2022年最值得信任的品牌

SPECIALREPORT

Anationalandgloballookatthe

MostTrustedBrandsof2022

?2022MorningConsult.Allrightsreserved.

ABOUTTHEREPORT&METHODOLOGY

WhatIsMorningConsult’sMost

TrustedBrands??

MorningConsult’sMostTrustedBrands2022isthede?nitivemeasureofbrandtrustacrossindustries,showcasingthecompaniesandproductsthathaveearnedormaintainedconsumertrustin2022.

Inthisreport,weunpackwhytrustisimportant,howtrustisbuiltandhowit’sbrokeninthe10largesteconomiesaroundtheworld.Wethenzeroinonthemosttrustedbrandsineachofthosemarkets,alongwiththetop10mosttrustedbrandsintheUnitedStates,divingintothreediferentcasestudiesofbrandsthathavestoodoutintheirtrustmetrics.

THEDATABEHINDOURINSIGHTS

BrandIntelligence

MorningConsulthelpsyouunderstandyourbrand,competitorsandmarketinawaytraditionalresearchcompaniescan’t.Wesurveytensofthousandsofpeopleacrosstheglobeonover4,000brandsandproductseveryday.Getactionableinsightsintowhatconsumersthink,seeandsayaboutyourbrandandproducts.

LEARNMOREABOUTBRANDINTELLIGENCE

Methodology

TheanalysisbehindMorningConsult’sMostTrustedBrandsisdrawnfrom

twopowerfuldatasets:ResearchIntelligenceandBrandIntelligence.

TheResearchIntelligencedatasetwas?eldedApril8-14,2022,amonga

representativesampleof2,200U.S.adults,1,299SouthKoreanresidents

and1,000residentseachinCanada,China,France,Germany,India,Italy,

JapanandtheU.K.Unweightedmarginsoferrorforeachcountryareno

morethan+/-3percentagepoints.

TheBrandIntelligencedatasetwasgatheredMarch3-April3,2022,

amongrepresentativesamplesof4,614to6,401adultsfromthecountries

above,withunweightedmarginsoferrorof+/-1point.

Brandrankingsarebasedonnettrust,ortheshareofrespondentswho

saidtheytrusteachbrandtodotherightthing“alot”or“some”minusthe

sharewhosaid“notmuch”or“notatall.”

2

EXECUTIVESUMMARY

Inturbulenttimes,consumertrustiskey.Andit’seasiertolosethanitistogain.

Risinginflation,Russia’swarwithUkraineandanongoingglobalpandemicarecreatingtreacherous

conditionsforconsumersaroundtheworld.

Forcorporations,suchinstabilityunderlinesthesignificanceofconsumertrust,anenigmaticbutimportant

termduetoitsstrongtiestopurchasingconsiderationandbrandloyalty.Whenthinkingabouttrust,

consumersacrosstheglobeareprioritizinggood-valuepricingandstrengtheningtherelationshipsthey

alreadyhavewiththeirfavorite,long-establishedbrands.

WeseethisinMorningConsult’sMostTrustedBrandsproject,whichhighlightstheconsumer-facing

brandsthathavemanagedtobuildandestablishtrustandunpackshowtrustisbuiltandbroken.The

analysis—basedonsurveyresearchfromthe10largestglobaleconomies—isaroadmapforbrands

lookingtoreplicatesuccessinconsumertrust.

Thisreportexploreslargerglobaltrends,butwealsodigintowhatspecificallybuildsandbreakstrustina

fewkeyindustries:autoandmobility,financialservices,food&beverage,nonprofits,retailande-

commerce,andtravel&hospitality.Downloadandexplorethosereports

here

.

3

KEYTAKEAWAYS

Householdnameswithlocalroots

helpboostconsumertrust

TheNo.1MostTrustedBrandin6ofthe10

countrieswesurveyedwasestablishedin

thatcountry.

Smallbusinessesarewell-trusted—for

themostpart

AcrossNorthAmericaandEurope,trustinsmall

businessesisquitehigh,butthere’sasizable

trustgapintheAsiancountriessurveyed.

Goodvalueandproductsarecrucialto

buildingtrust

Internationalrespondentsrankedother

elements,suchasethicalbusinesspractices

andgoodcustomerservice,aslessimportant.

Butpoorcustomerserviceisamain

driverinbreakingtrust

Abadcustomerserviceexperienceand

deterioratingproductqualitywereamong

thetopreasonsthatglobalconsumerslost

trustinbrands.

