The 2022 Gustavson Brand Trust Index and What It Reveals About the Post-COVID era with Saul Klein, Dean, University of Victoria Business School

The COVID era has brought with it many changes in consumer behaviour – and plenty of questions amongst retailers as to what patterns will stick.

We are all also trying to understand how consumers view brands in the modern, post-COVID (ish) era and how broader political, social trends and economics impact brand respect, regard and recognition.

To help answer some of these questions, our guest on this episode is Dr. Saul Klein, Dean of the University of Victoria Gustavson business school.

Saul takes us through the 8th annual 2022 Gustavson Brand Trust Index in a fascinating interview that merges research and decades of thoughtful analysis.

The index reveals that Canadian consumers are more distrusting of dominant technology brands than ever before, and reveals the top performers in the Canadian retail landscape and what powerful attributes drive categories of retail and retail brands to the top of the list.