B
Evidence Grade B
Graded
under review
Safe to Cite
Current
4%
4% -- consumer trust rate for Consumers (2026)
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
4%
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
WARC
Primary
Tier B
https://www.biggroup.com/thoughts/sustainability-in-marketing/ ↗
Source Article
The State of Sustainability in Marketing
Original Research
WARC
· Original study ↗
Methodology
WARC research cited by Big Group
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Consumers: 4% consumer trust rate. Source: WARC (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/consumers-completely-trust-sustainability-brands
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<blockquote cite="https://lighthousedata.io/data/consumers-completely-trust-sustainability-brands" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>4%</strong> -- consumer trust rate for Consumers<br><small>Source: WARC (2026) · <a href="https://lighthousedata.io/data/consumers-completely-trust-sustainability-brands" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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