By the International Franchise Association

In the latest annual Gallup poll on Americans’ confidence in major institutions, small business once again ranks at the top of the list, with a remarkable 70% of U.S. adults expressing “a great deal” or “quite a lot” of confidence in America’s small businesses. This marks yet another year that small business remains the most trusted institution in the country—above the military, science, the medical system, and far ahead of Congress, television news, or even the presidency.

At the International Franchise Association (IFA), we know that trust doesn’t happen by accident. It’s earned—through years of dedication, service, and impact in local communities. That’s why we’re proud to represent the more than 831,000 franchise small businesses across the United States that form the backbone of this trust.

Franchising is a uniquely American business model that combines the power of brand standards with local ownership and community commitment. These are the restaurants, fitness centers, preschools, service providers, and countless other businesses where customers return not just for the product or service—but because they know the owner by name. That local connection, that sense of shared values and community, is what drives trust.

Franchise businesses do more than just operate within communities—they invest in them. They employ over 8.7 million Americans, offer career advancement opportunities, and often serve as pillars of support during times of crisis. Whether donating meals during natural disasters, offering flexible jobs to working parents, or supporting local causes, franchised small businesses show up—day in and day out.

As debates continue in Washington and in state legislatures about the future of small business and the policies that shape the economy, it’s important for leaders to remember what the public already knows: Americans trust small business. And franchising is one of the largest and most powerful engines of small business growth, ownership, and economic mobility in the country.

Franchises aren’t faceless corporations. They are neighbors, coaches and community leaders. And they are building something bigger than a brand—they are building trust.

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