Fewer than half strongly trust brands to tell the truth - and trust commands a premium
44%
strongly trust brands
87%
pay more for trusted
StatTrends
Only 44% of people strongly trust the brands they use to share accurate information, and 87% of customers will pay more for products from trusted brands (Salsify). Trust is scarce and priced accordingly - honesty is a competitive advantage, not a compliance line.
Source
VML, The Future 100: 2026 (2026)
VML Intelligence (Emma Chiu, Marie Stafford)
The Future 100: 2026, s. 122-124; Salsify 2025 Consumer Research
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