2019 Gustavson Brand Trust Index

Tidal @mindlesstower

Every year the Gustavson School of Business evaluates brands in Canada to provide exciting and pertinent insights into the attitudes and behaviours of diverse demographics. Now in its fifth year, we have seen how organizations have been empowered to improve their trust index rating, in turn enhancing their brand equity/value. In a day and age where “customer experience” is all the rave amongst marketers (for good reason), it’s now more important than ever to pay attention to the insights accumulated in such reports that could be leveraged to benefit your own business, regardless of your industry.

To summarize a few of the essential findings and learning from this year’s Gustavson Brand Trust Index (GBTI):

  • Female consumers are more trusting than their male counterparts, while millennials are less trusting compared to any other generation.
  • Values-based trust continues to be a key area for brands to differentiate themselves in garnering customer loyalty.
  • Consumers are less forgiving if high-level malfeasance is involved and the brand is slow to admit its errors or to provide appropriate remedies.

Source: Gustavson School of Business, University of Victoria


For those of you that are curious to learn about which brands have placed this year, have a look at the below, and feel free to explore the full report that can be found here:

2019 Gustavson Brand Trust Index (GBTI)