The 2013 Concerto Trust report was featured on the front page of the February 18th, 2013 edition of the Vancouver Sun.

The articles highlighted the trust ratings of federal, provincial and municipal leaders as well as the police and NHL…

Call it populism or call it independence of spirit, Vancouverites don’t trust authority.

A new survey shows Vancouver residents trust figures and high-profile brands far less than their counterparts in Toronto, revealing a West Coast skepticism that has deepened in recent years.

“There is a significant difference in the levels of trust between Toronto and Vancouver,” said Rob Dawson, vice-president at Concerto Marketing Group, which conducted the study. “You particularly see that in the levels of trust in the larger public institutions. I think it might just point to what … the mindset of the people is within the two cities.

Click Here for: Front Page Article

Click Here for: NHL Article

Concerto’s 2013 Trust Report measures trust in politicians, organizations and brands

A new Concerto Marketing Group and Research Now study examining trust in two of Canada’s largest cities – Toronto and Vancouver – has revealed new insights into the level of trust in politicians, community organizations and brands.  Among the results is a finding that people who live in Vancouver are overall less trusting than their counterparts in Toronto.

On average, 49% of people surveyed in Vancouver said they trusted the people and organizations asked about, versus 55% in Toronto. This difference in trust extends to politicians, the police, banks and technology brands.

“The 2013 Trust Report provides some interesting insights into what and who Canadians trust in their lives,” said Concerto Marketing Group, Vice-President Rob Dawson. “For example, technologies such as Google, Apple and Microsoft are significantly more trusted than the political leaders who run the country. There are several factors that lead to trust being formed; amongst them is being relevant and useful to people’s everyday lives.”

The 2013 Concerto Trust Report measured trust in 30 different items. The report used a proprietary model (HuTrust®) to measure the psychological drivers of trust, and determine what factors influenced the level of trust in these items. HuTrust® has been proven globally as a valid model for measuring and building trust. Positive measures of trust have been linked to recommendation, satisfaction and community engagement.

For a full news release including Trust rating highlights click on:

2013 Trust Report – Press Release (02 18 2013)

For more information on the HuTrust Model go to:  http://www.hutrust.com