By Lotte Reford
As seen in
Key takeaways:
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.)
Audience: A general panel of American consumers aged 18 – 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.)
Any questions? Let our research support your next article — completely free (some limitations apply).
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.)
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.)
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.)
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.)
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.)
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.)
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.)
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.
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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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