In a marketplace crowded with polished promises, the raw truth is this: with 93% of consumers saying authenticity is key to their satisfaction, your brand's genuine character isn't just a nice-to-have—it's the very foundation of modern consumer trust and loyalty.
Key Takeaways
- 86% of consumers say authenticity is important when deciding which brands they like and support
- 81% of consumers say they need to be able to trust a brand to buy from them
- 90% of millennials say brand authenticity is important
- 76% of consumers believe that companies should do more than just make money
- 67% of consumers say they will stay loyal to a brand long-term if it is transparent
- 94% of consumers are likely to be loyal to a brand that offers complete transparency
- 90% of consumers find user-generated content (UGC) more influential than promotional emails
- 70% of consumers prefer to learn about a company through articles rather than advertisements
- 86% of consumers say they can tell the difference between brand-created content and user-generated content
- 80% of companies say they are making authenticity a priority in their marketing strategy
- 92% of marketing leaders believe that authenticity is essential to their brand's success
- 70% of brand managers say that building trust is their top priority
- 87% of consumers say that brand authenticity is a key reason why they follow a brand on social media
- 75% of consumers say they are more likely to share authentic content from a brand on their own social media pages
- 62% of consumers say they feel more loyal to a brand that responds to their questions on social media
Consumer trust in brand authenticity is now a non-negotiable requirement for loyalty.
Brand Value & Loyalty
- 76% of consumers believe that companies should do more than just make money
- 67% of consumers say they will stay loyal to a brand long-term if it is transparent
- 94% of consumers are likely to be loyal to a brand that offers complete transparency
- 73% of consumers say they would be willing to pay more for a brand that promises total transparency
- 52% of consumers say they will pay more to a brand that is transparent
- 39% of consumers say they would switch to a new brand if it offered full product transparency
- 82% of consumers say they will always choose a brand that they trust over a brand that is cheaper
- 92% of consumers say that they would recommend a brand they trust to others
- 74% of consumers say that they consider brand values before making a purchase
- 50% of consumers say they are willing to pay a premium for brands that have a positive social impact
- 45% of consumers say they would switch to a brand that is more environmentally friendly
- 80% of consumers say they are more likely to purchase from a brand that offers personalized experiences
- 65% of consumers say that a company’s social responsibility is a key factor in their purchasing decisions
- 78% of consumers say that they feel better about a company when they see its CEO taking a stand on social issues
- 87% of consumers say they will purchase a product because the company advocated for an issue they cared about
- 76% of consumers say they would refuse to buy a product from a company that held a position contrary to their beliefs
- 55% of consumers say they will pay more for products from companies that are committed to positive social and environmental impact
- 61% of consumers say that brand authenticity is a major factor in their long-term loyalty
- 40% of consumers say they have stopped purchasing from a brand that they once liked because they no longer trusted it
- 64% of consumers say that shared values are the primary reason they have a relationship with a brand
- 70% of consumers believe that it’s more important for brands to be authentic than ever before
- 60% of consumers say they are more likely to buy from a brand that shows high levels of authenticity
- 88% of consumers say they would rather buy from a brand that is honest about its mistakes than one that hides them
- 53% of consumers say they feel a stronger connection to a brand when its values match their own
- 44% of consumers say they are more likely to buy from a brand that features "real customers" in its advertising
- 72% of consumers say they are more likely to buy from a brand that is honest about its manufacturing process
- 68% of consumers say that a company’s story is very important in their decision to buy from them
- 85% of consumers say they are motivated to buy from brands that demonstrate empathy
- 79% of consumers say they are more likely to buy from brands that show they care about their customers
- 66% of consumers say that trust and authenticity are more important than product quality when choosing a brand
Brand Value & Loyalty Interpretation
Consider this your final, slightly sardonic memo from the market: the modern consumer will pay you more, defend you fiercely, and forgive your honest stumbles, but only if you stop acting like a faceless profit vending machine and start behaving like a principled human they might actually trust.
