Despite growing concerns over data privacy, Americans still place more trust in large technology companies than in most other institutions, including the news media, the U.S. government and Wall Street, according to a new Morning Consult report.
The market research firm's inaugural Most Trusted Brands report comprises data from an average of 16,700 interviews for each of nearly 2,000 of the nation's major brands. Of the brands included, the United States Postal Service was most trusted, with 42 percent of those surveyed saying they have "a lot" of trust in the organization to do the right thing. Close behind were Amazon and Google, with 38.8 percent and 37.9 percent, respectively.
When broken down by generation, Google jumped to the top of the list for both Generation Z respondents and millennials. Generation X and boomers, meanwhile, held USPS as No. 1, with technology companies completely absent from boomers' top five most trusted brands.
The report found that, on average, Americans place more trust in the technology industry than most other sectors, including the healthcare industry. With a total of 57 percent of those surveyed saying they have at least "some" trust in the industry to do what is right, tech came second only to the food and beverage sector.
View the full report here.
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