What builds trust: report

Which CPG tops BrandSpark's annual trust survey with nearly four times as many brands on the list as its nearest competitor?

Another day, another round of insights on trust.

As part of its annual Canadian Shopper Study, BrandSpark polled 65,000 Canadians to determine which brands they trust most and why. Seventy percent of Canadians said trust was an important qualifier when deciding to make a purchase or not.

The study found that 62% of Canadians considered customer care and quick response to product issues as key to increasing trust in a brand, while 43% said price and promotion were important in driving trust. Positive social action (such as support of a charity) helped boost trust in a company for 64% of Canadians.

More than 70% of consumers said when it came to buying a new beauty product, trust in the company overall was very important, while 70% said the same for health products. That number drops to 63% for folks when buying new household care products, and 60% for food and beverage.

As for which brands were most trusted, BrandSpark asked for respondents to name their most trusted brands in an un-aided, top-of-mind question across four categories (health and beauty, household, food and beverage and kids).

P&G is well represented on the list, with nearly 30 brands in various categories, including Cover Girl ( in the foundation category), Pantene (hair styling) and Crest (toothpaste).

Johnson & Johnson comes in a distant second, with eight brands making the list, including Tylenol (pain relief), Reactine (allergy) and Clean & Clear (acne treatment). Unilever, Kraft, and Nestle each have six trusted brands. (See the full list here.)

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