2026年最值得信任的品牌 MOST TRUSTED BRANDS 2026

MOST

TRUSTED

BRANDS

2026

MORNINGCONSULT

What'sInThisReport

3Methodology

5TheTrustLandscape

6Introduction

710KeyTrends

8WhyTrustMatters

9ADecadeofTrustData

10OverallWinners

11TheMostTrustedBrands

12CategoryWinners

13TheBiggestTrustRisers

14AudienceWinners

15GenZ

16Millennials

17GenX

18Boomers

19Men

20Women

21IncomeUnder$50K

22Income$50K-$10OK

23Income$100K+

24TheTrendsDrivingTrust

25GenZ'sTrustDeficit

26Gap'sCulturalRevival

27BrandsandanAgingBase

28PetCategoryTrustGrowth

29Roblox'sScandalFallout

30AlandtheTrustDeficit

MORNINGCONSULT

MORNINGCONSULT

Methodology

MorningConsult'sMostTrustedBrandsisthedefinitivemeasureofbrandtrustacrossindustries,showcasingthecompaniesandproductsthathaveearnedormaintainedconsumertrustin2026.

Foreverybrandtracked,surveyrespondentsareasked“Howmuchdoyoutrustthisbrandtodowhatisright?”MorningConsult'sMostTrustedBrandsrankingsaredeterminedbynettrust,ortheshareofrespondentswhosaidtheytrusteachbrandtodotherightthing“alot”or“some”minusthesharewhosaid“notmuch”or“notatall.”

ThesurveysforthisstudywereconductedbetweenJanuary1andMay15,2026.Year-over-yearcomparisonsreferencethesamewindowin2025.Thisyear's

analysisspansover3,200brandsmeasured,withanaverageofover10,000surveysperbrandperyear.

Standouts:Standoutsidentifythebrandsanaudiencetrustsmostrelativetothegeneralpopulation.Therankingsweredeterminedbytakingthedifferenceinnettrustbetweenagivendemographicandalladults.

Risers:Trustrisersarecalculatedbylookingattheyear-over-yearshiftinnettrust.

Eligibility:PublishedrankingsaredrawnfrombrandseligiblefortheMostTrustedBrandslist;anumberoftrackedentriesinMorningConsultIntelligence—includingsub-brands,non-profits,andgovernmententities-aremeasuredbutheldoutofthepublicrankings.

ThedatainthisstudycomesfromMorningConsultIntelligence,

whichtracksconsumerperceptionsonthousandsofbrandsdaily.

MorningConsultIntelligencecapturestheleadingindicatorsofconsumerintentacrossglobalmarketsandpackagesthemintoaninsight-driven,agenticAl

platformsobusinessleaderscanmakesmarter,fasterdecisionsforgrowth.

Learnmore

Requestacustomtrustassessment

Benchmarkyourbrand'strustscoreagainst3,200otherbrandsalongitswithcategoryandaudiencepositioning.

BRAND

TeslaMotors

★OverallStanding

Nettrustscoreandrankagainstall3,209brandstracked

NETTRUSTsCORE

PERCENTILERANK

YOYSHIFT

2.0

2

+0.5

pts

-16.1ptsbelowtheall-brandaverage

(18.1).

Moretrustedthan2%ofbrands

tracked.

Trustgained

vs.2025.

CategoryBenchmarking

AutomotiveCompaniesandMakes·43brandstrackedinthiscategory

PERCENTILEWITHINCATEGORY

2nd

Moretrustedthan2%of43AutomotiveCompaniesandMakesbrands.

Vs.CATEGORYAVERAGE

-20.5pts

22.5

TeslaMotorsscores2.0vs.categoryavg

2.022.5

TeslaMotors

Categoryavg

AudienceBenchmarking

Nettrustbyaudience,benchmarkedagainstthataudience'saverageacrossallbrands

●TeslaMotors●Demographicaverage

AUDIENCEsCORE

Getyourreport

1.

TheTrustLandscape

MORNINGCONSULT

VMORNINGCONSULT

INTRODUCTION

InanAnxiousMoment,ConsumersAreReachingforFamiliarComfort

Thecentralpatterninthisyear'sdataisnostalgiaovernovelty,highlightingtheemergenceofareassuranceeconomy.

