Word-of-mouth remains the most trusted source for product information at 67 percent, which is a bump from last year’s 58 percent. Online recommendations matter to Canadians, too: 70 percent say they consult product reviews prior to making a purchase.
Canadians seem to still trust members of the news media, as it ranks second as a trusted source (50 percent), next to non-profit entities (57 percent). The news media did see a four-percent year-over-year drop in trust level, however. Of note to PR pros and marketers in both sectors, large corporations (27 percent) were found to be less trustworthy than government organizations (39 percent).
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Though some of the trust numbers for corporations may be low, the study points out in one of its summaries that marketers shouldn’t worry too much:
Resist the temptation to go down the doomsday rabbit hole. Though global trends and climate suggest a daunting uphill battle for trust, there is no need to sound the alarm bells. According to our data, Canada’s trust levels are still relatively healthy, and mass skepticism hasn’t taken hold of the populace. Trust levels have and will continually ebb and flow, but our 2017 CanTrust Index results have shown that there are industries, leaders and brands that are winning the trust battle.
You can check out full highlights of the study in the slide deck below:
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