Authenticity matters to consumers, but most global brands are not effectively connecting with customers.
That’s one of the stunning conclusions from Authentic100, a global report on brand authenticity, conducted by the multinational PR firm Cohn & Wolfe and released this month. The report explores what brand authenticity means to consumers and how customer trust drives revenue.
From the consumers’ perspective, authenticity encompasses seven attributes, according to the study:
- Delivering on promises
- Providing high quality
- Treating customers well
- Protecting customer privacy and data
- Communicating honestly
- Being genuine and real, not artificial
- Acting with integrity
When clustered together, these seven traits roll up into three drivers of brand authenticity, what the report calls the 3 Rs: reliable, respectful and real.