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Gustavson Brand Trust Index (GBTI) Special Report
GBTI Sp
ecial Report
February 20
20
Table of ContentsTimeless BrandsMarket Evolution
Lessons from the Most Trusted BrandsBrand Trust Factors
The Relationship Between Trust and Social MediaIn Retrospect
Four Things to Watch for in 2020Moving Forward
The purpose of a corporation should no longeradvance only the interests of shareholders, theymust also invest in their employees, protect theenvironment and deal fairly and ethically withtheir suppliers.
Business Round Table 08.19.19
TimelessBrands ThatRetain HighTrustThe brands that have remainedamong top 10 most trusted brandsin Canada between 2016 and 2019:MEC, Costco, and Fairmont.
Brands Thathave kept theirspots in the TOP 50 MEC, Costco, Fairmont, HomeHardware, Home Depot, FairmontHotels, Shoppers, Interac, ColumbiaSportswear, Canadian Tire, Kleenex,President's Choice, IKEA, Agropur,Dove, Sony, Marriott Hotels, RootsCanada, Kicking Horse Coffee, Lindt,DAVIDsTEA, and Honda .
Lessons from the
Most Trusted Brands
Welcomefeedback andprovideappropriateremediesNo organization is perfect, and mistakeshappen. Those organizations whowelcome feedback and use it to both fixan issue and empathize with theconsumer and their experience, therebyengender greater consumer trust andloyalty.
Take a strongstance on socialissuesBeyond the long-term positive impact ofbuilding trust, there can also be animmediate benefit for brands taking astrong stance on social issues.
No trade-offbetweenfunctional ity andsustainabi l i ty
For an organization to be trusted andseen as credible in playing a positiverole in society, it must ensure the qualityand competitiveness of its product andcustomer experience.
The reasonbehind a mistakematters
Consumers are less forgiving if high levelmalfeasance is involved and the brand isslow to admit its errors or to provideappropriate remedies.
MarketEvolution
VALUES-BASED ECONOMYSustainability
SERVICE-BASED ECONOMYRelationships
PRODUCT-BASED ECONOMYFunctionality
FunctionalTrust
BRA
ND
TRU
STFA
CTO
RS
Innovative
Delivers on promises
Reliable
High quality
Good value
RelationshipTrust
BRA
ND
TRU
STFA
CTO
RSProtecting privacy
Good customer treatment
Responding to feedback
Honest communications
Values-BasedTrust
BRA
ND
TRU
STFA
CTO
RSEnvironmentally consciousnes
Employee treatment
Societal well-being
Local community support
The emperorhas no clothes
The
Rela
tion
ship
Bet
wee
n Tr
ust
and
Soci
al M
edia
Social media was once seen as the advent of a new era offree and open communications has turned into a nightmare ofmanipulation, loss of privacy and hate-speech. Rather thannew media creating strong alternatives to traditional channels,allowing a greater diversity of views with governments andother powerful stakeholders having less control over accessto information, the opposite has happened. Social media brands have grown rapidly on the promise ofgreater connectivity. Along with the benefits, however, thedark side of these new technologies has come to the surfaceand consumer trust is eroding fast. Each year, our Index shows how social media brands arenegatively perceived by consumers. Of 299 brands surveyed in Canada in 2018, Twitter ranked#296, Facebook ranked # 295, and Snapchat was #294.These were also among the brands that Canadians are leastlikely to recommend. In the 2019 results, social media brands accounted for 4 ofthe 9 least trusted brands in Canada, with Facebook andSnapchat receiving negative brand trust scores.
2016
2017Consumers place more value onrelationship trust with service-based brands. In contrast,consumers place more value onfunctional trust with productbased brands.
2018Social media is less trusted asa news source than traditional
media outlets.
Values-based trust is becoming akey area for brands to
differentiate themselves fromtheir competitors in garnering
consumer loyalty.In Retrospect
2019Consumers are more forgivingwhen a crisis is responded towith the honest and authenticremedies.
2016 2017 2018 2019
50
40
30
20
10
0
Historical YOYaverage BrandTrust Score Each year, the results are riveting. Seeing thegains and the falls, the resilience and theoutliers gives us a pretty clear vision on howcustomers respond to news of corporatewrongdoings, misuse of personal data andflops in product safety and quality. Losingtrust has deeply negative consequences, whilegaining it pays off abundantly in the long run.The average brand trust score for all brandssurveyed, however, has risen over the last twoyears. Our index is scored from a theoretical -100 to+100 points, where a score of -100 would meantotal distrust (indicating that no respondentstrust the brand at all) and +100 total trust (i.e.,no respondents distrust the brand).
RETAILS Will retailers dominate theranks of the Canada's mosttrusted brands, again?
Four Things toWatch for in2020Send us an email at [email protected] topre-register for the Gustavson Brand Trust Index2020 report today and be among the first to geta copy on May 12, 2020.
GILLETTEWill the immediate benefit forGillette taking a stance ontoxic masculinity turn into along-term success?
NEW ENTERANTSDisruptor and successful brandsin fast fashion, delivery services,retail, toys and games.
SOCIAL MEDIA Are social media brandsrecovering from their erosionin trust?
Want to move theconversation forward?
Requestyour Brand
Trust reportA Brand Trust report provides a
complete demographicbreakdown of the consumer
perceptions of trust for a brandacross the trust dimensions(overall brand trust, values-
based trust, functional trust, andrelationship trust). There are no
fees associated.
POSITIONING
BENCHMARKING
What is in aBrand Trustreport for you?
INSIGHT
BUSINESS ANALYSIS
EDUCATION
COMMUNICATION
CONSUMER BEHAVIOUR
Get in Touch For brand enquir ies, please contact :
Venus Tamturk Project Manager
For media enquir ies, please contact :
Krista BoehnertCommunications, Gustavson
Deepa PillayAccount Manager, Beattie Tartan
OurMethodology
7200 Canadian adult consumers aged 18+ responded
313 national brands in 26 categories
Respondents are statistically representative of the Canadian population
Via online questionnaire, each respondent rated 20 brands that were randomlygenerated
AskingCanadians managed the online survey
Fieldwork occurred between February 5 – February 27, 2019
Measures are based on net scores of the differences between the proportion
of respondents who trust and those who distrust individual brands
BRIDGING DIVIDES: TURF,TRUTH AND TRUST
Join us at the Victoria Foum 2020, anaction-packed three-day conference inVictoria, BC, as we aim to fosterevidence-based conversations todevelop creative, actionable solutionsto contemporary social, economic, andenvironmental challenges.
THE UVIC MBA INSUSTAINABLE INNOVATION
Unlike other MBA programs that offer asustainability “option”, we are whollycommitted to an MBA in sustainableinnovation.
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