Most Trusted Brands 2026
The definitive ranking of the brands that lead the way on consumer trust — spanning 184 brands across 30 rankings.
What's in the full report
184 brands across 30 rankings
The 25 Most Trusted Brands
The brands that have the highest trust scores with U.S. consumers.
36 Category Winners
The 25 Biggest Trust Gainers
Winners, Standouts & Gainers Across 12 Audiences
Plus case studies and insights on:
Gen Z's trust deficit, Gap's cultural revival, pet category trust growth, Roblox's scandal fallout, nostalgia’s big moment, why trust matters, AI trust issues, and more.
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Key takeaways from this year’s data
There are 591 brands Morning Consult has been tracking since 2018. The average trust score for this set has been remarkably stable during that period and hit a new high point this year.
Dawn Dish Soap remains the Most Trusted Brand for the second straight year. Band-Aid retains second place, after finishing first in 2024, 2023 and 2022.
The biggest trust risers are nostalgic favorites such as Mr. Pibb, Lunchables, Hot Wheels, and Capri Sun.
94% of tracked brands score lower on net trust with Gen Z than with all U.S. adults. Gen Z's average net trust sits 8 points below the general adult population.
Despite the president creating a firestorm for the brand late last year, Tylenol remains in the top 20 overall and is the single most trusted medicine brand.
The apparel brand gained the 12th most trust year-over-year, leveraging clever marketing and product design to be in the right place as broader cultural shifts unfold.
Two of the most prominent brands in the pet category posted meaningful trust gains in 2026, at the same moment pet ownership is at an all-time high.
Google is the third Most Trusted Brand and the top tech brand. Gemini is 8th biggest trust riser, a testament to Google’s strong halo effect given broader AI distrust.