Thebrandsgainingthemosttrustin

2026arelargelynotnewbreakout

productsbutnostalgicfavoriteslike

CapriSun,Lunchables,andHot

Wheels.TherecentlyrelaunchedMr.Pibbpostedthesinglelargesttrust

gainofanybrand.WhatunitesthemisthattheybelongtoaspecificregisterofAmericanmemory:thebrand

landscapeofchildhood,beforeadultcomplexitysetin.Theirrisein2026saysasmuchaboutthepsychologicalmomentconsumersareinasitdoesthebrandsthemselves.

TheoverallMostTrustedBrands

reinforcesthispattern.Thelistis

dominatedbyhouseholdstapleslikeDawnDishSoap,BAND-AID,Heinz,

andHershey'sthatarereliableifnotparticularlyexcitingbrands.Theseareproductsthatdoexactlywhat

consumersexpectthemto,yearafteryear.

somethingbetter.Thetrustdata

Ontheotherhand,theAlcategoryisconspicuouslyabsent.DespitethebreakoutyearinadoptionforAl,

GeminiistheonlyAlbrandtomake

therankingoftrustrisers.

Morebroadly,MorningConsultdatashowsAlbrandsandotherfast-

growingtechcategoriesfacea

significanttrustdeficit,acontrasttothehouseholdgoodsandnostalgicbrandsthataresucceeding.

Themacropatternthreadingthroughallofthisisreassurance.In

conditionsofambientuncertainty一economic,political,technological—

consumersappeartoberoutingtheirtrusttowardbrandsthatprovide

predictabilityandcomfort.AbottleofHeinzketchupisidenticaltotheoneyougrewupwith.Thesearebrands

thathaveeliminatedsurprisefromtheconsumerrelationship,andthatappearstobehighlyvaluableinthismoment.

Thisframesthestrategicimperative

forbrands.Agrowthmodelfocusedondisruptionanddifferentiation

discoverymode,activelyseeking

assumesthatconsumersarein

suggeststhatin2026,asignificantportionofconsumersarein

anchoringmode:seekingbrandstheycancountonwhenotherpartsoftheirenvironmentfeelunstable.

10KeyTrends

1.Brandtrustisholdingupinalow

trustera:Thereare591brands

MorningConsulthasbeentracking

since2018.Theaveragetrustscore

forthissethasbeenremarkably

stableduringthatperiodandhita

newhighpointthisyear.

2.DawnandBand-Aidreign

supreme:DawnDishSoapremains

secondstraightyear.Band-Aid

theMostTrustedBrandforthe

retainssecondplace,afterfinishing

firstin2024,2023and2022.

3.Nostalgiaisthisyear'sotherbigwinner:ThebiggesttrustrisersarenostalgicfavoritessuchasMr.Pibb,Lunchables,HotWheels,andCapri

Sun.

4.Expectyourbrandtoperform

worsewithGenZ:94%oftracked

brandsscoreloweronnettrustwith

GenZthanwithallU.S.adults.Gen

Z'saveragenettrustsits8points

belowthegeneraladultpopulation.

5.Tylenol'sresilienceshowswhy

trustisavitalbufferduringcrises:

Despitethepresidentcreatinga

firestormforthebrandlatelast

year,Tylenolremainsinthetop20

overallandisthesinglemost

trustedmedicinebrand.

6.Gapisconvertingrevivedculturalrelevancetogrowingtrust:The

apparelbrandgainedthe12thmosttrustyear-over-year,leveraging

clevermarketingandproduct

designtobeintherightplaceasbroaderculturalshiftsunfold.

7.Hill'sandPetSmartleadtherisein

petcaretrust:Twoofthemost

prominentbrandsinthepet

categorypostedmeaningfultrust

gainsin2026,atthesamemomentpetownershipisatanall-timehigh.

8.Googlesitsatopthetechworld

whenitcomestotrust:Googleis

thethirdMostTrustedBrandand

thetoptechbrand.Geminiis8th

biggesttrustriser,atestamentto

Google'sstronghaloeffectgiven

broaderAldistrust.

