“I just want a reason to trust a brand.”
That’s a direct quote from one of the 1,000 consumers we surveyed for the 2025 edition of our annual CX Trends Report. And you are probably reading it and thinking, yep, that makes sense. It’s a pretty simple, seemingly obvious statement. But it also articulates a bigger movement that we’re seeing with consumers as it relates to trust.
If we thought trust mattered before (which it did), its emphasis is in overdrive now.
The Trust Economy
The US economy has caused consumers to be rightly cautious and wary about how, where, and why they spend their money. Rumblings of a recession in the spring and either the loss of jobs or uncertainty surrounding employment has forced consumers to tighten up their spending.
As a result, patience has been kicked up a notch. We found that the majority of consumers (67%) will research a product or brand 1-3 times before making a purchase, while another 24% (up to 28% for Millennials and young Gen Zers) will research 4-6 times. Another eye-opening quote was from a consumer who said, “I am choosier about what I buy. I have to be pretty sure a product will meet my needs before I'll buy it.”
Again, a reasonable take. And when consumers finally do decide to make that purchase that they’ve been contemplating, they do so with brands they trust. Last year when we did this survey, 97% said they were more likely to buy from brands that they trusted. That number is even higher this year at 99%.
When purchases are less frivolous as they may have been in the past, consumers lean on reliability to validate their decisions.
What’s Powering The Trust Economy
There’s not just one or two factors playing into both why consumers are gravitating toward trust and what builds trust. Our CEO Steve Pruden and I broke down some of the trends and insights playing a role in a LinkedIn Live discussion that you should check out here.
At a high level, while trust is paramount, brands can still do better at delivering it for their customers. Only 12% of those we talked to for our report believe companies are doing a great job at building trust. In fairness, only 7% think brands are completely dropping the ball. Most live in the middle, where 43% think brands are doing a somewhat good job, while another 38% think they’re doing slightly well.
Part of the trust struggle comes from a perceived lack of honesty and transparency. Honesty was specifically critical when it came to what brands thought of their customers’ needs. “Don't pretend to know what I like or want,” one consumer warned. To that point, only 14% believe brands know and understand them as well as they should.
Meanwhile, transparency issues seem to take on a couple of forms. The most likely reason consumers gave for abandoning a purchase was unclear product information. On a scale of 1-5, with five being most important, 36% said unclear product information was a five in their decision to abandon a purchase. But consumers are also hesitant to embrace AI, especially when it comes to customer service and feel like there is a lack of transparency there.
The Full Scope of CX Trends
Consumers were not shy about sharing with us how their behaviors are changing, what they prioritize in their experiences, and how brands are and aren’t living up to those expectations. For the complete look and to best understand your customers, make sure to download our 2025 CX Trends Report.
Lauren Olson
Lauren Olson is the Executive Vice President of Marketing at Studio Science where she drives the brand, voice, and perspective of the consultancy and how it engages with key audiences. Lauren has more than 15 years of experience building brands and engaging audiences.
