American adults’ top-trusted brand for 2023 might be an unlikely one, but it’s managed to stick around: Band-Aid.
Morning Consult’s latest Most Trusted Brands report shows the adhesive bandage company securing the number one spot, followed by UPS, Amazon, Lysol, and Kleenex. Conducted between March and April, the research calculates the share of consumers who say they trust the brand minus the share of consumers who say they distrust the brand.
The rest of the top 10 includes Cheerios, Visa, Dove, The Weather Channel, and FedEx.
The report also reveals the most trusted brand in each of the world’s largest economies: Alipay in China, Toyota in Japan, Google in India, Boots in the United Kingdom, Samsung in South Korea, PayPal in Germany, WhatsApp in Italy, and more.
This year’s trusted brands have also appeared on Morning Consult’s past lists. Eight of the top 10 brands on this year’s global report earned high trust last year as well, with the two 2023 debuts being Google in France and Canadian Tire in Canada (they ousted Lidl and Tim Horton’s, respectively).
But trust is not consistent across all demographics of American adults. The report points out that Gen Z consumers tended to have significantly less trust in all areas, trailing up to 18 percentage points behind their older counterparts. The most significant difference is with the fifth-most trusted brand, Kleenex—with Gen Z reporting only 45% who trust the brand, while 63% of older adults trust the tissue company. Gen Z’s highest level of trust in the top 10 brands was in Amazon at 61% (compared to 69% of older adults).
In the category of beauty and personal care, measured specifically for Gen Z adults, the most trusted brand was Vaseline, followed by Burt’s Bees, Bath & Body Works, and Chapstick.
Morning Consult noted that Gen Z is still young and has yet to develop additional touchpoints with brands to build up trust over time.
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