B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
58%
58% -- consumers advocate buy values aligned brands for Consumers (2025)
58% of consumers advocate for or buy from brands aligned with their values according to Edelman's 2025 Brand Trust Special Report.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
58%
Unit
Percentage
Data Vintage
2025
Entity
Geography
Global
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
Edelman
Primary
Tier B
https://execsintheknow.com/magazines/april-2026/why-dei-still-drives-the-customer-experience/ ↗
Source Article
Why DEI Still Drives the Customer Experience
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Why DEI Still Drives the Customer Experience
As brands rethink DEI, the customer experience impact is becoming harder to ignore. Here’s why inclusion still matters for trust, service, and growth.
|
by Execs In The Know
Think about the last time a brand truly made you feel seen. Not marketed to — s…
Original Research
Edelman
· Original study ↗
Methodology
Edelman data cited in article
Methodology documented
Segmentation
IndustryB2C
RegionGlobal
RoleAll marketers
Channelprint
Cite this stat
Plain Text
Consumers: 58% consumers advocate buy values aligned brands. Source: Edelman (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/consumers-advocate-values-brands
HTML Embed
<blockquote cite="https://lighthousedata.io/data/consumers-advocate-values-brands" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>58%</strong> -- consumers advocate buy values aligned brands for Consumers<br><small>Source: Edelman (2025) · <a href="https://lighthousedata.io/data/consumers-advocate-values-brands" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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