Most Trusted Brands 2026
The definitive ranking of the brands that lead the way on consumer trust — spanning 184 brands across 30 rankings.
The 10 Most Trusted Brands
| RANK | BRAND | TRUST |
|---|---|---|
| 01 | Dawn Dish Soap | 60.4 |
| 02 | BAND-AID | 59.4 |
| 03 | 57.4 | |
| 04 | Dove | 57.3 |
| 04 | PayPal | 57.3 |
| 06 | The Weather Channel | 56.9 |
| 07 | Heinz Ketchup | 56.4 |
| 08 | UPS | 56.3 |
| 09 | Hershey's | 56.1 |
| 09 | Kleenex | 56.1 |
Source: Morning Consult · 2026
The 10 Top Trust Risers
| RANK | BRAND | TRUST | SHIFT |
|---|---|---|---|
| 01 | Mr. Pibb | 23.9 | +13.7 |
| 02 | Hill's Pet Nutrition | 23.7 | +10.6 |
| 03 | Lunchables | 38.9 | +7.1 |
| 04 | PetSmart | 51.5 | +6.7 |
| 05 | Poppi | 21.3 | +6.5 |
| 06 | Marlboro | -8.2 | +6.4 |
| 07 | Propel | 33.5 | +6.3 |
| 08 | Gemini | 21.7 | +6.2 |
| 09 | JBL | 30.9 | +6.1 |
| 10 | Doritos | 53.2 | +6.0 |
Source: Morning Consult · 2026
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.
Download the report
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.
About this report
Morning Consult's Most Trusted Brands 2026 is the definitive ranking of the brands U.S. consumers trust most. It draws on Morning Consult's continuous tracking of more than 3,200 brands, each measured with a single question — "How much do you trust this brand to do what is right?" Brands are ranked by net trust: the share of consumers who say they trust a brand minus the share who say they don't. The 2026 rankings reflect surveys conducted between January 1 and May 15, 2026, with an average of more than 10,000 responses per brand. Trust risers are calculated by looking at the year-over-year shift in net trust.
Dawn Dish Soap is the most trusted brand in America for the second consecutive year, with a net trust score of 60.4. Band-Aid ranks second, and Google ranks third — making Google the most trusted technology brand of 2026.
The 2026 results reflect a clear pattern: in an uncertain moment, consumers are placing their trust in familiar, dependable brands, and household staples lead the ranking. Beyond the overall list, the full report ranks the most trusted brands across more than 30 categories — from retail and financial services to airlines, food, and technology — and breaks results out across 12 audiences, including Gen Z, Millennials, Gen X, Boomers, men, women, and income level. It also identifies the year's biggest trust gainers, led by nostalgic favorites such as Mr. Pibb, Lunchables, and Hot Wheels.