B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
71%
71% -- shoppers expecting brand recognition for global shoppers (2025)
71 percent of shoppers expect brands to recognize them.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
71%
Unit
Percentage
Data Vintage
2025
Entity
Geography
Global
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
McKinsey
Primary
Tier C
https://www.themarketingcloud.com/blog/zero-party-data ↗
Source Article
Zero-party data could save your brand
May 20, 2025
It's offered up freely, and makes personalization a breeze.
MarTechMarketing hasn’t been one-size-fits-all for a long while, but today’s consumers have ever-growing expectations of how their favorite brands should interact with them.
McKinsey found that 71% of shoppers expect brands to …
Original Research
McKinsey
· Original study ↗
Methodology
McKinsey research cited by The Marketing Cloud
Methodology documented
Segmentation
Industrymarketing
RegionGlobal
RoleAll marketers
Channelcontent
Cite this stat
Plain Text
global shoppers: 71% shoppers expecting brand recognition. Source: McKinsey (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/shoppers-expect-brand-recognition-mckinsey
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<blockquote cite="https://lighthousedata.io/data/shoppers-expect-brand-recognition-mckinsey" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>71%</strong> -- shoppers expecting brand recognition for global shoppers<br><small>Source: McKinsey (2025) · <a href="https://lighthousedata.io/data/shoppers-expect-brand-recognition-mckinsey" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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