What creates brand trust? A recent study on factors affecting brand image for young Americans ages 13 to 36 revealed some interesting findings. You can read about the study here. A group of 27,000 young people were shown a list of over 200 brands and asked which ones they trusted the most.

The Findings: Factors Affecting Brand Image

For Generation Z, the top 3 brands were Oreo, Nike, and Hershey’s. For Millennials, it was Nike, Hershey’s, and Amazon. What creates brand trust for them? It’s no surprise that kids like sweet treats, and apparently Millennials do too.

Most of those surveyed (80%) said they felt the most trust and loyalty towards brands that had been in business a long time. Familiarity seemed to be one of the major factors affecting brand image. Nike sponsors practically every sports team out there, so it’s no surprise that Nike made the top 3, while Amazon dominates the online marketplace. Respondents said that customer service was also very important. 

What The Results Tells Us

It’s a bit disturbing how few of the top brands are known for their corporate values. In this list, only The North Face really makes an ethical stand. Clearly, we’re not moving the needle hard enough on things that matter. Watch my video and gain some insights on how you can support brands that focus on what matters to you.


Put our trust in companies that deserve it

Before we buy from any organization it’s a good idea to do some homework first. Are there any women on the board? Is the company involved in environmental causes? What about their labor practices? If they use child labor and sweatshops, they don’t deserve our customer loyalty. The website Purse Power can help you make the right decisions. Visit them here.

There are more factors affecting brand image than cost and marketing. Be clear as a company about what you want to be recognized for, and make the decisions that get your message out to the right people.

Ultimately, what creates brand trust is INTEGRITY. Let’s choose brands that support our values. That is how we move the needle. 

Whom do you support as an organization by giving them your buying power?

Let’s Grow,



Beate Chelette is the Founder of The Women’s Code and serves as the Programming Chair for the National Association of Women Business Owners (NAWBO-LA). Once $135,000 in debt and a single mother, she successfully sold her business to Bill Gates in a multi-million dollar deal.

Beate’s supports Business Owners and organizations who want to reach them two-fold. As The Growth Architect she creates training, outreach and sponsorship programs through customized Entrepreneur skills training following the 5 Star Success Blueprint that shows step-by-step how to grow, build and scale businesses.

In addition Beate provides leadership development programs for organizations that want to implement the ROI of Balanced Leadership through The Women’s Code, her signature system that educates leaders and helps companies achieve gender equality. The Women’s Code creates and implements programs that improve organizational culture, foster productive work environments and help companies improve their people ROI.

Beate is a respected speaker and mentor and is the author of the #1 International Amazon Bestseller “Happy Woman Happy World – How to Go From Overwhelmed to Awesome”, a book that corporate trainer and best-selling author Brian Tracy calls “a handbook for every woman who wants health, success and a fulfilling career.”

If you’d like to book Beate as a speaker on Leadership or Entrepreneurship for your next event please connect here.

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