Honest communication, treatment of Members cited as CAA named most trusted brand in Canada

May 3, 2021

Also ranked first in insurance category for fourth straight year 

The Canadian Automobile Association (CAA) has been named the most trusted brand in Canada for the second year in a row in the annual Gustavson Brand Trust Index, released today

CAA has been rated one of Canada’s top two most trusted brands in the index for five years running. Additionally, CAA has been in the top spot in insurance four consecutive years. This year, CAA also finished first in two sub-categories of the index: honest communication and good treatment of its customers.

“Our continued ranking as the most trusted brand in Canada is a reflection of the commitment of our thousands of associates to put the interests of our 6.5 million Members first,” said Tim Shearman, President and CEO of CAA National.  

CAA Clubs are active in communities across Canada. They quickly pivoted during pandemic restrictions to offer community services, including deliveries of food and medical supplies, free roadside assistance to medical workers, and calls to housebound seniors.  

“CAA is proud of our suite of services, from comprehensive insurance offerings, to travel services, one of Canada’s leading Rewards programs, and of course our exceptional emergency roadside assistance,” Shearman said. “For over a century CAA has also acted as, and will continue to act as, a voice for the travelling public on issues that range from road safety to consumer protection.”  

Conducted by the Peter B. Gustavson School of Business at the University of Victoria, the seventh annual Gustavson Brand Trust Index asked more than 9,000 consumers to score 391 prominent companies and brands, across 33 industry sectors, on a range of brand value measures. 

About CAA 
CAA is a federation of eight not-for-profit Clubs providing over six million Members with exceptional emergency roadside service, complete automotive and travel services, member savings and comprehensive insurance services. CAA also advocates on issues of concern to its members, including road safety, the environment, mobility, infrastructure and consumer protection. 

About the Gustavson Brand Index 

The Gustavson Brand Trust Index (GBTI) is the only study done by an academic institution that investigates consumer trust, the factors that affect it and the brands that succeed at it. Established in 2015, the GBTI champions responsible management within organizations through its findings, highlighting the increased need for 21st century businesses to contribute positively to their communities. As a school, the Gustavson School of Business is uniquely positioned to both evaluate brand values and educate on their importance to consumer trust in today’s society. Comprising top researchers in their fields, the GBTI team measures overall consumer trust in brands and emphasizes the role of brand values in its study of almost 400 brands across Canada. Read the full 2021 Index report here. 

For further information, please contact: 

Kristine D’Arbelles
Director, public affairs
[email protected]