9.Alisoneoftheleasttrusted

categories:Despiteabreakout

yearinadoption,sevenoftheten

largestAlbrandslosttrustyear-

over-year.

10.Roblox'strustplummetedamid

scandals,especiallywiththe

audiencethatmattersmost:

parents.Robloxlostthesecond

mosttrustofanybrandtrackedby

MorningConsultthisyear.

MORNINGCONSULT

VMORNINGCONSULT

WhyTrustMatters

Trustisoneofthemostreliablesignalsofoverallbrandhealthwemeasure.It

correlatesmorecloselywithfavorabilityandvaluethananyoftheotherninecoremetricswetrackandisalsooneofthebestindicatorsofpurchasingconsideration.

Whatthismeansinpracticaltermsisthattrustdoesn'tmovealone.Brandsthatearnittendtobefavored,valued,admired,andconsidered.Brandsthatloseitlosethosethingsinconcert.Inthissense,trustprovidesaclearreadonhowabrandisdoingacrossthedimensionthatmatters.

Morethanthat,trustisessentialtomakingabrand'spositiondurable.Ourdatashowsthatachievingahighleveloftrusttakesyears-oftendecades-of

repeatedpositiveinteractions.Butoncesecured,trustcanhelpbrandsweatherstorms.

Thevalueoftrustinonechart:TylenolandTrump

Lastfall,PresidentTrumpusedaWhiteHousepressconferencetolinkTylenoltoautismandurgedpregnantwomentoavoidit.Thiswasadirectassaultonthe

brand'scoresafetypositioningfromoneofthemostprominentvoicesinthecountry.

ThesharewhoreportedseeingnegativenewsaboutTylenolspikedtoalevelfivetimeshigherthanMorningConsulthadpreviouslymeasured.Trustbarelybudged:

—Tylenolnettrustscore—Tylenolnegativebuzz

InourMostTrustedBrandsreportlastyear,Tylenolranked4th.Thisyear,stillinthedirectaftermathofthisbrandcrisis,Tylenollandedat19thandremainsthe

singlemosttrustedmedicine.Whilethatkindofdrop-offmayotherwisebe

concerning,itisaclearsignalofstrengthforthebrandinthisenvironment-andatestamenttowhatdecadesofbuilt-uptrustcanprovideforbrandswhenthey

needitmost.

MORNINGCONSULT

Whatadecadeoftrustdatatellsus

MorningConsultBrandIntelligencehastrackedconsumertrustinnearly600brandscontinuouslysince2018.Whatcanwelearnfromthisdata?

Brandtrustisholdingupinalowtrustera.Theaveragenettrustscoreacross

thesebrandsstandsat27.1in2026—thehighestpointinthenine-yearseries.

Thatstabilityisstrikinggiventheperiodinquestion.Americanshavelivedthroughapandemic,awaveofsocialmovements,anupheavalinnewsdelivery,persistentinflation,andasteadyerosionofconfidenceinmajorinstitutions.Againstthat

backdrop,thefactthattrustinconsumerbrandshasnotjustheldbutslowly

improvedisnotable.

Buttheshapeoftrusthaschanged:Thetoplineaverageconcealsasteadycompressionofthetrustdistribution.Thebrandsthatsatatthetopofthefieldin2018havelostanaverageof3pointsofnettrust,whilethebrands

thatsatatthebottomhavegained

morethan5.Morebrandsthaneverareclusteredinthemiddleofthefield,andfeweroccupytherarefiedairoftrueleadership.

55

45

35

25

15

5

-5

Meantrust

52.9

49.9

7.8

一Topdecilebrands

—Allbrands

2018

2019

2020

2021

2022

2023

2024

2025

2026

2.4

一Bottomdecilebrands

Thepracticaleffectisalandscapethatismorecrowdedandcompetitive:easiertoenterthemid-tier,hardertoriseaboveit.Putdifferently,trustisbecomingalessdifferentiatedasset,evenasitremainsvitaltobrandequity.

