Why Brands Should Prioritize Trust

Our studies across multiple countries consistently show that trust matters, and that prioritizing trust is essential to brand success. If leveraged correctly, trust can drive positive impact on multiple business metrics.

Trust drives purchase & loyalty

Trust fuels growth. Our research shows that when consumers trust a brand, they’re more likely to choose it, stick with it, and recommend it.

Almost two-thirds of purchases are captured by the brand trusted more

Consumers even admit they’ll pay more when trust is established

Few brands dominate their category: there is a large target to grow trust

Trust share and depth varies across market segments. Understand the trust landscape in your category.

Understand the drivers of trust in your category to optimize messaging and execution.

After more than a decade of research, BrandSpark has developed the proprietary Brand Trust Framework, a proven model for understanding and building trust.

Source: The above insights are from the 2024 BrandSpark Consumer Purchase Study and 2025 BrandSpark American Trust Study,

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