Most Trusted Universities
August 2022
Public trust in university brands is key to unlocking growth potential of enrollments and endowments.

Morning Consult’s Most Trusted Universities Report measures the public view of trust in 135 doctoral universities and explores how trust varies among diverse groups and different types of institutions.

In this report, we unpack why trust is important, how trust is built and how it’s broken in higher education. We then zero in on the top 10 most trusted brands in higher education, analyzing trust by key demographics. Download your copy today.

Check out these key highlights from the report and be sure to download for a full look into the Most Trusted Universities of 2022.
  • Public trust in higher education is split along party lines. This trust gap shows that universities need to deepen their understanding of the impact of political divisiveness on brand metrics.
  • Gen Z has lower trust in U.S. universities than any other generation. A low level of trust among Gen Z poses future enrollment risks for higher education institutions.
  • Brand awareness is essential for building trust in higher education. Measuring university brand metrics across population groups will help identify areas for strengthening trust.