Clutch Report: Brands Are Losing Consumer Trust Fast as 97% Demand Authenticity

New research reveals what builds trust, what destroys it, and how brands can stay authentic in an AI-driven content era.

WASHINGTON--(BUSINESS WIRE)--Clutch today released new research showing that authenticity is a major factor in whether consumers support a brand. Ninety-seven percent say it influences their decisions, and many can quickly spot when a brand is “performing.”

“Consumers instantly recognize the difference between genuine behavior and surface-level authenticity,” said Jeanette Godreau, Clutch analyst. “In an AI-heavy landscape, clarity, consistency, and real human presence are what build trust.”

The report also finds that 85% have purchased from a brand because it felt authentic, 62% recommend authentic brands, and 70% are willing to pay more for brands they perceive as real.

How Consumers Spot Real Brands

Consumers view transparency, consistency, and visible humanity as the strongest signals of trust. The top indicators of authenticity include being transparent about processes or materials (69%), featuring unfiltered reviews (62%), using a distinct brand voice (55%), showing human involvement (42%), and maintaining consistent messaging (41%).

“Authenticity isn’t a tagline. It’s demonstrated through everyday behavior,” Godreau said. “People define authentic brands by honest communication and actions that align with stated values.”

What Breaks Brand Authenticity

The data shows consumers react quickly to inauthenticity. Declining product quality (61%), generic or robotic messaging (59%), and values-action mismatches (56%) are the fastest trust killers. More than half also cite trend-chasing and heavy AI use as red flags.

The report finds 87% would stop supporting a brand if its actions violated its values.

“An inconsistent or performative brand experience is all it takes for trust to collapse,” Godreau said. “Consumers expect integrity, not perfection.”

Turning Authenticity Into Action

As technology accelerates and content becomes easier to generate, brands must prioritize transparency, human oversight, and long-term consistency.

“Authenticity is a competitive advantage that compounds over time,” said Godreau. “Brands that stay grounded in who they are, and show it, will earn loyalty that lasts.”

The full report is available on Clutch.

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