What’s happening:

Consumer trust continues to play a central role in how people navigate choices, but this year’s data shows a shift in how that trust takes shape. People still want brands they can rely on, but they’re also more willing to explore alternatives, signaling a move away from automatic loyalty and toward more deliberate decision-making. Consumers are weighing honesty, reliability, and consistency more heavily, especially in everyday categories where dependability matters most. And even though most say they trust the brands they currently purchase from, there’s a growing sense of discernment around how brands communicate, how they handle personal information, and whether they deliver on expectations. Taken together, 2025 reflects a consumer who is thoughtful, open-minded, and increasingly focused on whether a brand earns their confidence through experience rather than reputation.

What we found:

  • Most respondents say that they have preferred brands but would be open to alternatives (60%), a share that is higher than last year (46%), indicating a broader willingness to explore other options.
  • Amid growing conversations around AI and data use, trust in how companies handle personal information/data fell year-over-year, dropping from 64% who agree with the statement in 2024 to 54% this year.
  • 3 key factors continue to stand out as the most important for consumers when it comes to building trust in a brand: reliability (60%), honesty (55%), and consistency (44%).
  • Trust remains a major behavioral driver: 49% say they would switch entirely to a brand they trust more, while only 13% say trust has no impact on their purchases.

Why it matters:

These 2025 insights show that trust continues to be a major driver of brand relationships, but consumers are approaching it with a more open and evaluative mindset. People are willing to revisit their preferences, making room for brands that demonstrate value and reliability across touchpoints. With consumers paying closer attention to transparency and data handling, even small moments of clarity and consistency can have an outsized impact on trust. For brands, this means showing up with dependable experiences, clear communication, and thoughtful interactions that reinforce why consumers should choose and stay with them. As openness grows alongside expectations, brands that earn trust through actions rather than assumptions will stand out in an environment with no shortage of options.

(N=961, MoE ±3.2%, 95% CI,

Data Collected: October 31 – November 2 2025)

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