22nd Annual Survey of Reader's Digest Reveals the Brands & Personalities Consumers Most Trust


HONG KONG, June 12, 2020 /PRNewswire/ -- Trust has never been more important in our community due to the unprecedented difficult times since the beginning of 2020. The COVID-19 crisis has affected both businesses and individuals across the world and organisations are reshaping the way they operate in order to continue relationships and reputations that have taken years to build. The 22nd annual list of Hong Kong's Most Trusted Brands offers invaluable insight into those brands that have withstood the challenges of today's climate to instil even more consumer faith.

Reader's Digest commissioned leading research agency Catalyst Research to survey a representative sample across Asia to find out consumer views on brands in over 50 categories. More than 8000 individuals were selected across five of the region's key markets: Hong Kong, the Philippines, Malaysia, Singapore and Taiwan. As well as brands, Hong Kong's most trusted personalities were also identified and these results are exclusively revealed in the June issue of Reader's Digest Hong Kong.

According to Reader's Digest Editor-in-Chief, APAC, Louise Waterson,

"While COVID-19 has certainly changed the marketplace, and the way we go about being consumers, other things remain the same when it comes to our relationships with brands.

For the brands themselves, trust matters when it comes to weathering a crisis, and ultimately, trust is built on the traditional foundations of quality, consistency, honesty and delivering on your promises.

In terms of this current situation, with this pandemic, that also means getting proactive and reaching out to your customers like never before. It's very much about maintaining a relationship with that particular individual."


In these unprecedented difficult times, brands are expected more than ever to support customers with their concerns and provide reassurance that expectations will be upheld and that their value as a customer is recognised.

Trusted Brands understand that the key to easing consumer anxieties is to open a gate of communication through mutual respect and empathy. The Trusted Brands outlined in our survey are here to listen to customer concerns, sympathise with their situations and provide the necessary support and assistance to their customers because they appreciate these valued relationships.

This is the kind of service and quality that helps a consumer understand that the brand they know and trust is still on their side, and working hard to continue the relationship they worked hard to build.


  • AIA, an Asia Award winner, also won in Insurance Company and Provident fund categories in Hong Kong;
  • Manulife won Gold award in Insurance Company and Provident fund categories
  • Sun Hung Kai Properties Limited has won in Property developer category for 15 years
  • Hong Yip Service Co., Ltd. and Kai Shing Management Services Company Limited have won Property management company category
  • Caltex has been the Gold winner in petrol station category for 20 years.
  • Meiriki and Doctor Choice were the Gold winners in Vitamins / health supplements category.
  • Anthony Fong Tung Shing yet again won Most Trusted Television Host for News/Current Affairs and, similarly, Do Do Cheng claimed the Most Trusted Entertainment/Variety Presenter again.


This is not a survey of the readers of Reader's Digest magazine. It is an independently commissioned poll, with the results appearing exclusively in Reader's Digest Hong Kong. Leading market research agency Catalyst Research surveyed a representative sample of 8000 individuals from Hong Kong, Malaysia, the Philippines, Singapore and Taiwan to determine which brands consumers trust most.

The survey reveals the brands, products and services that consumers believe in over more than 50 categories.

These are the brands that consumers in Hong Kong turn to and recognise in their daily lives; whether that be the rice they serve to their family, the shopping mall they shop at, or the insurance company they turn to.

These are the brands we lean towards every time we have to make a purchasing decision, the brands that have demonstrated through consistency and longevity that they are trusted in the minds of ordinary Hong Kong consumers.

  • Media backgrounder – Hong Kong's Most Trusted Brands & Most Trusted Personalities
  • Please ensure Reader's Digest Asia is credited in any coverage, thank you.


To arrange an interview, contact Media Support & Events Manager, APAC, Rebecca Zhang at +61 0431279228 or rebecca.zhang@readersdigest.com.au

Look out for further updates on our Facebook fan page!

Related Articles

  • 【人才管理】欣賞員工唔一定要用錢嘅! 專家建議5個方法一樣得


  • 【人才管理】真金助員工渡難關!Facebook宣布向員工派發獎金$7700元

    新冠肺炎擴散全球,各國的經濟受到不同程度的打擊。企業面減虧蝕、停業甚至倒閉風險,打工仔則面臨減薪、失業的壓力。根據美國有線電視新聞網(CNN) 報導,科技巨頭Facebook宣布向4萬5千名員工發放1,000美元的補助金(約7,766港元)。

  • 【企業管理】流動網絡普及 企業貪快貪方便蒙受損失


  • 【新冠肺炎】員工怕「中招」拒上班 管理層無法說服結果......

    疫情嚴重影響到各大企業的運作,如果業務性質許可,企業能安排員工在家工作(Work From Home)當然最好,但是部分行業難以實行......

  • 【新冠肺炎】公務員逐步復工 專家︰企業是否跟隨考慮幾個因素


  • 【新冠肺炎】確診新冠肺炎前有症狀仍上班 網民:社畜病毒威力太強大


  • 【網民職場Talk】下屬奉旨幫上司執手尾?打工仔列慘痛經歷


  • 【職場熱話】18區最痛苦的返工地點!觀塘熱到變蒸爐?


  • 【網民職場Talk】大學Third Hon畢業 連累失面試機會?

    大學生近日陸續完成課程,開始踏上求職之路。若在大學取得一級榮譽(First Hon),可能會為CV加分,但在取得三級榮譽(Third Hon)的話,又會否影響僱主聘請意欲呢?有Third Hon畢業生遲遲未找到工作,在社交專頁《奴工處》投稿,了解Third Hon是否真的影響求職。

  • 【政府工略】政府統計處請統計助理 月薪$20,035 點先做到?