---
title: "2026 Relationship Report: How Brands Earn Attention"
description: "New 2026 research: 61% of consumers say brands must prove it before they'll trust them. Get the free report on what actually earns trust."
image: https://info.inspiramarketing.com/hubfs/White%20Papers/proveit-cover_1430%20x%201109.png
---

[![vast.png](https://info.inspiramarketing.com/hs-fs/hubfs/Inspira%20Wordmark.png?width=480&height=206&name=Inspira%20Wordmark.png "vast.png")](http://inspiramarketing.com)

# Prove It: 2026 Consumer Trust Report

![proveit-cover_1430 x 1109](https://info.inspiramarketing.com/hs-fs/hubfs/White%20Papers/proveit-cover_1430%20x%201109.png?width=274&height=213&name=proveit-cover_1430%20x%201109.png)

 

- ### Consumers Aren't Loyal Anymore. They're Auditing You.
  
  For years, brands treated customer relationships as something to nurture over time. That assumption is dead. Inspira surveyed 225 U.S. consumers in 2026 and found a clear, unprompted pattern: people are no longer giving brands the benefit of the doubt. They're running a real-time audit on every brand they touch — checking pricing, checking sincerity, checking whether the brand is even real — before they'll commit a dollar or a bit of loyalty.
  
  **Download the report to see:**
  
    - Why 61% of consumers say a brand has to prove itself before they'll trust it — and what "proof" actually looks like in 2026
    - Why 91% of consumers say AI-generated brand content makes them trust a brand *less*
    - The specific experience that gets 70% of undecided shoppers to pick one brand over another
    - Why loyalty programs still work — but only *after* trust is already earned, not as a substitute for it
    - Real consumer quotes on what turned skepticism into loyalty (and what killed it instantly)

 

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