90.9% of Americans who drink Guinness would positively recommend it, the best scoring of more than 2,000+ brands, according to a new YouGov report.
When comparing the previous year of recommendations, X (formerly Twitter) has seen the largest increase in recommendations, jumping from 39.4% of users recommending the social network to 53.5%.
YouGov’s Most Recommended Brands 2025 ranking showcases the top 10 US and global brands that consumers most often recommend to people they know. The report also has insights into the most recommended brands in the US across nine key sectors.
The top 10 global brands for this year’s rankings are:
Rank Brand Global Recommend Score
1 Emirates 88.4%
2 Toyota (TM) 84.7%
3 Levi’s (LEVI) 83.1%
4 adidas (ADS) 82.5%
5 Nintendo (NTDOY) 82.1%
6 Nike (NKE) 82.0%
7 Mercedes-Benz (MBG.DE) 81.8%
8 BMW (BMW.DE) 81.4%
9 Trivago (TRVG) 81.0%
10 Neutrogena (KVUE) 80.8%
The top 10 US brands for this year’s rankings are:
Rank Brand US Recommend Score
1 Guinness (DEO) 90.9%
2 Heineken (Heineken N.V.) 90.4%
3 Savage x Fenty 90.1%
4 Counter-Strike: Global Offensive 89.8%
5 Durex (RKT.L) 89.7%
6 Amstel (Heineken N.V.) 89.6%
7 St. Jude Children’s Research Hospital 89.3%
8 Qatar Airways 89.1%
9 Adidas (ADS) 89.0%
10 Black Rifle Coffee Company (BRCC) 89.0%
Key findings from the report include:
- Guinness is recommended most by US customers (90.9%), followed by Heineken (90.4%), and Savage x Fenty (90.1%)
- Emirates is the most recommended brand among consumers globally (88.4%)
- US women are more likely to recommend something than men (57% vs 54%)
- Subaru (88.0%), IKEA (87.4%), H-E-B (86.9%), and Cava (85.5%) are the most recommended brands in their sectors
- When part of a loyalty program, women are more likely to recommend that brand than men (48% vs 46%)
“Influencers aren’t limited to people with large followings on TikTok and Instagram,” says Ashley Brown, Senior Director at YouGov America. “Ordinary Americans have a huge impact on brand preferences when they recommend a product or service to their friends and family. Our research shows that many brands have large customer bases who like to recommend their products, but a select few have truly developed avid recommenders due to their affinity for their products.”
This analysis leverages BrandIndex, YouGov’s daily brand tracker, powered by our global survey panel of 29+ million members. It combines audience insights from YouGov Profiles to offer further context on how Americans feel about brand advocacy.
YouGov’s report is available for download here. ights. Testament to this, YouGov data is regularly referenced by the global press, and we are consistently one of the most quoted market research sources in the world.
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