Most Trusted Brands Report 2022: Global

June 2022

Report summary

For more recent data and analysis, see the Most Trusted Brands Report 2023.

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.

Key Takeaways

  • Household names with local roots help boost consumer trust: The No. 1 Most Trusted Brand in 6 of the 10 countries we surveyed was established in that country.
  • Good value and products are crucial to building trust: International respondents ranked other elements, such as ethical business practices and good customer service, as less important.
  • Small businesses are well-trusted — for the most part: Across North America and Europe, trust in small businesses is quite high, but there’s a sizable trust gap in the Asian countries surveyed.
  • But poor customer service is a main driver in breaking trust: A bad customer service experience and deteriorating product quality were among the top reasons that global consumers lost trust in brands.


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 are presentative 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.”

About the authors

A headshot photograph of Joanna Piacenza
Joanna Piacenza
Head of Industry Analysis

Joanna Piacenza leads Industry Analysis at Morning Consult. Prior to joining Morning Consult, she was an editor at the Public Religion Research Institute, conducting research at the intersection of religion, culture and public policy. Joanna graduated from the University of Wisconsin-Madison with a bachelor’s degree in journalism and mass communications and holds a master’s degree in religious studies from the University of Colorado Boulder. For speaking opportunities and booking requests, please email [email protected].

A headshot photograph of Amy He
Amy He
Head of Industry Analysis

Amy He leads Industry Analysis at Morning Consult. Prior to joining Morning Consult, Amy served as the executive editor at eMarketer, and was a China reporter for many years. She graduated from New York University with a bachelor’s degree in journalism and East Asian studies. For speaking opportunities and booking requests, please email [email protected].