MILAN — At a time of political instability and societal polarization, trust issues are widespread — but brands are emerging as winners.

According to the “Brand Connection — the Age of Meaningful Brands” report by consultancy Deloitte published Tuesday and presented here, consumers are looking at their favorite — and increasingly also up-and-coming — brands as promoters of aspirational value systems.

Brands beat out governments and institutions, reclaiming a higher score in people’s trust ladder, just below relatives and social circles, corner shops and employers.

This is not to be taken for granted.

The survey was conducted on 7,000 respondents across seven key consumer countries, including Italy, France, the U.K., China, Japan, the U.S. and the United Arab Emirates.

Amid an iffy out

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