Market research firm BrandSpark International has named the 2021 winners of the BrandSpark Most Trusted Awards (BMTA) for everyday consumer product brands. The winners were selected based on a survey of 17,990 U.S. shoppers, who shared their thoughts on which brands they trust the most and reasons for that trust.
“With the pandemic and fragile economy, consumers are more cautious than ever about what they are bringing into their homes,” said Robert Levy, president and CEO of BrandSpark International, in a release. “So, right now, building a bridge of trust is more important than ever for brands. The BrandSpark Most Trusted Awards seal has been a visual reminder of that trust for eight years. It underscores that other shoppers trust the brand and helps build trust with new consumers to ultimately drive purchase.”
For the second year, BrandSpark has partnered with Newsweek to help drive awareness of these award-winning brands. The partnership will include features of the winners in print and digital formats, targeted communications to readers and advertising opportunities for brands.
Awards are given in 167 consumer product categories, 87 of which were new categories this year. The most important drivers of brand trust, said BrandSpark, are providing sufficiently detailed information about products, being transparent about how products are made, offering consistent fair pricing, and responding quickly to issues.
The survey reveals that Americans continue to be more loyal to the brands they trust, with 47% saying they are loyal to brand names vs. 44% a year ago and 40% in 2017 and 2018. Americans are also doing a lot more shopping online, where they are encountering new brands to compare with past favorites. Currently, 32% are making purchases online at least once a week vs. 27% a year ago, which can lead to increased brand switching, BrandSpark said.
Manufacturer Procter & Gamble had the most brand wins, with 21 total, and seven wins in the laundry categories alone. For a list of the BrandSpark Most Trusted Awards 2021 winners, as well as the winners in new categories like baby and kids, see BrandSparkMostTrusted.com.