During a 2022 survey carried out among consumers who purchased something online in the past six months from various countries across the globe, 60 percent stated they believed that trustworthiness and transparency were the most important traits of a brand, dominating all other traits. A year earlier, the share stood at 55 percent.
Share of consumers who believed that trustworthiness and transparency were the most important traits of a brand worldwide in 2021 and 2022
among consumers who purchased something online in the past six months
Method of interview
Online survey
Supplementary notes
The survey was carried out among respondents in Australia, Brazil, Colombia, France, Germany, Italy, Japan, Mexico, Singapore, Spain, the United Kingdom, and the United States, with a minimum of 250 respondents from each country. The methodology was applied during the 2022 survey. The source provides no information about the methodology used in 2021.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
Twilio. (June 16, 2022). Share of consumers who believed that trustworthiness and transparency were the most important traits of a brand worldwide in 2021 and 2022 [Graph]. In Statista. Retrieved October 31, 2024, from https://www.statista.com/statistics/1332294/trustworthiness-transparency-in-marketing/
Twilio. "Share of consumers who believed that trustworthiness and transparency were the most important traits of a brand worldwide in 2021 and 2022." Chart. June 16, 2022. Statista. Accessed October 31, 2024. https://www.statista.com/statistics/1332294/trustworthiness-transparency-in-marketing/
Twilio. (2022). Share of consumers who believed that trustworthiness and transparency were the most important traits of a brand worldwide in 2021 and 2022. Statista. Statista Inc.. Accessed: October 31, 2024. https://www.statista.com/statistics/1332294/trustworthiness-transparency-in-marketing/
Twilio. "Share of Consumers Who Believed That Trustworthiness and Transparency Were The Most Important Traits of a Brand Worldwide in 2021 and 2022." Statista, Statista Inc., 16 Jun 2022, https://www.statista.com/statistics/1332294/trustworthiness-transparency-in-marketing/
Twilio, Share of consumers who believed that trustworthiness and transparency were the most important traits of a brand worldwide in 2021 and 2022 Statista, https://www.statista.com/statistics/1332294/trustworthiness-transparency-in-marketing/ (last visited October 31, 2024)
Share of consumers who believed that trustworthiness and transparency were the most important traits of a brand worldwide in 2021 and 2022 [Graph], Twilio, June 16, 2022. [Online]. Available: https://www.statista.com/statistics/1332294/trustworthiness-transparency-in-marketing/