Consumer Perception
- 86% of consumers say authenticity is important when deciding which brands they like and support
- 81% of consumers say they need to be able to trust a brand to buy from them
- 90% of millennials say brand authenticity is important
- 71% of consumers say they are more likely to buy from a brand that shares their values
- 66% of consumers think transparency is one of a brand’s most attractive qualities
- 63% of consumers prefer to buy from authentic brands over competitors that hide their true selves
- 54% of consumers don’t believe companies have their best interests at heart
- 48% of consumers say they are more likely to become loyal to a brand if it shows authenticity
- 37% of consumers say they would stop buying from a brand if they felt it was being inauthentic
- 83% of consumers believe that it’s important for brands to take a stand on social issues
- 43% of consumers find traditional advertising less credible than user-generated content
- 77% of consumers buy from brands that share the same values as they do
- 57% of consumers think that less than half of brands create content that resonates as authentic
- 62% of consumers say that a company’s ethical values influence their purchasing decisions
- 88% of consumers say that trust is more important now than it was a year ago
- 46% of consumers say they would pay more for a brand they trust
- 91% of consumers are willing to reward a brand for its authenticity
- 70% of consumers say they want to know how the brands they buy from are addressing social and environmental issues
- 75% of consumers say they will stop buying from brands that don't match their values
- 59% of consumers prefer to buy from brands that are human and relatable
- 64% of consumers find brands that take a stand on social issues more attractive
- 82% of consumers say they prefer a brand's values to align with their own
- 73% of consumers say they care about the company behind the product, not just the product itself
- 56% of consumers say they are more likely to trust a brand if the CEO is visible and shares company values
- 61% of consumers say that brand authenticity is more important to them now than it was 5 years ago
- 68% of consumers say they trust online reviews as much as personal recommendations
- 52% of consumers say they feel a stronger connection to brands when they can see the "real" people behind them
- 47% of consumers say they will walk away from a brand if they feel betrayed by its actions
- 79% of consumers state that user-generated content highly impacts their purchasing decisions
- 89% of shoppers stay loyal to brands that share their values
Consumer Perception Interpretation
Today’s consumer is essentially saying, "Perform your virtues perfectly on stage if you must, but if the curtain slips and reveals a hollow core, we will not only boo you off but also dismantle the theater on our way out."
Content & Communication
- 90% of consumers find user-generated content (UGC) more influential than promotional emails
- 70% of consumers prefer to learn about a company through articles rather than advertisements
- 86% of consumers say they can tell the difference between brand-created content and user-generated content
- 60% of consumers say that UGC is the most authentic form of content
- 20% of consumers say that brand-created content is the most authentic
- 92% of consumers trust earned media, such as word-of-mouth and recommendations from friends and family
- 82% of marketers say that content marketing is very important for building brand trust
- 54% of consumers want to see more video content from brands they support
- 72% of consumers say they trust online reviews as much as personal recommendations
- 84% of consumers say they search for social proof before making a purchase
- 57% of consumers say they are more likely to buy from a brand that uses "real people" in its marketing
- 50% of consumers find authentic content to be the most influential in their buying process
- 63% of consumers say they would prefer to follow a human brand on social media rather than a corporate one
- 81% of consumers say that brand transparency on social media is very important to them
- 58% of consumers say that they would trust a brand more if it posted non-promotional content on social media
- 45% of consumers say they would unfollow a brand on social media if it posted too many promotional messages
- 89% of consumers say they are more likely to trust a brand that responds to social media comments
- 71% of consumers say they expect brands to communicate with them in a more personalized and authentic way
- 56% of consumers say they find brands that use humor to be more authentic
- 43% of consumers say they are more likely to buy from a brand that uses storytelling in its advertising
- 68% of consumers say they trust content from influencers who are honest about their partnerships
- 61% of consumers say that they find influencers more authentic than celebrities
- 80% of influencers believe that authenticity is the most important factor in their success
- 52% of consumers say they find video testimonials to be the most trustworthy form of social proof
- 78% of consumers say that seeing a brand's behind-the-scenes content makes them feel more connected to the brand
- 64% of consumers say they are more likely to trust a brand that shows its employees in its social media posts
- 59% of consumers say they find brands that use real-life images (not stock photos) to be more authentic
- 82% of consumers say that a brand's responsiveness to negative reviews makes it more authentic
- 70% of consumers say they feel more loyal to brands that provide authentic educational content
- 55% of consumers say they feel that brands are often too polished and fake in their marketing materials
Content & Communication Interpretation
The stats scream that the modern consumer is a seasoned detective who, armed with a profound distrust for polish and ads, will trust your brand only when it stops shouting about itself and lets its real customers and human-side do the convincing.
