• 53% of global consumers trust the information on labels, packaging and company websites
• Without credible substantiation, claims risk being interpreted as deceptive marketing
• When you present product claims with evidence-supported research, you win consumer trust

Chicago, IL – Validated marketing claims are becoming essential for brands seeking credibility, according to market intelligence company, Euromonitor International. As consumers face an increasingly crowded advertising landscape, evidence-backed claims are emerging as a critical tool to cut through noise, build trust and unlock growth opportunities.

According to insights from Euromonitor International’s Passport knowledge hub, consumers are inundated with messaging in which many brands position themselves as “the best” or “number one”. The differentiator is credibility: proving claims with robust, independent data analytics rather than relying on assertion alone.

Mike Fergus, senior practice manager for marketing claims at Euromonitor International, said: “Validated marketing claims enable brands to move beyond generic messaging. By grounding statements in evidence, companies not only strengthen credibility but also create meaningful differentiation that drives growth and new opportunities.”

Credibility underpins effective marketing

In today’s highly informed and regulated environment, credibility plays a defining role in consumer decision-making. Brands that fail to substantiate claims risk reputational damage and potential legal challenges, while those that demonstrate transparency and authenticity are better positioned to win long-term loyalty.

Validated claims transform marketing from persuasive language into proof-driven communication, helping brands convert attention into trust.

According to Euromonitor’s Voice of the Consumer: Sustainability Survey, fielded January to February 2025, 53% of global respondents trust what they read on labels, packaging and company websites.

From claims to competitive advantage

Making a claim carries inherent risks. The more substantial or far-reaching a claim is, the more evidence is needed to support it. Marketing claims—such as market leadership, product performance or sustainability credentials—require rigorous validation to ensure accuracy and relevance.

Third-party verification strengthens these claims by linking them to independent data analytics and market evidence. This process enables brands to build trust, strengthen their reputation through well-respected sources that enhance credibility and reduces regulatory risks through validation.

Data-driven validation unlocks opportunities

Euromonitor International’s validation process combines proprietary data analytics, market insights and evidence triangulation to confirm claim accuracy and provide certified statements for use in marketing.

By leveraging validated claims, brands can position themselves as category leaders, enhance consumer confidence and unlock new growth opportunities in competitive markets.

Fergus added: “In a landscape defined by choice and scrutiny, validated claims are no longer optional. They are a strategic imperative for brands seeking sustainable growth and stronger connections with consumers.”

Euromonitor International supports businesses globally in validating claims and identifying opportunities through its Passport platform and custom research solutions.

Notes to Editors 

• Validated marketing claims are independently verified using data analytics and market research.
• Claims can include leadership, performance, consumer perception and sustainability positioning.
• Third-party validation helps mitigate legal and reputational risks.
• Euromonitor International has validated hundreds of claims across industries.
• For more information, visit Euromonitor International’s marketing claims solutions page.

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About Euromonitor International   

Euromonitor International leads the world in global market intelligence into industries, companies, economies and consumers. With over 50 years at the cutting edge of the industry, we blend deep human expertise with AI technology and analytics, to deliver insights that drive confident, high-stakes decisions—at speed and scale. Our global network and proprietary data empower you to unlock growth opportunities and navigate change.

We have specialist teams in 16 offices around the world and a network of on-the-ground analysts in over 100 countries, providing cultural and business nuances others miss. We research 210 countries & jurisdictions and 99.9% of the world’s consumers, helping our clients to make sense of global markets.