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.