“USA TODAY’s Brands Most Trusted by Senior Citizens 2026” recognizes the brands that are trusted most by Senior Citizens in the United Statesand is based on a range of relevant metrics tied to customer trust. The study combines a large-scale confidential online survey conducted among senior citizens with online reviews and an assessment of publicly available data.
An initial review considered more than 20,000 brands that advertised to consumers in the United States on national television sourced through a partnership with marketing intelligence firm MediaRadar. In addition, brands relevant for senior citizens were considered. Of these, more than 2,000 consumer brands relevant for U.S. seniors were selected for an in-depth evaluation in a nationwide survey.
The nationwide survey interviewed more than 6,000 U.S. senior citizens (aged 60 and older) through multiple online access panels between September 2025 and October 2025. They evaluated their experiences with brands they have used or are familiar with across key categorical dimensions tied to brand trust. Wherever applicable, online customer reviews were incorporated to reflect broader consumer sentiment.
Brands involved in consumer incidents or other allegations within the past two years were excluded from the final rankings using Critical Mention media monitoring platform fromOnclusive. To ensure accuracy, a validation process added an extra layer of scrutiny. The Plant-A Research team, in collaboration with USA TODAY’s editorial team, thoroughly reviewed all results for credibility. Adjustments were only made in cases where discrepancies arose between an expert’s assessment and a ranking placement, provided their reasoning could be verified.
Using a proprietary scoring model, an overall score was calculated for each brand, considering all relevant weights on questionnaire items, categories, and desk research elements. The 350 highest-scoring brands are recognized as USA TODAY’s Brands Most Trusted by Senior Citizens 2026.
Rankings Placement:
Placement in the rankings is a positive recognition based on research of publicly available data sources as well as consumer surveys from the time period in question. For more information about how the rankings were compiled, click here.
Intellectual Property Rights:
The rankings are based on proprietary market research methodology, survey questionnaires and underlying data owned by Plant-A. The rankings lists and published articles are owned by USA TODAY and subject to copyright protection. Unauthorized use of any of these materials, including but not limited to the publication, reproduction, modification, distribution, transmission, or display of any material without the prior written consent of Plant-A and USA TODAY, is strictly prohibited.
Nature of the Rankings:
The rankings data are prepared by Plant-A based on primary and secondary market research that includes publicly available data and specific data provided directly to Plant-A. These rankings are published by USA TODAY and are provided solely for informational purposes, not as financial or business guidance or professional advice and should not be relied on.
Data and Periodicity:
The rankings are generated from data sources deemed reliable and are formed based on a methodological analysis of such data spanning the last 12 months. They are inherently a reflection of historical data and may not include subsequent developments, unforeseen events, or additional data not covered during the research period. Historical performance is not an indication of future performance.
No Endorsement or Quality Assurance:
Neither Plant-A nor USA TODAY endorses nor validates the business practices or the standing of the ranked companies. The inclusion or exclusion of any company in the rankings should not be used as a basis for investment, business, or other decisions. All decisions based on any information presented in the rankings should be made in conjunction with other available information and independent advice.
Disclaimer of Liability:
Each of Plant-A and USA TODAY, and their affiliates, and their respective officers, directors, employees, and agents (collectively, the “Released Parties“) disclaim all liability and responsibility for any errors or omissions in the rankings or for any actions taken based on the contents of the rankings publication. Neither Plant-A nor USA TODAY is making any representation or warranty as to the information provided in the rankings or its use. Neither Plant-A nor USA TODAY guarantees the completeness or accuracy of the information contained in the rankings.To the maximum extent permitted under applicable law, by accessing, using, or relying upon the rankings, you waive all claims and have no recourse against the Released Parties for any alleged or actual violation or infringement of any rights of any party, including privacy rights, proprietary rights, intellectual property rights, rights of publicity, rights of credit for material or ideas, or any other rights, including the right to approval of uses such as copy that may be deemed to be distorted, derogatory, or offensive.If any portion of this disclaimer is held invalid or unenforceable, the remainder of the disclaimer shall nonetheless remain in full force and effect to the maximum extent permitted by law.
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