About the Study


For the past 12 years, Reader’s Digest Canada has conducted an annual Trusted Brand™ Study. The Canadian Reader’s Digest Trusted Brand™ Study polls Canadians about the brands they trust the most across 31 product categories, such as consumer packaged goods, financial institutions, and Canadian retailers. Respondents are asked to identify their most trusted brand within each category in an open-ended question format.

Reader's Digest Trusted Brand 2020 Seal

In addition to measuring what brands Canadians trust most, the study also features the most trusted professions and general attitudes about trust.

Methodology for the 2020 Reader’s Digest Trusted Brand™ Study

Commissioned by Reader’s Digest in an independent opinion poll, Ipsos Canada conducted a nationwide online survey of over 4,000 Canadian adults 18+ from September 3 – 18, 2019. Quota sampling was used, and the sample was stratified by language (English n = 3,003 and French n = 1,002). The results were weighted according to census data to ensure that the overall sample reflects the demographic profile of Canada across age, gender, region, and language. The precision of online polls is measured using a credibility interval. In this case, the overall results are considered accurate to within +/-1.8 percentage points, 19 times out of 20, of what the results would be had the entire population of adults in Canada been polled.

Trusted Brand™ Winners

Winning brands are determined by the highest percentage of votes and are confirmed to be statistically significant from next brand(s). Any categories where the winning brand is not significantly different from the other brands will be considered a tie.

Tied categories may be subjected to a separate tie-breaker survey, conducted whereby tied brands will be presented to a representative sample of Canadians to choose their most trusted brand. If the winning brand votes are not significantly different from the other brands, then the category will remain a tie.

Promotion of Trusted Brands

Brands that are participants in the Reader’s Digest Trusted Brand™ program are granted rights to promote their win in approved promotional materials. Brands that are not participating in the program do not have the rights to promote their win and are prohibited from doing so in promotional or advertising materials – whether via text or of a visual nature.

For any inquiries, please contact Melissa Williams, Head of Marketing Solutions & New Product Development: [email protected]

™Trusted Brand and Trusted Brands is a registered trademark of Reader’s Digest.

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