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September 13, 2017
AmericaÕs Most Trustworthy Brands Unveiled After Nationwide Survey by The Values Institute
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Amazon, Marriott and Microsoft top the list of 40 national brands that connect best with their customer base
Amazon is AmericaÕs most trustworthy brand following by Marriott, Microsoft, Hilton and Southwest Airlines. Hotels and electronics are the countryÕs most trusted brand categories while auto insurers and mobile communications rank lowest on the public trust spectrum.Those are the findings of a first-ever national survey and peer review effort measuring the trustworthiness of the nationÕs largest brands in the fast food, airline, mobile services, auto insurance, retail, hotels and electronics. The Values Institute (TVI), a leading social science research entity based in Santa Ana, Calif., calculated trust by looking at 25 trust dimensions in the five ÒmacroÓ categories of Competence, Consistency, Connection, Candor and Concern. The national diagnostic survey measured brand strengths and weaknesses in each category, plus the trust outcomes of Loyalty, Advocacy and Satisfaction. The effort follows years of regional trustworthiness surveys and Trust Summit events designed to explore the levels of, and reasons behind, public trust in certain brands over others. As a highlight of the findings released today for the first time, the most trustworthy brands in the seven measured categories were Amazon (retail), Marriott (hotels), Microsoft (electronics), Southwest (airlines), Subway (QSR), AT&T (mobile services) and Geico (auto insurance).  Building on TVIÕs five previous regional surveys, the 2017 National Most Trustworthy Brands Survey used a proprietary online survey developed by The Values Institute and Brand Values Research Center at California State University, Fullerton (BVRC) to rank the six largest national brands in seven key categories. ÒAmazon is somewhat of a surprise to top the list because the brand actual lacks face-to-face human contact,Ó said Mark Weinfeld, TVIÕs director of strategic planning who administered the survey. ÒIn the past, we have seen the strongest Concern and Connection scores come from brands where there is a personal interaction with the customer. Amazon has done an amazing job of creating that personal touch that may even exceed what you get at a brick and mortar location.Ó According to Jason Teven, Ed.D., professor of human communication studies at California State University, Fullerton, and BVRC director, Amazon received the highest scores in the ÒJoyÓ outcome categories Ð loyalty, satisfaction and trust Ð of any brand in any category. "Amazon's success in the joy categories is effectively the holy grail of brand ambassadorship. That's because satisfied customers are much more likely to advocate for the brand they love, their products, services and website." Copyright 2017 The Values Institute. All rights reserved. From http://www.thevaluesinstitute.org.
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