B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
81%
81% -- consumer trust in authentic brands for consumers (2025)
According to the Edelman Trust Barometer, 81% of people trust only brands that are authentic, honest, and focused on social and environmental responsibility.
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Lighthouse Research Team
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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
Edelman
Primary
Tier C
https://grizli.hr/marketinski-trendovi-za-2025-autenticnost-ai-i-mikroinfluenceri-u-fokusu/ ↗
Source Article
Marketinški trendovi za 2025.: Autentičnost, AI i mikroinfluenceri u fokusu - Grizli
Promjene u digitalnom marketingu česte su i dinamične, stoga je posve realno očekivati da će 2025. donijeti nova pravila i ojačati sve one marketinške alate koji su zabljesnuli, ali ipak ostali na marginama.
Predviđanja za 2025. u prvi plan ističu kombinaciju autentičnosti, AI-a i mikroinfluencera, …
Original Research
Edelman
· Original study ↗
Methodology
Edelman Trust Barometer survey, cited by Grizli
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumers: 81% consumer trust in authentic brands. Source: Edelman (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/edelman-trust-authentic-brands-2025
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<blockquote cite="https://lighthousedata.io/data/edelman-trust-authentic-brands-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>81%</strong> -- consumer trust in authentic brands for consumers<br><small>Source: Edelman (2025) · <a href="https://lighthousedata.io/data/edelman-trust-authentic-brands-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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