Trust Is the Real Premium: What A New Texas Survey Means for Brands in North Texas
In communications, it’s easy for leaders to focus on price and visibility, but a new survey from LSG shows why trust is the most important factor shaping consumer decisions.
LSG, a communications and public affairs firm based in Washington, D.C., surveyed 1,500 consumers in Dallas, Houston and Austin. One of the clearest takeaways from their Texas Triangle Tracker report is that trust carries real value. Seventy-two percent of respondents said trust and reliability matter more than the lowest price. Even more notable, 83% said they would pay more for a brand they trust. Among that group, 65% said they would be willing to pay up to 15% more.
That matters because it puts hard numbers behind something communicators have known for a long time. Trust influences whether people stay loyal, whether they recommend a company, and whether they keep choosing that brand even when a cheaper option is available. According to LSG, consumers who trust a company are especially likely to recommend it to others and remain loyal even when competitors cost less.
The brands at the top of the survey help tell the story:
H-E-B — 92%
Whataburger — 87%
Blue Bell — 86%
Buc-ee’s — 86%
Dr Pepper — 81%
Southwest Airlines — 72%
Dell Technologies — 71%
These are familiar names in Texas, but familiarity alone is not enough to explain those numbers. People trust these brands because they have built credibility over time.
LSG noted that brands like H-E-B, Whataburger, Buc-ee’s, Blue Bell and Dr Pepper earned trust by building reputations for reliability, consistency and an authentic connection to the communities they serve. That kind of reputation is not built overnight. It is earned through repeated proof.
That lesson feels especially relevant in North Texas, where growth is constant and competition is intense. Organizations in Dallas-Fort Worth are working in an environment where people are paying close attention to what companies say and how they behave. In a market like this, trust is not a soft metric. It is what gives a brand staying power.
At Story and Strategy, that is the work we care about most. We help clients build trust before they are forced to defend it. That means making sure their messaging reflects reality and helping leaders communicate in a way that feels clear and credible. It also means thinking beyond attention and focusing on reputation that can hold up over time.
For brands in North Texas, the message from LSG’s survey is straightforward. If people trust you, they are more likely to stay with you. They are more likely to talk about you. They may even be willing to pay more for what you offer. If they do not trust you, price can only take you so far.
That is why strategic communications matter. Reputation shapes decisions long before a customer makes a purchase or a stakeholder takes a meeting. Trust is often the deciding factor, and once it is earned, it becomes one of the most valuable assets a brand has.
LSG deserves real credit for producing research that gives substance to this conversation. In a state as large and influential as Texas, their survey offers a needed reminder that trust is what gives a brand lasting strength.
