delivery services partner in the Gustavson 2019 Brand Trust Index. To learn more on brand trust in the news, get your weekly digest here.

April 29 - May 6: MEC regains crown as Canada’s most trusted brand, says the new report. Be authentic, and trust will follow. And, for more brand trust in the news, get your weekly digest here.

March 2019

March 11 - 18: Explore stories from trust in technology, social media, digital marketing, and cybersecurity sectors. 

March 4 -11: As consumer skepticism grows, will the banks bounce back, or will competitors triumph? Is plastics campaign by retailers paying dividends in consumer trust? To learn about these and more on the brand trust news, get your weekly digest here.

February 2019

February 11 -18: As consumer scepticism grows, will the banks bounce back, or will competitors triumph? Brand Keys 2019 Customer Loyalty Engagement Index: Verified Trust = Brand Success. Plastics campaign by retailers is paying dividends in consumer trust. 

February 4 -11: Consumer expectations for trust increased across all product and service categories and brands by an average of 250% YOY, while consumer concern over privacy, security and brand transparency have reached a “tipping point.” 

January 28 - February 4: The brand turst news headlines featured are as follows: New Air France CEO Brings Customer-Service Savvy; Consumer Trust in Broadcasters: Higher and Higher; Tech Giant Huawei Faces 23 Felony Charges Plus A Huge Loss In Consumer Trust; Loyalty Advantage Now Favoring Digital Banks and Big Tech Firms; and Building Trust in the Fintech Revenue Model

January 2019

January 21-28: Explore the world of brand trust. This week's news digest features a study that shows a massive 250% shift in public expectation for brands to be trustworthy with their data as well as an interview on the Fifth Industrial Revolution and how it is about trust, values and saving the planet. All these and more in our weekly news digest.

January 14-21: Are interested in exploring the world of brand trust. This week's news digest features The 2019 Edelman Trust Barometer's new findings and Apple's Tim Cook calls for privacy bill with right to delete
dat. All these and more in our weekly news digest.

January 7-14: What's happening in the world of brand trust? Explore how blockchain-based product labels could build consumer trust in our food system, what America’s 14 most trusted brands are, J&J's handling of its talc crisis, and more in our weekly news digest.

January 1-7: "Let’s face it, consumers don’t trust brands. Most people view companies like faceless enemies; they’re just out to make money; they’re just telling us what we want to hear." To learn about how you can 'humanize' your brand and more, read our weekly news digest.

December 2018

December 24 - 31: Unlike fellow tech giant Facebook, which has struggled as it was forced to reckon with its own scandals this year, Amazon is still thriving. To learn about how tech giants can regain our trust in 2019 and other news in the world of brand trust, read our weekly news digest. 

December 17 - 24: Consumers turn to social media for personal interactions and that includes brands. Marketers will need to earn and maintain trust, while remaining agile to new sharing formats on social, according to Hootsuite’s annual trends report. To learn about this and other news in the world of brand trust, read our weekly news digest. 

December 10 – 17: 75 percent of US consumers said that they would stop doing business with a company if they received poor customer support or had a bad experience. To learn more about this and other news in the world of brand trust, read our weekly news digest.

December 3 – 10: 78 percent said they’re more inclined to view a company in a favorable light when a crisis is followed with the appropriate response. To learn about other news in the world of brand trust, read our weekly news digest.

November 2018

November 26 - December 3: 78 percent said they’re more inclined to view a company in a favorable light when a crisis is followed with the appropriate response. Explore this and more in this week’s brand trust news digest.

November 19 - 26: A recent study shows politeness in language influences attitudes toward a brand. A new survey finds that local television is the most trusted source of news. To learn about other news in the world of brand trust, read our weekly news digest. 

November 12 - 19: A recent study shows that brand loyalty isn’t dead, it’s just complicated. David Goldsmith explains how to choose micro-influencers that can build brand trust. To find out more about the news in the world of brand trust, read our weekly news digest.

November 5 - 12: “Businesses that fail to establish trust — the foundation of any relationship — will lose to businesses who can,” said SurveyMonkey CEO Zander Lurie in a statement accompanying the survey results. To find out more about the news in the world of brand trust, read our weekly news digest.

October 2018

October 29 – November 5: 82% of searchers choose a familiar brand for the first click. How can brands maintain authenticity when people are questioning the very nature of truth? To explore all these and other news in the world of brandtrust, read our weekly news digest. 

October 22 – 29: 8 out of 10 UK consumers say that “trust” is essential on choosing where they shop. Mountain Equipment Co-op (MEC) apologizes for the lack of minorities in its advertisements. Explore other news in the world of brand trust.

October 15 – 22: Coca-Cola is met with resistance from its younger target demographics. The PayPal brand name brings trust to small online retailers. Explore other news in the world of brand trust.

October 8 – 14: Read the brand trust stories from insurance, travel, technology, blockchain, apparel, and sportswear sectors

October 1 – 7: Explore what's happening in the world of brand trust. Read the stories from trust in finance, social media, entertainment, and sportswear sectors

September 2018

September 17 – 23: What's happening in the world of brand trust? Explore stories from trust in franchising, journalism, social media, and travel sectors

September 24 – 30: Explore stories from trust in technology, social media, digital marketing and cybersecurity sectors