Are Brands Getting More Trustworthy?

December 18, 2015

This article is included in these additional categories:

Boomers & Older | Brand Metrics | Brand-Related | Youth & Gen X

PwC-Visionary-Trustworthy-Brands-Dec2015Source: PricewaterhouseCoopers (PwC) [pdf]

    Notes: More than 7 in 10 American adults aged 18-34 agree that the number of visionary brands has increased, according to a recent study from PwC, and a majority of adults aged 35-54 (64%) and 55-79 (57%) agree, per the survey results. However, there is less agreement with trustworthiness, as only a minority (42%) of adults aged 55-79 agree that the number of trustworthy brands has increased. Still, a majority (56%) of 18-34-year-olds feel there are more trustworthy brands now, an important result given prior research indicating that trustworthiness is the brand attribute most important to Millennials around the world.

    In fact, the word “trustworthy” was the one most associated with leader brands among US respondents in PwC’s report.

      Related: The Importance of Honesty and Authenticity For Brands

        About the Data: The results are based on US respondents from a survey of 4,000 consumers in the US, UK, China and Brazil. The survey was fielded in April and May 2015.


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