A national and global look at the Most Trusted Brands of 2022 - SPECIAL REPORT
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SPECIAL REPORT A national and global look at the Most Trusted Brands of 2022 © 2022 Morning Consult. All rights reserved.
ABOUT THE REPORT & METHODOLOGY What Is Morning Consult’s Most T H E DATA B E H I N D O U R I N S I G H T S
Trusted Brands™? Brand Intelligence
Morning Consult’s Most Trusted Brands 2022 is the definitive measure of Morning Consult helps you understand your brand, competitors and
brand trust across industries, showcasing the companies and products market in a way traditional research companies can’t. We survey tens of
that have earned or maintained consumer trust in 2022. thousands of people across the globe on over 4,000 brands and
products every day. Get actionable insights into what consumers think,
In this report, we unpack why trust is important, how trust is built and how
see and say about your brand and products.
it’s broken in the 10 largest economies around the world. We then zero in
on the most trusted brands in each of those markets, along with the top 10
most trusted brands in the United States, diving into three different case LEARN MORE ABOUT BRAND INTELLIGENCE
studies of brands that have stood out in their trust metrics.
Methodology
The analysis behind Morning Consult’s Most Trusted Brands is drawn from
two powerful datasets: Research Intelligence and Brand Intelligence.
The Research Intelligence dataset was fielded April 8-14, 2022, among a
representative sample of 2,200 U.S. adults, 1,299 South Korean residents
and 1,000 residents each in Canada, China, France, Germany, India, Italy,
Japan and the U.K. Unweighted margins of error for each country are no
more than +/-3 percentage points.
The Brand Intelligence dataset was gathered March 3-April 3, 2022,
among representative samples of 4,614 to 6,401 adults from the countries
above, with unweighted margins of error of +/-1 point.
Brand rankings are based on net trust, or the share of respondents who
said they trust each brand to do the right thing “a lot” or “some” minus the
share who said “not much” or “not at all.”
2
EXECUTIVE SUMMARY
In turbulent times, consumer trust is key. And it’s easier to lose than it is to gain.
Rising inflation, Russia’s war with Ukraine and an ongoing global pandemic are creating treacherous
conditions for consumers around the world.
For corporations, such instability underlines the significance of consumer trust, an enigmatic but important
term due to its strong ties to purchasing consideration and brand loyalty. When thinking about trust,
consumers across the globe are prioritizing good-value pricing and strengthening the relationships they
already have with their favorite, long-established brands.
We see this in Morning Consult’s Most Trusted Brands project, which highlights the consumer-facing
brands that have managed to build and establish trust and unpacks how trust is built and broken. The
analysis — based on survey research from the 10 largest global economies — is a road map for brands
looking to replicate success in consumer trust.
This report explores larger global trends, but we also dig into what specifically builds and breaks trust in a
few key industries: auto and mobility, financial services, food & beverage, nonprofits, retail and e-
commerce, and travel & hospitality. Download and explore those reports here.
3
K E Y TA K E A WAY S
Household names with local roots Good value and products are crucial to
help boost consumer trust building trust
The No. 1 Most Trusted Brand in 6 of the 10 International respondents ranked other
countries we surveyed was established in elements, such as ethical business practices
that country. and good customer service, as less important.
Small businesses are well-trusted — for But poor customer service is a main
the most part driver in breaking trust
Across North America and Europe, trust in small A bad customer service experience and
businesses is quite high, but there’s a sizable deteriorating product quality were among
trust gap in the Asian countries surveyed. the top reasons that global consumers lost
trust in brands.
4
H O W T R U S T I S B U I LT A N D B R O K E N
Which markets have automatic customer trust
Respondents were asked which statement they agreed with more
I tend to not • Gen Z and millennial
trust companies. 13% 16% respondents in Canada
They must earn
and France are among
my trust. 34%
35% those countries’ least
39% 40% 39% 42%
43% 44%
23% trusting cohorts.
• In the United States,
44% income and education are
13% 13%
both determinants of trust:
Don’t know/ 15% 14% 20% Higher levels of either
No opinion 17% 18%
21% equate to a higher
likelihood that consumers
trust companies.
