B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
81%
81% -- consumers saying brand trust is top buying factor for global consumers (2025)
81% of global consumers say brand trust is a top factor in their buying decisions.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
81%
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
NielsenIQ
Primary
Tier C
https://1teamsummit.com/how-today-s-brands-deliver-on-emotion-trust-and-innovation ↗
Source Article
How Today’s Brands Deliver on Emotion, Trust and Innovation - Summit - "1 Team 1 Summit"
How Today’s Brands Deliver on Emotion, Trust and Innovation
In today’s marketplace, consumers have more choice than ever before. From the apps on their phones to the aisles of their favorite retailers, nearly every category is saturated with options. For brands, standing out isn’t just about what’s …
Original Research
NielsenIQ
· Original study ↗
Methodology
NielsenIQ research cited by Summit blog
Methodology documented
Segmentation
Industrymarketing
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Plain Text
global consumers: 81% consumers saying brand trust is top buying factor. Source: NielsenIQ (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/brand-trust-buying-decision-81
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<blockquote cite="https://lighthousedata.io/data/brand-trust-buying-decision-81" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>81%</strong> -- consumers saying brand trust is top buying factor for global consumers<br><small>Source: NielsenIQ (2025) · <a href="https://lighthousedata.io/data/brand-trust-buying-decision-81" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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