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Did Your Brand Make the List?

The Authentic 100

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For the First Time Ever… The largest global study on authenticity reveals the inescapable truth for brands.

Authenticity is more than a buzz word. It matters to consumers. And how they define authenticity might surprise you. Take a look at the complex web of signals through the

eyes of consumers and the Authentic 100 Index – the most authentic brands in the world.

14 markets

1,600 brands

12,000 consumers

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Meet the Authentic 100 1

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WHY DOES AUTHENTICITY

MATTER?

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Consumers are Yearning for Authenticity

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There is a True “Authenticity Deficit”

in the Global Marketplace

78%

78% of consumers do not think brands are open and honest

The Relationship Between Brands and Consumers is Broken

An “Authenticity Deficit” becomes clear when you look at what consumers value. Less than one in 4 see brands and companies delivering on “open and honest.”

% Globally Agree that Brands and Companies Today …

22% 23% 24% 25% 25% 25% 26%

0% 20% 40% 60% 80% 100%

Are open and honest

Uphold high values

Take full responsibility for their actions

Do what they say they are going to do

Make the world a better place

Can be trusted

Stay true to their purpose

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Around the World, Authenticity is Lacking

Regardless of where you live, lack of authenticity is a challenge, with countries in Western Europe leading the cynicism.

Percent of Market that Says Brands/ Companies Today are “Open and Honest”

5%

7%

7%

7%

7%

9%

11%

13%

19%

19%

22%

23%

28%

35%

36%

0% 5% 10% 15% 20% 25% 30% 35% 40% Sweden

Germany

France

UK

Spain

Italy

Hong Kong

Singapore

UAE

Brazil

Global

USA

India

Indonesia

China MOST POSITIVE

MOST NEGATIVE

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88%

Nearly 90% of global consumers will reward a brand for its authenticity

% Global Will recommend it to others 52

Remain loyal to brand 49

Value the brand 48

Want to work for the company 20

Invest in the company 20

NET: checked any of the above 88

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And it Matters Because Authenticity Translates to the Bottom Line

Authenticity Yields Business Benefits Regardless of Market

From a high of 94% in Indonesia to a low of 76% in the UK, the large majority of consumers report that they will reward brands that are authentic.

% Net Reward

76% 79% 81% 83% 86% 86% 87% 89% 89% 90% 92% 92% 93% 94%

50% 55% 60% 65% 70% 75% 80% 85% 90% 95% 100% UK

Sweden

France

Germany

Hong Kong

Singapore

Spain

Italy

China

USA

Brazil

India

UAE

Indonesia

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SO HOW DO CONSUMERS DEFINE

AUTHENTICITY?

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Consumers Define Authenticity as the “3 R’s”

Authenticity is a function of how much consumers perceive a company or brand to be …

✔

Demonstrates that authenticity is primarily about

delivery to the consumer

Is to many observers perhaps the most

obvious interpretation of authenticity and it is perhaps surprising that

to consumers it comes third

Is about managing consumer

relationships carefully

RELIABLE RESPECTFUL REAL

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Brands Getting it Right Follow This Three “R” MODEL

Each R is a cluster of individual attributes.

RELIABLE RESPECTFUL REAL

•  Delivers on promises

•  Is high quality

•  Communicates honestly

•  Is genuine and real, not artificial

•  Acts with integrity

•  Treats customers well

•  Protects customer privacy/data

✔

62 61 84 75

102 58 64 72

60 73 60 71

51 107 56 68

95 56 59 64

Percent Above The Global Average on Each Cluster

The Top Authentic Brands Deliver on the 3 R’s

TOTAL

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RELIABLE RESPECTFUL REAL

To Be Perceived As Authentic, Brands Can Gain More by Focusing on What Consumers Experience

Versus What They Have to Learn

−  Communicates honestly −  Is genuine and real, not artificial

−  Acts with integrity

−  Stays true to its values and purpose −  Is clear about its values and beliefs

−  Socially responsible −  Environmentally responsible

−  Responsible with respect to public’s health

−  Delivers on promises −  Is high quality

RESPONSIBLE

PURPOSEFUL

50% 52% 54% 56% 58% 60% 62% 64% 66% 68% 70%

−  Treats customers well −  Protects customer privacy/data

CONSUMERS MUST LEARN

CONSUMERS DIRECTLY EXPERIENCE

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RELIABLE

RESPECTFUL

REAL

How a brand directly treats a consumer (69%) is more important than how a brand treats the planet (55%) or if a

brand is clear about its beliefs (59%)

69% 55% 59%

Frequency and Consistency of Experience is a Powerful Force

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The Opportunity for Brands

While all 3 R’s are critical to driving perceptions of authenticity, it is the “Real” dimension where many brands are challenged •  All three are desired, but the

average global brand actual performance is lowest for “Real.”

•  Communications can play a strong role in driving perceptions of “Real.”

DESIRED PERFORMANCE

ACTUAL PERFORMANCE

This is the area where many brands struggle

HIGH

LOW

HIGH LOW

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RELIABLE

RESPECTFUL

REAL

How We Diagnose Brands

•  Cohn & Wolfe has been studying authenticity since 2012. We worked with 12,000 consumers in 14 markets to assess perceptions on 7 reputational attributes.

•  Through this data, Cohn & Wolfe has a diagnostic tool that can now offer data-driven recommendations on how brands can improve authenticity and overall reputation in key markets.

Delivers on promises

Is high quality

Treats customers well

Protects customer privacy and data

Communicates honestly

Acts with integrity at all times

Is open and honest about its business practices

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WANT TO LEARN MORE?

WANT TO SEE HOW YOUR BRAND STACKS UP?

CONTACT US!

authentic100@cohnwolfe.com

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