What Does “Honest” Mean to Canadian Consumers—And Which Brands Deliver It?

In a world where consumers are more informed—and more skeptical—than ever, honesty has emerged as one of the most essential values a brand can embody. But what does “honest” really mean to Canadians? According to the Great Canadian Brand Index (GCBI), it’s not just about telling the truth. Honesty is about transparency, fairness, and showing up with integrity—consistently, not just when it’s convenient.

For Canadian consumers, honesty isn’t a nice-to-have; it’s an expectation. From product labelling to advertising, from corporate accountability to customer service, Canadians are evaluating brands based on whether they feel genuinely open and trustworthy. Do brands admit when they make mistakes? Do they communicate clearly about pricing, ingredients, sourcing, or sustainability? Do they make promises they can realistically keep—and own it when they fall short?

What makes this value even more important is how closely it's tied to long-term brand health. In the GCBI, brands that scored high on honest also tended to score well on respectful and sustainable, suggesting that honesty may act as a moral foundation that reinforces other perceptions. For Canadians, an honest brand is one that doesn’t spin its image but builds a reputation over time—through consistency, not campaigns.

While we won’t reveal all the rankings here, the GCBI does show that honesty is not evenly distributed across industries. Heritage brands, especially those rooted in Canadian communities or family ownership, tend to perform best. Brands that rely heavily on slick marketing but fail to back it up with clear, honest action tend to lag.

In short, if your brand wants to win over Canadian hearts and minds, don’t just focus on what you say—focus on what you prove. Because in Canada, honesty isn’t just good for your image. It’s good for your business.