81% say trust is a deciding factor or deal-breaker in purchasing decisions
Here's a stat that'll make you rethink how you're doing business.
What this actually means for you
The real story here
The 2019 Edelman Trust Barometer Special Report establishes that 81% say trust is a deciding factor or deal-breaker in purchasing decisions. This finding demonstrates trust's critical role as a fundamental prerequisite for consumer purchasing behavior rather than just a preference. The research methodology involved comprehensive surveys across eight countries with over 16,000 consumers, providing authoritative insights into trust's role in modern commerce.
This isn't just one stat—it's part of a bigger picture
That 81% we just talked about? It's not alone. Other smart people have been digging into this too, and guess what they found...
And it gets better: The 2019 Edelman Trust Barometer Special Report, based on surveys of 16,000 consumers across eight countries including the United States, United Kingdom, India, and Japan, established that 81% of consumers require trust in a brand before they will consider making a purchase. This finding represents one of the most significant insights into modern consumer behavior, demonstrating that trust has become a fundamental prerequisite rather than a nice-to-have attribute in the purchasing decision process. The research methodology involved online and mobile surveys conducted across diverse demographic groups, with the exact finding stated as "81% say that their trust in a brand is a deal breaker or deciding factor in making a purchasing decision."
Here's another piece of the puzzle: The 2019 Edelman Trust Barometer Special Report documents that only 34% of consumers trust most of the brands they buy, revealing a significant trust gap in the marketplace. This finding represents a critical insight into the trust deficit between brands and consumers, despite ongoing purchase relationships. The research methodology involved extensive surveys across multiple countries and demographics, providing authoritative data on consumer-brand trust relationships.
Want more proof? Check this out: Edelman's research shows that 85% rank quality as the top factor, with trust (81%), convenience (84%), and value (84%) following closely in purchase decision factors. This finding reveals the hierarchy of consumer decision-making criteria and trust's position among the most critical factors. The research provides authoritative data on how trust compares to other fundamental purchase drivers like quality and value.
Here's the big picture: All these stats are telling the same story from different angles. Put them together and you've got a roadmap for what actually works (and what doesn't).
What this means for your brand
Why you should care
Ignore this at your own risk. Smart brands use insights like this to get ahead (and stay there).
Get this right and you're golden. Get it wrong and... well, let's not go there. The good news? Now you know what to focus on.
Make a choice
Get on board or get left behind
Act on this and watch good things happen: more engagement, better conversions, customers who actually stick around. Ignore it? Your competitors won't.
Making it happen
Knowing is half the battle. The other half? Actually doing something about it. Smart brands turn insights like this into action plans that work.
Fair warning: this isn't a one-person job. You'll need your whole team on board—from the folks designing your stuff to the ones talking to customers.
Here's how we can help
We've got the tools and know-how to turn this stat into your competitive advantage. (Yes, really.)
Brand Strategy
Figure out what makes you different and why people should care. (Spoiler: You're more interesting than you think.)
- Finding your sweet spot
- Getting to know your people
- Checking out the competition
- Saying it right
Community Building
Turn customers into fans, and fans into family. (The kind that actually likes each other.)
- Belonging blueprints
- Connection catalysts
- Champion cultivation
- Gathering greatness
Ready to put this insight to work?
Let's chat about how to use what you just learned to make your brand impossible to ignore.
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