“As a truly Canadian company, we are extremely honoured to be recognized as one of the most trusted brands,” said Kevin Macnab, President and CEO, Home Hardware Stores Limited. “With more than 1,050 stores across the country, our Dealer-Owners are committed to serving their customers and earning their trust. The COVID-19 pandemic has reinforced the important role Home stores play in their communities and their unique ability to respond to the essential needs of Canadians during good times and bad.”
The GBTI, released annually by the University of Victoria’s Peter B. Gustavson School of Business, surveyed close to 9,000 Canadians on 391 national and global brands and 10 regional brands, in 33 different categories. It is the only study done by an academic institution that investigates consumer trust, the factors that affect it and the brands that succeed at it.
“As the world climbs out of the pandemic, brand awareness is no longer the currency of business—consumer trust is the priority,” said Dr. Saul Klein, Dean, Gustavson School of Business. “The 2021 GBTI study found that consumers’ trust in brands is linked to authenticity—their belief that the brand reflects their values.”
Established in 2015, the GBTI champions responsible management within organizations through its findings, highlighting the increased need for 21st century businesses to contribute positively to their communities.