Consumers Expect More & Buy More from Brands They Trust

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