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For more recent data and analysis, see Morning Consult's Most Trusted Brands 2021.

Despite a number of high profile corporate scandals in recent years, most major brands have maintained high levels of confidence from consumers. Top performing brands, including Google and Amazon, are more well-trusted than any major institution, save the military. But while brand trust is relatively strong today, there is a generational challenge facing brands in the future. Younger consumers are generally more skeptical of corporate America and hold higher ethical standards for brands.

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