Key takeaways:

• Genuine engagement with customers is the most important factor, chosen by 33% of consumers.
• Transparency about practices and processes also strongly contributes to authenticity.
• Overall, just 13% say a commitment to social responsibility is the biggest marker of authenticity.
• But 18 – 24s are almost twice as likely as any other age group to consider a commitment to social responsibility important in brand authenticity.
• 25 – 34s pick transparency about practices and processes as the main contributor to brand authenticity (39%).
• Men are more likely to think that commitment to social responsibility is the most important factor in authenticity (15% vs. 11%).

Objective: Brand authenticity is important to virtually every consumer, regardless of target market. However, authenticity can be perceived differently across demographics. As brands strive for authenticity and a genuine connection with their customers, we want to help them understand where to invest their energies.

Question one: What aspect of a brand do you think most contributes to its authenticity?

• Genuine engagement with customers
• Transparency about practices and processes
• Consistency in messaging and actions
• Commitment to social responsibility

Audience: A representative panel of American consumers aged 18 – 64.

Overall Results

• Genuine engagement with customers is the most important factor, chosen by 33% of consumers.
• Transparency about practices and processes also strongly contributes to authenticity.
• Just 13% say a commitment to social responsibility is the biggest marker of authenticity.

What aspect of a brand do you think most contributes to its authenticity?

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Gender Breakdown

1. Genuine engagement with customers is most important for both men and women.
2. Men are more likely to think that commitment to social responsibility is the most important factor in authenticity (15% vs. 11%).

Men

What aspect of a brand do you think most contributes to its authenticity?

Women

What aspect of a brand do you think most contributes to its authenticity?

Age Breakdown

• Genuine engagement with customers is particularly important for 18 – 24s (36%).
• 18 – 24s are almost twice as likely as any other age group to consider a commitment to social responsibility important in brand authenticity.
• 25 – 34s pick transparency about practices and processes as the main contributor to brand authenticity (39%).
• 45 – 54s are the only age group where a majority identify consistency in messaging and actions as the most important factor in authenticity (33%).

18 – 24

What aspect of a brand do you think most contributes to its authenticity?

25 – 34

What aspect of a brand do you think most contributes to its authenticity?

35 – 44

What aspect of a brand do you think most contributes to its authenticity?

45 – 54

What aspect of a brand do you think most contributes to its authenticity?

55 – 64

What aspect of a brand do you think most contributes to its authenticity?

Conclusion

Overall, customers are most likely to consider genuine engagement with customers as the most important contributor to authenticity. Engagement is a two-way street, and brands can demonstrate authenticity by listening and adapting in a conversation with their customers. However, it’s worth noting that a commitment to social causes rings true among a younger audience. This is backed by our research into the importance of brand mission.

Whoever your audience, building authenticity generates trust and loyalty so pick your mission and tailor your messaging accordingly.

If you’re interested in digging deeper into our findings, or asking your own questions on consumer, branding and worklife topics, contact thom@atomradar.com to learn more.

Further Reading

• 98% of Consumers Agree Brand Authenticity is Important
• AI and Authenticity Survey: 49% of Consumers Agree That GenAI Harms Brand Authenticity
• Essential Insights: Our Data-Backed Guide to Branding

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About The Author

Lotte Reford

Lotte Reford is a writer and marketer with a passion for bringing brands to life, and has a background running both commercial and academic research. Lotte has expertise in a range of topics including brand design and consumer behavior.

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