Most Trusted Brands 2023
For Morning Consult’s Most Trusted Brands report, we shine a spotlight on the brands that have earned consumers’ trust when it comes to doing what’s right. We know that trust is hard to earn, but it’s foundational for brands when weathering missteps. It’s not a consumer metric that changes much from year to year, so once a brand lands a top spot on Morning Consult’s rankings, it rarely moves.
In this fourth annual report, our rankings got even more robust: We’ve expanded to industries including social media, alcohol and apparel. To form our lists, we leveraged Morning Consult Brand Intelligence, our flagship platform that asks thousands of consumers around the world about thousands of brands.
Click here to learn more about our Most Trusted Brands report, and how and why we track trust.
Highlights from this report
Trust is sticky, just like a Band-Aid. The adhesive bandage takes the number one spot yet again on our “Most Trusted Brands: United States” list. Band-Aid isn’t the only returning brand: Five other brands make repeat appearances on this year’s ranking.
The 10 Most Trusted Brands in the United States
Eight of the 10 brands on our 2023 “Most Trust Brands: Global” list earned the most trust among consumers in their respective countries last year, which further supports that trust is not a brand metric that tends to experience dramatic shifts year-over-year. The two brands with debut spots are Google in France and Canadian Tire in Canada; they ousted Lidl and Tim Horton’s, respectively.