AtomRadar
Branding
Survey: 98% of Consumers

Survey: 98% of Consumers Agree Brand Authenticity is Important

4 Mins Read
September 16, 2024
Branding
Research

As seen in

Key takeaways:

98% say brand authenticity has some importance when choosing products or services.
56% agree that consistent quality is the strongest hallmark of authenticity.

Objective: In an age of AI and social media, authenticity can feel harder to find than ever. We wanted to discover how important authenticity is to shoppers — and what authenticity means to consumers in 2024.

Question one: How important is brand authenticity to you when choosing products or services?

Question two: What does authenticity in a brand mean to you? (Select up to two options.)

Transparency about the company’s values and mission
Consistent quality of products/services
Honest communication and marketing
Ethical practices and social responsibility
Understanding and reflecting my lifestyle

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

Overall Results

98% say brand authenticity has some importance when choosing products or services.
56% agree that consistent quality is the strongest hallmark of authenticity.

How important is brand authenticity to you when choosing products or services?

What does authenticity in a brand mean to you? (Select up to two options.)

Any questions? Let our research support your next article — completely free (some limitations apply).

Gender Breakdown

32% of men vs 38% of women consider authenticity ‘extremely important’.
23% of women vs 16% of men consider transparency in values an important marker of authenticity.

Men

How important is brand authenticity to you when choosing products or services?

What does authenticity in a brand mean to you? (Select up to two options.)

Women

How important is brand authenticity to you when choosing products or services?

What does authenticity in a brand mean to you? (Select up to two options.)

Age Breakdown

Authenticity matters less to older consumers: 48% of 55 – 64s rank it only moderately or slightly important, more than any other demographic.

18 – 24

How important is brand authenticity to you when choosing products or services?

What does authenticity in a brand mean to you? (Select up to two options.)

25 – 34

How important is brand authenticity to you when choosing products or services?

What does authenticity in a brand mean to you? (Select up to two options.)

35 – 44

How important is brand authenticity to you when choosing products or services?

What does authenticity in a brand mean to you? (Select up to two options.)

45 – 54

How important is brand authenticity to you when choosing products or services?

What does authenticity in a brand mean to you? (Select up to two options.)

55 – 64

How important is brand authenticity to you when choosing products or services?

What does authenticity in a brand mean to you? (Select up to two options.)

Conclusion

Authenticity remains of key importance for consumers considering products and services but matters more to younger consumers. Quality and honest communication are the two primary signifiers of authenticity for all demographics.

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.