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Who are the World’s Most Trusted Brands and Why? (Updated for 2020)

By Derek Franks  •  January 9, 2020

Learn how social listening helps measure consumer trust in some of the world's top brands.

Who are the World’s Most Trusted Brands and Why? (Updated for 2020)

Posted by: Derek Franks on January 9, 2020

Consumer trust in a brand is almost as valuable as their dollars.

 

If people trust your brand, they will buy it. But not just that. They’ll remain loyal to you. They may even become brand advocates or super fans.

 

If consumer trust isn’t maintained, people become disenfranchised from you. They may switch back and forth between brands. They may base their purchase solely on price, convenience, or whether or not they have a coupon or a discount code. What’s worse, if you lose their trust, they may purposefully avoid you.

 

Is your brand trusted by consumers? How can you find out?

 

Using the insights from social listening, you can effectively measure which brands are most trusted by consumers from all over the world.

 

In this article, we’ll present what the data says about who the most trusted brands are. We’ll provide you a list of the top 25 most trusted brands 2020, and we’ll also give you instant access to the full list of the 100 most trusted brands.

 

First, we’ll cover how we built our ranking using our advanced social insights. Here’s how the most trusted brands list shapes up:

 

Most Trusted Brands List

We crunched the numbers. We’ve got the data on the world’s most trusted brands you won’t find anywhere else (see the chart below).

 

The trust data is based on social listening analysis of a year's worth of online conversational data with our platform Infegy Atlas. (We analyzed the previous year to get the most trusted brands 2020, but you could easily plug in dates going back to 2007 to see who is most trusted over a decade of time).

 

How We Ranked the Brands

Using the social listening and text analytics metrics available within our platform, we created the Infegy Trust Index. It combines our social metrics of Trust, positive sentiment and post volume to create an aggregate of the most reliable ranking of the most trusted brands.

 

The “Trust” emotion metric in our social listening tool measures the percentage of online conversations that express the trust emotion when they discuss the brand. We’ve filtered our analysis to only include positive posts expressing trust. Typically, we see around 5-10% of brand mentions from audiences expressing trust in a online post. So, the below numbers are impressive all things considered.

 

Our trust metric is a really powerful way to see how audiences express trust in your brand. But in the interest of comparing brands and brand trust, we need additional insights to help indicate the most trustworthy brands. So, we included in our trust index two additional metrics: positive sentiment and post volume (number of mentions).

 

The most trusted brands should have a high degree of popularity. But the volume amount could skew the results, making the trust percentage more or less, so we added positive sentiment from consumers using our sentiment analysis metric. After all, a more negatively viewed brand should be docked points in the trust ranking in our view.

 

Lastly, we weighted the scores to make the trust percentage more weight than the positive sentiment or volume (Trust is the most important metric here).

 

In the chart below, we ranked the top 25 brands by the Trust Index. We then include where the brands rank in the other metrics, as well as list those specific data points. 

 

BONUS: you can get the essential list of the 100 most trusted brands by downloading it here:

 

With that, here are the most trusted brands:

 

Rank
Brand
Trust Index Score
Positive Trust %
Positive Sentiment %
Posts
1
Whole Foods
69.0431
0.34
0.78
4055807
2
Weight Watchers
66.4533
0.25
0.79
4806959
3
Trader Joe's
65.7984
0.31
0.75
2412873
4
TripAdvisor
65.0637
0.28
0.74
3478871
5
GoPro
64.6731
0.23
0.71
13142551
6
Aveda
63.5102
0.16
0.85
1913194
7
Harley-Davidson
62.9891
0.23
0.67
8631173
8
Williams Sonoma
62.4570
0.26
0.85
220781
9
Dodge
62.2208
0.26
0.65
4990377
10
HomeGoods
62.2035
0.16
0.85
944118
11
Ketel One
62.1931
0.29
0.83
164576
12
H&M
62.0149
0.19
0.75
3067775
13
Hendrick's Gin
61.8834
0.34
0.81
86277
14
Sephora
61.7629
0.14
0.75
5324487
15
Tough Mudder
61.5519
0.28
0.76
498544
16
Budweiser
61.2704
0.18
0.74
2819417
17
L'Oreal
61.1512
0.17
0.74
2905660
18
Michelin
60.9391
0.24
0.64
3937139
19
Maker's Mark
60.7730
0.26
0.78
309219
20
St. Regis
60.6361
0.19
0.84
313154
21
Neutrogena
60.5407
0.27
0.80
186153
22
Four Seasons
60.5329
0.15
0.75
2437712
23
Puma
60.5088
0.22
0.67
2787776
24
QVC
60.4669
0.18
0.86
249134
25
Nationwide
60.3240
0.26
0.77
319302

