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Morning Consult’s first annual Most Trusted Brands sets a new benchmark for gauging brand trust and outlines how generational divides will shape the future of consumer culture. The results are based on the largest study of its kind to date, with an average of 16,700 interviews per brand for nearly 2,000 brands. The report is powered by Brand Intelligence, relied on by a wide range of Fortune 500 companies to understand consumer perceptions and transform that knowledge into a competitive advantage.

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The 25 Most Trusted Brands in America
Survey respondents were asked "How much do you trust each brand to do what is right?" They could respond a lot, some, not much, not at all, or don't know. This ranking is determined by share of "a lot" responses. For example, 42 percent of consumers trust USPS a lot.
1
USPS
Score: 42.0%
2
Amazon
38.8%
3
Google
37.9%
4
PayPal
36.5%
5
Weather Channel
36.3%
6
Chick-Fil-A
36.2%
7
The Hershey Company
36.1%
7
UPS
36.1%
9
Cheerios
35.9%
10
M&M's
34.8%
11
Dove
34.1%
11
Tide
34.1%
13
Ziploc
33.8%
14
Clorox
33.6%
15
FedEx
33.4%
16
Tylenol
33.0%
16
Colgate
33.0%
18
Crest
32.9%
18
AAA
32.9%
20
National Geographic
32.8%
21
Netflix
32.7%
21
Heinz Ketchup
32.7%
21
Campbell Soup
32.7%
24
Home Depot
32.6%
25
Walmart
32.5%
Distrust in America is high, but brands continue to command confidence
Brands like Amazon and Google are more well trusted than Tom Hanks, extreme weather warnings, and teachers.
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The Most Trusted Brands by Generation

Survey respondents were asked “How much do you trust each brand to do what is right?” They could respond a lot, some, not much, not at all, or don’t know. This ranking is determined by share of “a lot” responses. For example, 42.7 percent of Gen Z consumers trust Google a lot. Gen Z adults are 18-22 year-olds.

Gen Z Adults
1
Google
Score: 47.1%
2
Netflix
47%
3
Amazon
46.6%
4
YouTube
41.9%
5
PlayStation
39.2%
6
Target
38.8%
7
Nike
38.6%
8
Colgate
38.5%
9
Chick-Fil-A
38.4%
10
Gatorade
37.9%
11
Nintendo
37.6%
12
USPS
37.2%
13
Walmart
36.9%
14
Apple
36.7%
15
Hulu
36.5%
16
Kit Kat
36.2%
16
Marvel Studios
36.2%
16
Microsoft
36.2%
19
M&M's
36.1%
19
PayPal
36.1%
21
Cheerios
36%
21
Oreo
36%
23
Doritos
35.8%
24
Pixar
35%
25
Dollar Tree
34.9%
Gen Z and millennials are notably more distrusting of the average brand
Gen Z's average net trust rating is 10 points lower than that of boomers. Younger generations are also more likely to say their trust hinges on a brand's ethical performance.
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Resources
Of the 100 Most Trusted Brands, only two were founded after 2000
A proven track record is essential for consumers, who prize reliability above other factors.
Read more
Methodology

About this ranking:

Morning Consult’s first annual Most Trusted Brands report sets a new benchmark for gauging brand trust and outlines how generational divides will shape the future of consumer culture. The results are based on the largest study of its kind to-date, with an average of 16,700 interviews per brand for nearly 2,000 brands, conducted between Sept. 3 through Dec. 3, 2019. Update: A previous version of this page incorrectly referenced the survey date range as Oct. 2 through Dec. 2, 2019

 

Survey respondents were asked “How much do you trust each brand to do what is right?”. They could respond a lot, some, not much, not at all, or don’t know. This ranking is determined by share of “a lot” responses. 

 

Brand Intelligence tracks a wide range of brands, including non-profits and military groups that were not included in this ranking. Only corporate brands were eligible.

 

Where the data comes from:

The report is powered by Brand Intelligence, relied on by a wide range of Fortune 500 companies to understand consumer perceptions and transform that knowledge into a competitive advantage. Brand Intelligence is the most comprehensive brand tracking platform available, using thousands of daily surveys on over 3,000+ brands in 12 countries to help marketing and communications executives measure brand reputation in real-time. 

Morning Consult