Chase and Visa Top List of Trusted Brands
The publication surveyed more than 5,000 Americans to determine winners in 40 categories, including travel, food and beverage, automotive, beauty and healthcare, retail and customer service, financial services, household items and consumer electronics.
The study also questioned people about their attitudes toward choosing service providers and products. 78% of the respondents said they would choose a brand identified as trustworthy over a different one with equal quality and price. 67% said they would actually pay more to support a trusted brand.
“Trust is an integral part of the Reader’s Digest DNA and we wanted to continue to capture Americans’ changing attitudes on brand trust, recognizing the most trusted brands in a variety of categories that matter to consumers,” said Kirsten Marchioli, VP and Group Publisher for Reader’s Digest.
The study also found 67% of Americans pay more attention to trusted brands, and half said the Reader’s Digest Most Trusted Brands seal would increase the likelihood they would trust a brand or service.
Other key findings include:
- Respondents said their spouse or partner was their most trusted resource except when it came to their health, where professionals and experts were the top resource.
- Millennials trust their parents across most categories, but they put more trust in online sources such as search engines, social media networks and online reviews than respondents over 35.