>50%
StatBrand Strategy
More than half of consumers only buy from brands they completely trust
More than 50% of consumers only buy from brands or companies they completely trust, and only 15% associate social acceptance with their definition of beauty. Euromonitor's read: authenticity has moved beyond a desirable brand trait to a social currency - a marker of trust in an uncertain world.
Source
Euromonitor International, Top Global Consumer Trends 2026 (2025)
Euromonitor International (Ali Angus, Jana Rude et al.)
p. 16, Lifestyles Survey (n=40,337) and Beauty Survey (n=20,206)
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