The Power of Brand Trust: Why North American Consumers Value Trust More Than Just Price
In today’s competitive marketplace, building a strong brand goes beyond simply being seen—it’s about earning trust. For North American consumers, trust has become one of the most influential factors in purchase decisions, often outweighing even competitive pricing. This shift in consumer priorities, highlighted by IMI International’s The Power of Brand webinar series, underscores why trust is no longer optional for businesses—it’s essential.
Price vs. Value: What Do Consumers Really Care About?
Consider this: while price comparisons are common, only 20% of North American consumers base their purchasing decisions primarily on the lowest price. The majority are seeking more—they prioritize brands that deliver quality, align with their values, and meet their expectations. This means businesses that focus solely on appealing to bargain hunters risk losing out on connecting with the 80% who are willing to choose a brand for reasons beyond cost.
It’s not just about the transaction; it’s about building a meaningful relationship, creating trust and driving value. Successful brands go beyond offering a product or service—they create a connection that keeps people coming back time and time again.
Resonating Across Generations
Trust is a core purchase driver across generations, in both the US and Canada. 75% and 68% of consumers respectively say their purchasing decisions are driven by “a brand they trust”.
From Baby Boomers (61%) to Millennials (77%) to Gen Z (74%), there is a consistent trend: people gravitate toward businesses they trust. This consistency across age groups highlights how essential it is for companies to build and maintain trust at every touch point.
Trust is a Gamechanger
Trust is more than just a buzzword—it’s a competitive advantage. A trusted brand shields itself from price wars, creating value that competitors can’t undercut.
185 million North Americans have chosen a trusted brand over a cheaper competitor, proving that people are willing to pay more for dependability.
142 million North Americans are open to trying new products or services from brands they trust, demonstrating how credibility fosters innovation and expansion.
88% of North Americans are prepared to travel farther to shop with a brand they trust.
Over 50% of consumers would drive an extra 20 minutes for a trusted experience.
Trust also drives deeper connections. Consumers are not only loyal to trusted brands—they’re forgiving. A company that acknowledges and resolves mistakes can retain customers and build even stronger relationships well into the future.
This connection isn’t something that can be built overnight. It’s cultivated over time through consistency, transparency, experience at every touchpoint and the ability to genuinely understand your consumer.
Your Next Move
To maximize your growth potential, both revenue and profit, know where you stand with consumers. How is the health of your brand? Do you have trust and if not, what do you need to do to build it? Take a clear next step to move your brand forward as you look to fuel growth, not only for now, but for the future.
Ready to strengthen your brand’s reputation and make a lasting impact? Connect with IMI International to explore insights from The Power of Brand webinar series. Together, let’s craft a strategy that focused you on the essential and positions your brand as the go-to choice for millions of consumers.