25 Brands Unwrapped: December 2025 Campaign Results & Analysis

25 Brands Wrapped: the end of our survey series

In December 2025, we surveyed synthetic personas representing the U.S. population about 25 major brands. Each brand received approximately 1,000 responses across 40+ questions covering trust, quality, pricing, leadership, and brand perception. 

View the interactive results here. 

Trust Scores

Consumers rated each brand on a 0-10 trust scale.

Highest Trust Scores:

1. Toyota - 7.6/10
2. Pixar - 7.4/10
3. LEGO - 7.2/10
4. Nintendo - 6.9/10
5. Stanley - 6.9/10

Lowest Trust Scores:

1. Meta - 3.1/10
2. Tesla - 4.2/10
3. Disney - 4.3/10
4. Target - 4.7/10
5. Lululemon - 5.1/10

Average trust score across all 25 brands: 5.9/10

Price Sensitivity

We asked consumers to rate how likely they'd be to switch to a competitor offering a lower price (1-5 scale, where 5 = very likely to switch).

Least Likely to Switch (Strongest Loyalty):

1. Pixar - 2.30/5
2. Nintendo - 2.44/5
3. Toyota - 2.52/5
4. LEGO - 2.76/5
5. Stanley - 2.80/5

Most Likely to Switch:

1. Tesla - 4.18/5
2. Lululemon - 4.06/5
3. Disney - 4.05/5
4. Starbucks - 4.05/5
5. Target - 3.96/5

Political Perception

Respondents answered whether they considered each brand "too woke."

Highest "Too Woke" Percentages:

1. Target - 74.8%
2. Disney - 69.8%
3. Starbucks - 25.8%
4. Meta - 20.2%
5. Nike - 18.4%

Zero "Too Woke" Perception:

• Toyota - 0%
• Nintendo - 0%
• LEGO - 0%
• Stanley - 0%
• Rolex - 0%

Quality Perception

Consumers indicated whether they believed each brand's quality had declined recently.

Highest Quality Decline Perception:

1. Disney - 100%
2. Meta - 100%
3. Tesla - 99.9%
4. Netflix - 94.2%
5. Target - 90.2%

CEO Confidence

When asked if they would fire the CEO if they could:

Highest "Would Fire" Percentages:

1. Tesla (Elon Musk) - 94.8%
2. Meta (Mark Zuckerberg) - 88.0%
3. Disney (Bob Iger) - 86.1%
4. Target - 26.7%
5. Starbucks - 8.8%

Emotional Connection

Respondents answered whether they would care if each brand went out of business.

Highest "Would Care" Percentages:

1. Google - 89.7%
2. Pixar - 89.5%
3. Nintendo - 77.9%
4. Toyota - 68.6%
5. Apple - 66.2%

Lowest "Would Care" Percentages:

1. Bumble - 0.0%
2. Lululemon - 0.5%
3. Nike - 0.8%
4. Starbucks - 1.4%
5. Airbnb - 2.8%

Cross-Category Observations

Trust and Price Sensitivity Correlation

Brands with trust scores above 7.0 (Toyota, Pixar, LEGO, Nintendo, Stanley) showed switch likelihood scores between 2.3-2.8.

Brands with trust scores below 5.0 (Meta, Tesla, Disney, Target) showed switch likelihood scores between 3.96-4.18.

Political Perception and Trust

The two brands with the highest "too woke" percentages (Target 74.8%, Disney 69.8%) also appeared in the bottom five for trust (Target 4.7/10, Disney 4.3/10).

The five brands with 0% "too woke" perception showed trust scores ranging from 6.8-7.6/10.

Quality Perception

Six brands showed quality decline perception above 90%: Disney (100%), Meta (100%), Tesla (99.9%), Netflix (94.2%), and Target (90.2%).

Five of these six brands also appeared in the bottom eight for trust scores.

Emotional Connection Distribution

Only five brands exceeded 60% on "would care if gone": Google (89.7%), Pixar (89.5%), Nintendo (77.9%), Toyota (68.6%), and Apple (66.2%).

Ten brands scored below 10% on this measure.

