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Small Business Center

Small Businesses Among Those Most Trusted by Consumers

June 24, 2022

In an unstable global environment, consumers are prioritizing good-value pricing and strengthening the relationships they already have with their favorite, long-established brands, according to Morning Consult’s “Most Trusted Brands 2022” report. North American and European shoppers place a high degree of trust in small businesses, though Asian consumers are generally not as trusting of small businesses.

The percentages of survey respondents who said they trust small businesses “a lot” or “some” are as follows:

  • India – 82%
  • Canada – 81%
  • France – 79%
  • Germany – 78%
  • United States – 77%
  • United Kingdom – 76%
  • Italy – 75%
  • Japan – 63%
  • South Korea – 52%
  • China – 37%

To get a copy of the report, click here and fill in the Morning Consult form.

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