Air Canada planes sit on the tarmac at Pearson International Airport during the COVID-19 pandemic in Toronto on Wednesday, April 28, 2021. THE CANADIAN PRESS/Nathan Denette

Air Canada planes sit on the tarmac at Pearson International Airport during the COVID-19 pandemic in Toronto on Wednesday, April 28, 2021. THE CANADIAN PRESS/Nathan Denette

Canadian consumers lose trust in big brands during pandemic: UVic study

Early in the pandemic, many grocery chains offered employees hazard pay, only to discontinue it months later

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.

Early in the pandemic, many grocery chains offered employees hazard pay, only to discontinue it months later.

The study also found that media brands, such as Global, CBC and CTV, saw an early increase in trust, but then lost ground as the pandemic wore on.

The 2021 Gustavson Brand Trust Index surveyed 8,975 Canadians about 400 brands in 33 categories.

This story was produced with the financial assistance of the Facebook and Canadian Press News Fellowship.

The Canadian Press


Like us on Facebook and follow us on Twitter.

CoronavirusUniversity of VictoriaUVic

Get local stories you won't find anywhere else right to your inbox.
Sign up here

Just Posted

The Cariboo Regional District. (Angie Mindus photo)
Telus tower proposed for Horse Lake Road

CRD will consider a proposal for wireless telecommunications facility.

(Kamloops This Week file photo)
Probe into TNRD spending taken over by federal police unit

Financial Integrity Sensitive Investigations Unit is now reviewing the case

RCMP crest. (Black Press Media files)
Stolen truck found broken down on Highway 97C, Williams Lake suspect arrested near Ashcroft

A security guard first noticed the truck, and thought it looked suspicious

Janet Wright, 82. has been skiing since she was in her 20s and has regularly skied 50 km a day at least once each winter just to prove she can. (Photo submitted)
Nordic skiers track record year, personal bests

Oban Chambers, 9, and Janet Wright, 82, clocked the most miles these season

Protesters attempt to stop clear-cutting of old-growth trees in Fairy Creek near Port Renfrew. (Will O’Connell photo)
VIDEO: Workers, activists clash at site of Vancouver Island logging operation

Forest license holders asking for independent investigation into incident

Victoria police say the photo they circulated of an alleged cat thief was actually a woman taking her own cat to the vet. (Black Press Media File Photo)
Victoria police photo of suspected cat thief was just a woman with her own cat

Police learned the she didn’t steal Penelope the cat, and was actually taking her cat to the vet

The Canadian Coast Guard icebreaker Louis S. St-Laurent sails past a iceberg in Lancaster Sound, Friday, July 11, 2008. The federal government is expected to end nearly two years of mystery today and reveal its plan to build a new, long overdue heavy icebreaker for the Canadian Coast Guard. THE CANADIAN PRESS/Jonathan Hayward
Vancouver, Quebec shipyards to each get new heavy icebreaker, cost remains a mystery

Vancouver’s Seaspan Shipyards and Quebec-based Chantier Davie will each build an icebreaker for the coast guard

Findings indicate a culture of racism, misogyny and bullying has gripped the game with 64 per cent of people involved saying players bully others outside of the rink. (Pixabay)
Misogyny, racism and bullying prevalent across Canadian youth hockey, survey finds

56% of youth hockey players and coaches say disrespect to women is a problem in Canada’s sport

People line up outside an immunization clinic to get their Oxford-AstraZeneca COVID-19 vaccine in Edmonton, Tuesday, April 20, 2021. THE CANADIAN PRESS/Jason Franson
Hospital investigating whether Alberta woman who died after AstraZeneca shot was turned away

Woman was taken off life support 12 days after getting vaccine

People line up for COVID-19 vaccination at a drop-in clinic at Cloverdale Recreation Centre on Wednesday, April 27, 2021. Public health officials have focused efforts on the Fraser Health region. (Aaron Hinks/Peace Arch News)
B.C. reports first vaccine-induced blood clot; 684 new COVID cases Thursday

Two million vaccine doses reached, hospital cases down

Allayah Yoli Thomas had recently turned 12 years old when she died of a suspected drug overdose April 15. (Courtesy of Adriana Londono)
Suspected overdose death of Vancouver Island 12 year old speaks to lack of supports

Allayah Yoli Thomas was found dead by her friend the morning of April 15

More than 6,000 camping reservations in British Columbia were cancelled as a result of a provincial order limiting travel between health regions. (Unsplash)
1 in 4 camping reservations cancelled in B.C. amid COVID-19 travel restrictions

More than 6,500 BC Parks campsite reservations for between April 19 and May 25 have been revoked

Most Read