Canadian consumers lose trust in big brands during pandemic: study
People line up at the Toronto Premium Outlets mall on Black Friday for shopping sales during the COVID-19 pandemic in Milton, Ont., Friday, Nov. 27, 2020. THE CANADIAN PRESS/Nathan Denette
May 03, 2021 - 1:54 PM
VICTORIA - Consumer trust for big brands dropped during the pandemic amid concerns about how ethically companies behaved, a 2021 study has found.
The Gustavson Brand Trust Index by the University of Victoria, conducted between January and February this year, looked at consumer trust and the factors that affect it, as well as brands that succeed at it.
âAs the world climbs out of the pandemic, brand awareness is no longer the currency of business â consumer trust is the priority," said Saul Klein, dean of Gustavson School of Business