
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.

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.
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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.