 

The leader on the list for the most trusted brands 2020 is Whole Foods. They improved in the area of trust expressed by consumers from last year:

 

Screen Shot 2020-01-06 at 11.49.41 AM

Whole Foods audiences are most interested in their personal health and wellness and they remain loyal to the Whole Foods brand and continue to invest their trust in it. Further social data analysis shows the leading topics for Whole Foods audiences are vegan cuisine and healthy foods.

 

Even though the company was bought by Amazon in 2017, and Amazon at times has struggled in the realm of consumer trust, the grocery brand continues to appeal to its core group of health-conscious advocates and fans whose trust in the brand will keep driving the success of the company.

 

Whole foods continues to nurture a high consumer trust, even with its partnership with Amazon, a company with varied controversies over the years. It’s crucial for the Whole Foods brand to keep its ranking high in the trust power index.

 

To see the full list of the top 100 most trusted brands in the world according to our social listening analysis, click here!

 

Now, you might be wondering, how can you track consumers’ trust in your brand, and how can you better establish yourself as a most trusted brand. A revolutionary social insights tool like Infegy Atlas can help you track consumer trust trends towards your brand. Along with that, there are few other key considerations.

 

Let’s go over how brands can establish and track consumer trust.

 

How the Trusted Brands Stay That Way

Developing and nurturing consumer trust is an ongoing process with ebbs and flows, but you can keep track of how consumers invest trust in you or your competitors with data.

 

Building and maintaining trust in this always-on world requires establishing personal, one-to-one connections with consumers. Then, you have to listen to what consumers say so you can understand and address their wants and needs.

 

The most trusted brands on this list have mastered the art of developing and nurturing these types of at-scale relationships, and that has helped them earn the trust of consumers and stand out in a crowded world. 

 

Still, with so much access and so many choices available, as well as an infinite number of resources for consumers to research, it’s no wonder that building and maintaining trust is a monumental challenge for all brands.

 

People are vigilant in their choices and the path they take to purchase. And they truly care about a company’s openness, accessibility, integrity, stance on issues, honesty and how they run their business.

 

This means that transparency is undeniably crucial to whether or not people will trust a brand.

 

The most trusted brands on earth constantly monitor how audiences perceive them and look for trends and pinpoint why that data shakes out that way.

 

Finally, the highly trusted brands are innovative and forward thinking in how they build strong connections with their customers and fans. Here are 5 ways they do that:

 

1. Transparency

People increasingly want to know who companies are and what they’re about. Especially young consumers like Gen Z, who buy based on what brands stand for. Let customers in on who you are as a company, what your purpose is, what your plans are and most importantly on who the humans are who make the company go.

 

2. Personalization

People want products and messages to be personalized to them. Nurture one-to-one relationships with the people. This requires you to be more nimble and omnipresent so you can reach people on a more personal level with your brand.

 

3. Accessibility

Your brand needs to be reachable at all touchpoints. Have a presence in a variety of different locations and channels. Be reliable. People trust those they can get a hold of easily.

 

4. Data-Driven Strategies

Analyze your audience and marketing performance and take that data seriously. Consistency is key. Keep providing value to the right people, and you’ll garner trust with those who matter to you.

 

5. Listen to Your Audience

If the audience doesn’t show you love, listen to them and change. Use social listening tools like Infegy Atlas to constantly track and analyze the conversation about your brand and industry all over the web. In an age where brands are now a tweet away from their customers, you need to monitor and listen to the online community, engage them and take action that your audiences want.

 

Now that we’ve seen the top most trusted brands list, explored how to establish trust and track audiences’ trust and maintain that trust, you can view the whole list of the world’s most trusted brands to see where your brand falls.

 

Click here to access the list of the 100 most trusted brands!

 

Topics: social media, brand perception, advertising, branding, social media data, social listening, marketing strategy, social listening tools, social listening data, artificial intelligence, consumer trends, brand trust

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