The "McKinsey: 83% of B2B customers value transparency over brand reputation" stat is not verifiable to any primary McKinsey publication
Created 2026-06-20
Summary
Claim: The widely-repeated "McKinsey: 83% of B2B customers value transparency over brand reputation" figure is not verifiable to any primary McKinsey publication. It appears only in vendor blogs that re-cite each other.
Source: Repeated by Togai / DealHub (pricing-software vendors) https://www.togai.com/blog/price-transparency-customer-loyalty/
Confidence: Single-source / vendor-laundered — treat as unsourced.
Why this matters for Candid: Do not cite it. When clients want to lean on it, the polite move is to substitute the real (narrower) Label Insight figure — see Label Insight 2016 Transparency ROI Study — 94% of consumers say they'd be loyal to a brand offering complete transparency (food-category specific, US, 2,000+ consumers).
Related entries
Referenced by (6)
- reference Research brief: customer-facing calculators & tools for SMBs — the honest case (June 2026) relates-to
- reference Label Insight 2016 Transparency ROI Study — 94% of consumers say they'd be loyal to a brand offering complete transparency (food-category specific, US, 2,000+ consumers) relates-to
- reference Caveats for the customer-facing-calculators brief: every conversion-lift figure is unproven; nearly all are vendor-self-reported relates-to
- reference McKinsey — broad open-data ecosystems could add ~1-1.5% of GDP by 2030 in EU/UK/US (4-5% in India); forward-looking projection relates-to
- reference CORRECTION: the viral "42% abandon portals out of frustration / 43% prefer email" stat is misattributed — the 42% traces to Namogoo e-commerce cart-abandonment research, not portal logins relates-to
- reference CORRECTION: the viral "60-70% (or 60-80%) of dashboards go unused (Gartner)" stat cannot be traced to any named Gartner report — vendor folklore relates-to