A new report is out ranking the most trusted brands in North America — and it’s basically a peek into our generational group chats. Whether it’s streaming platforms, snacks, or good old-fashioned dish soap, each generation has their own set of brand BFFs.
Some results make total sense. Others? Let’s just say we didn’t expect Dawn Dish Soap to become the great unifier of our time.
Let’s dive in — generation by generation — and see which brands made the cut (and which ones make you go, “Wait, really?”).
Gen Z (Born 1997–2012): The Streaming, Croc-Wearing Generation
Most Trusted Brand: YouTube
(If there’s a tutorial, deep dive, or conspiracy theory to watch, they’re there.)
Runners-Up: Band-Aid, Dawn Dish Soap (not a joke), Costco, and Google
Also in the trust circle:
Nike, Netflix, Ben & Jerry’s, PlayStation, Nintendo, Spotify, Gatorade
Gen Z’s unique brand crushes:
TikTok (obviously), Duolingo (yes, the owl), Life360, Twitch, Crocs (love them or hate them), and Rihanna’s Fenty Beauty (flawless choice)
Takeaway: Gen Z is part practical, part plugged-in. They love brands that show up consistently — whether that means cleaning up, tuning in, or looking good doing both.
Millennials (Born 1981–1996): The Google-Dependent Overthinkers
Most Trusted Brand: Google
(Where else do we go to self-diagnose at 2 a.m.?)
Runners-Up: PayPal, YouTube, Dawn Dish Soap (she’s back), and… the postal service? (Yeah, we were surprised too.)
Other go-to brands:
Visa, Hershey’s, Dove, Lysol, Lego, Tide, The Weather Channel (because of course we check the weather 10 times before leaving the house)
Millennials trust more than other generations:
Bitcoin (regretfully), Red Bull, 5-Hour Energy (we’re tired), Fortnite, and Durex (no comment)
Takeaway: Millennials are a mix of digital natives and cautious grownups. We’re trying to be responsible — while also trusting Red Bull to get us through another meeting.
Gen X (Born 1965–1980): The Dish Soap Devotees
Most Trusted Brand: Dawn Dish Soap
(Clean counters = peace of mind. It’s science.)
Runners-Up: Oral-B, Hershey’s, Band-Aid, and Duracell (batteries are essential)
Honorable mentions:
Heinz Ketchup, Clorox, Tylenol, Home Depot, Betty Crocker, M&Ms
Extra Gen X favorites:
Campbell’s Soup, Speed Stick, Banquet Frozen Meals, Sheba Cat Food (someone’s pampered), Stanley Steemer, and… Yahoo (still kickin’)
Takeaway: Gen X is all about reliability. If it works, it works — whether it’s soup, stain remover, or the internet portal they’ve been using since dial-up.
Boomers (Born 1946–1964): The Brand Loyalists
Most Trusted Brand: Kleenex
(Soft, reliable, and always there when you need it. Just like Boomers.)
Runners-Up: Dawn Dish Soap (a generational icon at this point), UPS, Tylenol, Band-Aid
Other trusted picks:
Lowe’s, Ace Hardware, Colgate, Philadelphia Cream Cheese, Bounty, Hefty
Boomer-exclusive faves:
Procter & Gamble (classic), La-Z-Boy (living room throne), Consumer Reports (they were reviewing stuff before Yelp existed), CorningWare, Bayer Aspirin
Takeaway: Boomers stick with what they know — and what’s worked for decades. If it ain’t broke (and it’s P&G), don’t fix it.
So… What Does This All Mean?
Honestly? Dawn Dish Soap is the real MVP here. It’s the only brand trusted across three generations — Gen Z, Gen X, and Boomers. If you’re ever in doubt about what to buy someone, maybe just give them some dish soap.
Gen Z is riding with YouTube and TikTok. Millennials are Googling everything while sipping energy drinks. Gen X is stocking up on ketchup, cat food, and cleaning supplies. And Boomers just want tissues, aspirin, and a recliner with cup holders.
No matter your age, one thing’s clear: the brands we trust are about more than just products. They’re comfort, convenience, and a little bit of nostalgia — one bottle of soap (or tub of cream cheese) at a time.
