Fairmont Empress
Photo courtesy of Fairmont Empress

From automobiles to hotels and furniture, a variety of companies have managed to earn Canada’s trust, according to the UVic Gustavson School of Business’ 4th annual Brand Trust Index.

This index uses a sample of 6,342 consumers to rate 299 companies and brands in Canada, to measure how much customers trust the brand overall, how socially responsible it is, how well the brand functions, how the company interacts with consumers, and how likely people are to recommend the brand to others.

“Trust is an important driver of consumer purchasing decisions,” says Saul Klein, dean of the Gustavson School of Business.

“Our index highlights the continued success of some of Canada’s best-known brands, but it also serves to highlight the impact of failing to meet consumer expectations and the rebound of brands who have faltered on consumer trust in the past.”

The list also notes the companies’ ranks in the previous year, which gives us an idea of how consumer perceptions have changed since 2017.

Canada’s Top 10 Most Trusted Brands for 2018 (Rank in 2017):

  1. Canadian Automobile Association/ CAA / BCAA / AMA (2)
  2. MEC (1)
  3. Costco Wholesale (3)
  4. Fairmont Hotels & Resorts (4)
  5. IKEA (5)
  6. CBC / Radio Canada (16)
  7. Shoppers Drug Mart/Pharmaprix (13)
  8. Home Depot (37)
  9. Marriott Hotels (31)
  10. WestJet (10)