B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
86%
86% -- consumers valuing authenticity for consumers (2026)
86% of consumers say authenticity is a key factor in deciding which brands they support.
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
86%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Sprout Social
Primary
Tier B
https://www.studiothink.com/blog/what-makes-someone-choose-your-business-the-psychology-of-brand-cho… ↗
Source Article
What makes someone choose your business? The psychology of brand choice | Studiothink
Key points
*This summary is created by generative AI, we cannot guarantee the accuracy and encourage you to read the full article… you’ll enjoy it we promise.
Devil Wears Prada 2 was released in theatres this month. Wait, before you roll your eyes and leave, hear me out.
It has already earned $546 m…
Original Research
Sprout Social
· Original study ↗
Methodology
Cited according to Sprout Social
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2025 | 86% | |
| 2026 (current) | 86% | 0% |
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumers: 86% consumers valuing authenticity. Source: Sprout Social (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/authenticity-brand-support-86
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<blockquote cite="https://lighthousedata.io/data/authenticity-brand-support-86" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>86%</strong> -- consumers valuing authenticity for consumers<br><small>Source: Sprout Social (2026) · <a href="https://lighthousedata.io/data/authenticity-brand-support-86" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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