Data from 2,500+ consumers in the United States highlights opportunities for companies that build trust
Surveyed consumers report that they:
91% Believe brands have a responsibility to build trust
61% Recommend brands they trust
46% Purchase more from trusted brands
40% Decline to buy from a company they distrust
28% Would pay a premium to buy from brands they trust
Source: PwC, “2024 Trust Survey,” March 12, 2024