64%
53% 53% • In China, millennials and
47% 46%
I tend to trust 42% 41% 40% 40% urbanites have some of
35%
companies. the highest levels of trust
They must do
something bad in companies, while Gen Z
to lose my trust. adults and those in
suburban and rural
China South India U.K. Italy U.S. Germany Canada Japan France
communities lag.
Korea
Survey conducted April 8-14, 2022, among a representative sample of 2,200 U.S. adults, 1,299 South Korean residents, and 1,000 residents each in
Canada, China, France, Germany, India, Italy, Japan and the U.K., with unweighted margins of error for each country of up to +/-3 points. 5H O W T R U S T I S B U I LT A N D B R O K E N
How trust influences purchasing behavior
Respondents were asked which statement they agreed with more
I don’t trust • Just over half of U.S. adults
companies in 10% 11%
general. 15% 13% 14% 14% 14% 14% 13% living in households with an
19%
annual income of $100,000 or
more say they go out of their
When I trust a
company, I will way to purchase from brands
purchase from they trust.
them, but not 39%
33% 38%
necessarily any 40% 43% 48%
more than I 46% • Japanese consumers are the
43% 49%
would from least likely to go out of their
another company 65% way to purchase from trusted
I trust less.
companies, with baby boomers
and women saying they tend
to be just as happy to shop
from competitors.
When I trust a
company, I will 52% 51% 50%
go out of my 46% • Two in 3 South Korean
43% 41% 40%
way to purchase 39% 36% baby boomers will stay
from them. loyal to a brand that has
22%
earned their trust, making
them one of the most loyal
demographics surveyed.
India South China France Germany Italy Canada U.S. U.K. Japan
Korea
Survey conducted April 8-14, 2022, among a representative sample of 2,200 U.S. adults, 1,299 South Korean residents, and 1,000 residents each in
Canada, China, France, Germany, India, Italy, Japan and the U.K., with unweighted margins of error for each country of up to +/-3 points. 6H O W T R U S T I S B U I LT A N D B R O K E N
Ranking trust in institutions and industries
Shares of respondents who said they trust the following “a lot” or “some”: 0% 50% 100%
U.S. Canada China France Germany India Italy Japan South Korea U.K.
77% 81% 37% 79% 78% 82% 75% 63% 52% 76%
Small businesses
72% 71% 57% 59% 78% 84% 76% 75% 65% 73%
Food & beverage
64% 69% 53% 74% 73% 86% 72% 54% 66% 69%
Health care
63% 66% 61% 52% 57% 85% 42% 66% 63% 63%
Financial services
62% 66% 41% 67% 68% 84% 69% 66% 50% 67%
Travel & hospitality
61% 59% 71% 62% 60% 81% 66% 70% 59% 60%
Automotive and mobility
Technology 60% 63% 67% 65% 68% 88% 76% 64% 66% 65%
Retail and e-commerce 60% 60% 58% 63% 65% 78% 68% 57% 54% 61%
Your local government 51% 57% 51% 56% 78% 38% 68% 45% 49%
Online-only companies 51% 47% 47% 49% 56% 81% 55% 45% 40% 56%
Corporations 46% 44% 61% 65% 66% 76% 61% 66% 60% 39%
Media and entertainment 45% 50% 36% 50% 53% 77% 55% 49% 49% 54%
News media 43% 51% 58% 42% 59% 72% 45% 56% 44% 46%
Your country's government 42% 52% 42% 54% 80% 36% 50% 51% 37%
CEOs of companies 40% 35% 53% 40% 39% 79% 39% 47% 47% 37%
Major global corporations 38% 40% 60% 46% 53% 74% 55% 61% 53% 39%
Social media 38% 32% 43% 41% 41% 77% 44% 51% 49% 37%
Responses for India should be interpreted with caution, as the country shows extreme top-
box bias. Morning Consult did not survey on trust in the government in China.
Survey conducted April 8-14, 2022, among a representative sample of 2,200 U.S. adults, 1,299 South Korean residents, and 1,000 residents each in
Canada, China, France, Germany, India, Italy, Japan and the U.K., with unweighted margins of error for each country of up to +/-3 points. 7HOW TRUST IS BUILT AND BROKEN
The factors that build trust
Respondents were asked how important each of the following factors is when deciding to purchase from a particular brand instead of its competitors. Charted
below are the average utility scores, which indicate the relative importance of each attribute across respondents from all 10 countries.
