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.

Brand trust is key for purchase

Quality, reliability and service rule

Top 10 most trusted brands
(unaided)

Broken brand trust? Here's what consumers do

ESG initiatives strongly impact brand trust

Least trusted brands

Celebrity spokespeople have little impact on brand trust

Happiness and Optimism

Happiness is steady

Optimism rising

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