4

HOWTRUSTISBUILTANDBROKEN

Whichmarketshaveautomaticcustomertrust

Respondentswereaskedwhichstatementtheyagreedwithmore

Itendtonottrustcompanies.Theymustearnmytrust.

Don’tknow/Noopinion

Itendtotrustcompanies.

Theymustdosomethingbadtolosemytrust.

13%

35%

34%

39%

40%

39%

43%

42%

16%

44%

23%

44%

13%

64%

13%

15%

20%

14%

17%

18%

21%

53%

53%

47%

46%

42%

41%

40%

40%

35%

China

SouthKorea

IndiaU.K.ItalyU.S.GermanyCanadaJapanFrance

?GenZandmillennialrespondentsinCanadaandFranceareamongthosecountries’leasttrustingcohorts.

?IntheUnitedStates,incomeandeducationarebothdeterminantsoftrust:Higherlevelsofeitherequatetoahigherlikelihoodthatconsumerstrustcompanies.

?InChina,millennialsandurbaniteshavesomeofthehighestlevelsoftrustincompanies,whileGenZadultsandthoseinsuburbanandruralcommunitieslag.

SurveyconductedApril8-14,2022,amongarepresentativesampleof2,200U.S.adults,1,299SouthKoreanresidents,and1,000residentseachinCanada,China,France,Germany,India,Italy,JapanandtheU.K.,withunweightedmarginsoferrorforeachcountryofupto+/-3points.

5

HOWTRUSTISBUILTANDBROKEN

Howtrustin?uencespurchasingbehavior

Respondentswereaskedwhichstatementtheyagreedwithmore

Idon’ttrustcompaniesingeneral.

WhenItrusta

company,Iwill

purchasefrom

them,butnot

necessarilyany

morethanI

wouldfrom

Itrustless.

anothercompany

WhenItrustacompany,Iwillgooutofmywaytopurchasefromthem.

15%

10%

13%

14%

14%

11%

14%

19%

14%

13%

39%

48%

38%

65%

33%

40%

43%

46%

49%

43%

52%

51%

50%

46%

43%

41%

40%

39%

36%

22%

IndiaSouthChinaFranceGermanyItalyCanadaU.S.U.K.Japan

Korea

?JustoverhalfofU.S.adultslivinginhouseholdswithanannualincomeof$100,000ormoresaytheygooutoftheirwaytopurchasefrombrandstheytrust.

?Japaneseconsumersaretheleastlikelytogooutoftheirwaytopurchasefromtrustedcompanies,withbabyboomersandwomensayingtheytendtobejustashappytoshopfromcompetitors.

?Twoin3SouthKoreanbabyboomerswillstayloyaltoabrandthathasearnedtheirtrust,makingthemoneofthemostloyaldemographicssurveyed.

SurveyconductedApril8-14,2022,amongarepresentativesampleof2,200U.S.adults,1,299SouthKoreanresidents,and1,000residentseachinCanada,China,France,Germany,India,Italy,JapanandtheU.K.,withunweightedmarginsoferrorforeachcountryofupto+/-3points.

6

HOWTRUSTISBUILTANDBROKEN

Rankingtrustininstitutionsandindustries

U.S.

Canada

China

France

Germany

India

Italy

Japan

SouthKorea

U.K.

77%

81%

37%

79%

78%

82%

75%

63%

52%

76%

72%

71%

57%

59%

78%

84%

76%

75%

65%

73%

64%

69%

53%

74%

73%

86%

72%

54%

66%

69%

63%

66%

61%

52%

57%

85%

42%

66%

63%

63%

62%

66%

41%

67%

68%

84%

69%

66%

50%

67%

61%

59%

71%

62%

60%

81%

66%

70%

59%

60%

60%

63%

67%

65%

68%

88%

76%

64%

66%

65%

60%

60%

58%

63%

65%

78%

68%

57%

54%

61%

51%

57%

51%

56%

78%

38%

68%

45%

49%

51%

47%

47%

49%

56%

81%

55%

45%

40%

56%

46%

44%

61%

65%

66%

76%

61%

66%

60%

39%

45%

50%

36%

50%

53%

77%

55%

49%

49%

54%

43%

51%

58%

42%

59%

72%

45%

56%

44%

46%

42%

52%

42%

54%

80%

36%

50%

51%

37%

40%

35%

53%

40%

39%

79%

39%

47%

47%

37%

38%

40%

60%

46%

53%

74%

55%

61%

53%

39%

38%

32%

43%

41%

41%

77%

44%

51%

49%

37%

50%100%

0%

Sharesofrespondentswhosaidtheytrustthefollowing“alot”or“some”:

Smallbusinesses

Food&beverage

Healthcare

Financialservices

Travel&hospitality

Automotiveandmobility

Technology

Retailande-commerce

Yourlocalgovernment

Online-onlycompanies

Corporations

Mediaandentertainment

Newsmedia

Yourcountry'sgovernment

CEOsofcompanies

Majorglobalcorporations

Socialmedia

ResponsesforIndiashouldbeinterpretedwithcaution,asthecountryshowsextremetop-boxbias.MorningConsultdidnotsurveyontrustinthegovernmentinChina.

