Our Most Trusted Brands 2023 report is now live. View here.
In turbulent times, consumer trust is paramount. And it’s easier to lose than it is to gain. An unstable economy and an ongoing global pandemic are creating treacherous conditions for consumers. For corporations, such instability underlines the significance of consumer trust, an enigmatic asset that drives purchasing consideration and brand loyalty. In this precarious moment, Morning Consult’s data shows consumers are prioritizing good-value pricing and strengthening the relationships they already have with their favorite, long-established brands.
Download the full global report unpacking how trust is built and broken in the 10 largest economies around the world.
The Most Trusted Brands in the United States
Brands are ranked based on their average net trust rating (the share who say they trust each brand to do the right thing minus the share who don’t trust the brand). The data comes from Morning Consult Brand Intelligence, which collects tens of thousands of surveys every day across the globe on over 4,000 brands and products. This Brand Intelligence dataset was gathered March 3-April 3, 2022, among a representative sample of 5,241 to 5,560 U.S. adults, with an unweighted margin of error of +/-1 percentage point.
This year, Band-Aid ranks No. 1 with a net trust rating of 57.73, more than 2 points higher than the next closest brand, Lysol, while Clorox ranks third.
Download the Breakout Reports: Case Studies and Industry Analysis
Our team of analysts have dug into the data and spotlighted a wide range of consumer trends, with actionable takeaways about how brands should respond. Download the main report as well as breakout reports on six key industries.
The Most Trusted Brands by Industry
In addition to the overall ranking, below are breakout brand trust rankings for a handful of key industries: automotive and mobility, financial services, food & beverage, retail and e-commerce and travel and hospitality.
Out of the sectors analyzed, the food and beverage industry was the most trusted. And the most notable standout brand was Visa, which garnered a net trust rating nearly 5 points higher than the next closest brand in its industry.
What is Morning Consult’s Most Trusted Brands?
Morning Consult’s Most Trusted Brands 2022 is the definitive measure of brand trust across industries, showcasing the companies and products that have earned or maintained consumer trust in 2022.
Download this report: Morning Consult unpacks why trust is important, how trust is built and how it’s broken in the 10 largest economies around the world.
This dataset was gathered March 3-April 3, 2022, among a representative sample of 5,241 to 5,560 U.S. adults, with an unweighted margin of error of +/-1 point.
Brand rankings are based on net trust, or the share of respondents who said they trust each brand to do the right thing “a lot” or “some” minus the share who said “not much” or “not at all.”
About Brand Intelligence
Morning Consult helps you understand your brand, competitors and market in a way traditional research companies can’t. We survey tens of thousands of people every day across the globe on over 4,000 brands and products. Get actionable insights into what consumers think, see and say about your brand and products. Learn more