{"id":1711,"date":"2025-02-26T10:02:55","date_gmt":"2025-02-26T10:02:55","guid":{"rendered":"https:\/\/www.atom.com\/radar\/?p=1711"},"modified":"2025-02-26T10:02:56","modified_gmt":"2025-02-26T10:02:56","slug":"authenticity-research","status":"publish","type":"post","link":"https:\/\/www.atom.com\/radar\/authenticity-research\/","title":{"rendered":"Authenticity Research: What Matters Most for Customers?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Key takeaways:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Genuine engagement with customers is the most important factor, chosen by <strong>33% of consumers<\/strong>.<\/li>\n\n\n\n<li>Transparency about practices and processes <strong>also strongly contributes<\/strong> to authenticity.<\/li>\n\n\n\n<li>Overall<strong>, just 13% say<\/strong> a commitment to social responsibility is the biggest marker of authenticity.<\/li>\n\n\n\n<li><strong>But 18 &#8211; 24s are almost twice<\/strong> <strong>as likely<\/strong> as any other age group to consider a commitment to social responsibility important in brand authenticity.<\/li>\n\n\n\n<li>25 &#8211; 34s pick transparency about practices and processes as the main contributor to brand authenticity <strong>(39%)<\/strong>.<\/li>\n\n\n\n<li>Men are more likely to think that commitment to social responsibility is the most important factor in authenticity <strong>(15% vs. 11%).<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Objective:<\/strong> Brand authenticity is important <a href=\"https:\/\/www.atom.com\/radar\/survey-98-of-consumers-agree-brand-authenticity-is-important\/\">to virtually every consumer<\/a>, 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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Question one:<\/strong> What aspect of a brand do you think most contributes to its authenticity?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Genuine engagement with customers<\/li>\n\n\n\n<li>Transparency about practices and processes<\/li>\n\n\n\n<li>Consistency in messaging and actions<\/li>\n\n\n\n<li>Commitment to social responsibility<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Audience: <\/strong>A representative panel of American consumers aged 18 \u2013 64.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Overall Results<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Genuine engagement with customers is the most important factor, chosen by <strong>33% of consumers<\/strong>.<\/li>\n\n\n\n<li>Transparency about practices and processes <strong>also strongly contributes<\/strong> to authenticity.<\/li>\n\n\n\n<li><strong>Just 13% say<\/strong> a commitment to social responsibility is the biggest marker of authenticity.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">What aspect of a brand do you think most contributes to its authenticity?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b3a6434b7a&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b3a6434b7a\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXe4qmy00Rvp_1rvWR8O7Yc_4U48abKehJ_ugvBUVaS0DwGuCdPNydWGL0K8m-exmYYwZ9fpQWKD9VYrYYxYPGfPNdV3fVWIHANYk5I0wwYrRG94n1SwQywXjYxu_lfABHA9n9arIg?key=QMfoFMTux4occoJJnhTColPj\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-text-color has-ast-global-color-1-color has-alpha-channel-opacity has-ast-global-color-1-background-color has-background\"\/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Any questions? Let our research support your next article \u2014 completely free<\/strong> (some limitations apply).<\/p>\n\n\n<div class=\"wpforms-container wpforms-container-full wpforms-block wpforms-block-e6eeb267-be0c-4b2b-9bc0-25ed2d567603 wpforms-render-modern\" id=\"wpforms-612\"><form id=\"wpforms-form-612\" class=\"wpforms-validate wpforms-form wpforms-ajax-form\" data-formid=\"612\" method=\"post\" enctype=\"multipart\/form-data\" action=\"\/radar\/wp-json\/wp\/v2\/posts\/1711\" data-token=\"d04d52e72bb774cbfea29d71b094afea\" data-token-time=\"1780169316\"><noscript class=\"wpforms-error-noscript\">Please enable JavaScript in your browser to complete this form.<\/noscript><div id=\"wpforms-error-noscript\" style=\"display: none;\">Please enable JavaScript in your browser to complete this form.