In partnership with Ipsos Connect, Reader’s Digest has fielded its 2018 annual Trusted Brands survey, revealing both the most trusted brands in America and the state of brand trust generally.
“Trust has always been one of the most essential values we maintain at Reader’s Digest,” stated Lee Zellweger, the journal’s publisher. “This program enables us to understand how trust impacts consumer behavior and why it is critical that brands work diligently now more than ever to protect the trust they have built between themselves and their consumers.”
The survey, which polled 5,500 Reader’s Digest readers across America, found the brands people trusted the most in each of 40 different product categories, which are granted the Reader’s Digest Trusted Brand seal of approval.
Toyota won big across the automomotive categories, taking home the prize of most trusted brand for SUVs and hybrid and standard cars—only losing out to Ford for the truck/van slot. In the hotly contested wireless provider category, Verizon won out over rivals Sprint and AT&T.
Walmart was crowned the champion of trusted mass-merchandiser retailers, small surprise given its ubiquity and Amazon’s effect on other brick-and-mortar retailers in the category. Beating out MasterCard and Amex, Visa earned its seal as most trusted credit card company.
“This year’s winners consist of brands and companies that have excelled at earning the respect and allegiance of consumers nationwide,” Zellweger continued.
You can see the full list below.
The journal emphasized the importance of building brand trust, citing several of the survey’s more general findings. Seventy-one percent of the survey’s respondents claimed they would pay more for a brand they trusted, and 82 percent said they make an effort to stick with brands they trust.
While consumers tend to be generous with brands they like, woe on those that betray that trust. According to Ipsos, 68 percent of respondents claimed that being let down by a brand even once will make it “hard” for them to use it again in the future.
Many marketers may find themselves in the “untrusted” category. Sixty-nine percent of respondents agreed that “brands need to do a better job of earning consumers’ trust.” Additionally, 48 percent claimed to trust brands less now than they have in the past.
Though Amazon did not appear on the Reader’s Digest list, it was recently voted the most liked brand in America, though how much consumers trust it was not determined.