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

Just Posted

1914
It happened this week in 1914

May 9 - 15: Compiled by Dave Humphrey from the archived newspapers… Continue reading

Doses of the Pfizer coronavirus vaccine are seen being prepared on Wednesday, May 12, 2021, in Decatur, Ga. Hundreds of children, ages 12 to 15, received the Pfizer vaccine at the DeKalb Pediatric Center, just days after it was approved for use within their age group. (AP Photo/Ron Harris)
One death, 60 new cases of COVID-19 in Interior Health

The death is connected to the outbreak at Spring Valley long-term care in Kelowna

The Salmon Arm RCMP seize hundreds of grams of drugs in a raid in Sorrento on March 20, 2021. (Black Press file photo)
RCMP have suspect identified in rash of local thefts

Police have a suspect in a rash of recent thefts from local… Continue reading

Rotary Way is being repaved from 4th Street South to the second bridge, just past St. Mary’s School. (Barry Coulter photo)
Rotary Way being repaved along Joseph Creek

The Rotary Club is having a portion of its namesake trail repaved.… Continue reading

The Libby Dam on the Kootenai River in Montana. The dam created the Koocanusa Reservoir, which straddles the B.C./Montana border. (photo courtesy Wikipedia)
Outflow at Libby Dam to be increased

Volume increase to aid migration and spawning conditions for endangered white sturgeon in the Kootenai River

Prince Rupert was one of the first B.C. communities targeted for mass vaccination after a steep rise in infections. Grey area marks community-wide vaccine distribution. (B.C. Centre for Disease Control)
B.C. tracks big drop in COVID-19 infections after vaccination

Prince Rupert, Indigenous communities show improvement

The bodies of Carlo and Erick Fryer were discovered by a local couple walking on a remote forest road in Naramata on May 10. (Submitted)
Kamloops brothers identified as pair found dead near Penticton

The bodies of Carlo and Erick Fryer were discovered by a local couple walking

Municipal governments around B.C. have emergency authority to conduct meetings online, use mail voting and spend reserve funds on operation expenses. (Penticton Western News)
Online council meetings, mail-in voting option to be extended in B.C.

Proposed law makes municipal COVID-19 exceptions permanent

A nurse prepares a dose of the COVID-19 vaccine in Kelowna on Tuesday, March 16. (Phil McLachlan/Black Press)
British Columbians aged 20+ can book for vaccine Saturday, those 18+ on Sunday

‘We are also actively working to to incorporate the ages 12 to 17 into our immunization program’

The AstraZeneca-Oxford University vaccine. (AP/Eranga Jayawardena)
2nd person in B.C. diagnosed with rare blood clotting after AstraZeneca vaccine

The man, in his 40s, is currently receiving care at a hospital in the Fraser Health region

Brian Peach rescues ducklings from a storm drain in Smithers May 12. (Lauren L’Orsa video screen shot)
VIDEO: Smithers neighbours rescue ducklings from storm drain

Momma and babies made it safely back to the creek that runs behind Turner Way

Signage for ICBC, the Insurance Corporation of British Columbia, is shown in Victoria, B.C., on February 6, 2018. THE CANADIAN PRESS/Chad Hipolito
$150 refunds issued to eligible customers following ICBC’s switch to ‘enhanced care’

Savings amassed from the insurance policy change will lead to one-time rebates for close to 4 million customers

Cannabis bought in British Columbia (Ashley Wadhwani/Black Press Media)
Is it time to start thinking about greener ways to package cannabis?

Packaging suppliers are still figuring eco-friendly and affordable packaging options that fit the mandates of Cannabis Regulations

Join Black Press Media and Do Some Good
Join Black Press Media and Do Some Good

Pay it Forward program supports local businesses in their community giving

Most Read