The University of Victoria’s Peter B. Gustavson School of Business has released the results of its annual Gustavson Brand Trust Index (GBTI), recognizing various brands in Canada.
In the ‘Most Trusted Telecom’ category, Telus won yet again for the fourth consecutive year. Telus also entered the Top 20 list of ‘Most Authentic Brands’, ranking 12th out of 402 companies.
“It is an honour to once again be recognized as Canada’s most trusted and authentic telecom brand, earning the continued trust and loyalty of Canadian consumers. Now more than ever, customers, team members and shareholders are demanding to do business with companies that share their values,” said Jill Schnarr, Chief Social Innovation and Communications Officer, Telus, in a statement.
Telus ranked the highest in the Telecoms/Cable/Digital category, followed by its sub-brand Koodo. Shaw was in third, Fido was in fourth, followed by Virgin Mobile in fifth, Freedom Mobile in sixth, Bell Canada in seventh and Rogers in eighth.
Despite Telus taking the win, “telecoms remain one of Canada’s least trusted categories,” said the GBTI.
The study also noted Rogers as a brand lost eight points in its 2022 overall trust score, the biggest mover in the Telecoms category this year, affected by its internal power struggle, the Shaw merger and Suzanne Rogers posing in a photo with Donald Trump in 2021.
The GBTI study surveyed 9,189 Canadian adults from January 10-31, 2022, through an online questionnaire managed by AskingCanadians that covered 402 national brands in 33 categories.