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The Most Trusted Brands of 2022

Morning Consult examined brand trust across industries globally for 2022.

A survey of 2,200 U.S. adults, 1,299 South Korean residents, and 1,000 residents each in Canada, China, France, Germany, India, Italy, Japan, and the U.K. was conducted April 8-14, 2022.

Key Findings:

  • Household names with local roots helped boost consumer trust.
    • The No. 1 Most Trusted Brand in 6 of the 10 countries surveyed was established in that country.
  • For the most part, small businesses were well-trusted.
    • Across North America and Europe, trust in small businesses was quite high, but there was a sizable trust gap in the Asian countries surveyed.
  • Good value for price and high-quality products/services were crucial for building trust.
    • International respondents ranked other elements as less important, such as ethical business practices and good customer service.
  • Poor customer service was a primary driver in breaking trust.
    • Bad customer service experiences and deteriorating product quality were among the top reasons that global consumers lost trust in brands.

Discover what makes brands trustworthy across the globe

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