It’s All About the Trust


cReader’s Digest has a long history as one of the trusted, or at least popular, publications. While its overall impact may have declined, it has interesting findings in its recent Trusted Brand survey.

Are some of your favorites on the list?

Seventy-eight percent of this year’s survey participants stated they would choose a brand that’s been identified as more trustworthy than a different brand with equal quality and price. More than 5,000 Americans across the country participated in the online survey.

“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.

In addition, the study reported 67% of U.S. adults surveyed pay more attention to trusted brands, and another 67% say they pay more money to support trusted brands.

Some of the Reader’s Digest Most Trusted Brands for 2016 are:

  • Airline: Southwest
  • Automobile (passenger cars excluding trucks): Toyota
  • Automobile (SUV/crossover): Ford
  • Bottled water: Dasani
  • Coffee: Folgers
  • Cold cereal: Kellogg’s
  • Computer (desktop/laptop): Dell
  • Credit card: Visa
  • Cruise line: Carnival Corporation
  • Fast food/casual dining: McDonald’s
  • Headache/pain reliever: Advil
  • Juice: Tropicana
  • Laundry detergent: Tide
  • Mass merchandiser retail store: Walmart
  • Mobile phones: Apple
  • National hotel chains/resorts: Marriott
  • National pharmacy/drug store: CVS Pharmacy
  • Nutrition bars: CLIF
  • Soup: Campbell Soup
  • Yogurt: Yoplait

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