Clutch’s latest consumer survey shows trust is eroding fast, with 97% of people saying brand authenticity directly shapes whether they buy, recommend, or stay loyal. For retailers, fashion labels, and beauty brands, the data is a clear warning that generic messaging and performative values are now deal-breakers, especially in an AI-saturated content landscape.
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. In an era where AI can churn out endless content, shoppers are rewarding brands that still show real people, honest context, and coherent values behind the feed.
How Shoppers Recognize Real Brands
The research shows consumers look for specific cues before deciding a brand is trustworthy, starting with how open it is about what happens behind the scenes. Being transparent about processes or materials ranks as the top authenticity signal for 69% of respondents, making clear supply-chain and product storytelling a must-have. Featuring unfiltered reviews matters to 62% of consumers, who increasingly rely on raw feedback rather than curated testimonials to check if a brand’s promises match reality.
Tone and presence also play a major role. A distinct brand voice is a key trust signal for 55% of people, while 42% point to visible human involvement as proof that a brand is more than algorithms and stock photos. Maintaining consistent messaging across channels and moments rounds out the list, with 41% of consumers watching for whether a brand says the same thing everywhere or shifts with every trend.
What Breaks Trust In An AI-First Era
On the flip side, the Clutch report shows how quickly authenticity can collapse when brand behavior drifts from what shoppers expect. Declining product quality is the clearest red flag, cited by 61% as the top sign a brand is no longer authentic to its promises. Generic or robotic messaging is next, with 59% saying that templated or AI-sounding content undermines trust instead of boosting efficiency.
Mismatches between stated values and real-world actions are called out by 56% of respondents, who see values-action gaps as one of the fastest ways to lose credibility. More than half of consumers also see trend-chasing and heavy AI use as signals that a brand is trying to perform rather than show who it really is. The report notes that 87% of consumers would stop supporting a brand if its actions clearly violated its values, underlining how unforgiving the current environment is when missteps are exposed.
Turning Authenticity Into A Competitive Edge
For brands navigating AI-generated content and pressure to always be “on,” Clutch’s findings point to a practical roadmap built on transparency and human oversight. The report emphasizes that authenticity has to show up in everyday behavior, from how product quality is maintained to how brands communicate in moments of criticism or crisis. Godreau said, “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..
For fashion, beauty, and lifestyle players, this means pairing AI with clear brand guardrails, letting real teams shape the story, and making sure campaigns, collaborations, and influencer activity all align with stated values. As content floods every channel, the brands that prove they are consistent, human, and transparent will be the ones shoppers trust with their money, data, and long-term loyalty in 2026 and beyond.
