Stat: Consumers reject corporate storytelling as scepticism and fatigue mount

Global – Consumers are growing increasingly sceptical of corporate storytelling, with 56% believing brands spend too much time talking about their values – up from 47% in 2024 – and 68% doubting the truth behind those claims, according to the Citizen Brands 2025 study by Conran Design Group.

The report identifies a widening ‘connection deficit’ between consumers and brands, driven by three factors: conflicting priorities, lack of real-world impact and a belief gap. While 69% of people say they are more likely to buy from brands that promote social and environmental good, they are increasingly sceptical and fatigued by corporate storytelling.

‘In an era of inflation, climate change and political division, consumers increasingly seek brands that align with their personal needs and values,’ said Tim Parker, brand strategy director at Conran Design Group. ‘However, a ‘connection deficit’ – the gap between what brands promise and what they deliver – is fuelling fatigue and disillusionment, especially as some companies scale back sustainability and DE&I.’

Citizen brands – those that succeed in aligning profit with purpose – saw 37% higher revenue growth and a 93% rise in equity price compared to peers, showing that ‘connection is the new currency for growth in uncertain times’. 

Find more insights on consumer behaviour amid rising inflation in our New Codes of Value macrotrend report.