B
Evidence Grade B
Graded
under review
Safe to Cite
Recent
65%
65% -- consumers saying brand stories influence purchase decisions for Consumers (2025)
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
65%
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
60
Independence
30
Methodology
45
Freshness
95
Source
Edelman
Primary
Tier C
https://www.webware.io/blogs/webware/1054224-the-power-of-storytelling-in-marketing--how-to-use-narr… ↗
Source Article
The Power of Storytelling in Marketing: How to Use Narratives to Connect with Your Audience
Are your marketing campaigns falling flat? Are your social media posts failing to resonate with your audience? The problem may be that you're not connecting with your audience emotionally. As humans, we connect with stories on a deeper level than we do with dry facts and statistics. This is why stor…
Original Research
Edelman
· Original study ↗
Methodology
Edelman study cited by Webware blog
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Consumers: 65% consumers saying brand stories influence purchase decisions. Source: Edelman (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/edelman-brand-stories-purchase-decisions
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<blockquote cite="https://lighthousedata.io/data/edelman-brand-stories-purchase-decisions" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>65%</strong> -- consumers saying brand stories influence purchase decisions for Consumers<br><small>Source: Edelman (2025) · <a href="https://lighthousedata.io/data/edelman-brand-stories-purchase-decisions" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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