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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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