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In today’s internet age, where it’s easy for people to be skeptical and critical of brands across all industries, there is one company that every generation considers to be the most trusted brand in America. From the Baby Boomers to Generation Z, a single company has risen to the top.

Clarify Capital, a financial services company with a mission to help small businesses find loans and other financial resources to help them succeed, took on the daunting task of finding out which brands Americans trust most.

READ MORE: The least trustworthy restaurant chain in America has 7 locations in Idaho

They began by taking a bird’s eye view of companies across the country and asked respondents which industries they trusted the most. The choices were:

  • Healthcare
  • construction
  • Repair
  • technology
  • Property
  • Restaurants
  • retail trade
  • Finance
  • transport
  • Legal
  • Government/Politics
  • News
  • Advertising and Marketing
  • Entertainment

Healthcare emerged as the most trusted industry, both nationally and in Idaho. Given how polarized Idaho’s population is on COVID-19 restrictions and vaccination recommendations on both sides of the aisle, we’re actually really surprised that healthcare is the most trusted industry.

They took a closer look at the most trusted brands in the categories of hospitality, retail, technology, finance, media and healthcare and examined which brand each generation rated as trustworthy, regardless of category. While Baby Boomers (1946-1964), Generation X (1965-1980), Millennials (1981-1996) and Generation Z (1997-2012) disagreed about their least trusted brand, They unanimously voted Amazon the most trusted brand in the country.

America’s most trusted brand has a strong presence in Idaho

It wasn’t that long ago that Amazon opened its massive fulfillment center in Nampa. According to the company’s website, its main investments in the Gem State are two fulfillment centers, three delivery stations and the Whole Foods location in Boise.

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Since 2010, $1.6 billion has been invested in infrastructure and employee salaries. The company estimates that these investments have helped increase Idaho’s gross domestic product by $1.4 billion.

Amazon logistics center prepares for Christmas

Getty Images,

And how many new jobs has the company created? As of January, the company employs 4,000 full-time and part-time workers in Idaho and has supported an additional 5,400 indirect hires. Finally, the company estimates that more than 2,000 independent sellers in Idaho use Amazon to pick up orders and serve customers.

WATCH: These are the 50 largest retailers in America; 2 are based in Idaho

We compiled a list of the 50 largest retailers in America using Kantar retail sales data provided by the National Retail Federation. They were ranked by the dollar amount of their retail sales in 2022.

Gallery credit: Michelle Heart

KEEP WATCHING: See what these Idaho company logos looked like then and now

It’s fascinating to watch the evolution of a brand you interact with on a regular basis. Sometimes the changes are subtle, sometimes not. Check out how these companies that Idahoans see almost daily have changed their look over the years.

Gallery Credit: Marco

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