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# “Consumers three times more likely to trust their shampoo brand than news media”
- URL: https://capitolcommunicator.com/consumers-three-times-more-likely-to-trust-their-shampoo-brand-than-news-media/
- Published: 2022-08-02T21:59:51.000Z
- Updated: 2022-08-03T00:42:51.000Z
- Author: Capitol Communicator
- Tags: Advertising, Insights, #wp-top-center-sponsored, #Import 2026-10-08 18:52

![Capitol Communicator reports that consumers are three times more likely to trust their shampoo brand than news media](https://storage.ghost.io/c/50/16/5016dd29-aeff-4565-a68b-cdbb78bc58e6/content/images/2026/10/TrustedBrands.png)

**The good news is that as far as brands go,** is the ad industry “is deemed more trustworthy than much of the media it buys to reach consumers, reports MediaPost, but bad news is that “the ad business, “news media,” and “social media” all rank at the bottom of all brand categories American consumers were asked to rate as trusting “a great deal” recently.”

The findings, which were announced in a press release from brand researcher Brand Keys noting that “media brand trust took a nosedive” in its most recent tracking study, which surveyed 6,850 U.S. adults in July.

“Consumers three times more likely to trust their shampoo brand than news media,” the releases subhead noted.

And while shampoo was not broken out as a category, 30% of Americans have a great deal of trust in the beauty/personal care category, which ranked ninth in trust among the 21 categories shown in the report.

[More here](https://www.mediapost.com/publications/article/376251/americans-deem-ad-biz-more-trustworthy-than-media.html?ref=capitolcommunicator.com).