Proof Strategies M

We work with organizations on complex challenges related to measuring, understanding & building trust.


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Building public trust in business is the most defining challenge of our time.

trustlab is a research and consultancy firm

We offer the most deeply integrated trust-building solutions on the market today.

toronto cn tower

Our Story

After five years of telling the unique story of trust in Canada through the Proof CanTrust index, we felt the challenge of convincing Canadians that trust is a critical issue that deserves attention, respect and resources – is largely met. Falling trust numbers - in the workplace especially - have become part of the narrative year over year. The new challenge lies in providing informed leadership and guidance on how organizations of all varieties can best build and sustain trust for the long term.

trustlab has been created by combining Proof’s iconic communications and PR expertise grounded in trust, five years of CanTrust study and specialized knowledge and research expertise in trust-building. The resulting consultancy will offer the most deeply integrated trust building solutions on the market today.

Who We Are

We are trusted advisors, thinkers, researchers, entrepreneurs and communicators. Our principles inform our work and the results we hope to achieve.

Our Principles

We are clever and intellectually curious. We inspire new thinking, progress and possibility.

trustlab helps organizations unlock their own creativity and agility by helping them build trust.

We are powered by reliable research, quality data and evidence-based processes. Our bar for excellence is high.

trustlab provides the highest quality data available and derives credible insight from direct evidence.

We invest in the long game. We conduct our work as stewards of organizational and societal vitality and have a positive orientation towards the future.

trustlab knows that to be truly successful, building trust must become part of the long-run DNA. We empower people to build and sustain it.

We believe that success turns on knowledge. The more you learn, the more remarkable you become.

trustlab builds knowledge capital and capability through educational initiatives, programming and training.

We make the complex, simple.

trustlab knows that simplicity and structure help drive change - but trust can be complex. We’ll make the process of building trust clear, understandable and actionable.

We have a strong bias to action and aim to lead.

We aim to lead. We take smart risks and learn and build as we go. trustlab runs an agile and iterative process to get you results and actively engages in contributing to trust knowledge and practice.

Our Work


We help you build trust from the inside out and make the process clear, understandable and actionable. Our approach is collaborative and tailored to your organization’s unique infrastructure and ecosystem.


We advance the knowledge of trust research by providing global experts with access to detailed, systematic data that can be linked with other types of data. We translate academic contributions into actionable and practical applications.


We will do our part in helping rebuild societal trust levels. High levels of social trust have a direct impact on the vitality and growth of our economy, and by proxy, our quality of life. It is in the best interest of all Canadians to make trust building a critical priority.

Our Team

bruce maclellan portrait
Bruce MacLellan
Kathleen McGinn portrait
Kathleen McGinn
Senior Associate, Trustlab

trustlab Advisory Council

The Trust Council is an advisory body established to provide intellectual and strategic leadership to trust building efforts in Canada. Composed of leaders in academia and business, the Council is guided by the belief that meaningful social progress can only be established through the collective contribution of research, knowledge and practice.