<\/div><div class=\"wpforms-field-container\"><div id=\"wpforms-612-field_0-container\" class=\"wpforms-field wpforms-field-name\" data-field-id=\"0\"><label class=\"wpforms-field-label\" for=\"wpforms-612-field_0\">Name <span class=\"wpforms-required-label\" aria-hidden=\"true\">*<\/span><\/label><input type=\"text\" id=\"wpforms-612-field_0\" class=\"wpforms-field-medium wpforms-field-required\" name=\"wpforms[fields][0]\" aria-errormessage=\"wpforms-612-field_0-error\" required><\/div><div id=\"wpforms-612-field_1-container\" class=\"wpforms-field wpforms-field-email\" data-field-id=\"1\"><label class=\"wpforms-field-label\" for=\"wpforms-612-field_1\">Email <span class=\"wpforms-required-label\" aria-hidden=\"true\">*<\/span><\/label><input type=\"email\" id=\"wpforms-612-field_1\" class=\"wpforms-field-medium wpforms-field-required\" name=\"wpforms[fields][1]\" spellcheck=\"false\" aria-errormessage=\"wpforms-612-field_1-error\" required><\/div><div id=\"wpforms-612-field_2-container\" class=\"wpforms-field wpforms-field-textarea\" data-field-id=\"2\"><label class=\"wpforms-field-label\" for=\"wpforms-612-field_2\">Message <span class=\"wpforms-required-label\" aria-hidden=\"true\">*<\/span><\/label><textarea id=\"wpforms-612-field_2\" class=\"wpforms-field-medium wpforms-field-required\" name=\"wpforms[fields][2]\" aria-errormessage=\"wpforms-612-field_2-error\" required><\/textarea><\/div><\/div><!-- .wpforms-field-container --><div class=\"wpforms-submit-container\" ><input type=\"hidden\" name=\"wpforms[id]\" value=\"612\"><input type=\"hidden\" name=\"page_title\" value=\"\"><input type=\"hidden\" name=\"page_url\" value=\"https:\/\/www.atom.com\/radar\/wp-json\/wp\/v2\/posts\/1711\"><input type=\"hidden\" name=\"url_referer\" value=\"\"><button type=\"submit\" name=\"wpforms[submit]\" id=\"wpforms-submit-612\" class=\"wpforms-submit\" data-alt-text=\"Sending...\" data-submit-text=\"Submit\" aria-live=\"assertive\" value=\"wpforms-submit\">Submit<\/button><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.atom.com\/radar\/wp-content\/plugins\/wpforms-lite\/assets\/images\/submit-spin.svg\" class=\"wpforms-submit-spinner\" style=\"display: none;\" width=\"26\" height=\"26\" alt=\"Loading\"><\/div><\/form><\/div>  <!-- .wpforms-container -->\n\n\n<hr class=\"wp-block-separator has-text-color has-ast-global-color-1-color has-alpha-channel-opacity has-ast-global-color-1-background-color has-background\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Gender Breakdown<\/strong><strong><br><\/strong><\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Genuine engagement with customers <strong>is most important for both men and women.<\/strong><\/li>\n\n\n\n<li>Men are more likely to think that commitment to social responsibility is the most important factor in authenticity <strong>(15% vs. 11%).<\/strong><\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Men<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">What aspect of a brand do you think most contributes to its authenticity?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b3a64363ba&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b3a64363ba\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdib8DXLlVbXmilXJxoQUs9SsZ1fPZuVqJJFHkRckt3HLReih9GmY46CCr_ZGnIoQmY8pTSAuzxMkFoEAjKIIy8PPUpDPRM7h_wN_1ELS6lrwN-uuN65qwhwrGUUVYSIzMu8qkRVA?key=QMfoFMTux4occoJJnhTColPj\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Women<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">What aspect of a brand do you think most contributes to its authenticity?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b3a643665b&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b3a643665b\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXe55M4hhlhkFXVIAzPX-m6LItOMBpDryfm0ltSI9A90w4uxODcrAwZO8NMDgIOGotdDnh7HFJ5rsbypPB5VI3FXKts5u9y7x0WNc7IBMLo0sWyaSnvZ70CaJ4J_pq6qKKCc-x-qaw?key=QMfoFMTux4occoJJnhTColPj\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Age Breakdown<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Genuine engagement with customers is particularly important for 18 &#8211; 24s <strong>(36%)<\/strong>.<\/li>\n\n\n\n<li><strong>18 &#8211; 24s are almost twice<\/strong> as likely as any other age group to consider a commitment to social responsibility important in brand authenticity.<\/li>\n\n\n\n<li>25 &#8211; 34s pick transparency about practices and processes as the main contributor to brand authenticity <strong>(39%)<\/strong>.<\/li>\n\n\n\n<li>45 &#8211; 54s are the only age group where a majority identify consistency in messaging and actions as the most important factor in authenticity <strong>(33%)<\/strong>.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>18 &#8211; 24<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">What aspect of a brand do you think most contributes to its authenticity?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b3a64369e8&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b3a64369e8\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdQ-xwwH-q5KTuCjUdk1flqNFR3S_uUzEnZMelQi2HcOnvzoIeJoIdB0zHIziDueOmP0k8kX00TaZxElGcNZtlHkd9l3SlI8Nl6-5iiBENLr_I92UuEMMdXwJGtwIrgqqiuH1Bx?key=QMfoFMTux4occoJJnhTColPj\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>25 &#8211; 34<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">What aspect of a brand do you think most contributes to its authenticity?