Morning Consult Names Google, PayPal and Microsoft the Most Trusted Brands of 2021

It is common for brands to consider reliable products or high-quality service as the key to consumer trust. But since the start of the pandemic, the role of brands in people's lives has changed—and so has the criteria for consumer comfort and loyalty, which now includes adherence to health and safety guidelines, an effective shift to digital outreach and even a willingness to encourage the vaccine. Consumer trust is not just an added bonus for brands, but also comes with serious business consequences. Morning Consult found that 80% of respondents stopped buying from a brand that lost their trust and would often switch to a competitor. Here are some other key takeaways from the report. Top line The top 15 most trusted brands are Google, PayPal, Microsoft, YouTube, Amazon, Sony, Adidas, Netflix, Visa, Samsung, Nike, Nestle, Mastercard, Disney and Colgate-Palmolive. Using insights from over 300,000 consumers in 15 countries, Morning Consult subtracted those who distrust from those who trust each brand to calculate an average net rating. The data company also recently found that Zoom, Peacock and TikTok were the fastest-growing brands of 2020. The data shows a positive relationship between pandemic responses from brands and trust, with 21% of consumers trusting brands more than before. The top facilitators include compliance with safety regulations, offering alternative solutions to in-person services and just a general sense of support for employees, community members and essential workers. Between the lines This increase in loyalty comes after brand trust reached an all-time low in 2019, when a Salesforce study found that 54% of consumers believe that companies don’t operate with their best interest in mind. Morning Consult’s list is heavily dominated by the tech industry, which is addressing privacy concerns through a brand-led push for programmatic advertising transparency. Not all brands can benefit from pandemic-era outreach—the travel industry is facing a long road to recovery, and the spread of misinformation throughout the pandemic has lessened faith among consumers that social media companies will moderate content. Bottom line In the coming weeks, Morning Consult will expand its data offerings by including category-specific reports, as well as information on financial services, travel and hospitality and commerce. President and co-founder Kyle Dropp believes that the transition to the post-pandemic world poses a unique marketing moment for brands. “As the world reopens, trust will define the new era of consumer spending and brand relationships,” Dropp said in a statement. “Our pulse on real-time global data arms business leaders with the tools and insights needed to navigate this unprecedented opportunity.” More Americans Feel Comfortable Traveling, but Only 22% Have a Trip Booked in the Next 3 Months