In Companies We Trust


The most-trusted companies earn the best reputation and, in most instances, great success. But how do we measure trust? In its annual “Temkin Trust Ratings,” the Temkin Group attempts to do so by analyzing feedback from 10,000 U.S. consumers regarding more than 200 companies.

Its 2012 edition shows that just 19% of large U.S. firms earned a “very strong” trust rating. The companies considered most trustworthy were found to be USAA, credit unions, H.E.B., Publix, Chick-fil-A, Sam’s Club, Hy-Vee and BMW. After examining industry averages, Temkin found that grocery chains have earned the highest trust ratings, followed by investment firms, retailers and parcel delivery services.

On the other hand, very few consumers trust cable companies, internet providers and credit card issuers. The study found that consumers are least likely to trust Charter Communications, Citigroup, Bank of America, HSBC, Time Warner Cable, Comcast and Qwest.

“No matter what industry you’re in, it’s a major problem if your customers don’t trust you,” said Bruce Temkin, managing partner of Temkin Group. There is an overall silver lining, however. In analyzing changes between 2011 and 2012, research found that consumer trust had increased across all 18 industries included in the survey.


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About the Author

Emily Holbrook is the founder of Red Label Writing, LLC, a writing, editing and content strategy firm catering to insurance and risk management businesses and publications, and a former editor of Risk Management.


1 Comment

  • Brenda Smith

    Myself and family are suffering financially while becoming ill due to work place bullying/violence and the retaliation that followed when reports to OSHA and EEOC were filed. This was my last ditch effort to stop the craziness. I guess I could walk away and let go, however, I find this bizarre, abusive behavior so insulting that I feel some typ of justice is important for nothing else but to remind Corporations that it is not okay in any way to treat another human being so badly. If I do end up just walking away, considering my 1st Ammd right to free speech what is allowed to say or advertise my horrfic experience with this giant without worrying about legalities? It's my experience. They do not own that. The facts are the facts. Any information or dierection would be appreciated.


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