Whyisthetopfallingandthebottomrising?Morethanhalfofthetop-decile

declinehappenedinasingleyear,2020to2021,indicatingapandemic-eraresetofhowAmericansevaluatedlargeincumbents,ratherthanslowseculardecay.Thebottom-decilerisehasbeenmoregradual.Manyofthebrandsatthebottomin2018werenotactivelydislikedsomuchasthinlyheld,andtheirgainsreflectrisingfamiliarity.Theresultisn'tacleangenerationalhandofforasinglecausal

mechanism,butareflectionofsubtlelong-termshiftsinconsumertrust.

Trustisaslow-movingasset.Themorehumblingrealityishowlittletrustactuallymoves.Two-thirdsofbrandsmovedlessthan5pointsacrosstheentirewindow.Yearoveryear,thetypicalbrandshiftsbylessthan1.5points.Thelandscapeischanging,buttheunderlyinglessonisthesameoneithasalwaysbeen:trust

accumulatesslowlyandrewardsthebrandswillingtoinvestinitconsistently.

2.

OverallWinners

MORNINGCONSULT

MORNINGCONSULT

TheMostTrustedBrands

Highestnettrustscoreamongalladults

RANKBRANDTRUSTYOYRANKBRANDTRUSTYOY

01DawnDishSoap60.4+0.613Mr.Clean54.3+2.0

02

BAND-AID

59.4

+0.7

13

YouTube

54.3

+1.6

03

Google

57.4

+2.0

13

Amazon

54.3

+1.1

04

Dove

57.3

+2.2

17

FedEx

54.2

+1.9

04

PayPal

57.3

+5.6

17

Lysol

54.2

+1.8

06

TheWeatherChannel

56.9

+4.0

19

Tylenol

54.0

-1.7

07

HeinzKetchup

56.4

+3.1

20

Duracell

53.9

+1.7

08

UPS

56.3

-0.8

21

Oral-B

53.7

-1.4

09

Hershey's

56.1

+1.6

22

Clorox

53.6

-1.3

09

Kleenex

56.1

+1.4

23

M&M's

53.4

+0.2

11

Colgate

54.9

+2.1

24

Doritos

53.2

+6.0

12

Cheerios

54.4

+4.2

25

HomeDepot

53.0

-0.2

13

TideDetergent

54.3

+2.9

25

Visa

53.0

+0.5

VMORNINGCONSULT

CategoryWinners

Highestnettrustscorebycategory

CATEGORYBRANDTRUST

Airline

Delta

33.2

Apparel

Levi's

48.5

ArtificialIntelligence

Alexa+

21.9

Auto

Chevrolet

42.9

AutoService

AutoZone

50.7

Bank

Chase

33.4

Beer

Heineken

24.2

Beverage

Sprite

51.0

CarRental

Enterprise

33.2

ConvenienceStore

7-Eleven

43.4

Cosmetic&Beauty

Bath&BodyWorks

48.9

Electronics

Sony

48.9

EnterpriseSoftware

Zoom

32.3

FinancialServices

PayPal

57.3

Food

HeinzKetchup

56.4

GroceryStore

Aldi

47.5

HomeImprovement

HomeDepot

53.0

HotelHolidayInn37.0

BRAND

DawnDishSoap

TRUST

60.4

CATEGORY

HouseholdProduct

Insurance

Insurance(Health)

