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 7,2000 Canadian consumers about 313 national corporate and product brands across 26 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 membership-based businesses, with MEC leading the pack followed by the Canadian Automobile Association and Costco Wholesale.
The findings revealed that consumers have different expectations of brands depending on what they sell—consumers place more value on relationship trust with service-based brands. In contrast, consumers place more value on functional trust with product-based brands
Additionally, female consumers are more trusting than their male counterparts, however younger Canadians, regardless of gender are less trusting than their elders.
|Brand||Rank in 2019||Rank in 2018|
|Canadian Automobile Association||2||1|
|Fairmont Hotels & Resorts||6||4|
|Shoppers Drug Mart/Pharmaprix||8||7|