Ipsos have released new research indicating that as Canadians begin to resume more and more of their day-to-day lives and as areas of the country enter phase 3 and 4, consumer trust in businesses to keep them safe from COVID-19 is low. According to a study conducted by Ipsos, 1 in 5 Canadians don’t trust any industry for their cleanliness and safety protocols, a slight increase from May, when 1 in 4 indicated a lack of trust. With a wide variance in regulations across the country, including from one municipality to the next, the challenge for businesses to meet customer and employee expectations for safety measures, and communicate these appropriately, is immense.
Which industries do Canadians trust most? Only one-fifth of Canadians put their trust in any sector, with Pharmacies and Grocery stores leading the way. The level of trust with Banks is next, but comes in at less than half the level for Pharmacies and Grocers. All other businesses, from Big Box and Quick Service Restaurants, to Coffee Shops and Gas Stations, had only a handful of Canadians select them as their most trusted industry. Trust levels do vary by gender, with women over 35% more distrustful of any business than men.
As we continue to flatten the curve and push to keep a second wave at bay, more than ever, businesses will need to keep their focus on health and safety and the changes in consumer sentiment and expectations to keep their customers coming back.