Canadian consumers lose trust in big brands during pandemic: study
by The Canadian Press
Last Updated May 3, 2021 at 2:14 pm EDT
VICTORIA — A study has found that Canadian consumers’ trust in big brands dropped during the pandemic as they feel companies’ values no longer aligned with their own.
The Gustavson Brand Trust Index by the University of Victoria looked at consumer trust and factors that affect it.
The study says Air Canada, which experienced a rise in trust in early 2020, saw a decline overall after it failed to issue customer refunds and promoted travel during the pandemic.
It also found that Canadians have a high ability to detect whether a brand demonstrates a short-lived act of compassion to take advantage of the pandemic.