Trust Track 2025

CCIFM Member Ipsos has just released the following data  – Trust Track 2025

The findings from the study reveal:

• Corporate Trust Rebounds as Consumer Confidence Strengthens in 2025
• Trusted Industries Holds Firm as FMCG Regains Consumer Confidence
• Strongest Trust Growth Seen in Emerging Sectors – Private Hospitals, Mobile Wallet, Bank, Telco, Fast-Food Chains
• Shopee Leads Malaysia’s Top 10 Trusted Brands

“Overall trust among Malaysians has shown a strong rebound after the decline in 2024, reaching the second-highest Net Trust Index since 2019. This recovery signals renewed confidence in companies operating in Malaysia, even as global geopolitical and economic uncertainty continues to shape the landscape.

Trust leadership at the industry level remains largely stable, with New Media, Oil & Gas, and FMCG continuing to rank among the most trusted sectors. At the same time, the strongest trust gains are seen in Hospitals, Mobile Wallets and Banking, suggesting that trust recovery in 2025 is broad based, spanning both established leaders and emerging priority sectors.

At the corporate brand level, all Top 10 brands are trusted by at least seven in ten Malaysians, with Shopee being the most trusted company in 2025. The top three most trusted brands now come from e-commerce and mobile wallet categories, reflecting growing confidence in digital services and increased adoption among Malaysians. At the same time, established institutions such as KWSP and PETRONAS continue to command strong trust, reinforcing the relevance and credibility of GLCs. Selective shifts in leadership signal that trust is not guaranteed and must be continuously earned as consumer expectations evolve.”

 – Kuan Sawu Fang, Senior Client Officer, Ipsos Malaysia