Corporate Strategy
- 80% of companies say they are making authenticity a priority in their marketing strategy
- 92% of marketing leaders believe that authenticity is essential to their brand's success
- 70% of brand managers say that building trust is their top priority
- 65% of companies say that their brand purpose is a key driver of their business performance
- 81% of companies believe that being a "purpose-led brand" is important for long-term growth
- 72% of companies say they are investing more in transparency initiatives
- 58% of business leaders believe that they are failing to meet consumer expectations for brand authenticity
- 62% of CEOs say they are taking a more vocal stance on social and political issues
- 84% of businesses believe that their reputation is their most valuable asset
- 75% of companies say that they are using more user-generated content in their marketing to build authenticity
- 60% of companies say that they are prioritizing "human-centric" design in their products and services
- 48% of companies say they are struggling to find a balance between being authentic and being profitable
- 69% of marketers say that they have seen a positive return on investment (ROI) from their authenticity-focused campaigns
- 82% of HR leaders believe that brand authenticity is critical for attracting top talent
- 63% of employees say they would rather work for a company that is perceived as authentic
- 77% of business leaders say that customer trust is more important now than it was before the pandemic
- 80% of companies say they are using storytelling to communicate their brand's values
- 56% of companies say that they have revised their brand mission statement to be more authentic
- 64% of companies say that they are more transparent about their mistakes and failures than they were 5 years ago
- 71% of businesses believe that brand authenticity is the key to building emotional connections with customers
- 83% of marketing experts agree that authentic brands will outperform inauthentic brands in the next decade
- 67% of brands say they are using social media more for two-way communication rather than one-way broadcasting
- 59% of companies say they are partnering with more authentic influencers who align with their core values
- 74% of brand leaders say that authenticity is the best way to stand out in a crowded marketplace
- 88% of executives say their brand's values are integrated into their daily decision-making
- 52% of businesses are investing in "authenticity training" for their customer-facing employees
- 66% of companies say they are more focused on "community building" as part of their brand strategy
- 79% of marketing departments are using more "real-world" visuals in their branding
- 70% of product developers say that transparency about ingredients/sourcing is a top priority
- 81% of companies believe that authenticity is essential for maintaining a positive online reputation
Corporate Strategy Interpretation
It seems the corporate world has finally discovered that honesty is the best policy, but the frantic scramble to prove it is creating a hilarious and hopeful dissonance where nearly everyone agrees it's vital, yet over half are still fumbling the sincerity they so desperately advertise.
Engagement & Trust
- 87% of consumers say that brand authenticity is a key reason why they follow a brand on social media
- 75% of consumers say they are more likely to share authentic content from a brand on their own social media pages
- 62% of consumers say they feel more loyal to a brand that responds to their questions on social media
- 84% of consumers say they feel a stronger connection to a brand when it shows its "human side"
- 91% of consumers say they are more likely to buy from a brand that is transparent about its social and environmental impact
- 80% of consumers say that trust is a deal-breaker or deciding factor in their purchase
- 68% of consumers say that they find it easier to trust brands that have positive online reviews
- 57% of consumers say they are more likely to trust a brand that uses customer stories in its marketing
- 46% of consumers say they have shared a positive experience with a brand on social media because they felt it was authentic
- 72% of consumers say they are more likely to buy from a brand that is active in their local community
- 89% of consumers say they are more likely to buy from a brand that they trust after they've had a negative experience
- 64% of consumers say they are more likely to trust a brand that provides honest and unbiased information
- 58% of consumers say they have stopped buying from a brand because it was not authentic enough
- 81% of consumers say that authenticity is the most important factor in building a long-term relationship with a brand
- 77% of consumers say they feel more connected to brands that value the same things they do
- 69% of consumers say that a brand's response to a crisis affects their level of trust in that brand
- 50% of consumers say they are more likely to buy from a brand if it shares its values through its products
- 88% of consumers say they trust a brand more if it is open about its data privacy practices
- 73% of consumers say they would pay more for a brand that is transparent about its supply chain
- 65% of consumers say they are more likely to trust a brand if its employees are happy and well-treated
- 80% of consumers say that brand authenticity makes them feel more confident and secure in their purchase
- 67% of consumers say they are more likely to trust a brand if it uses "real names" of its employees in customer service
- 54% of consumers say that they find it difficult to trust brands that don't have a clear social mission
- 82% of consumers say they are more likely to recommend a brand to a friend if the brand is authentic
- 79% of consumers say that they trust recommendations from people they know more than any other form of advertising
- 61% of consumers say they are more likely to trust a brand if it is easy to contact and has good customer support
- 86% of consumers say that they are more likely to trust a brand that is honest about the limitations of its products
- 74% of consumers say they feel more positive about a brand that supports a good cause
- 59% of consumers say they find it more authentic when brands admit they don't have all the answers
- 93% of consumers say that brand authenticity is a key factor in their overall customer satisfaction
Engagement & Trust Interpretation
Consumers are shouting from the virtual rooftops that trust isn't a bonus feature but the entire operating system for a brand, where showing your human side and honest flaws isn't just good PR—it's the only currency that buys long-term loyalty.
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