B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
64%
64% -- share of consumers choosing brands based on values for consumers (2026)
64% of consumers choose, support, or advocate for brands that act on values over price.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
64%
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
Edelman
Primary
Tier C
https://amasfl.org/from-2025-to-2026/ ↗
Source Article
From 2025 to 2026:
Original Research
Edelman
· Original study ↗
Methodology
Cited from Edelman Trust Barometer
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumers: 64% share of consumers choosing brands based on values. Source: Edelman (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/edelman-values-driven-consumers-64
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<blockquote cite="https://lighthousedata.io/data/edelman-values-driven-consumers-64" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>64%</strong> -- share of consumers choosing brands based on values for consumers<br><small>Source: Edelman (2026) · <a href="https://lighthousedata.io/data/edelman-values-driven-consumers-64" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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