AAAInsurance

37.0

BlueCrossBlueShield

36.5

LuxuryApparelandAccessories

Rolex

26.1

Mediane

Tylenol

54.0

Mobile&Internet

T-Mobile

38.0

OilandGas

Shell

29.6

PersonalCare

Dove

57.3

PetStore

PetSmart

51.5

Pharmacy

Walgreens

50.8

Restaurant

DairyQueen

51.7

Retail&E-Commerce

Amazon

54.3

ShippingandLogistics

UPS

56.3

SocialMedia

Pinterest

31.3

SportsBetting

FanDuel

6.0

SportsLeagues

MLB

35.5

Streaming&Video

YouTube

54.3

57.4

Tech

Google

VMORNINGCONSULT

TheBiggestTrustRisers

Largestyear-over-yearnettrustgain

RANKBRANDTRUSTSHIFTRANKBRANDTRUSTSHIFT

01Mr.Pibb23.9+13.714SoFi23.3+5.9

02

Hill'sPetNutrition

23.7

+10.6

15

Baskin-Robbins

45.1

+5.8

03

Lunchables

38.9

+7.1

16

OscarMayer

42.7

+5.8

04

PetSmart

51.5

+6.7

17

CapriSun

42.0

+5.8

05

Poppi

21.3

+6.5

18

HotWheels

40.9

+5.8

06

Marlboro

-8.2

+6.4

19

PayPal

57.3

+5.6

07

Propel

33.5

+6.3

20

TUMS

43.0

+5.5

08

Gemini

21.7

+6.2

21

BriskIcedTea

41.7

+5.5

09

JBL

30.9

+6.1

22

ClifBar

24.8

+5.5

10

Doritos

53.2

+6.0

23

Sprite

51.0

+5.4

11

Cap'nCrunch

36.5

+6.0

24

Experian

36.3

+5.4

12Wikipedia38.9+5.925JaredJewelers22.3+5.4

13Gap34.2+5.9

3.

AudienceWinners

MORNINGCONSULT

MORNINGCONSULT

STANDOUTS

Highestover-indexparisonset

BRAND

TRUST

DIFF

TikTok

Crocs

CapCut

FentyBeauty

PhilipMorris

Jarritos

Duolingo

WWE

Aquaphor

Fortnite

23.0

40.4

21.5

21.9

2.4

22.8

24.6

15.4

33.2

18.1

+15.4

+9.1

+8.8

+8.4

+8.3

+8.2

+8.1

+8.0

+7.6

+7.2

BIGGESTRISERS

Largestperiod-over-periodtrustgain

BRAND

5HourEnergy

BarefootWines

PetSmart

SunTracker

JBL

12.5

15.8

41.9

9.2

34.5

+16.0

+12.9

+12.8

+11.9

TRUST

+11.8

SHIFT

MostTrustedBrands:GenZ

RANK

OVERALLWINNERS

Highesttrustscore

BRANDTRUST

01YouTube49.1

02DawnDishSoap49.0

03DoveSoap47.7

04Costco46.9

05PayPal46.4

06Sprite45.8

07Google45.6

08Colgate45.0

09Doritos44.6

10Cheerios43.9

11Gatorade43.4

12Nike42.3

13Domino's42.2

14CeraVe42.1

15PetSmart41.9

CostcomightnotbeimmediatelyassociatedwithGenZ,butthe

retailstalwartknownforgreat

dealsandaresponsiblecorporatecultureisofferingatemplateforwinningyoungconsumers.

CosTCO

VMORNINGCONSULT

MostTrustedBrands:Millennials

OVERALLWINNERS

Highesttrustscore

RANK

BRAND

PayPalDove

TRUST

58.9

58.4

Doritos57.0

03Google57.0

05YouTube55.4

06BAND-AID54.5

07TheWeatherChannel53.5

07DawnDishSoap53.5

09Oral-B53.4

09Mr.Clean53.4

11Gatorade53.1

12Nike52.8

13Domino's52.5

14Roku52.4

15PizzaHut52.2

STANDOUTS

Highestparisonset

BRAND

Bitcoin

Marlboro

RedBull

Twitter

TikTok

MetaAI

MonsterEnergy

Supreme

Botox

CallofDuty

LosAngelesTimes

DraftKings

+15.9

+15.1

+13.7

+13.2

+11.9

+11.8

+11.7

+11.6

+11.5

+11.1

12.0

7.0

32.1

13.8

19.4

4.4

26.0

21.9

17.0

21.8

22.6

TRUST

+11.1

+11.1

DIFF

BIGGESTRISERS

Largestperiod-over-periodtrustgain

15Cheerios52.2

BRAND

BitcoinleadsMillennials'

Standoutswitha+15.9over-

index,joinedbyTwitter,TikTok,andMetaAl—signalingrelativeopennesstodigital-firstbrandsoldercohortsshun.