SurveyconductedApril8-14,2022,amongarepresentativesampleof2,200U.S.adults,1,299SouthKoreanresidents,and1,000residentseachinCanada,China,France,Germany,India,Italy,JapanandtheU.K.,withunweightedmarginsoferrorforeachcountryofupto+/-3points.

7

HOWTRUSTISBUILTANDBROKEN

Goodvalueforprice High-qualityproducts/servicesConsistentlydeliversonpromises

MeetsmyneedsbetterthanalternativesEthicalbusinesspractices GoodcustomerserviceCommittedtosustainability

StandsforsomethingbeyondprofitIt’sabrandIlove

GoodcustomerreviewsIt’sabrandIuseoftenGoodreputation

RecommendedbysomeoneItrust

Well-knownbrand

Notablygroup

Averageutilityscore:100

Thefactorsthatbuildtrust

Respondentswereaskedhowimportanteachofthefollowingfactorsiswhendecidingtopurchasefromaparticularbrandinsteadofitscompetitors.Chartedbelowaretheaverageutilityscores,whichindicatetherelativeimportanceofeachattributeacrossrespondentsfromall10countries.

U.S.CanadaChinaFranceGermanyIndiaItalyJapanSouthKoreaU.K.

50100200300400

SouthK

oreans’needforhigh-qualityp

roducts

andser

thecareslessabouta

vicesstandsoutasauniquetr

ustbuilder.brand’s

valuea

,

ndabilitytodeliveronitsprom

ises.

Ascoreof100indicatesthattoagivenrespondent.Ascore

factorhasanaveragelikelihoodof200indicatesthefactoris

ofbeingconsideredthemostimtwiceaslikelyasaverage,whilea

portant

score

of50indicatesitishalfaslik

elytobeconsideredthemostim

portant.

8

SurveyconductedApril8-14,2022,amongarepresentativesampleof2,200U.S.adults,1,299SouthKoreanresidents,and1,000residentseachin

Canada,China,France,Germany,India,Italy,JapanandtheU.K.,withunweightedmarginsoferrorforeachcountryofupto+/-3%.

HOWTRUSTISBUILTANDBROKEN

U.S.CanadaChinaFranceGermanyIndiaItalyJapanSouthU.K.

*

*

*

*

*

*

*

“Idon’tfinditimportanttotrustcompanies’”

Rankingtrustininstitutionsandindustries

Respondentswereaskedinwhichindustryistrustmostimportant.Responsesareorderedverticallybytheshareswhosaidtrustisimportant.

Moresaid trustisimportanttothisindustry

“Idon'tfindit important totrustcompanies”

Fewersaid trustisimportanttothisindustry

Korea

Healthcare

Financialservices

Food&beverage

Technology

Socialmedia

Shippingandpostal

Travel&hospitality

Mediaandentertainment

Retailande-commerce

*Asterisksdenoteatiewiththesharewhosaid

Automotiveandmobility

?Thehealthcare,financial

servicesandfood&beverage

industriesaremostoften

citedassectorsinwhichtrust

isimportant.

?Italiansarethemostlikelytonameanindustryinwhichtrustisimportantinsteadofsaying,“Idon’tfinditimportanttotrustcompanies.”

?JapaneseandU.K.consumersaretheleastlikely:10%saidtheydon’tthinkit’simportanttotrustcompanies.

SurveyconductedApril8-14,2022,amongarepresentativesampleof2,200U.S.adults,1,299SouthKoreanresidents,and1,000residentseachinCanada,China,France,Germany,India,Italy,JapanandtheU.K.,withunweightedmarginsoferrorforeachcountryofupto+/-3%.

9

HOWTRUSTISBUILTANDBROKEN

India

China

Canada

U.S.

France

SouthKorea

ItalyGermanyU.K.

Japan

66%64%57%54%52%52%50%46%45%39%

30%

41%

46%

39%

42%

31%

32%

45%

45%

38%

32%

40%

39%

42%

36%

52%

49%

45%

36%

39%

7%

10%

10%

11%

11%

7%

6%

9%

19%

Lookingatthetop3reasonswhyglobalconsumerslosttrustinabrand,abadcustomerserviceexperienceanddeterioratingproductorservicequalitymadethelistforallrespondents.

Abrand’stakingastandonacausethattheconsumerdisagreedwith

wastheNo.3trustbreakeramongU.S.adults.

33%

Whathappenswhenconsumerslosetrustinabrand

Respondentswhosaidtheyhavelosttrustinabrandwereaskedifeachofthefollowingappliestothem:

“Istoppedusingthemandstartedusingtheircompetitors’products.”

“Istoppedusingthemandwillneverusethemagain.”

Shareswhosaythey

“Icontinuedtousethebrand.”

havelosttrustina

companyorbrand

“Istoppedusing

thembutwouldbe

willingtoconsider

usingthemagain.”

31%

25%

15%

20%

20%

20%

22%

16%

17%

12%

SurveyconductedApril8-14,2022,amongarepresentativesampleof2,200U.S.adults,1,299SouthKoreanresidents,and1,000residentseachinCanada,China,France,Germany,India,Italy,JapanandtheU.K.,withunweightedmarginsoferrorforeachcountryofupto+/-3points.

10

GLOBALRANKINGS

TheMostTrustedBrands,Globally

Nettrust,amongadultsineachcountry

CHINAAlipay|Nettrust:84.82

UNITEDSTATESBand-Aid|Nettrust:57.73

GERMANYPayPal|

Nettrust:62.76

JAPANToyota|Nettrust:44.57

INDIAGoogle|Nettrust:87.59

UNITEDKINGDOMBoots|Nettrust:60.14

FRANCELidl|Nettrust:61.25

ITALYWhatsApp|Nettrust:67.30

Tobetterunderstandthegoldstandardofconsumertrust,MorningConsultzeroedinontheNo.1trustedbrandineachofthe10largestglobaleconomies.

Onepatternthatsticksoutisjusthowmuchlocaloriginshelpbuildtrust,evenamongmultinational,billion-dollarcompanies.TheNo.1MostTrustedBrandin6ofthe10countrieswesurveyedwasestablishedinthatcountry.Proximityhelps,too:France’smosttrustedbrandisGermanretailerLidl.(LidlfallstoNo.3amongGermans,behindPayPalandAldi.)

UnlikeMorningConsult’s

FastestGrowingBrands

,thecompaniesonourMostTrustedBrandslisttendtobeestablished,householdnamesthathaveworkedfordecadestobuildconsumertrustandloyalty.Trustisnotsomethingthatcanbeearnedovernight.

Thatsaid,brandsonthislistneedtobemindfulofthenext,moreskepticalgenerationcomingofage.GenZersaremuchlesslikelythantheiroldercounterpartstotrustanyofthesebrands,creatingobstaclesforthesemainstaysandopportunitiesfornewcomersinthemarket.

ResponsesweregatheredMarch3-April3,2022,amongrepresentativesamplesof4,614to6,401adultsfromeachcountry,withunweightedmarginsoferrorof+/-1point.

CANADATimHortons|Nettrust:52.25

SOUTHKOREASamsung|Nettrust:66.35

11

U.S.RANKINGS

TheMostTrustedBrandsintheUnitedStates

Nettrust,amongU.S.adults

2

1

Band-Aid|Nettrust:57.73

4

3

Clorox|Score:55.26

6

5

CVSPharmacy|Score:53.21

7

8

Cheerios|Nettrust:53.04

9

10

Colgate|Nettrust:52.37

Lysol|Nettrust:55.54

UPS|Nettrust:53.93

Visa|Nettrust:53.09

TheWeatherChannel|Nettrust:52.42

TheHomeDepot|Nettrust:52.32

Asthepandemicheadsintoitsthirdyear,Americanscontinuetoplacetheirtrustinbrandsthathavecontributedtotheirpersonalwell-beingorlivingconditions,withBand-Aid,LysolandCloroxtakingthetopthreespotsintheUnitedStates.

Severalrankingbrandsoutsidethehealthandwellnesscategoriesstillhaveapandemicthroughline:UPSdeliversmerchandiseasconsumerscontinuetoavoidbrick-and-mortarstorevisits,whileHomeDepotremainsoneofthego-toretailersforhomerenovations.

Thenthere’sTheWeatherChannel:LastyearwasarecordweatheryearintheUnitedStates,withroughly20majorweatherdisasters.It’snowonder,then,thatthebrandisoneofthisyear’smosttrusted.

