🛡️ Brand Trust — Global Study

What Makes Consumers Trust a Brand in 2026? New Data Reveals All

What makes you truly trust a brand in 2026?

Is it the quality that never wavers, the transparency that builds confidence, or the experience that keeps you coming back? The latest Brand Reality Check 2026 explores how global consumer trust is shifting and where your brand strategy fits in.

💬 Global Participants: 200,000

🌍 Countries: 25

🗓️ 2026

⏱ 3 Min Read

What Matters Most to Customers

0 %

Quality undisputed king

Personal experience ultimate trust validator

0 %

Skyrocketed Expectations

0 %

First impressions happen immediately

0 %

Reviews drive brand choice

Brand Reality Check 2026: Key Data Summary

01 // The Trust Breaker

57%

Stopped using a brand

Poor quality is the #1 reason (71%), followed by price increases (45%) and bad experiences (38%).

02 // The Foundation of Trust

95%

Extremely Important to brand trust

Quality is non-negotiable – the bedrock of any successful brand strategy.

03 // Experience Over Advertising

72%

Personal experience is the biggest influence

“After personally trying the product” is the ultimate validator, far outpacing advertising (8%).

04 // The Expectation Gap

68%

Much Higher expectations from brands

Demand for transparency, innovation, social responsibility, and value is rising fast.

05 // The Speed of Judgement

26%

Form an opinion about a new brand

First impressions happen fast – 38% more decide after checking reviews.

06 // Social Proof Sells

63%

Motivating factor

Positive reviews drive new customer acquisition. Recommendations (58%) are equally powerful.

07 // Your Turn

YOU

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THE BIG PICTURE

Trust Means More Than Brand Recognition

In an era of endless choice and instant access to information, trust has become one of the most valuable assets a brand can earn. Consumers are looking beyond logos and advertising, choosing brands that consistently deliver quality, transparency, and experiences they can rely on. This shift is redefining what it takes to build lasting customer relationships.

We asked 200,000+ consumers across 25+ countries about their relationships with brands – what earns their loyalty, what breaks it, and what they expect now compared to just three years ago. The answers reveal a consumer base that is more informed, more demanding, and far less forgiving.

Five Shifts Reshaping Brand Trust

1. Trust Is Earned Every Day And Lost in a Moment

Brand loyalty has become increasingly conditional. Consumers no longer remain loyal simply because a brand is familiar. Every purchase, interaction and customer service experience contributes to the trust equation.

Trust is hard to earn but easy to lose. Nearly 57% of consumers stopped using a brand in the past year after losing confidence. Poor product quality remains the biggest deal-breaker (71%), followed by price increases (45%) and negative customer experiences (38%). Even seemingly smaller frustrations, such as slow service (24%) and unclear communication (22%), are enough to drive consumers away.

2. Quality, Transparency and Empathy Form the New Trust Equation

Trust is no longer built on a single promise, it is earned through three interconnected pillars.

Quality remains the strongest foundation, with 95% of consumers considering it extremely important. Consumers expect products to perform consistently, every time.

Transparency has become equally important. People increasingly want clear information about pricing, ingredients, sourcing, business practices and company values before making purchase decisions. 85% say brand transparency about product details is “extremely important” to trust.

Empathy completes the equation. 74% of consumers rated customer service as “extremely important” to their trust in brands. Responsive customer service, honest communication and effective problem-solving reinforce consumer confidence when expectations aren’t met.

3. Personal Experience Has Become the Ultimate Brand Validator

Consumers increasingly rely on their own experiences before deciding whether a brand deserves their loyalty. Positive product performance, reliable service and consistent delivery reinforce confidence in ways no campaign can replicate.

72% of consumers say their own experience with a product is the biggest influence on trust, far ahead of advertising or social media. In today’s marketplace, trust is built through consistent delivery not promotional messaging.

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4. First Impressions Are Formed Faster Than Ever

In an increasingly connected marketplace, brands have only a short window to establish credibility. Consumers rarely give brands multiple opportunities to make a good impression.

26% of consumers form an opinion about a new brand immediately on first sight. A further 38% decide after checking reviews, meaning that by the time most consumers have engaged with a brand for more than a few minutes, a judgment has already been made. Digital touchpoints from websites and packaging to ratings and social media collectively shape perceptions within moments.

5. Social Proof Has Become the New Brand Currency

Trust has always been influenced by people but today’s recommendations travel faster than ever. Positive reviews motivate 63% of consumers to try a new brand, while recommendations from family and friends remain among the strongest trust signals.

Consumers increasingly believe real experiences shared by other consumers over carefully crafted marketing messages. Authentic advocacy has become one of the most valuable assets a brand can earn.

THE WINNING FORMULA

The Eight Signals of Brand Trust

The research highlights eight behaviours that consistently strengthen consumer confidence.

Product Quality

Reliable products remain the strongest foundation of trust.

Past Experience

Positive experiences encourage repeat purchases and loyalty.

Brand Transparency

Honest communication builds confidence and reduces uncertainty.

Recommendations

Trusted opinions from friends and family strongly influence decisions.

Reviews & Ratings

Social proof helps consumers evaluate unfamiliar brands.

Consistency

Delivering the same high standard across every interaction reinforces reliability.

Customer Service

Responsive support demonstrates accountability and care.

Social Responsibility

Ethical business practices increasingly influence long-term trust.

The Future of Brand Trust

Consumers have entered a new era of decision-making where trust is shaped less by promises and more by proof.

Brands that consistently deliver quality, communicate transparently and respond with empathy will continue to strengthen customer relationships. Those that rely solely on visibility or brand reputation risk losing relevance in a marketplace where every experience is shared, reviewed and remembered.

In 2026, trust is no longer a marketing objective, it is a business strategy. Every interaction, every product and every customer experience either strengthens the relationship or weakens it.

What Shapes Your First Impression?

Take the survey and discover what influences consumer trust around the world.