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Just like in any healthy relationship, trust is key. When it comes to Big Brands and Small Businesses during difficult times, this relationship is never more precarious.

Trust has always been the key to winning and keeping Small Business Owners as customers. This is only amplified during critical times. This tightrope walk during the pandemic and shutdown is clearly exposed in a new study in Strategy Online exploring trust of big Canadian brands.

Their study shows how the response to new needs in a new time can impact public trust. For example, Canada Post moved from a distant 79th place right up to 1st and Shoppers Drug Mart/Pharmaprix moved up from 8th to 2nd. Former top brand MEC fell out of the top 10 altogether.

A few short months ago, using the national mail system was a low priority, but as we suddenly depended more on mail, Canada Post delivered. They have also been at the forefront of big Canadian brands coming to the aid of Small Business Owners with their Think Small program. And no surprise that during a health crisis, Canada’s biggest pharmacy brand also shot up the list.

The brands at the top can credit a combination of quick responses to ever-changing conditions, fair treatment of employees during the pandemic, and forthright communication with the public.

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