In 2026, brand credibility defines market survival. Consumers demand transparency amid misinformation and ethical scrutiny, with trust directly impacting purchase decisions and long-term loyalty.
Brands lacking credibility face immediate churn, as buyers prioritize verifiable authenticity over promises. This article compiles over 60 atomic brand credibility statistics from 30+ distinct sources, drawn from recent primary research, platform data, and institutional studies. Organized into key sections, these figures provide a reference for understanding consumer expectations in trust, perception, and retention.
Scope & Methodology
• Includes only publicly available brand credibility statistics relevant for 2026.
• Based on the latest figures published within the last two years.
• Sources include primary research, first-party platform data, institutional studies, and industry reports.
• Each statistic is listed separately with its original source and study context.
• No estimates, forecasts, interpretations, or recommendations are included.
Key Brand Credibility Statistics for 2026
- 81% of consumers must trust a brand before buying, based on a 2024 study by Canny Creative.
- 81% of consumers need to trust a brand to consider buying from it, based on a 2025 study by Blacksmith Agency.
- 88% of consumers see trust as equally important to price and quality when choosing brands, based on a 2024 study by Edelman.
- 91% of consumers prefer to buy from authentic brands, based on a 2024 study by Canny Creative.
- 91% of consumers want brands they follow to be authentic in their posts, based on a 2024 study by AdWeek.
- 55% of consumers say they would stay loyal to a brand they fully trust even if it makes a mistake or faces public criticism, based on a 2024 study by Edelman.
- 28% of consumers cite consistent branding as an important factor in their loyalty, based on a 2024 study by SAP Emarsys.
- 38% of shoppers say they are loyal to 5 or fewer brands, based on a 2025 study by Canny Creative.
- 94% of consumers recommend a brand due to emotional consistency, based on a 2025 study by Canny Creative.
- 27% of consumers are loyal to brands for ethical reasons, based on a 2025 study by Canny Creative.
- 53% of consumers will switch brands over a poor experience, based on a 2024 study by Canny Creative.
- 50% of customers will switch brands after one bad experience, based on a 2024 study by Blacksmith Agency.
Trust and Credibility Statistics
- 81% of consumers need to trust a brand before buying, based on a 2025 study by Dash.app.
- 88% of consumers say trust is equally important to price and quality when choosing brands to buy from, based on a 2024 study by Edelman.
- Building trust and credibility is a top goal for 47% of US B2B marketers using digital content marketing, based on a 2024 study by Content Marketing Trend Study.
- 86% of consumers rate brand reputation as important or non-negotiable in purchase decisions, based on a 2024 study by Edelman.
- 87% of consumers rate high-quality customer service as important or non-negotiable in purchase decisions, based on a 2024 study by Edelman.
- 73% of consumers are more likely to stay loyal if customer support is solid, based on a 2025 study by Blacksmith Agency.
- 44% of Gen Z feel more comfortable sharing personal data when they trust a brand’s security measures, based on a 2025 study by Blacksmith Agency.
- 54% of consumers say lower product quality weakens their loyalty to a brand, based on a 2024 study by SAP Emarsys.
- 49% of consumers say price increases weaken their loyalty to a brand, based on a 2024 study by SAP Emarsys.
- 61% of brand marketers say data storytelling helps build brand loyalty over time, based on a 2024 study by Content Marketing Trend Study.
- 88% of consumers become loyal customers after purchasing from a brand at least three times, based on a 2025 study by Blacksmith Agency.
Authenticity and Perception Statistics
- 91% of consumers prefer to buy from authentic brands, based on a 2024 study by Digital Silk.
- 88% of consumers say authenticity is important when deciding which brands they like and support, based on a 2024 study by Stackla.
- 59% of people say user-generated content is the most authentic type of content, based on a 2024 study by Stackla.
- 74% of customers say transparent communication is more important now than before the pandemic, based on a 2024 study by Salesforce.
- 81% of consumers say brands who build authentic connections attract their business, based on a 2024 study by Alter Agents.
- Consumers find user-generated content 50% more trustworthy than other media, based on a 2025 study by Blacksmith Agency.
- User-generated content is 20% more influential than other media, based on a 2025 study by Blacksmith Agency.
- 64% of consumers prefer brands that support causes they care about, based on a 2024 study by Dash.app.
- 64% of respondents say they are ready to pay more for brands they see as authentic, based on a 2024 study by Amazon Ads Higher Impact Study.
Brand Loyalty and Retention Statistics
- 38% of shoppers say they are loyal to 5 or fewer brands, based on a 2025 study by Canny Creative.
- 27% of consumers are loyal to brands for ethical reasons, based on a 2025 study by Canny Creative.
- 28% of consumers say brand consistency is one of the reasons they stay loyal, based on a 2024 study by SAP Emarsys.
- Emotional consistency makes 94% of consumers recommend a brand, based on a 2025 study by Canny Creative.
- 55% of consumers would stay loyal to a fully trusted brand even after a mistake, based on a 2024 study by Edelman.
- 57% of consumers prefer buying from a company they feel connected to over competitors, based on a 2025 study by Blacksmith Agency.
- 50% of consumers are more likely to buy from a brand they already know, based on a 2025 study by Blacksmith Agency.
- 66% of people are searching for eco-friendly products, based on a 2024 study by Google Cloud.
- 55% are happy to spend more for sustainable brands, based on a 2024 study by Google Cloud.
Consumer Switching and Churn Statistics
- 53% of consumers will switch brands over a poor experience, based on a 2024 study by Canny Creative.
- 50% of customers will switch brands after one bad experience, based on a 2024 study by Blacksmith Agency.
- 62% of people globally say they’d try a new brand if the price is lower, based on a 2024 study by NielsenIQ Global Survey.
- 36% of consumers say they no longer consider brands when deciding what to buy, based on a 2024 study by EY Future Consumer Index.
Values Alignment and Ethical Credibility Statistics
- Two thirds of US consumers base buying decisions on social values, based on a 2025 study by Blacksmith Agency.
- 65% of respondents said the brand matters a lot when buying a product, based on a 2024 study by Amazon Higher Impact Study.
- 88% of consumers say most brand messages don’t reflect their needs or values, based on a 2024 study by EY Future Consumer Index.
- 27% of consumers are loyal for ethical reasons, based on a 2025 study by Canny Creative.
B2B Brand Credibility Statistics
- 83% of B2B content focuses on building brand awareness and interest, based on a 2025 study by Canny Creative.
- Building trust and credibility is a top goal for 47% of US B2B marketers, based on a 2024 study by Content Marketing Trend Study.
Generational Credibility Statistics
- 44% of Gen Z feel more comfortable sharing data with trusted brands, based on a 2025 study by Blacksmith Agency.
Content and Influence Credibility Statistics
- 60% of companies reported that consistent branding added 20% more growth, based on a 2025 study by Blacksmith Agency.
- 61% of brand marketers say data storytelling builds loyalty, based on a 2024 study by Content Marketing Trend Study.
References
- https://www.canny-creative.com/30-branding-statistics/
- https://blacksmith.agency/resources/branding/top-branding-statistics/
- https://seoprofy.com/blog/branding-statistics/
- https://www.energypr.co.uk/blog/30-brand-statistics/
- https://www.dash.app/blog/branding-statistics
- https://blacksmith.agency/resources/branding/top-branding-statistics/