GBTI Highlights 2022

Using but losing: Trust in dominant tech businesses is eroding

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Gustavson Brand Trust Index 2022 Full Report

Dean's Message

Saul Klein

Reflecting on the 8th annual edition of the GBTI. Read more

Methodology

Methodology

How we conduct our study. 
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Market Evolution

Executive Summary

The market evolution of brand trust.
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Executive Summary

Executive Summary

An overview of brand trust in 2022.
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A&W: Sustainable Practices

A&W

How A&W builds trust through sustainable practices.
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Descending Airline Trust

Supply Chain

Two years on, airline trust is still being affected by the pandemic. Read more

Privacy & Data

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Which brands were most protective with their customer privacy and data? Read more

Rogers' Controversy

rogers

Did the Rogers family feud affect consumer trust? 
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Keurig: Misleading Claims

amazon and wholefoods

Keurig lost trust following misleading claims on recycling of its K-CUPs. Read more

Employee Treatment

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Which brands cared for their employees during the pandemic? Read more 

Spotify: Misinformation

Sale of Mec

Is Joe Rogan responsible for Spotify's eroding trust?
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Telus Supports Vulnerable

Volkswagen

Telus has put more than $150 million toward COVID-19 relief. Read more

2022: Climbers & Sliders

Tim Hortons

Some brands recovered lost trust, while others fell out of favour. Read more