35+ Brand Statistics for 2026

• 88% of consumers say authenticity is important when deciding which brands they like and support (Stackla)
• 91% of consumers want brands they follow to be authentic in their posts (AdWeek)
• 59% of people say user-generated content is the most authentic type of content (Stackla)
• 74% of customers say transparent communication is more important now than before the pandemic (Salesforce)
• 81% of consumers say that brands who build authentic connections with their customers attract their business (Alter Agents)

• A total of 94% of the world’s population recognizes the Coca-Cola logo (Brandemic)
• It takes between 5-7 impressions before someone remembers your brand (Pam Moore)
• It only takes 05 seconds for people to form an opinion on your website (CXL)
• Colour improves brand recognition by up to 80% (Loyola)
• 30% of the top 100 brands globally use blue in their logo (Reboot)
• 62% of CMOs were tracking brand awareness metrics in 2025, up from 42% in 2024 (Censuswide)

• 71% of people say a brand’s purpose is important to them (Fox + Hare)
• 47% of people say that a brand’s purpose positively influences their purchase decisions (Fox + Hare)
• But only 33% of people think brands are communicating their purpose effectively (Fox + Hare)
• And only 18% of consumers are aware of major brands’ purpose (Ehrenberg-Bass Institute)
• 70% of people believe companies should talk about how they address social and environmental issues throughout the year, rather than during occasional moments in time (Porter Novelli)
• Three out of four Gen Zs are more likely to buy from brands that give to charity (Dentsu)
• 83% of consumers say they support brands that support community (Alter Agents)
• 74% of global consumers prefer brands that advocate for gender equality and actively promote women in leadership roles (Edelman)

• 75% of job seekers consider an employer’s brand before even applying for a job (LinkedIn)
• 72% of recruiting leaders around the world agreed that employer brand has a significant impact on hiring (LinkedIn)
• 60% of prospective employees research an employer on LinkedIn before applying (Capitalize)
• Glassdoor (51%), Facebook (37%), and Twitter (36%) are also top social platforms that potential employees look at (Capitalize)
• 60% of gen Z think employer brand is “very important” for job attraction, compared with 56% of gen Y, 48% of gen Z and 32% of baby boomers (Vermelo)

• 41% of people think the use of an unprofessional or insensitive emoji can damage a brand’s reputation (Brands2Life)
• 63% of consumers will pay more to shop with the brands they’re loyal to (Marigold)
• Samsung is the top brand globally, while Marks & Spencer is the top brand in the UK (YouGov)
• 80% of baby boomers say company reputation is as a crucial factor in attracting candidates to a company, compared with 73% of gen X, 69% of gen Y and 71% of gen Z (Vermelo)
• Toyota owners are the most ‘brand loyal’ UK drivers, with 75% saying they’d stick with Toyota when it’s time to change car (Carwow)
• When it comes to the brands they buy, 88% of consumers say trust is as important as price and quality (Edelman)
• If a brand is silent on societal issues, 53% of consumers assume its doing nothing or hiding something (Edelman)
• The top three brand reputation challenges in 2025 were negative publicity/crises (28%), geopolitical constraints (27%), and access to brand monitoring technology & tools (26%) (Bloomberg)

• 82% of shoppers prefer a consumer brand’s values to align with their own (Google Cloud)
• 39% of shoppers would permanently boycott their favourite brand if there’s a brand value mismatch (Google Cloud)
• 86% of consumers say they are more likely to buy from brands that make them feel positively (Alter Agents)

Need to build your brand? Improve your reputation? Or increase your AI visibility? We’re a PR and digital PR agency with 30 years’ experience delivering exceptional results for B2B & B2C businesses. Get in touch at susannah@energypr.co.uk to find out how.