U.S. Canada China France Germany India Italy Japan South Korea U.K.
50 100 200 300 400
Good value for price
High-quality products/services
Consistently delivers on promises
Meets my needs better than alternatives
South Koreans’ need for high-quality products
Ethical business practices and services stands out as a unique trust builder.
Good customer service Notably, the group cares less about a brand’s
value and ability to deliver on its promises.
Committed to sustainability
Stands for something beyond profit
It’s a brand I love
Good customer reviews
It’s a brand I use often A score of 100 indicates that factor has an average likelihood of being considered the most important
to a given respondent. A score of 200 indicates the factor is twice as likely as average, while a score
Good reputation of 50 indicates it is half as likely to be considered the most important.
Recommended by someone I trust
Well-known brand
Average utility score: 100
Survey conducted April 8-14, 2022, among a representative sample of 2,200 U.S. adults, 1,299 South Korean residents, and 1,000 residents each in
Canada, China, France, Germany, India, Italy, Japan and the U.K., with unweighted margins of error for each country of up to +/-3%. 8HOW TRUST IS BUILT AND BROKEN
Ranking trust in institutions and industries
Respondents were asked in which industry is trust most important. Responses are ordered vertically by the shares who said trust is important.
U.S. Canada China France Germany India Italy Japan South U.K.
Korea
• The health care, financial
services and food & beverage
industries are most often
cited as sectors in which trust
More said
is important.
trust is
important to
this industry • Italians are the most likely to
name an industry in which
trust is important instead of
Health care *
“I don't find it saying, “I don’t find it
Financial services * *
important important to trust companies.”
to trust Food & beverage * *
companies” • Japanese and U.K. consumers
Technology *
Social media are the least likely: 10% said
*
Shipping and postal
they don’t think it’s important
Fewer said to trust companies.
Travel & hospitality
trust is
Media and entertainment
important to
this industry Retail and e-commerce
Automotive and mobility
*Asterisks denote a tie with the share who said
“I don’t find it important to trust companies’”
Survey conducted April 8-14, 2022, among a representative sample of 2,200 U.S. adults, 1,299 South Korean residents, and 1,000 residents each in
Canada, China, France, Germany, India, Italy, Japan and the U.K., with unweighted margins of error for each country of up to +/-3%. 9HOW TRUST IS BUILT AND BROKEN
What happens when consumers lose trust in a brand
Respondents who said they have lost trust in a brand were asked if each of the following applies to them:
“I stopped using “I stopped using
Shares who say they “I stopped using them and started using them but would be
have lost trust in a them and will never their competitors’ willing to consider “I continued to
company or brand use them again.” products.” using them again.” use the brand.”
India 66% 30% 32% 31% 33%
Looking at the top 3
China 64% 41% 40% 25% 7% reasons why global
consumers lost trust in a
Canada 57% 46% 39% 15% 10% brand, a bad customer
service experience and
U.S. 54% 39% 42% 20% 10% deteriorating product or
service quality made the
France 52% 42% 36% 20% 11%
list for all respondents.
South Korea 52% 31% 52% 20% 11%
A brand’s taking a stand
Italy 50% on a cause that the
32% 49% 22% 7%
consumer disagreed with
Germany 46% 45% 45% 16% 6% was the No. 3 trust breaker
among U.S. adults.
U.K. 45% 45% 36% 17% 9%
Japan 39% 38% 39% 12% 19%
Survey conducted April 8-14, 2022, among a representative sample of 2,200 U.S. adults, 1,299 South Korean residents, and 1,000 residents each in
Canada, China, France, Germany, India, Italy, Japan and the U.K., with unweighted margins of error for each country of up to +/-3 points. 10The Most Trusted Brands, Globally To better understand the gold standard of consumer
GLOBAL RANKINGS
trust, Morning Consult zeroed in on the No. 1 trusted
Net trust, among adults in each country brand in each of the 10 largest global economies.
One pattern that sticks out is just how much local
origins help build trust, even among multinational,
billion-dollar companies. The No. 1 Most Trusted Brand
U N I T E D S T A T E S Band-Aid | Net trust: 57.73 C H I N A Alipay | Net trust: 84.82 in 6 of the 10 countries we surveyed was established
in that country. Proximity helps, too: France’s most
trusted brand is German retailer Lidl. (Lidl falls to No. 3
among Germans, behind PayPal and Aldi.)
