Dawn Dish Soap Tops US Most Trusted Brand

Dawn Dish Soap has once again ranked as the most trusted brand among US consumers, according to Morning Consult’s annual survey, with a net trust score of 60.4 — up slightly from 59.8 last year.

BAND-AID held steady in second place with a score of 59.4 (up from 58.7), while Google climbed one spot to third with 57.4. The rankings are based on surveys conducted from January through mid-May, measuring the percentage of consumers who trust each brand “a lot” or “some” minus those who trust it “not much” or “not at all.”

The top 10 included a strong showing from consumer packaged goods (CPG) brands: 

• Dove ranked fourth at 57.3
• Heinz Ketchup placed seventh at 56.4
• Hershey’s and Kleenex tied for ninth at 56.1 each

UPS slipped from third to eighth, while Amazon continued its decline, falling to 13th after ranking third in 2023. Several brands posted notable gains in net trust. Mr. Pibb led risers with a +13.7 point increase, followed by Hill’s Pet Nutrition (+10.6). 

In the artificial intelligence category, most brands saw trust erode, with seven of the 10 tracked AI brands losing ground this year. Gemini was a relative standout, gaining +6.2 points.

Here’s a quick rundown of how brands fared by generation.

🔎Gen ZMost trusted brand:

• YouTube (49.1)
• Biggest standout brand: TikTok (23 for Gen Z vs. 7.6 for all adults)

Note: Gen Z was the least trusting generation, as 94% of tracked brands scored lower with this generation than with all US adults.

🔎Millennials

• Most trusted brand: PayPal (58.9)
• Biggest standout brand: Bitcoin (12 for Millennials vs. -3.9 for all adults)

🔎Gen X

• Most trusted brand: BAND-AID (68.2)
• Biggest standout brand: Igloo (44.5 for Gen X vs. 28.8 for all adults)

🔎Baby Boomers

• Most trusted brand: Dawn Dish Soap (73.5)
• Biggest standout brand: Procter & Gamble (58.1 for Baby Boomers vs. 31.6 for all adults)

🔎And here are some category winners:

• Airline: Delta (33.2)
• Apparel: Levi’s (48.5)
• Artificial Intelligence: Alexa+ (21.9)
• Auto: Chevrolet (42.9)
• Bank: Chase (33.4)
• Enterprise Software: Zoom (32.3)
• Hotel: Holiday Inn (37.0)
• Pharmacy: Walgreens (50.8)
• Retail & E-Commerce: Amazon (54.3)
• Social Media: Pinterest (31.3)
• Streaming & Video: YouTube (54.3)
• Tech: Google (57.4)