Eighty percent of companies say they are making authenticity a priority in their marketing strategy, and 92% of marketing leaders tie it directly to brand success. Loyalty follows trust, with 94% of consumers likely to stay loyal when a brand offers complete transparency. The same pattern shows up in buying decisions where honesty and real human signals carry more weight than polished promises.
Key Takeaways
- 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
- 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
- 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
Brand authenticity and transparency drive loyalty, trust, and willingness to pay more.
Related reading
01 · Category
Brand Value & Loyalty30 stats
01
76% of consumers believe that companies should do more than just make money
02
67% of consumers say they will stay loyal to a brand long-term if it is transparent
03
94% of consumers are likely to be loyal to a brand that offers complete transparency
04
73% of consumers say they would be willing to pay more for a brand that promises total transparency
05
52% of consumers say they will pay more to a brand that is transparent
06
39% of consumers say they would switch to a new brand if it offered full product transparency
07
82% of consumers say they will always choose a brand that they trust over a brand that is cheaper
08
92% of consumers say that they would recommend a brand they trust to others
09
74% of consumers say that they consider brand values before making a purchase
10
50% of consumers say they are willing to pay a premium for brands that have a positive social impact
11
45% of consumers say they would switch to a brand that is more environmentally friendly
12
80% of consumers say they are more likely to purchase from a brand that offers personalized experiences
13
65% of consumers say that a company’s social responsibility is a key factor in their purchasing decisions
14
78% of consumers say that they feel better about a company when they see its CEO taking a stand on social issues
15
87% of consumers say they will purchase a product because the company advocated for an issue they cared about
16
76% of consumers say they would refuse to buy a product from a company that held a position contrary to their beliefs
17
55% of consumers say they will pay more for products from companies that are committed to positive social and environmental impact
18
61% of consumers say that brand authenticity is a major factor in their long-term loyalty
19
40% of consumers say they have stopped purchasing from a brand that they once liked because they no longer trusted it
20
64% of consumers say that shared values are the primary reason they have a relationship with a brand
21
70% of consumers believe that it’s more important for brands to be authentic than ever before
22
60% of consumers say they are more likely to buy from a brand that shows high levels of authenticity
23
88% of consumers say they would rather buy from a brand that is honest about its mistakes than one that hides them
24
53% of consumers say they feel a stronger connection to a brand when its values match their own
25
44% of consumers say they are more likely to buy from a brand that features "real customers" in its advertising
26
72% of consumers say they are more likely to buy from a brand that is honest about its manufacturing process
27
68% of consumers say that a company’s story is very important in their decision to buy from them
28
85% of consumers say they are motivated to buy from brands that demonstrate empathy
29
79% of consumers say they are more likely to buy from brands that show they care about their customers
30
66% of consumers say that trust and authenticity are more important than product quality when choosing a brand
Interpretation
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.
02 · Category
Consumer Perception30 stats
01
86% of consumers say authenticity is important when deciding which brands they like and support
02
81% of consumers say they need to be able to trust a brand to buy from them
03
90% of millennials say brand authenticity is important
04
71% of consumers say they are more likely to buy from a brand that shares their values
05
66% of consumers think transparency is one of a brand’s most attractive qualities
06
63% of consumers prefer to buy from authentic brands over competitors that hide their true selves
07
54% of consumers don’t believe companies have their best interests at heart
08
48% of consumers say they are more likely to become loyal to a brand if it shows authenticity
09
37% of consumers say they would stop buying from a brand if they felt it was being inauthentic
10
83% of consumers believe that it’s important for brands to take a stand on social issues
11
43% of consumers find traditional advertising less credible than user-generated content
12
77% of consumers buy from brands that share the same values as they do
13
57% of consumers think that less than half of brands create content that resonates as authentic
14
62% of consumers say that a company’s ethical values influence their purchasing decisions
15
88% of consumers say that trust is more important now than it was a year ago
16
46% of consumers say they would pay more for a brand they trust
17
91% of consumers are willing to reward a brand for its authenticity
18
70% of consumers say they want to know how the brands they buy from are addressing social and environmental issues
19
75% of consumers say they will stop buying from brands that don't match their values
20
59% of consumers prefer to buy from brands that are human and relatable
21
64% of consumers find brands that take a stand on social issues more attractive
22
82% of consumers say they prefer a brand's values to align with their own
23
73% of consumers say they care about the company behind the product, not just the product itself
24
56% of consumers say they are more likely to trust a brand if the CEO is visible and shares company values
25
61% of consumers say that brand authenticity is more important to them now than it was 5 years ago
26
68% of consumers say they trust online reviews as much as personal recommendations
27
52% of consumers say they feel a stronger connection to brands when they can see the "real" people behind them
28
47% of consumers say they will walk away from a brand if they feel betrayed by its actions
29
79% of consumers state that user-generated content highly impacts their purchasing decisions
30
89% of shoppers stay loyal to brands that share their values
Interpretation
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."
