MEC tied for Top Place as Canada’s Most Trusted Brand

June 29, 2023

Vancouver BC, June, 2023 /OUTDOOR SPORTSWIRE/ – Mountain Equipment Company (MEC) is proud to announce its recognition as Canada’s most trusted brand (tied with COSTCO). This accolade, bestowed by The Gustavson Brand Trust Index, reflects the company’s long-term commitment to fostering trust by delivering exceptional customer experiences, and offering unparalleled value on affordable, quality outdoor gear.

“We’re honoured to be recognized alongside COSTCO as Canada’s most trusted brand,” said Michele Guimond, Vice President of Marketing at MEC. “This level of trust in a fiercely competitive and demanding retail market is a powerful endorsement to the loyalty and affiliation our members and customers show us. We thank everyone in Canada who continues to make MEC their number one place to shop for outdoor gear and advice.”

The Gustavson Brand Trust Index (GBTI) is a significant independent research study established in 2015 that explores consumer trust, the factors influencing it, and the brands that excel in building trust. This year GBTI featured 407 national and global brands across 33 categories, and more than 13,000 impartial adult consumers participated in the survey. A key finding this year was that brands which offered savings and value to consumers increased their trust rating, influenced by rising inflation and hits to people’s bank accounts.

MEC recognizes the importance of budget-consciousness and quality during challenging economic conditions. But as Michele Guimond explains, today’s value-conscious consumer looks for more. “We understand that we have a massive responsibility to our members and customers to produce and offer quality products in sustainable ways,” said Guimond. “This past year we have challenged our teams to innovate in the realms of quality, sustainability, and relevance to our end user. We are consistently delivering products both from our own label and other brands that meet these needs. Neither we, nor our customers, want product to go to landfills. For the budget-conscious consumer, and with a climate crisis, if we are going to support spending on an item, we want to ensure it’s for the long run. Buy once, buy right.”

MEC backs up its quality product assortment and values-driven business with best-in-class customer service both in store and online, taking pride in knowledgeable and trustworthy staff who Guimond says are the backbone of the business. “Our designers and staffers ARE our customers too. They live and breathe the outdoor lifestyle and bridge the gap between store and outdoor, to provide service and advice to guide members in making informed decisions. It’s a bond between MEC and our members built on shared values and trust.”

All of this is underpinned by MEC’s RockSolid Guarantee, providing members with the reassurance that MEC remains transparent, reliable and accountable to its customers.

For scheduling an interview time with MEC, please reach out to jo.salamon@mec.ca


Established in 1971, Mountain Equipment Company (MEC) is Canada’s go-to place for technical outdoor gear, know-how and inspiration. Combining high-quality apparel and equipment with expert advice and first-hand experience, MEC supports a wide range of activities including camping, snowsports, watersports, cycling, climbing, hiking, trail running and travel.

For decades, MEC has been a strong backer of sustainability and community initiatives and has invested $48 million (and counting) into non-profit organizations that support outdoor recreation and conservation. For more information, visit www.mec.ca, follow @mec, or visit one of our stores nationwide.