Canada Post Was Ranked As The Top Brand During The Pandemic Even With So Many Delays

This index has some interesting brands included on it.
Canada Post Delays Haven't Stopped People From Calling It The Top Brand During The Pandemic
Senior Creator

What brands do you trust? A new university study shows how Canadians are feeling about it. According to the ranking, Canada Post delays haven't stopped people from believing it's the top brand during the COVID-19 pandemic.

The Gustavson School of Business at the University of Victoria has released a new follow-up study with its Gustavson Brand Trust Index which shows how much faith Canadians put in various companies. 

With this new index, Canada Post was ranked number one.

This comes as the mail carrier has been experiencing Christmas-like levels of parcels during the pandemic and has been setting single-day delivery records.

Even though there have been lots of delays in deliveries, people still have faith. 

After that, Shoppers Drug Mart/Pharmaprix and CTV News were listed as the second and third most trusted brands.

Costco and The Weather Network were both tied for fourth in the ranking.

The study shows that while people trust all of those companies, overall, faith in brands is on the decline even though people depend on them during the pandemic.

"Brands that were unable to make products available to customers during the pandemic saw a decline in trust scores," said Saul Klein, dean of the Gustavson School of Business, in a news release.

According to the study, if a company or organization wants to be seen as credible, it needs to make sure that the supply chain is good for the availability of its products.

"Despite the fact that Lysol and Clorox enjoyed increased demand, they lost trust among consumers due to the scarcity of their products on shelves," said Klein.

This new index also shows that younger people put their trust in organizations that are proactive in working on social issues and contributing to making the world better.

Lush was ranked as the most trusted brand with Canadians between the ages of 18 and 35.

In the top 20 for this follow-up index, there are some interesting brands that Canadians trust the most like Interac, Microsoft and Cirque du Soleil.

Usually, the Gustavson Brand Trust Index study is put out once a year between January and February.

The one from earlier in the year had MEC, CAA, Costco, Dyson and Home Depot as the top five.

So the ranking has completely changed in just a couple of months during the pandemic. 

Lisa Belmonte
Senior Creator
Lisa Belmonte is a Senior Creator for Narcity Media focused on jobs and careers and is based in Ontario.