Brands
Most Trusted Brands 2025
Report summary
In an era defined by rapid change and heightened consumer expectations, trust remains the bedrock of every successful brand. For years, Morning Consult’s Most Trusted Brands has served as the industry’s gold standard, leveraging insights from over 80 million survey interviews across 5,000+ brands worldwide. Our annual report has helped leaders understand which brands have earned the public’s confidence—and why.
But in 2025, trust is only part of the story.
As consumers become more discerning and the stakes for brands grow ever higher, reputation has emerged as a multidimensional force— encompassing not just trust, but also perceptions of ethics, leadership, value, and impact. That’s why, this year, we are proud to introduce Morning Consult’s Reputation Score™: a proprietary metric developed by our leading reputation researchers and data scientists. The Reputation Score™ is designed to provide a holistic, data-driven view of corporate brand reputation, capturing every dimension that matters to today’s companies.
Highlights from this report
Everyday essentials like Dawn Dish Soap, BAND-AID, UPS, and Tylenol top the list for all U.S. adults. These brands have become household staples, trusted for their reliability and consistent quality. In times of uncertainty, consumers gravitate toward brands that deliver on basic needs—echoing findings from Harvard Business Review that trust is often built on “competence and dependability.”
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Methodology
For every brand tracked, survey respondents are asked: “How much do you trust this brand to do what is right?” Morning Consult’s Most Trusted Brands rankings were determined by net trust—the share of respondents who said they trust each brand to do the right thing “a lot” and “some” minus the share who said “not much” and “not at all.”
The surveys that make up this dataset are from January 1 through May 15, 2025. Representative samples of between 1,000 and 73,595 U.S. adults were gathered for each brand. Government, military, non-profits, universities, and certain sub-brands were excluded from the analysis.
About the author
Jeff Cartwright is the chief growth officer at Morning Consult. @JeffSCartwright
