GITNUXREPORT 2025

Brand Authenticity Statistics

Consumers prioritize transparency, real stories, and authenticity to build brand loyalty.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

Our Commitment to Accuracy

Rigorous fact-checking • Reputable sources • Regular updatesLearn more

Statistic 1

70% of consumers are more likely to trust brands that demonstrate transparency

Statistic 2

78% of consumers prefer brands that are authentic over those that are purely promotional

Statistic 3

82% of consumers want brands to be honest about their products and practices

Statistic 4

65% of consumers believe brands should be more transparent about their sourcing, manufacturing, and business practices

Statistic 5

72% of consumers say their perception of a brand improves after seeing behind-the-scenes content

Statistic 6

90% of consumers agree that brands should display honesty and authenticity in advertising

Statistic 7

84% of consumers trust brands that are honest about their mistakes

Statistic 8

78% of consumers say they would be more loyal to a brand that is transparent

Statistic 9

69% of consumers say that brands that are authentic leave a more memorable impression

Statistic 10

45% of consumers feel that brands are inauthentic when they hide their true motives

Statistic 11

72% of consumers want to see brands act ethically and authentically

Statistic 12

59% of consumers prioritize brand transparency when choosing products

Statistic 13

80% of consumers appreciate brands that show their human side through authentic storytelling

Statistic 14

84% of consumers say that a brand’s authenticity influences their purchasing decisions

Statistic 15

74% of consumers prefer brands that are truthful about their history and origin stories

Statistic 16

57% of consumers find it easier to connect with brands that demonstrate authenticity online

Statistic 17

88% of consumers believe that authenticity is more important than ever in brand marketing

Statistic 18

69% of consumers feel that brands that are authentic make a stronger emotional connection

Statistic 19

76% of consumers say they prefer brands that share authentic stories on social media

Statistic 20

52% of consumers say they are more likely to buy from a brand that is honest about its sustainability efforts

Statistic 21

79% of consumers trust companies that openly communicate their environmental practices

Statistic 22

55% of consumers find it easier to connect with brands that are transparent about their social impact

Statistic 23

67% of consumers want brands to be more authentic on social media

Statistic 24

80% of consumers believe brands that are authentic help build trust and credibility

Statistic 25

60% of consumers consider a brand’s authenticity when choosing products

Statistic 26

87% of marketers believe authenticity is crucial for brand differentiation

Statistic 27

66% of consumers think that brands should be more honest about their challenges and setbacks

Statistic 28

65% of consumers say they need to see real people and real stories to believe a brand’s claims

Statistic 29

67% of shoppers look for brands that demonstrate corporate social responsibility

Statistic 30

76% of consumers feel more confident buying from authentic brands

Statistic 31

48% of consumers feel more confident in their purchase decisions when the brand is transparent about its values

Statistic 32

85% of consumers think it’s important for brands to show transparency about their supply chains

Statistic 33

78% of consumers rely on peer reviews and user-generated content as proof of brand authenticity

Statistic 34

71% of consumers say that authenticity influences their perception of a brand’s credibility

Statistic 35

86% of consumers say authenticity is a key factor in their brand loyalty

Statistic 36

89% of consumers stay loyal to brands they believe are authentic

Statistic 37

59% of consumers feel more connected to brands that share their values

Statistic 38

91% of consumers say they are more likely to buy from authentic brands

Statistic 39

74% of millennials are motivated to purchase from socially responsible brands

Statistic 40

68% of shoppers have stopped buying from a brand because they felt the brand was fake

Statistic 41

77% of consumers say that authenticity is a key factor in their purchasing decisions

Statistic 42

89% of consumers say they would switch to a brand they see as more authentic

Statistic 43

80% of consumers say that authentic brands help them feel more connected, trusted and loyal

Statistic 44

53% of consumers believe brands with authentic stories are more relatable

Statistic 45

63% of consumers are more likely to purchase from a brand that shares authentic user-generated content

Statistic 46

58% of consumers prefer brands that partner with real people rather than celebrities

Statistic 47

83% of consumers say authenticity drives their loyalty

Statistic 48

75% of consumers say they are more likely to buy from brands they trust

Statistic 49

55% of consumers are more likely to recommend authentic brands to others

Statistic 50

66% of shoppers say they feel more loyal to brands that maintain consistent messaging across channels

Statistic 51

81% of consumers trust brands more when they see authentic content from real customers

Statistic 52

73% of consumers say that brands that act authentically are more likable

Statistic 53

87% of consumers say they are more likely to buy from brands they perceive as genuine

Statistic 54

64% of consumers feel that a lack of authenticity harms brand reputation

Statistic 55

83% of consumers say they are more loyal to brands that are consistent in their messaging

Statistic 56

62% of consumers say they are willing to pay a premium for authentic brands

Statistic 57

73% of consumers express that authentic brand stories influence their purchase decisions

Statistic 58

54% of consumers are more loyal to brands that reveal their authentic human side

Statistic 59

83% of consumers think authentic branding increases their likelihood to recommend a brand

Statistic 60

69% of consumers say that tangible proof of authenticity, like certifications or behind-the-scenes videos, impacts their trust

Slide 1 of 60

Sources

Our Reports have been cited by:

Trust Badges - Publications that have cited our reports

Key Highlights

86% of consumers say authenticity is a key factor in their brand loyalty
89% of consumers stay loyal to brands they believe are authentic
70% of consumers are more likely to trust brands that demonstrate transparency
65% of consumers say they need to see real people and real stories to believe a brand’s claims
78% of consumers prefer brands that are authentic over those that are purely promotional
59% of consumers feel more connected to brands that share their values
91% of consumers say they are more likely to buy from authentic brands
74% of millennials are motivated to purchase from socially responsible brands
82% of consumers want brands to be honest about their products and practices
68% of shoppers have stopped buying from a brand because they felt the brand was fake
77% of consumers say that authenticity is a key factor in their purchasing decisions
89% of consumers say they would switch to a brand they see as more authentic
65% of consumers believe brands should be more transparent about their sourcing, manufacturing, and business practices

In an increasingly crowded marketplace, where 86% of consumers say authenticity drives their loyalty and 89% remain loyal to genuine brands, understanding the power of brand authenticity has become essential for businesses seeking lasting connection and trust.

