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Study: 2022 Gustavson Brand Trust Index

The Gustavson School of Business at the University of Victoria has released its 2022 “Gustavson Brand Trust Index,” which seeks to measure consumer trust in various brands. According to the study, consumer trust in technology and social media companies has declines compared with previous years. In addition, global technology brands such as Amazon, Google, Microsoft and Apple have seen a decline in trust more severe than other regional and national brands. Trust in traditional media has also declined, although not as much as in social media sites. Grocery stores are the most trusted category in 2022, due in part to their perceived sensitivity to consumer health concerns during the COVID-19 pandemic.

“Our research reinforces the notion that Canadians have an acute awareness of whether a brand is truly responsive to the needs of both their consumers and employees,” said Saul Klein, dean of the Gustavson School of Business. “Canadians are willing to vote with their wallets if they feel that a brand’s values no longer align with their own.”

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