Mr.Pibb

Yoplait

Lunchables

Welch's

Marlboro

TRUST

27.3

48.7

46.3

51.1

6.9

SHIFT

+12.7

+12.6

+12.2

+11.7

+11.5

MostTrustedBrands:GenX

MORNINGCONSULT

OVERALLWINNERS

Highesttrustscore

RANKBRANDTRUST

01BAND-AID68.2

02TideDetergent67.4

03Lysol65.0

04Kleenex64.9

05Google64.8

HeinzKetchup64.5

07Hershey's63.9

PayPal63.6

09Energizer63.5

09DawnDishSoap63.5

11Dove62.8

STANDOUTS

Highestover-ndexparisonset

BRAND

Igloo

Breyer'sIceCream

Bush'sBeans

TideDetergent

BLACK+DECKER

Energizer

BordenDairy

Kraft

Stouffer's

Lipton

44.5

59.0

56.6

67.4

53.1

63.5

41.8

56.7

51.5

57.5

+15.7

+14.0

+13.4

+13.1

+12.8

+11.9

+11.5

+11.2

+12.7

+12.7

TRUST

DIFF

12UPS62.0

BIGGESTRISERS

Largestperiod-over-periodtrustgain

TRUST

SHIFT

BRAND

12Clorox62.0

14Lay's61.6

Kellogg's60.3

29.2

54.4

61.6

21.7

+16.9

+12.9

Mr.Pibb

OliveGarden

Lay's

RockstarEnergyDrinkCircleK

+12.4

+12.4

46.6

28.1

+12.2

+12.2

TideDetergentappearinghigh

onGenX'sstandoutsisnotable

givenhowstrongbaselinetrust

is:Tideisthe13thMostTrusted

Brandoverall.

Hill'sPetNutrition

MORNINGCONSULT

MostTrustedBrands:Boomers

OVERALLWINNERS

Highesttrustscore

RANKBRANDTRUST

01DawnDishSoap73.5

02Hershey's71.8

03BAND-AID70.3

04AceHardware69.1UPS69.0FedEx68.8

07TheWeatherChannel68.2

07HeinzKetchup68.2RitzCrackers68.2

10BettyCrocker66.5

Duracell66.5

12Pillsbury66.4

13M&M's66.1Kellogg's65.5

STANDOUTS

Highestover-ndexparisonset

BRAND

Procter&Gamble

ConsumerReports

Maytag

Ore-lda

Pillsbury

GreyPoupon

GreenGiant

Bayer

Nabisco

StanleyBlack&Decker

BenjaminMoore

+26.5

+23.2

+21.8

+21.6

+20.6

+20.6

+20.5

+20.4

+19.7

+19.5

+19.5

58.1

55.2

58.8

57.6

66.4

46.5

63.4

55.3

60.9

54.2

43.4

TRUST

DIFF

BIGGESTRISERS

Largestperiod-over-periodtrustgain

15Kleenex65.3

SHIFT

TRUST

BRAND

22.6

30.6

31.0

61.1

+16.2

+14.0

+13.9

Mr.Pibb

SuzukiMotorcycles

Hill'sPetNutrition

BaskinRobbins

+11.2

Procter&Gambleleads

Boomers'standoutswitha

+26.5over-index,reflectingthisgeneration'soutsizedfamiliaritywithandaffinityforlegacy

brands.

