By A Correspondent
Global Communications agency Cohn & Wolfe, a part of the WPP fold, has unveiled its inaugural Authentic 100, an annual index of global brands ranked by consumer perception of authenticity. Among the Top 10 brands in the study are Disney, BMW, Microsoft, Amazon, Apple, Intel, Audi, Samsung, Adidas and Lego.
The 2016 study on authenticity defines for the first time what consumers believe are the individual attributes of authentic behaviour and whether a brand displaying these attributes will affect the actions of consumers. The study identifies a large “authenticity gap†between brands and consumers, with 75 percent of nearly 12,000 consumers surveyed across 14 markets indicating that brands and companies have a credibility problem.
Key findings of the study include:
:: High Global Cynicism: Consumer cynicism is highest in Western Europe, with only seven percent of those surveyed in the UK, France, Germany and Spain – and a mere five percent in Sweden – describing brands as “open and honest.†In the least cynical countries – China and Indonesia – that number only climbs to 36 percent and 35 percent, respectively. Americans fall somewhere in the middle, and closer to the global average of 22 percent, with less than a quarter of Americans (23 percent) seeing brands as honest.
:: Privacy Matters: Given the recent public standoff between Apple (#5 on the global Authentic 100) and the United States FBI over encryption technologies, it is worth noting that privacy concerns are now seen as a core component of what makes a brand authentic in the eyes of consumers. Globally, “protecting customer data and privacy†ranked as the fourth most important attribute of authenticity today.
:: The Authenticity Opportunity: Nearly nine out of 10 consumers are willing to take action to reward a brand for its authenticity, including 52 percent who would recommend the brand to others and 49 percent who would pledge loyalty to the brand. Twenty percent would be prepared to put their money on the table and invest in a brand that proves its authenticity.
:: Authenticity as a Personal Experience: Consumers are looking for daily, real-life reminders that they can count on brands. In defining authenticity, they prioritise “high quality†(66 percent) and “delivering on promises†(70 percent) over more lofty measures like “social responsibility†(57 percent) and “environmental responsibility†(55 percent).
“The rules of communication have irrevocably changed, and we’re seeing consumers reward brands that understand how to engage with them openly and honestly. In fact, consumers will forgive the occasional corporate misstep if a company is upfront, and addresses the issue head-on,†says Donna Imperato, CEO,  Cohn & Wolfe. “The brands topping the Authentic 100 understand this, and have demonstrated consistently that they value more than just their bottom lines by fostering a genuine dialogue with their customers.â€