Clutch ’s latest consumer survey shows trust is eroding fast, with 97% of people saying brand authenticity directly shapes whether they buy, recommend, or stay loyal.
For retailers, fashion labels, and beauty brands, the data is a clear warning that generic messaging and performative values are now deal-breakers, especially in an AI-saturated content landscape.
one of the strongest decision drivers in today’s market. 85% have purchased from a brand because it felt authentic, 62% recommend brands they see as genuine, and 70% are willing to pay more when a brand comes across as real.
Jeanette Godreau , Clutch analyst , said , “Consumers instantly recognize the difference between genuine behavior and surface-level authenticity,” stressing that clarity, consistency, and human presence are now essential.
For consumer-facing brands, this means authenticity is no longer a soft branding metric but a direct growth lever that influences acquisition, retention, and pricing power.
In an era where AI can churn out endless content, shoppers are rewarding brands that still show real people, honest context, and coherent values behind the feed…
