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Most trusted brands Morning Consult report overview:
- Who: Business intelligence company Morning Consult revealed its list of the most trusted brands of 2022.
- Why: Morning Consult calculated data sets of answers given by survey respondents to compile its list of most trusted brands in the United States and abroad.
- Where: The report lists the most trusted brands from last year in the United States and globally.
Most trusted brands Morning Consult report overview:
- Who: Business intelligence company Morning Consult revealed its list of the most trusted brands of 2022.
- Why: Morning Consult calculated data sets of answers given by survey respondents to compile its list of most trusted brands in the United States and abroad.
- Where: The report lists the most trusted brands from last year in the United States and globally.
Business intelligence company Morning Consult unveiled its list of the most trusted brands of 2022 in the United States and abroad.
Among the most trusted brands in the United States are Band-Aid, Lysol, UPS, Visa, The Home Depot, Colgate and Clorox, among others, according to the report.
Morning Consult says consumers in the United States have placed more trust in brands that “contributed to their personal well-being or living conditions” during the COVID-19 pandemic.
Also on the list for most trusted brands in the United States is The Weather Channel, which Morning Consult attributes to what it says was a “record weather year” in the country with “roughly 20 major weather disasters.”
With the most trusted brands in the United States made up of established brands, Morning Consult acknowledged that “it’s hard to beat companies that have near-total brand awareness and high favorability built through decades of investment.”
Google, Toyota, Tim Hortons among top brands trusted globally
Morning Consult also revealed the most trusted brands across the globe with Google taking the spot in India, Toyota in Japan, Samsung in South Korea, Tim Hortons in Canada and Alipay in China.
The business intelligence company says it determined the most trusted brands are those that have local origins, which have a leg up when it comes to building trust.
“The No. 1 Most Trusted Brand in six of the 10 countries we surveyed was established in that country,” Morning Consult says.
Morning Consult used data sets containing research intelligence and brand intelligence to determine the most trusted brands with the eventual rankings based on the calculated net trust provided by survey respondents, according to the report.
“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,’” the company says.
Class actions, settlements place companies such as L’Oreal, General Motors among the ‘worst’ brands
On the other hand, a number of companies in the United States have faced class action lawsuits and reached settlement agreements this year due to allegations that their products injured consumers.
Cosmetic companies such as Huda Beauty and Grande Cosmetics, for example, were in the news around the beginning of the year for allegedly selling products that caused eye damage.
A number of beauty brands, including Chanel, Revlon and L’Oreal, also recently began removing talc from their makeup products following an FDA study that revealed a number of them were contaminated with asbestos.
And auto manufacturers, such as General Motors, Ford, Hyundai, Fiat-Chrysler, Tesla and Kia, have conducted recalls and faced class action lawsuits in recent months over claims primarily related to defects and safety concerns.
Do you agree with Morning Consult’s list of most trusted brands? Let us know in the comments!
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