Unlike Morning Consult’s Fastest Growing Brands, the
J A P A N Toyota | Net trust: 44.57 G E R M A N Y PayPal | Net trust: 62.76
companies on our Most Trusted Brands list tend to be
established, household names that have worked for
decades to build consumer trust and loyalty. Trust is
not something that can be earned overnight.
I N D I A Google | Net trust: 87.59 U N I T E D K I N G D O M Boots | Net trust: 60.14 That said, brands on this list need to be mindful of the
next, more skeptical generation coming of age. Gen
Zers are much less likely than their older counterparts
to trust any of these brands, creating obstacles for
these mainstays and opportunities for newcomers in
F R A N C E Lidl | Net trust: 61.25 I T A L Y WhatsApp | Net trust: 67.30 the market.
Responses were gathered March 3-April 3, 2022, among
representative samples of 4,614 to 6,401 adults from each country,
with unweighted margins of error of +/-1 point.
C A N A D A Tim Hortons | Net trust: 52.25 S O U T H K O R E A Samsung | Net trust: 66.35
11U.S. RANKINGS
The Most Trusted Brands in the United States As the pandemic heads into its third year, Americans
continue to place their trust in brands that have
Net trust, among U.S. adults contributed to their personal well-being or living
conditions, with Band-Aid, Lysol and Clorox taking the
1 2 top three spots in the United States.
Several ranking brands outside the health and
Band-Aid | Net trust: 57.73 Lysol | Net trust: 55.54 wellness categories still have a pandemic throughline:
UPS delivers merchandise as consumers continue to
3 4 avoid brick-and-mortar store visits, while Home Depot
remains one of the go-to retailers for home
renovations.
Clorox | Score: 55.26 UPS | Net trust: 53.93
Then there’s The Weather Channel: Last year was a
record weather year in the United States, with roughly
6
20 major weather disasters. It’s no wonder, then, that
5 the brand is one of this year’s most trusted.
CVS Pharmacy | Score: 53.21 Visa | Net trust: 53.09
This list of established brands shows that it’s hard to
beat companies that have near-total brand awareness
7 8 and high favorability built through decades of
investment, while delivering the most of-the-moment
products to consumers.
Cheerios | Net trust: 53.04 The Weather Channel | Net trust: 52.42
Responses were gathered March 3-April 3, 2022, among
representative samples of 5,241 to 5,560 U.S. adults, with
9 10 unweighted margins of error of +/-1 point
Colgate | Net trust: 52.37 The Home Depot | Net trust: 52.32
12CASE STUDY: ALIPAY
Alipay net trust, by generation
All Chinese Gen Z Millennials Gen Baby
adults adults Xers boomers
100%
In China, cash isn’t king — Alipay is
90%
Mobile payments may have accelerated stateside during the
80%
pandemic, but in mobile-first China, they’ve been a mainstay for
hundreds of millions of consumers for over a decade — and Alipay 70%
plays a key role in that.
60%
The platform has helped transact consumers’ everyday lives since its
50%
launch as a mobile app in 2009, allowing users to do everything from Apr '21 Jul '21 Oct '21 Jan '22 Apr '22
paying their taxes to booking doctors’ appointments.
Source: Morning Consult Brand Intelligence
Alipay, one of two virtually omnipresent mobile payment systems in
China and originally founded to facilitate buying and selling on e-
commerce site Alibaba, not only stands at the technological center for
a majority of the population at home, but also serves as a conduit
through which the Chinese interact with the rest of the world when
98%
they travel abroad. of consumers in China are aware of Alipay, and 53%
reported using the app daily as of April. Millennials (55%)
Alipay's ubiquity in consumers’ lives is the reason trust has remained
and Gen Zers (61%) are the platform’s biggest cohorts of
steady over the last two years and now exceeds the trust in its former
daily users among all generations.
and current parent companies — Alibaba and Ant Group, respectively
— which have been the targets of Chinese government crackdowns
on technology companies.
