Everyday life brands dominate the new edition of Morning Consult’s “Most Trusted Brands” report. The survey, based on more than 80 million interviews and an analysis of 5,000 global brands, highlights the continued trust Americans place in essential products such as Dawn dishwashing liquid, Band-Aid bandages, UPS shipping services, and Tylenol pain reliever.
Conducted on representative samples of U.S. adults between January and May 2025, the research measures trust through the question, “How much do you trust this brand to do the right thing?” by calculating the difference between positive and negative responses. According to industry experts, this trust is primarily based on competence and reliability.
As consumer expectations have increased and the stakes for brands have risen, positive reputation has become a multidimensional lever, encompassing trust, ethics, leadership, perceived value, and impact.
As reported by Morning Consult, the Brand Intelligence platform monitors ten key indicators (including trust, convenience, notoriety, community impact and public favor) daily. The correlation between trust and perceived value is particularly strong (up to r = 0.63), confirming that the value attributed by consumers is an essential element in building trust.
Moreover, experts have determined that trust is considered to be a stable state of mind that can develop over time, and is even capable of regenerating after a crisis if the brand has a strong basic reputation.
