Authenticity Beats Aesthetics As 97% Consumers Link It Directly to Brand Support

Why Authenticity Now Decides The Sale The new Clutch report finds that 97% of consumers say authenticity affects whether they support a brand, making it one of the strongest decision drivers in today’s market.

85% have purchased from a brand because it felt authentic, 62% recommend brands they see as genuine, and 70% are willing to pay more when a brand comes across as real.

Jeanette Godreau, Clutch analyst, said, “Consumers instantly recognize the difference between genuine behavior and surface-level authenticity,” stressing that clarity, consistency, and human presence are now essential.

For consumer-facing brands, this means authenticity is no longer a soft branding metric but a direct growth lever that influences acquisition, retention, and pricing power…