13Consistent value is the name of the game
C A S E S T U D Y: B A N D - A I D
for Band-Aid in the United States
Net promoter score, by generation
Like so many of the brands that top Morning Consult’s Most
All U.S. adults Gen Z adults Millennials Trusted Brands list in 2022, Band-Aid is a household name.
Gen Xers Baby boomers But, per earlier analysis in this report, the Johnson & Johnson-
70
owned company can’t rest on its laurels if it wants to maintain
60 trust. Band-Aid’s value for price helps it earn and keep trust
50 among U.S. consumers, even if its price point is slightly higher
40 than that of generic brand competitors.
30
20 Although the brand’s net promoter scores are quite high
10 across generations, those of Gen Xers and millennials are
0 slightly higher — likely due to Band-Aid’s indirect but most
common customer: children. (Millennials account for two-thirds
Net trust, by race or ethnicity of parents with children under 13 years of age.).
White adults Black adults Hispanic adults Adults of another
race or ethnicity One area for growth for Band-Aid is among its nonwhite U.S.
70
audiences, who have lower net trust for the brand compared
60
with white adults. Two years ago, the brand launched a range
50
of bandages in shades for darker skin in an effort to make its
40 products more racially inclusive, but many critics said the
30 move was too little, too late.
20
10 Source: Morning Consult Brand Intelligence
0
Jan '21 Apr '21 Jul '22 Oct '22 Jan '22 Apr '22
14CASE STUDY: SAMSUNG
Net trust of Samsung
India 69.43
South Korea 66.35
Economic patriotism helps boost
Italy 47.25
Samsung’s consumer trust in South Korea
Canada 46.73
Globally, Morning Consult’s Most Trusted Brands rankings are
U.S. 45.86
often replete with companies with local origins: Canada’s Tim
Hortons and Japan’s Toyota, for example. South Korea’s high U.K. 44.41
trust in Samsung is similar. The multinational electronics Germany 42.14
corporation was founded in Suwon a little over 50 years ago,
and the country’s strong economic nationalism helped propel
France 32.95
its consumer trust to the No. 1 position in South Korea. China 24.82
However, we see the opposite effect in neighboring Asian
Japan -4.16
countries: China and Japan report high distrust for Samsung,
Source: Morning Consult Brand Intelligence
hinting at the complexity of what “trust” means internationally.
That said, the company faces a few obstacles as it works to Among all South Korean adults Among all South Korean adults
defend its title as the country’s Most Trusted Brand. Although
Net trust NPS Net trust Ranking
trust is quite high in comparison to competitor Apple, its net
promoter score among South Koreans is very similar. Samsung Gen Z adults 55 No. 8
is also well-trusted among older adults — Gen Xers and baby
Samsung 66 30 Millennials 59 No. 4
boomers — but American brands such as Google, Netflix and
Nike beat out Samsung in trust among younger consumers. Apple 49 27 Gen Xers
Baby boomers
68
85
No. 1
No. 1
15ABOUT THE AUTHORS
Joanna leads Morning Consult’s industry Amy is the managing director
analysis division, which identifies trends of industry analysis at global
affecting key demographics across retail, decision intelligence company
e-commerce, food & beverage, travel & Morning Consult.
hospitality, and financial services. Prior to joining Morning Consult, Amy served
Her instinct for virality paired with how she leverages as the executive editor of newsletters at
Morning Consult’s machine-learning capabilities, shed eMarketer, enabling companies worldwide to
JOANNA PIACENZA light on what’s next for industry leaders. AMY HE understand fast-changing marketing and
Head of Industry Intelligence Deputy Team Leader, advertising trends. Previously, she was a
Prior to her role at Morning Consult, Joanna worked
Industry Intelligence reporter at China Daily, covering Chinese
as an editor for Public Religion Research Institute. She
economic activity, consumer trends and
earned her master’s degree in religious studies at the
investment in the United States.
University of Colorado Boulder, where she served as
an associate researcher at the Center for Media, Amy graduated from New York University
Religion and Culture. with a bachelor’s degree in journalism and
East Asian studies, and has been published in
Joanna’s work has been cited in The New York
The Atlantic and The Guardian, among others.
Times, the BBC, The Atlantic and The Washington
Post, among others.
LEARN MORE FOLLOW US MEDIA & SPEAKING INQUIRIES
MorningConsult.com @MorningConsult press@morningconsult.com
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