The Values Institute has fielded our proprietary Most Trustworthy Brands survey each year for the last 6 years. We measure the top 3 brands in 10 categories to determine the rankings. The study asks 24 questions about each brand. These questions represent the 5 C’s - Competence, Consistency, Candor, Concern and Connection and then a weighted cTrust score is calculated from the 5 variables. All of the scores are indexed against the other brands in each study to show the relative difference.
A score of 100 is the average score among the top brands across all categories.