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Canadians' trust in brands at 'all-time low', study finds

Last Updated Jun 15, 2020 at 7:50 am PDT

FILE. (iStock Photo)
Summary

Canadians have hit an all-time low when it comes to the trust they place in companies, study finds

Gustavson Brand Trust Index finds we are growing more conscious of what we buy

Study finds millennials are less trusting compared to any other generation

VANCOUVER (NEWS 1130) – While our trust in many companies has been eroding over the years, it appears we have now hit an all-time low.

A new study finds we are growing more conscious of what we buy. We are also paying closer attention to the values brands stand for.

The Gustavson Brand Trust Index suggests millennials are less trusting compared to any other generation and tend to assign their loyalties to organizations that are proactive in solving long-standing social issues.

For example, LUSH — with its history of donating to progressive groups and advocating for many causes — was the most trusted brand among young people.

Meanwhile, during this COVID-19 pandemic, Gustavson has found brands, like Lysol and Clorox, that were unable to make products available to customers saw a decline in trust scores.

The initial 2020 study took place at the beginning of the year. This follow up shows Mountain Equipment Co-op, CAA, Costco, Home Hardware, and Home Depot ranked as the top brands overall.

Read the full study: 

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