Online reviews and social media word-of-mouth platforms have led to the age of the connected shopper. Consumers turn to friends, family and online reviews for advice prior to purchase, and specifically, more than 63 percent of moms ask other moms for advice and consider them the most credible experts when they have questions. With access to all this information, 76 percent of consumers develop opinions about a brand long before they reach the point of purchase.

So, which brands are getting it right?

In March 2015, The Motherhood asked more than 320 moms in the United States which household brands they most trusted. Unaided questions delivered unprompted and top-of-mind opinions and statements to capture the truest consumer opinions, attitudes and most likely actions. Here’s what we learned:

  • In northern states, the most trusted makeup brand is CoverGirl, but in southern states, M.A.C. is the most trusted brand.
  • OshKosh is the most trusted baby/kids’ clothing brand. [The Motherhood has worked with OshKosh on several past sponsored blog tours. Read about our award-winning campaign around back-to-school style here.]
  • Moms who shop at boutique-style kids’ clothing stores are most likely to name Luvs brand and cloth diapers as their most trusted diapers.
  • LEGO is the most trusted kids’ toy brand in the Midwest.
  • Kroger is the most trusted grocery store.
  • The second most trusted laundry detergent brand, ALL, is most likely to be trusted in conjunction with Lysol cleaning products.
  • AT&T subscribers are the most likely to list Apple (iPhone) as their top trusted phone brand.

The Motherhood’s clients include a number of the brands moms named as their most trusted, such as: Aveeno, Neutrogena, OshKosh B’gosh, Carter’s, Walmart, Kellogg’s, Clorox, Lysol and Seventh Generation.

Check out the full infographic below to learn more about our survey findings on moms’ most trusted brands:

Build Consumer Trust Online Infographic


Did you find any of the survey results interesting or surprising? Let us know in the comments!