Reader’s Digest has announced the results of the Reader’s Digest Trusted Brand Survey, which makes its debut in the United States in the October issue, on newsstands Sept. 15. More than 4,500 Americans across the nation took part in the online survey, which awarded the “Reader’s Digest Most Trusted Brand” title to winners in 40 product categories, including hair color, vitamin supplements, laundry detergent, coffee retailer, cold cereal, pet food, bottled water, body lotion/moisturizer and more.
The winning trusted automobile brands were:
- Automobile (car/SUV) Domestic: Ford
- Automobile (car/SUV) Import: Toyota
“Trust has always been an integral component of the fabric that makes up Reader’s Digest,” said Liz Vaccariello, chief content officer and editor-in-chief. “This survey allows us to help shed light on why Americans gravitate toward certain brands.”
The survey revealed that trust plays a major role in consumer decision making, with 79 percent of survey participants reporting that they would choose a brand that’s been identified as “trusted” over another brand when product quality and price are similar. In addition, according to the study, 75 percent of U.S. adults surveyed agree it’s important to trust the companies they support. Eight in 10 (82 percent) report that they trust a company that will stand behind their products, and more than 40 percent said the Reader’s Digest Most Trusted Brands seal would likely have an effect on their trust or decision to purchase a product or service.
These automotive results were just a small part of a larger list, including results such as the most trusted airline (Southwest), coffee (Folgers) and mobile phone/tablet (Apple). To view the full list of items, click here.