The data in this study comes from Morning Consult Intelligence, which tracks consumer perceptions on thousands of brands daily.
Morning Consult’s Most Trusted Brands rankings are determined by measuring net trust: the share that trust a brand minus the share that say they distrust a brand.
The Standout rankings by demographic were determined by taking the difference in net trust between a given demographic and all adults.
The surveys that make up this dataset were conducted in the first quarter of 2024, from January 1 through March 31. Representative samples of between 1,158 and 35,280 U.S. adults were gathered for each brand, with an average sample of 10,070 U.S. adults per brand.
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