Chart Pack: Measuring Trust in Institutions, Brands and Industries

Amid the challenges presented over the past few years by the COVID-19 pandemic and economic instability, trust has remained a vital metric for institutions. The importance of establishing and maintaining trust spans both public and private spheres, encompassing people’s views of governments, the economy and specific products.  

To provide a better understanding of the current trends in trust, we have assembled a collection of data detailing where trust stands in 2023.

This Chart Pack includes more than a dozen Morning Consult charts that dive into how much the public trusts the government and different industries in the United States and abroad. 

Chart Pack highlights: 

• Gen Zers are less trusting of brands than older generations. The younger generation is more likely to have lower average net trust in the 1,500-plus brands we track domestically on Morning Consult Brand Intelligence.
• Band-Aid reigns as Morning Consult’s Most Trusted Brand for the second consecutive year, followed by UPS and Amazon. In all, six brands made repeat appearances on this year’s ranking.
• Republicans have more trust in the U.S. Supreme Court than Democrats. More than 3 in 5 Republicans reported having “some” or “a lot” of trust in the Supreme Court, compared with 43% of Democrats. But Democrats have more trust in every other government institution than Republicans.
• The public is still deciding whether to trust artificial intelligence. About 1 in 4 U.S. adults said they don’t know or have no opinion on whether they trust AI companies to do the right thing. Democrats are more likely than Republicans to say they trust AI companies.