Trusted Brand Playbook: The Essential Guide to Turning Trust Into Transaction
Explore the Trusted Brand Playbook to understand the key drivers of consumer trust in Canada and how they influence purchase decisions.
Trust has become the single most powerful driver of purchase in Canada.
More than 70% of Canadians say they will buy a brand they trust - a level equal to price discounts and free shipping. Across IMI’s multi‑year research, trust has ranked the #1 driver of purchase every year since 2019.
The brands gaining the most ground today aren’t the loudest or the newest; they’re the ones removing risk, reducing friction, showing consistency, and proving their value in people’s everyday lives.
Our recent sessions explored exactly that: how trust is formed, why it shifts, and what separates brands consumers “use” from brands they genuinely “trust.”
This playbook takes those insights one step further - giving you the practical direction to act.
What’s Inside the Trusted Brand Playbook
A clear, actionable guide built for leaders who want to convert trust into real business impact:
The current trust landscape in Canada - who’s earning it and why
The biggest gaps: industries people use often but don’t trust
The Top 10 Trust Drivers shaping purchase decisions in 2026
The full Canada Trust Framework (20 themes that matter today)
Practical guidance on how to build, protect, and grow trust in your brand
Download the Trusted Brand Playbook to unlock the strategies, structures, and signals that move Canadians from trusting your brand to choosing it.
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