P&G

42.5

+10.5

HotWheels

VMORNINGCONSULT

MostTrustedBrands:Men

OVERALLWINNERS

Highesttrustscore

RANKBRANDTRUST

01HeinzKetchup58.0

02PayPal57.7

03Google56.4

04Hershey's56.3

05Kleenex55.4

06BAND-AID55.0

06DawnDishSoap55.0

08Duracell54.9YouTube54.8

09DoveSoap54.8

11FedEx54.5

STANDOUTS

Highestover-indexparisonset

BRAND

NFL

CallofDuty

CiscoSystems

DosEquis

Men'sWearhouse

Bridgestone

YuenglingBrewery

JBL

SpaceX

Heineken

45.8

25.3

25.1

26.8

34.9

38.6

18.6

38.9

17.8

32.1

+11.0

+10.3

+8.0

TRUST

+8.7

DIFF

+8.6

+8.1

+8.8

+8.1

+8.2

+8.4

11UPS54.5

BIGGESTRISERS

Largestperiod-over-periodtrustgain

13TheWeatherChannel54.2

TRUST

SHIFT

BRAND

Colgate54.0

15Cheerios53.9

24.9

26.9

+11.5

Mr.Pibb

+8.2

+7.8

+7.5

+7.3

+7.3

Transformers

Mike'sHardLemonade

DosEquis

BaskinRobbins

ClifBar

27.4

26.8

44.2

27.4

DosEquisisthe4thhighest

over-indexingbrandformen

(+8.7)andoneoftheyear's

biggesttrustrisers(+7.5)—theonlybrandappearinginbothlists.

DOSEQUIS

MostTrustedBrands:Women

MORNINGCONSULT

e.l.f.leadsabeauty-dominatedstandoutslistthatalsoincludesMaybelline,Olay,CoverGirl,

andL'Oréalinthetop5over-indexingbrandsforwomen.

elf

eyeslipsface

OVERALLWINNERS

Highesttrustscore

RANKBRANDTRUST

01DawnDishSoap65.5

02BAND-AID63.2

03Dove61.9

04TheWeatherChannel59.1

05Lysol59.0

06Bath&BodyWorks58.7

07Google58.6

08UPS58.3

09Mr.Clean57.857.2

10PayPal57.257.156.9

13Amazon56.9

15Colgate56.1

15Crayola56.1

STANDOUTS

Highestover-indexparisonset

TRUST

DIFF

BRAND

e.l.f.

Maybelline

Olay

CoverGirl

L'Oréal

ULTABeauty

SallyBeauty

Burt'sBees

Revlon

Bath&BodyWorks

36.8+13.1

46.8+12.4

50.4+11.1

40.9+10.8

46.6+10.6

40.8+10.5

39.7+10.4

52.2+10.3

40.7+10.1

58.7+9.8

BIGGESTRISERS

Largestperiod-over-periodtrustgain

BRAND

Mr.Pibb

Hill'sPetNutrition

SoFi

Lunchables

Marlboro

TRUST

22.9

25.5

23.2

40.5

-10.2

SHIFT

+15.7

+14.6

+10.3

+10.0

+9.7

VMORNINGCONSULT

MostTrustedBrands:IncomeUnder$50K

OVERALLWINNERS

Highesttrustscore

BRANDTRUST

01DawnDishSoap61.9

02PayPal58.2

03BAND-AID57.1

04Google56.3

05HeinzKetchup56.0

06Dove54.6Kleenex54.5

08YouTube54.454.0

10Doritos53.8Hershey's53.7

12Walmart53.6

13M&M's53.4

14TheWeatherChannel53.0

Amazon52.9

Cheerios52.9

STANDOUTS

Highestover-ndexparisonset

BRAND

Marlboro

Facebook

TikTok

GoldenCorral

FamilyDollarStores

DollarGeneral

SHEIN

Temu

LittleCaesars

Lunchables

MonsterEnergy

27.4

12.5

34.6

49.0

48.6

14.2

11.3

47.0

42.3

13.5

+3.7

+3.4

+3.4

+4.6

+4.2

+4.0

+4.9

+4.9

-2.1

TRUST

+6.0

+4.7

+4.0

DIFF

BIGGESTRISERS

Largestperiod-over-periodtrustgain

SHIFT

TRUST

BRAND

+15.2

+10.9

+10.5

23.7

Mr.Pibb

-2.1

Marlboro

Hill'sPetNutrition

Cap'nCrunch

Gap

Poppi

18.9

39.4

30.6

18.0

+8.1

+7.8

+7.8

TemuandShein'sstandout

successsignalsrisingtrustin

ultra-discountplatformsamongbudget-constrainedconsumers.DollarGeneralandFamilyDollarcontinuetomaintainnotably

highertrustwiththiscohort.

X810

TEMU

MostTrustedBrands:Income$50K-$10OK

OVERALLWINNERS

Highesttrustsco