In March 2018, Judith Kasiama called out Mountain Equipment Co-op (MEC) and the outdoor industry on social media for lack of diversity in its advertising. What happened next was remarkable, and an object lesson in brand trust. At UVic’s Gustavson School of Business, we’ve been measuring Canadians’ trust in brands for five years now. Our […]

Traditionally, focusing on an organization’s higher purpose has been the purview of social enterprises and non-profit organizations, or seen as an element of corporate social responsibility with limited impact on business practices. More recently, however, we have seen a paradigm shift in the way customers and employees assign their loyalties to organizations, putting organizational purpose […]

Customers looking for value-based trust in the business they interact with Now more than ever it is important for companies to establish trust with their customers. Trust in a product or a brand is the foundation that creates loyalty and that builds a brand for years to come. Trust is linked to the values that […]

While trust in our key institutions has eroded badly over the past few years, people have higher expectations of business than they had in the past. They believe that businesses can, and should, play a positive role in society, focusing on a broader purpose, while making profits. This sentiment was expressed frequently at this year’s […]

Delivering positive social change alongside financial returns has become the mantra for businesses of all types over the past few years. While taking a particular stand on social or political issues will be rewarded by some consumers, it will inevitably alienate others. Companies have responded to this dilemma in the past by avoiding contentious issues. […]

The event, which takes place at the ExCel, London from 7th-10th February, is expected to attract in excess of 5,000 delegates, 3,500 of which are affiliates, making it the biggest in its history. The University of Victoria and Global Affairs Canada wrapped up the inaugural Victoria Forum this past weekend. Our aspirations were high — […]