Trust Pillar Page Header

 

February 2023

 

What makes a brand trustworthy?

Is trust important to people when making purchase decisions? What attributes matter most?

Scroll down to see what consumers say about brand trust.

You'll find the current state of happiness and optimism in the US and UK at the bottom of the page.

scroll-down

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Brand trust is key for purchase

1 Importance of brand trust-1

 

Quality, reliability and service rule

 

2 ABC of trust-1

 

Top 10 most trusted brands
(unaided)

 

3 Top trusted brands

 

Broken brand trust? Here's what consumers do


  

4 Reaction to break-1

 

ESG initiatives strongly impact brand trust

 

5 Mid level factors-1

 

Least trusted brands

 

6 Least trusted brands

 

Celebrity spokespeople have little impact on brand trust

 

 

7 Celebritties-2

 

 

Happiness and Optimism 


happiness

Happiness is steady

 

optimism2.0

Optimism rising

 

Gated Case Study Created with Sketch.

Want to know more about brand trust?

Join us on March 9th @ 11 Eastern for a discussion with Vicky Nef (Logitech, P&G) and Omar Mahmoud (UNICEF, P&G). New data from China.

Register Now