Jul 7, 2025

2025 Brands: Hygiene, Safety & Personal Care Trends Consumers’ Most Trusted Brands in 2025 Echo Pandemic Priorities: Hygiene, Safety, and Familiarity Reign A sense of déjà vu permeates the latest report on brand trust. Morning Consult’s 2025 Most Reputable Brands analysis reveals that the companies consumers rely on most today bear a striking resemblance to those favored during the height of the COVID-19 pandemic. This resurgence of trust in established brands underscores a continued prioritization of safety, security, and essential needs, even as the world navigates a new normal. The report, which surveyed consumers across all demographics, highlights a consistent preference for brands associated with cleanliness, health, and reliable service. But what does this sustained loyalty tell us about the evolving consumer mindset and the enduring power of established brands in a rapidly changing world? The Pillars of Trust: Core Categories Leading the Way Across all consumer touchpoints, a handful of categories consistently emerged as leaders in brand trust. These include: Home Keeping and Hygiene: Brands like Dawn, Clorox, Lysol, Mr. Clean, and Home Depot continue to be cornerstones of consumer confidence. Self- and Personal Care: Dove, Oral-B, Kleenex, and Colgate remain trusted staples in daily routines. Health: BAND-AID and Tylenol exemplify the enduring trust in brands providing essential healthcare solutions. Packages and Shipping/Ecommerce: UPS, Amazon, the United States Postal Service, and FedEx are vital for modern commerce and maintain high levels of consumer trust. And, let’s not forget the comfort factor: Hershey’s and M&M’s demonstrate that even indulgence can be a source of reliable satisfaction. Maslow’s Hierarchy and the Modern Consumer These favored brands directly address fundamental human needs, as outlined in Maslow’s Hierarchy. From physiological needs (food, hygiene) to safety and security, consumers are gravitating towards brands that provide a sense of stability and well-being. This isn’t simply nostalgia; it’s a reflection of ongoing anxieties and a desire for predictability in an uncertain world. Deeper Dive: Trust Across Specific Verticals Morning Consult’s analysis extended beyond broad categories, examining trust within specific consumer verticals. Health Sector Trust Leaders Generational Divides in Brand Loyalty Trust isn’t uniform across all age groups. Younger consumers, particularly Millennials and Gen Z, demonstrate a growing trust in social media platforms like TikTok and YouTube, while older generations tend to favor legacy brands with established reputations. This generational gap highlights the evolving role of media and marketing in shaping consumer perceptions. Adweek’s analysis provides further insight into these differing perspectives. Pro Tip: Building brand trust requires consistent delivery on promises, transparent communication, and a genuine commitment to customer well-being. The Rise of Health and Sustainability Concerns Recent data from the dunnhumby Consumer Trends Tracker reinforces the growing importance of health and sustainability for U.S. consumers. Two-thirds of consumers prioritize sourcing products that align with their dietary needs, and nearly half believe retailers should actively support healthy choices. This trend extends to a preference for local businesses and products, driven by a desire for transparency and connection. As the 2025 Edelman Trust Barometer demonstrates, trust is increasingly built through local relationships rather than distant national brands. However, economic realities are also impacting consumer behavior. With potential cuts to SNAP benefits and rising food costs, one in four U.S. households, and over a third of those aged 18-34, have been forced to skip meals in the past year. This underscores the critical role of food security and the need for accessible, affordable nutrition. The growing movement towards “food as medicine” is gaining traction, recognizing that food is not merely sustenance but a fundamental component of health and well-being. Supporting local farmers and embracing the “Zero Kilometer” food movement are tangible steps towards building a more sustainable and trustworthy food system. Learn more about the Zero Kilometer movement here. What does this renewed focus on trusted brands suggest about the future of consumer loyalty? And how can companies adapt to meet the evolving needs and expectations of a more discerning public? Frequently Asked Questions About Brand Trust What are the most trusted brands in 2025? The most trusted brands in 2025, according to Morning Consult, are largely those associated with hygiene, health, and essential services, echoing consumer priorities from the pandemic era. Why are consumers returning to trusted brands? Consumers are gravitating towards trusted brands for a sense of security, reliability, and predictability in an uncertain world, prioritizing brands that address fundamental needs. How do generational differences impact brand trust? Younger generations are more likely to trust social media platforms, while older generations favor established brands with long-standing reputations. What role does sustainability play in brand trust? Sustainability is increasingly important to consumers, with a growing preference for brands that prioritize ethical and environmentally responsible practices. Is food security impacting brand trust? Yes, economic challenges and concerns about food security are influencing consumer choices, with many households struggling to afford adequate nutrition. Share this article with your network to spark a conversation about the evolving landscape of brand trust and its implications for businesses and consumers alike. Join the discussion in the comments below! Disclaimer: This article provides general information and should not be considered financial, health, or legal advice. Consult with qualified professionals for personalized guidance. Share this: