Trust in Canada is a Work in Progress

We released the 1st annual Environics Communications CanTrust Index today. It’s a “Made in Canada” report where we specifically asked about people’s trust in organizations to do what is right for Canada, Canadians and our society.

Trust is built by great products, services and operations, not just by messaging. Actions speak louder than words. Through a number of questions, we learned that many companies and industries have work to do to improve their trust rating. It’s important, because trust in a brand equates to loyalty, and loyalty is essential for a brand’s continued success. Trust can also be important to a public policy agenda, such as regulatory approvals and policy changes.

We also asked people about the sources they trust most to get information. Word of mouth from people they know, sampling a product and independent reviews are the holy trinity of information influence. Our study found these reviews could come from peer consumers or news media.

Trust in industry sectors

Broadcasting and streaming companies are trusted by 44% of Canadians, and food retailers are at 43%. Online shopping companies come in at 37%. We found low levels of trust in social media companies (26%) and it has to be connected to privacy and how data is used is a big issue. Social platforms know everything you do. Even with user rates at three quarters of the adult population, these companies should not equate popularity with trust. Tied for the lowest spot with these social media companies were energy and pipeline companies (also 26%).

Building Trust

The top three ways that people say an organization can build trust are:

• Create jobs and invest in the local community (69%)
• Deliver enjoyable products and services (68%)
• Be open and accessible (67%)

There is also a bonus for being Canadian-owned, with 64% saying this enhances trust.

CEOs and Leaders on Social Media

We asked people to think about their own leaders according to where they live and work. Survey respondents identified their own CEOs as the most trusted group in our leaders list, but they could do better. They topped the list with trust from 52%. Their close contact and proximity is an opportunity to build higher trust. Next on the list came Mayors (50%), the Prime Minister (46%) and provincial Premiers (34%).

Mayors such as Nenshi in Calgary or Tory in Toronto represent the leadership style that builds trust. They actively engage with people in highly transparent ways, from attending events in person to constantly using social media. Prime Minister Trudeau sets a great example as an open and communicative leader.

A further example of the lack of trust relates to skepticism about product claims. 79% of Canadians favour 3rd party verification of product claims and promises. This could be called the “Volkswagen Effect”, and companies should explore how 3rd parties can help their sales.

Speed versus Accuracy

Our report shows the gathering and dissemination of news is another area of interest. 78% of Canadians prefer accuracy over speed when it comes to breaking news events. For some, this is a referendum on real journalism versus citizen journalism. The Canadian news media can enhance their trust reputation by becoming more assertive about reporting what is known, as opposed to rumours and speculation.

The bottom line; trust must be continually earned and many leaders and organizations can improve, for everyone’s benefit. More about our study can be found at CanTrustIndex.ca

What makes you trust a company or its products?