GBTI Highlights 2022

Using but losing: Trust in dominant tech businesses is eroding



Gustavson Brand Trust Index 2022 Full Report

Dean's Message

Saul Klein

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



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


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


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

Rogers' Controversy


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


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


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