A recent survey of 80,000 people ages 13-36 revealed the brands Millennials and Generation Z trust the most. At the top of the list—above huge names like Nike, Amazon, Target and Netflix—is Dove, the personal care brand behind a plethora of cleansing, skin care, deodorant, and hair care products.

Fueling Dove’s perceived trustworthiness amongst young people are efforts like the brand’s Real Beauty campaign, which seeks to expand and redefine the definition of beauty; the Dove Self Esteem Project, which aims to ensure young people grow up enjoying a positive relationship with the way they look; and the recent announcement of the Dove ‘No Digital Distortion’ Mark, which lets viewers know that images show women as they appear in real life.

A commitment to positive change is something younger generations value in brands today. By delivering a message that registers as authentic and sparking meaningful cultural conversation, Dove has proven to be a brand people can believe in.