No matter the location, scale, or product range of a retailer, building consumer trust is essential to success.

Modern consumers expect a variety of information to be made available by brands, particularly around health, and third-party validation remains important.

Key revenue opportunities such as Black Friday can hinge on consumers trusting that their favourite retailers will deliver fair pricing and excellent customer service.

Consumer insights company Lifestory Research has released the results of its 2024 America's Most Trusted studies for brands that have been rated highly by consumers for five consecutive years.

The research consists of an annual survey in which people anonymously assess brands encountered while searching for specific products.

Top trusted brands in the US

To assess the net trust quotient score, consumers are asked to evaluate how much they trust each of the brands in the study.

Computers: Apple — net trust quotient score: 120.1

Door Locks & Hardware: Schlage — net trust quotient score: 119.7

Home Security System: ADT — net trust quotient score: 111.5

Media Streaming: Roku — net trust quotient score: 106.9

Mattress: Tempur-Pedic — net trust quotient score: 115.3

Retail Bank: Chase — net trust Quotient score: 103.0

Furniture Store: Ethan Allen — net trust quotient score: 109.9

Televisions: Samsung — net trust quotient score: 123.2

Toilet: Kohler — net trust quotient score: 121.3

Understanding the beliefs and values of target demographics constantly evolving due to geopolitical and macroeconomic factors is key to how brands approach trust and transparency.