B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
86%
86% -- share of consumers who say authenticity is key brand factor for consumers (2025)
86% of consumers say authenticity is a key factor when deciding which brands they like and support.
- Original survey date and methodology are not detailed in the source text.
Attribution:
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Lighthouse Research Team
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Source verified
Evidence graded
Value
86%
Unit
Percentage
Data Vintage
2025
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
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Sprout Social
Primary
Tier C
https://wearekujenga.com/building-trust-online-the-role-of-transparency-and-authenticity-in-branding… ↗
Source Article
Building Trust Online: The Role of Transparency and Authenticity in Branding | Kujenga
In a world where filters, polished pitches, and perfectly curated content dominate, customers are craving something else: the real you.
It’s no longer enough to have a sleek logo, a catchy tagline, or even a great product. People want to trust the brands they interact with—and trust is built on tran…
Original Research
Sprout Social
· Original study ↗
Methodology
Referenced Sprout Social study as cited by Kujenga blog post; original survey methodology not detailed in source.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumers: 86% share of consumers who say authenticity is key brand factor. Source: Sprout Social (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/brand-authenticity-consumer-decision-2025
HTML Embed
<blockquote cite="https://lighthousedata.io/data/brand-authenticity-consumer-decision-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>86%</strong> -- share of consumers who say authenticity is key brand factor for consumers<br><small>Source: Sprout Social (2025) · <a href="https://lighthousedata.io/data/brand-authenticity-consumer-decision-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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