REVEALING THE PRESCRIPTION FOR CONSUMER CYNICISM
Canadians today are deeply cynical towards businesses and governments, prompting reluctance to trust leaders or brands. They feel let down with the current state of the world, believing it to be increasingly risky and uncertain.
Canadians have attached importance to two predominant values – fairness and authenticity – in assessing politicians and companies. These two values are combined to create a bi-focal filter to decide who to place faith in and what is worth their trust.