B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
60%
60% -- consumers ranking trust transparency top brand trait for global consumers (2022)
60% of consumers state that trustworthiness and transparency are the most important traits of a brand.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
60%
Unit
Percentage
Data Vintage
2022
Entity
Sample Size
3,450
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
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Twilio
Primary
Tier A
https://martechasia.net/newsletter/consumers-want-personalisation-but-dont-trust-brands-with-their-d… ↗
Source Article
Consumers want Personalisation, but don’t trust brands with their data | MartechAsia
Twilio report finds companies are struggling to meet consumer and regulatory demands for privacy.
Customers expect personalisation during every brand interaction — but they don’t trust brands to keep their personal data secure and to use it responsibly. That’s the dilemma companies everywhere are cu…
Original Research
Twilio
· Original study ↗
Methodology
Up from 55% in 2021; Twilio State of Personalization Report 2022
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
global consumers: 60% consumers ranking trust transparency top brand trait. Source: Twilio (2022). Via Lighthouse Intelligence -- https://lighthousedata.io/data/trust-transparency-brand-traits-2022
HTML Embed
<blockquote cite="https://lighthousedata.io/data/trust-transparency-brand-traits-2022" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>60%</strong> -- consumers ranking trust transparency top brand trait for global consumers<br><small>Source: Twilio (2022) · <a href="https://lighthousedata.io/data/trust-transparency-brand-traits-2022" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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