03 · Category
Content & Communication30 stats
01
90% of consumers find user-generated content (UGC) more influential than promotional emails
02
70% of consumers prefer to learn about a company through articles rather than advertisements
03
86% of consumers say they can tell the difference between brand-created content and user-generated content
04
60% of consumers say that UGC is the most authentic form of content
05
20% of consumers say that brand-created content is the most authentic
06
92% of consumers trust earned media, such as word-of-mouth and recommendations from friends and family
07
82% of marketers say that content marketing is very important for building brand trust
08
54% of consumers want to see more video content from brands they support
09
72% of consumers say they trust online reviews as much as personal recommendations
10
84% of consumers say they search for social proof before making a purchase
11
57% of consumers say they are more likely to buy from a brand that uses "real people" in its marketing
12
50% of consumers find authentic content to be the most influential in their buying process
13
63% of consumers say they would prefer to follow a human brand on social media rather than a corporate one
14
81% of consumers say that brand transparency on social media is very important to them
15
58% of consumers say that they would trust a brand more if it posted non-promotional content on social media
16
45% of consumers say they would unfollow a brand on social media if it posted too many promotional messages
17
89% of consumers say they are more likely to trust a brand that responds to social media comments
18
71% of consumers say they expect brands to communicate with them in a more personalized and authentic way
19
56% of consumers say they find brands that use humor to be more authentic
20
43% of consumers say they are more likely to buy from a brand that uses storytelling in its advertising
21
68% of consumers say they trust content from influencers who are honest about their partnerships
22
61% of consumers say that they find influencers more authentic than celebrities
23
80% of influencers believe that authenticity is the most important factor in their success
24
52% of consumers say they find video testimonials to be the most trustworthy form of social proof
25
78% of consumers say that seeing a brand's behind-the-scenes content makes them feel more connected to the brand
26
64% of consumers say they are more likely to trust a brand that shows its employees in its social media posts
27
59% of consumers say they find brands that use real-life images (not stock photos) to be more authentic
28
82% of consumers say that a brand's responsiveness to negative reviews makes it more authentic
29
70% of consumers say they feel more loyal to brands that provide authentic educational content
30
55% of consumers say they feel that brands are often too polished and fake in their marketing materials
Interpretation
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.