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b3a6436c8b&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b3a6436c8b\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfkEo0hOtd3QlsgZwlFXa-ksy9sNTDb0fNjN1rrQBTDv8kQB5BSgvceHzXYPzkQjSYyixQN1uW1GKvhZXeMP9_pD7CEmtGUMbgPjPo-RWUo51BiP8b2Zsgv4fP9IfxbW6LyPcwiNw?key=QMfoFMTux4occoJJnhTColPj\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>35 &#8211; 44<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">What aspect of a brand do you think most contributes to its authenticity?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b3a6436f3c&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b3a6436f3c\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcu409x5HutuK8FyQDpcPyEfxPjL5Frgo1718N5IJeWxUQuiIqdQSknTtIuKgSK-OhKQd4KBr8gCbSMc6JuqRdDIYIffsv4LKPVQk5pxrdeyibg9SfKD9vuaQHyBYOgKKXU6meS-A?key=QMfoFMTux4occoJJnhTColPj\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>45 &#8211; 54<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">What aspect of a brand do you think most contributes to its authenticity?<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a1b3a64371dd&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a1b3a64371dd\" class=\"wp-block-image wp-lightbox-container\"><img decoding=\"async\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXd4Lc12mlifYGF0bDw9Av7XpIlcobIuQoH6MKU8rBukokcyloFv3YdI6cYwpRSN255E_lMFtkqzGHWJYWs59vw6pdd_Bxs5AyqrHQ7AuBDxa1uAiuFB5ZhMJKXvGaGKjGYxw1GIKQ?key=QMfoFMTux4occoJJnhTColPj\" alt=\"\"\/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>55 &#8211; 64<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">What aspect of a brand do you think most contributes to its authenticity?<br><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXdwSKnA8uiDOI16-rA2Tvj5xHBotxvvbI4nCC9FZngmKJSiydvYUWvxjojiRLtAWXEkw-gatUwtNnvSaUHVSgKPp-hpGzeEFu86Y9P_uXmDWL-LCb3jB0EnpaCTXZGmm71EHjan?key=QMfoFMTux4occoJJnhTColPj\" width=\"602\" height=\"220\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">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\u2019s worth noting that a commitment to social causes rings true among a younger audience. This is backed by <a href=\"https:\/\/www.atom.com\/radar\/brand-mission-statistics-for-2025\/\">our research into the importance of brand mission<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Whoever your audience, building authenticity generates trust and loyalty so pick your mission and tailor your messaging accordingly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re interested in digging deeper into our findings, or asking your own questions on consumer, branding and worklife topics, contact <a href=\"mailto:thom@atomradar.com\">thom@atomradar.com<\/a> to learn more.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Further Reading<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/www.atom.com\/radar\/survey-98-of-consumers-agree-brand-authenticity-is-important\/\">98% of Consumers Agree Brand Authenticity is Important<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.atom.com\/radar\/ai-and-authenticity-survey-49-of-consumers-agree-that-genai-harms-brand-authenticity\/\">AI and Authenticity Survey: 49% of Consumers Agree That GenAI Harms Brand Authenticity<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.atom.com\/radar\/branding-data-and-insights\/\">Essential Insights: Our Data-Backed Guide to Branding<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>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.<\/p>\n","protected":false},"author":3,"featured_media":1712,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1711","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research"],"acf":[],"featured_image_url":{"thumbnail":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/02\/authenticity-150x150.jpg","medium":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/02\/authenticity-300x200.jpg","medium_large":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/02\/authenticity-768x512.jpg","large":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/02\/authenticity-1024x683.jpg","1536x1536":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/02\/authenticity-1536x1024.jpg","2048x2048":"https:\/\/www.atom.com\/radar\/wp-content\/uploads\/2025\/02\/authenticity-2048x1365.jpg"},"post_author":"Lotte Reford","assigned_categories":"Research","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>AtomRadar Research Authenticity Research: What Matters Most for Customers?<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.atom.com\/radar\/authenticity-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AtomRadar Research Authenticity Research: What Matters Most for Customers?\" \/>\n<meta property=\"og:description\" content=\"Brand authenticity is important to virtually every consumer, regardless of target market. 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