Thislistofestablishedbrandsshowsthatit’shardtobeatcompaniesthathavenear-totalbrandawarenessandhighfavorabilitybuiltthroughdecadesofinvestment,whiledeliveringthemostof-the-momentproductstoconsumers.

ResponsesweregatheredMarch3-April3,2022,amongrepresentativesamplesof5,241to5,560U.S.adults,withunweightedmarginsoferrorof+/-1point

12

CASESTUDY:ALIPAY

InChina,cashisn’tking—Alipayis

Mobilepaymentsmayhaveacceleratedstatesideduringthepandemic,butinmobile-firstChina,they’vebeenamainstayforhundredsofmillionsofconsumersforoveradecade—andAlipayplaysakeyroleinthat.

Theplatformhashelpedtransactconsumers’everydaylivessinceitslaunchasamobileappin2009,allowinguserstodoeverythingfrompayingtheirtaxestobookingdoctors’appointments.

Alipay,oneoftwovirtuallyomnipresentmobilepaymentsystemsinChinaandoriginallyfoundedtofacilitatebuyingandsellingone-commercesiteAlibaba,notonlystandsatthetechnologicalcenterforamajorityofthepopulationathome,butalsoservesasaconduitthroughwhichtheChineseinteractwiththerestoftheworldwhentheytravelabroad.

Alipay'subiquityinconsumers’livesisthereasontrusthasremainedsteadyoverthelasttwoyearsandnowexceedsthetrustinitsformerandcurrentparentcompanies—AlibabaandAntGroup,respectively—whichhavebeenthetargetsofChinesegovernmentcrackdownsontechnologycompanies.

Alipaynettrust,bygeneration

AllChineseGenZMillennialsGenBaby

adultsadultsXersboomers

100%

90%

80%

70%

60%

50%

Apr'21Jul'21Oct'21Jan'22Apr'22

Source:MorningConsultBrandIntelligence

98%

ofconsumersinChinaareawareofAlipay,and53%reportedusingtheappdailyasofApril.Millennials(55%)andGenZers(61%)aretheplatform’sbiggestcohortsofdailyusersamongallgenerations.

13

CASESTUDY:BAND-AID

30

20

10

0

Netpromoterscore,bygeneration

AllU.S.adultsGenZadultsMillennials

GenXersBabyboomers

70

60

50

40

30

20

100

Nettrust,byraceorethnicity

WhiteadultsBlackadultsHispanicadultsAdultsofanotherraceorethnicity

70

60

50

40

Jan'21Apr'21Jul'22Oct'22Jan'22Apr'22

game

ConsistentvalueisthenameoftheforBand-AidintheUnitedStates

LikesomanyofthebrandsthattopMorningConsult’sMostTrustedBrandslistin2022,Band-Aidisahouseholdname.But,perearlieranalysisinthisreport,theJohnson&Johnson-ownedcompanycan’trestonitslaurelsifitwantstomaintaintrust.Band-Aid’svalueforpricehelpsitearnandkeeptrustamongU.S.consumers,evenifitspricepointisslightlyhigherthanthatofgenericbrandcompetitors.

Althoughthebrand’snetpromoterscoresarequitehighacrossgenerations,thoseofGenXersandmillennialsareslightlyhigher—likelyduetoBand-Aid’sindirectbutmostcommoncustomer:children.(Millennialsaccountfortwo-thirdsofparentswithchildrenunder13yearsofage.).

OneareaforgrowthforBand-AidisamongitsnonwhiteU.S.audiences,whohavelowernettrustforthebrandcomparedwithwhiteadults.Twoyearsago,thebrandlaunchedarangeofbandagesinshadesfordarkerskininanefforttomakeitsproductsmoreraciallyinclusive,butmanycriticssaidthemovewastoolittle,toolate.

Source:MorningConsultBrandIntelligence

14

CASESTUDY:SAMSUNG

AmongallSouthKoreanadults

NettrustNPS

Samsung6630

Apple4927

EconomicpatriotismhelpsboostSamsung’sconsumertrustinSouthKorea

Globally,MorningConsult’sMostTrustedBrandsrankingsareoftenrepletewithcompanieswithlocalorigins:Canada’sTimHortonsandJapan’sToyota,forexample.SouthKorea’shightrustinSamsungissimilar.ThemultinationalelectronicscorporationwasfoundedinSuwonalittleover50yearsago,andthecountry’sstrongeconomicnationalismhelpedpropelitsconsumertrusttotheNo.1positioninSouthKorea.However,weseetheoppositeeffectinneighboringAsiancountries:ChinaandJapanreporthigh