Patterns in the Data

Technology Brands

Meta:

• Trust: 3.1/10
• Switch likelihood: 3.82/5
• "Too woke": 20.2%
• Quality declined: 100.0%
• Would fire CEO: 88.0%
• Would care if gone: 25.5%

Tesla:

• Trust: 4.2/10
• Switch likelihood: 4.18/5
• "Too woke": 0.1%
• Quality declined: 99.9%
• Would fire CEO: 94.8%
• Would care if gone: 3.3%

Apple:

• Trust: 6.1/10
• Switch likelihood: 3.26/5
• "Too woke": 7.9%
• Quality declined: 18.5%
• Would fire CEO: 1.0%
• Would care if gone: 66.2%

Google:

• Trust: 5.6/10
• Switch likelihood: 3.00/5
• "Too woke": 6.2%
• Quality declined: 44.6%
• Would fire CEO: 3.7%
• Would care if gone: 89.7%

Pattern: Meta and Tesla show trust scores below 4.5/10, quality decline perception above 99%, and CEO fire rates above 88%. Apple and Google maintain trust above 5.5/10 with CEO fire rates below 4%.

Retail Brands

Target:

• Trust: 4.7/10
• Switch likelihood: 3.96/5
• "Too woke": 74.8%
• Quality declined: 90.2%
• Would fire CEO: 26.7%
• Would care if gone: 14.0%

Nike:

• Trust: 5.8/10
• Switch likelihood: 3.83/5
• "Too woke": 18.4%
• Quality declined: 27.0%
• Would fire CEO: 3.2%
• Would care if gone: 0.8%

Lululemon:

• Trust: 5.1/10
• Switch likelihood: 4.06/5
• "Too woke": 13.4%
• Quality declined: 11.8%
• Would fire CEO: 2.9%
• Would care if gone: 0.5%

Pattern: Target shows the highest "too woke" perception (74.8%) paired with lower trust (4.7/10) and high quality decline (90.2%). All three retail brands show switch likelihood above 3.8/5 and "would care if gone" below 15%.

Entertainment Brands

Disney:

• Trust: 4.3/10
• Switch likelihood: 4.05/5
• "Too woke": 69.8%
• Quality declined: 100.0%
• Would fire CEO: 86.1%
• Would care if gone: 40.9%

Pixar:

• Trust: 7.4/10
• Switch likelihood: 2.30/5
• "Too woke": 0.2%
• Quality declined: 12.4%
• Would fire CEO: 0.0%
• Would care if gone: 89.5%

Netflix:

• Trust: 5.8/10
• Switch likelihood: 3.67/5
• "Too woke": 18.0%
• Quality declined: 94.2%
• Would care if gone: 22.7%

Pattern: Disney shows a 100% quality decline and a 69.8% "too woke" perception. Pixar, a Disney subsidiary, shows opposite results with 7.4/10 trust and 0.2% "too woke" perception, indicating consumers separate parent and sub-brand.

Automotive Brands

Toyota:

• Trust: 7.6/10
• Switch likelihood: 2.52/5
• "Too woke": 0.0%
• Quality declined: 0.0%
• Would fire CEO: 0.0%
• Would care if gone: 68.6%

Tesla:

• Trust: 4.2/10
• Switch likelihood: 4.18/5
• "Too woke": 0.1%
• Quality declined: 99.9%
• Would fire CEO: 94.8%
• Would care if gone: 3.3%

Ford:

• Trust: 6.2/10
• Switch likelihood: 3.44/5
• "Too woke": 1.4%
• Quality declined: 19.1%
• Would fire CEO: 3.6%
• Would care if gone: 54.1%

Pattern: Toyota and Tesla show opposite results across all metrics. Toyota maintains 7.6/10 trust with 0% quality decline, while Tesla shows 4.2/10 trust with 99.9% quality decline. Ford sits between both on all measures.

Consumer Goods

LEGO:

• Trust: 7.2/10
• Switch likelihood: 2.76/5
• "Too woke": 0.0%
• Quality declined: 0.0%
• Would fire CEO: 0.0%
• Would care if gone: 66.1%

Stanley:

• Trust: 6.9/10
• Switch likelihood: 2.80/5
• "Too woke": 0.0%
• Quality declined: 2.6%
• Would fire CEO: 1.4%
• Would care if gone: 14.4%

Starbucks:

• Trust: 5.3/10
• Switch likelihood: 4.05/5
• "Too woke": 25.8%
• Quality declined: 67.5%
• Would fire CEO: 8.8%
• Would care if gone: 1.4%

Pattern: LEGO and Stanley show 0% "too woke" perception with trust above 6.9/10 and switch likelihood below 2.8/5. Starbucks shows a 25.8% "too woke" perception, 4.05/5 switch likelihood, and only 1.4% would care if gone.

View Individual Survey Results →

Survey Methodology

Question Categories:

• Brand perception and word associations
• Trust scoring (0-10 scale)
• Price sensitivity and switching likelihood (1-5 scale)
• Quality perception
• CEO and leadership sentiment
• Political perception
• Emotional connection
• Competitive positioning