Americans Overwhelmingly Honest in 7th Annual “National Honesty Index”

Honest® Tea’s Social Experiment Finds Hawaiians, Women, and Redheads
Most Honest

News Footage:

BETHESDA, Md.–(BUSINESS WIRE)–Honesty and integrity are the big winners in the latest National
Honesty Index
, an annual fun and unscientific social
experiment conducted by Honest Tea, Inc. This year’s results showed 93%
of Americans are honest, compared to 94% in 2015. Women proved to be
more honest than men for the seventh year in a row, and redheads were
the most honest of any other hair color. Honolulu and Austin ranked as
the most honest cities in America, while Denver was found to be the
least honest.

“It’s always uplifting to see that when given the chance, the majority
of people choose to do the right thing,” said Ami Mathur, Honest Tea’s
brand marketing general manager. “Year after year, our National Honesty
Index experiment continues to prove that no matter who you are or what
city you’re from, people almost always choose honesty over the

The National Honesty Index is a fun social experiment that tests the
honesty of Americans by setting up unmanned racks of Honest beverages
offered for $1 on the honor system. From June 12- July 26, 2016, Honest
Tea monitored thousands of interactions at 24 different locations across
the country to see how honest people are when no one appears to be
looking. Information was collected at each site including the number of
people who paid or took their beverages without paying. The social
experiment also tracked participants’ observable characteristics of
gender and hair color.

“This is Honest Tea’s seventh year running our National Honesty Index
social experiment,” said Seth Goldman, Co-Founder and TeaEO Emeritus of
Honest Tea. “It’s refreshing to see that our light-hearted experiment
continues to engage Americans around the themes of honesty and
transparency, and maybe even regard their neighbors with a little more

Highlights of the 2016 National Honesty Index include:

  • Honolulu was the most honest city in America for the third time at
    100% honest.
  • Austin, a new city added this year, was a close second at 99% honest.
  • Women proved to be more honest than men for the seventh year in a row,
    edging their male counterparts out 95% to 92% honest.
  • Redheads came out as the most honest hair color with 97%. Last year’s
    most honest, brunettes, fell to the bottom as the least honest at 92%.

Full City Rankings:

City     % Honest
Honolulu, HI     100%
Austin, TX     99%
Atlanta, GA     98%
Louisville, KY     98%
Nashville, TN     97%
Hartford, CT     96%
Boston, MA     96%
Cleveland, OH     96%
Sacramento, CA     95%
Indianapolis, IN     95%
San Francisco, CA     95%
Portland, OR     95%
Los Angeles, CA     94%
Philadelphia, PA     93%
Bethesda, MD     93%
New York, NY     93%
San Antonio, TX     92%
Miami, FL     92%
St. Louis, MO     91%
Chicago, IL     90%
Washington DC     88%
Seattle, WA     86%
Providence, RI     86%
Denver, CO     83%
Average     93%

The complete National Honesty Index results are available at

Honest Tea will donate all funds collected from the on-site social
experiments to FoodCorps,
an organization that connects kids to real food and better nutrition.

The experiment comes at the culmination of a summer-long program in
which Honest Tea encouraged Americans to share honest moments using the
hashtag #RefreshinglyHonest.
People who shared their #RefreshinglyHonest moments were entered into a
sweepstakes for a chance to win a trip to the most honest city in
America — Honolulu, HI. The #RefreshinglyHonest Project also included a
video documentary series revealing what happens when a few Americans
decided to be a little more honest in their daily lives. To learn more,

ABOUT Honest® Tea

Honest Tea, Inc. seeks to create and promote great-tasting, organic
beverages and extend economic opportunities to communities in need.
Founded in 1998 in Bethesda, MD, Honest Tea is the nation’s top-selling
organic bottled tea company, specializing in beverages that are Just a
Tad Sweet®. Honest Tea’s product lines include: Honest® ready-to-drink
bottled teas, Honest Kids® organic juice drinks, Honest®
freshly brewed iced tea, Honest Summer Refreshers, and
Honest Fizz® zero calorie sodas. All drinks are USDA Organic,
and all tea leaf varieties and cane sugar are Fair Trade Certified®.
Honest Tea is a multi-year winner of awards from the Alliance for
Workplace Excellence and a Montgomery County, MD Certified Green
Business. In 2011, The Coca-Cola Company fully acquired Honest Tea, and
there are passionate teams in both Bethesda, MD and Atlanta, GA–as well
as across the country & around the world–working together to grow the
brand. For more information, visit,,


Honest Tea
Kerrie Cassani-Levick, 919-622-3094