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.

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.
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
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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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.
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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. 

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