Brand Authenticity and Transparency

70% of consumers are more likely to trust brands that demonstrate transparency
78% of consumers prefer brands that are authentic over those that are purely promotional
82% of consumers want brands to be honest about their products and practices
65% of consumers believe brands should be more transparent about their sourcing, manufacturing, and business practices
72% of consumers say their perception of a brand improves after seeing behind-the-scenes content
90% of consumers agree that brands should display honesty and authenticity in advertising
84% of consumers trust brands that are honest about their mistakes
78% of consumers say they would be more loyal to a brand that is transparent
69% of consumers say that brands that are authentic leave a more memorable impression
45% of consumers feel that brands are inauthentic when they hide their true motives
72% of consumers want to see brands act ethically and authentically
59% of consumers prioritize brand transparency when choosing products
80% of consumers appreciate brands that show their human side through authentic storytelling
84% of consumers say that a brand’s authenticity influences their purchasing decisions
74% of consumers prefer brands that are truthful about their history and origin stories
57% of consumers find it easier to connect with brands that demonstrate authenticity online
88% of consumers believe that authenticity is more important than ever in brand marketing
69% of consumers feel that brands that are authentic make a stronger emotional connection
76% of consumers say they prefer brands that share authentic stories on social media
52% of consumers say they are more likely to buy from a brand that is honest about its sustainability efforts
79% of consumers trust companies that openly communicate their environmental practices
55% of consumers find it easier to connect with brands that are transparent about their social impact
67% of consumers want brands to be more authentic on social media
80% of consumers believe brands that are authentic help build trust and credibility
60% of consumers consider a brand’s authenticity when choosing products
87% of marketers believe authenticity is crucial for brand differentiation
66% of consumers think that brands should be more honest about their challenges and setbacks

Brand Authenticity and Transparency Interpretation

In an era where nearly 9 out of 10 consumers crave honesty, brands that embrace transparency and authentic storytelling not only foster trust and loyalty but also turn genuine communication into their most powerful competitive edge.

Consumer Perceptions and Confidence

65% of consumers say they need to see real people and real stories to believe a brand’s claims
67% of shoppers look for brands that demonstrate corporate social responsibility
76% of consumers feel more confident buying from authentic brands
48% of consumers feel more confident in their purchase decisions when the brand is transparent about its values
85% of consumers think it’s important for brands to show transparency about their supply chains
78% of consumers rely on peer reviews and user-generated content as proof of brand authenticity
71% of consumers say that authenticity influences their perception of a brand’s credibility

Consumer Perceptions and Confidence Interpretation

In an era where nearly three-quarters of consumers seek genuine stories, social responsibility, and transparency, brands can no longer afford to hide behind polished ads—they must genuinely live their values and let their customers' voices do the convincing.

Consumer Trust and Loyalty

86% of consumers say authenticity is a key factor in their brand loyalty
89% of consumers stay loyal to brands they believe are authentic
59% of consumers feel more connected to brands that share their values
91% of consumers say they are more likely to buy from authentic brands
74% of millennials are motivated to purchase from socially responsible brands
68% of shoppers have stopped buying from a brand because they felt the brand was fake
77% of consumers say that authenticity is a key factor in their purchasing decisions
89% of consumers say they would switch to a brand they see as more authentic
80% of consumers say that authentic brands help them feel more connected, trusted and loyal
53% of consumers believe brands with authentic stories are more relatable
63% of consumers are more likely to purchase from a brand that shares authentic user-generated content
58% of consumers prefer brands that partner with real people rather than celebrities
83% of consumers say authenticity drives their loyalty
75% of consumers say they are more likely to buy from brands they trust
55% of consumers are more likely to recommend authentic brands to others
66% of shoppers say they feel more loyal to brands that maintain consistent messaging across channels
81% of consumers trust brands more when they see authentic content from real customers
73% of consumers say that brands that act authentically are more likable
87% of consumers say they are more likely to buy from brands they perceive as genuine
64% of consumers feel that a lack of authenticity harms brand reputation
83% of consumers say they are more loyal to brands that are consistent in their messaging
62% of consumers say they are willing to pay a premium for authentic brands
73% of consumers express that authentic brand stories influence their purchase decisions
54% of consumers are more loyal to brands that reveal their authentic human side
83% of consumers think authentic branding increases their likelihood to recommend a brand
69% of consumers say that tangible proof of authenticity, like certifications or behind-the-scenes videos, impacts their trust

Consumer Trust and Loyalty Interpretation

In an era where "fake news" dominates, consumer loyalty now hinges more than ever on authenticity—86% seek genuine brands, 89% remain loyal to them, and with over 80% trusting and choosing authentic content, it's clear that in the marketplace of sincerity, authenticity isn't just a virtue but a crucial currency for brand survival.