73%
of people globally trust brands in general.
Edelman, 2026 Trust Barometer Special Report: The Brand Trust Gap (2026)
Reference guide
Brand Advocacy
Statistics
Eight sourced numbers on trust, recommendations, reviews and the price of attention.
Trust is not a feeling a brand can claim for itself. It shows up when people choose to recommend, review, return and bring someone else along. These numbers put that behavior in context.
Last updated August 14, 2026. Every statistic links to its original source and source year.
88%
say trusting a brand is an important or critical purchase criterion.
Edelman, 2026 Trust Barometer Special Report: The Brand Trust Gap (2026)
Two-thirds
of people are hesitant or unwilling to trust someone different from themselves.
Edelman, 2026 Trust Barometer Special Report: The Brand Trust Gap (2026)
49%
of consumers trust reviews from strangers as much as personal recommendations.
85%
of consumers say positive reviews make them more likely to use a business.
54%
of consumers visit a business’s website after reading positive reviews.
80%
of consumers say they are more likely to use a business that responds to every review.
Nearly $300B
in U.S. internet advertising revenue was recorded in 2025.
Methodology
A short note on the numbers.
This is a source-led reference, not a survey of Chris Birt’s clients or audience. The figures above come from published research and industry reports. Each source has its own sample, geography and method, so the numbers should be read in that context.
The page is reviewed monthly. Earlier figures remain here only when the original source is still the clearest published measure for that question.
Cite this page
Chris C. Birt. “Brand Advocacy Statistics.” Updated August 14, 2026. ccbirt.com/brand-advocacy-statistics
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