Listen up, corporate America: 89-year-old Betty White is your best bet if you’re trolling for a celebrity endorser.
That’s according to a new Reuters/Ipsos poll that asked 2,012 Americans about whether they would trust a company more or less if its products were endorsed by certain celebrities. White scored the highest, with 86% of those asked saying that they had a favorable opinion of her, and 44% saying that they would be more likely to do business with a company whose products she backed.
The poll broke down its results into two tiers: the 10 celebrities most likely to engender greater trust … and the 10 most likely to be perceived as unfavorable when it came to generating goodwill toward a company’s products.
Here are the results, with percentages of those who held favorable/unfavorable opinions (for each list, respectively) in parentheses.
Favorable: 1. Betty White (86% favorable) 2. Denzel Washington (85%) 3. Sandra Bullock (84%) 4. Clint Eastwood (83%) 5. Tom Hanks (81%) 6. Harrison Ford (80%) 7. Morgan Freeman (79%) 7. Kate Middleton (79%) 9. Will Smith (77%) 10. Johnny Depp (76%)
Unfavorable: 1. Paris Hilton (60% unfavorable) 2. Charlie Sheen (52%) 3. Britney Spears (45%) 3. Kanye West (45%) 5. Arnold Schwarzenegger (44%) 6. Tiger Woods (42%) 7. Kim Kardashian (38%) 8. Mel Gibson (33%) 9. Donald Trump (31%) 10. LeBron James (29%)
Those results strike me as pretty predictable, yet pretty interesting nonetheless—proof that not all celebrity spokespeople are created equal.
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