What you'll get in this guide

·     The Trust–Relevance matrix: where major U.S. brands sit today, and whateach position means strategically

·     Why composite scores hide the risks that matter – and how to read thedata that doesn't

·     Generation-by-generation breakdowns showing where brand equity is fracturing

·     Case studies from Bud Light, Mayo Clinic, and Toyota – with the databehind the decisions

·     Five diagnostic questions to run on your own brand today
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Why it matters now

82% of Americans say a company needs a proven track record before they'll take it seriously. And no brand cleared the Resilient threshold among Gen Z respondents in Q1 2026 – not one.

The brands that weather crises and command pricing power hold Trust and Relevance in balance. This guide shows you how to measure that balance – and what to do when it's off.

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‍Based on QuestRQ data from 245+ brands · Q1 2026 · The Harris Poll and Axios 100

Prefer to hear it instead of read it? Watch Wendy Salomon, Head of Reputation at HarrisQuest and The Harris Poll, walk through the Trust–Relevance framework along with real-life examples and the strategic context.

Watch the webinar