More related reading
04 · Category
Corporate Strategy30 stats
01
80% of companies say they are making authenticity a priority in their marketing strategy
02
92% of marketing leaders believe that authenticity is essential to their brand's success
03
70% of brand managers say that building trust is their top priority
04
65% of companies say that their brand purpose is a key driver of their business performance
05
81% of companies believe that being a "purpose-led brand" is important for long-term growth
06
72% of companies say they are investing more in transparency initiatives
07
58% of business leaders believe that they are failing to meet consumer expectations for brand authenticity
08
62% of CEOs say they are taking a more vocal stance on social and political issues
09
84% of businesses believe that their reputation is their most valuable asset
10
75% of companies say that they are using more user-generated content in their marketing to build authenticity
11
60% of companies say that they are prioritizing "human-centric" design in their products and services
12
48% of companies say they are struggling to find a balance between being authentic and being profitable
13
69% of marketers say that they have seen a positive return on investment (ROI) from their authenticity-focused campaigns
14
82% of HR leaders believe that brand authenticity is critical for attracting top talent
15
63% of employees say they would rather work for a company that is perceived as authentic
16
77% of business leaders say that customer trust is more important now than it was before the pandemic
17
80% of companies say they are using storytelling to communicate their brand's values
18
56% of companies say that they have revised their brand mission statement to be more authentic
19
64% of companies say that they are more transparent about their mistakes and failures than they were 5 years ago
20
71% of businesses believe that brand authenticity is the key to building emotional connections with customers
21
83% of marketing experts agree that authentic brands will outperform inauthentic brands in the next decade
22
67% of brands say they are using social media more for two-way communication rather than one-way broadcasting
23
59% of companies say they are partnering with more authentic influencers who align with their core values
24
74% of brand leaders say that authenticity is the best way to stand out in a crowded marketplace
25
88% of executives say their brand's values are integrated into their daily decision-making
26
52% of businesses are investing in "authenticity training" for their customer-facing employees
27
66% of companies say they are more focused on "community building" as part of their brand strategy
28
79% of marketing departments are using more "real-world" visuals in their branding
29
70% of product developers say that transparency about ingredients/sourcing is a top priority
30
81% of companies believe that authenticity is essential for maintaining a positive online reputation
Interpretation
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.
05 · Category
Engagement & Trust30 stats
01
87% of consumers say that brand authenticity is a key reason why they follow a brand on social media
02
75% of consumers say they are more likely to share authentic content from a brand on their own social media pages
03
62% of consumers say they feel more loyal to a brand that responds to their questions on social media
04
84% of consumers say they feel a stronger connection to a brand when it shows its "human side"
05
91% of consumers say they are more likely to buy from a brand that is transparent about its social and environmental impact
06
80% of consumers say that trust is a deal-breaker or deciding factor in their purchase
07
68% of consumers say that they find it easier to trust brands that have positive online reviews
08
57% of consumers say they are more likely to trust a brand that uses customer stories in its marketing
09
46% of consumers say they have shared a positive experience with a brand on social media because they felt it was authentic
10
72% of consumers say they are more likely to buy from a brand that is active in their local community
11
89% of consumers say they are more likely to buy from a brand that they trust after they've had a negative experience
12
64% of consumers say they are more likely to trust a brand that provides honest and unbiased information
13
58% of consumers say they have stopped buying from a brand because it was not authentic enough
14
81% of consumers say that authenticity is the most important factor in building a long-term relationship with a brand
15
77% of consumers say they feel more connected to brands that value the same things they do
16
69% of consumers say that a brand's response to a crisis affects their level of trust in that brand
17
50% of consumers say they are more likely to buy from a brand if it shares its values through its products
18
88% of consumers say they trust a brand more if it is open about its data privacy practices
19
73% of consumers say they would pay more for a brand that is transparent about its supply chain
20
65% of consumers say they are more likely to trust a brand if its employees are happy and well-treated
21
80% of consumers say that brand authenticity makes them feel more confident and secure in their purchase
22
67% of consumers say they are more likely to trust a brand if it uses "real names" of its employees in customer service
23
54% of consumers say that they find it difficult to trust brands that don't have a clear social mission
24
82% of consumers say they are more likely to recommend a brand to a friend if the brand is authentic
25
79% of consumers say that they trust recommendations from people they know more than any other form of advertising
26
61% of consumers say they are more likely to trust a brand if it is easy to contact and has good customer support
27
86% of consumers say that they are more likely to trust a brand that is honest about the limitations of its products
28
74% of consumers say they feel more positive about a brand that supports a good cause
29
59% of consumers say they find it more authentic when brands admit they don't have all the answers
30
93% of consumers say that brand authenticity is a key factor in their overall customer satisfaction
Interpretation
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.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Kevin O'Brien. (2026, February 13). Brand Authenticity Statistics. Gitnux. https://gitnux.org/brand-authenticity-statistics
MLA
Kevin O'Brien. "Brand Authenticity Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/brand-authenticity-statistics.
Chicago
Kevin O'Brien. 2026. "Brand Authenticity Statistics." Gitnux. https://gitnux.org/brand-authenticity-statistics.
Sources & references
24 datasets cited across this report · attribution is report-level