MEC Tied For Top Place With Costco As Canada’s Most Trusted Brand

In a tie with Costco, the Gustavson Brand Trust Index recognized Mountain Equipment Company (MEC) as Canada’s most trusted brand. Other brands in the active lifestyle space that made the Index’s Top 50 most trusted brands were Columbia Sportswear at No. 3; The North Face, 12; Patagonia, 15; and Canadian Tire, the parent of SportsChek, 37.

The Gustavson Brand Trust Index (GBTI), established in 2015, explores consumer trust, the factors influencing it and the brands that excel in building it. This year GBTI featured 407 national and global brands across 33 categories, with over 13,000 adult consumers participating in the company’s survey.

This year, GBTI found that brands offering consumers savings and value increased their trust rating, influenced by rising inflation and hits on consumers’ bank accounts.

In a statement from MEC, the Canadian outdoor chain reported it had moved up from eighth place to share the lead spot with Costco.

“MEC’s significant rise from 8th place last year to 1st place this year demonstrates a strong performance in building brand trust. Its commitment to providing exceptional customer service and ethical business practices resonates with Canadians, making it a national topmost trusted brand,” said Dr. Saul Klein, Dean, Peter B. Gustavson School of Business

“We’re honored to be recognized alongside Costco as Canada’s most trusted brand,” said Michele Guimond, vice president of marketing at MEC. “This level of trust in a fiercely competitive and demanding retail market is a powerful endorsement of the loyalty and affiliation our members and customers show us. We thank everyone in Canada who continues to make MEC their number one place to shop for outdoor gear and advice.”