B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
90%
90% -- consumers saying authenticity is key factor in brand preference for consumers (2026)
90% of consumers say authenticity is a key factor when deciding which brands they like and support.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
90%
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
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
HubSpot
Primary
Tier C
https://applaunchpartners.com/marketing-roi-blind-spot-are-you-flying-blind/ ↗
Source Article
Stop Flying Blind: Fix Your Marketing ROI Measurement
Original Research
HubSpot
· Original study ↗
Methodology
Cited as HubSpot report
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2021 | 88% | |
| 2026 (current) | 90% | +2.3% |
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumers: 90% consumers saying authenticity is key factor in brand preference. Source: HubSpot (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/consumers-authenticity-brand-support-90
HTML Embed
<blockquote cite="https://lighthousedata.io/data/consumers-authenticity-brand-support-90" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>90%</strong> -- consumers saying authenticity is key factor in brand preference for consumers<br><small>Source: HubSpot (2026) · <a href="https://lighthousedata.io/data/consumers-authenticity-brand-support-90" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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