Ipsos, a company specializing in brand research, just released an interesting study asking average people how popular and trustworthy they would rate celebrities. Meaning, if this celeb endorsed a certain product, would you be more likely to buy it? The top results for the popular/unpopular lists weren’t surprising — we love Betty White and we loathe Paris Hilton — but some of the data in the middle is pretty amusing. Take, for instance, the tie for 7th place between American mainstay Morgan Freeman and the new Duchess of Cambridge, Kate Middleton.
About 79% of those surveyed gave both a favorable rating; the list is made up of 100 famous personalities from entertainment, sports, and news. That’s in terms of actual popularity; when it comes to trustworthiness, Morgan scored one percent better than Kate, putting him at 59% trustworthiness. They make a strange pair since the elements that would make each one seem relatable are very different. Morgan’s the man we think of in narrating everything, from movies to our own daily minutiae. In contrast, I don’t think I’ve ever actually heard Kate utter a word.
Morgan’s the fatherly figure we lack, there to give advice or craft awesome gadgets for us to fight crime. Kate is the commoner who fell in love with Prince William and had to give up her privacy in order to be with the man she loves. Plus, she’s got great style. She’s basically the older sister we so want. Maybe that’s why they rank about the same in both polls; each one fills in a void we didn’t realize we had.
As far as we know, the two have never met in real life.