Does doing good equal authenticity? What consumers really think

Brand authenticity has become increasingly important to consumers in recent years. People want brands that they can trust to be honest, act with integrity, and stay true to their values. But what exactly makes a brand "authentic" in the eyes of consumers?

A recent survey from Ipsos sheds some light on how people perceive authenticity when it comes to brands. The results indicate that honesty and integrity are the core pillars of authenticity. Secondary factors like commitment to quality, transparency, and corporate social responsibility also play a role, but to a lesser degree. As brands aim to build trust and connection with customers, focusing on honesty and integrity appears to be the most direct path.

Honesty

When consumers think of an authentic brand, honesty rises to the top. In a recent survey of over 1,100 adults in the US, 51% chose "honest" as one of their top 3 words associated with brand authenticity. This shows how critical honesty is in establishing an authentic brand image. Brands that are perceived as exaggerating claims or distorting the truth are seen as inauthentic and unethical by consumers. An authentic brand must be committed to honesty in their marketing and communications. The survey confirms that consumers place tremendous value on brands that are truthful and avoid misleading messaging. For brands aiming to be seen as genuine, prioritizing honesty should be the number one focus.

Oddbox stands out as a prime example of a brand rooted in honesty, with integrity woven into its very DNA. At the heart of its business model lies a commitment to showcasing products typically labeled as leftovers, shining a light on the realities of the food market. By openly addressing harmful industry practices, Oddbox not only offers transparency but also challenges norms. Through their actions, they redefine authenticity, proving that honesty isn't just a value they uphold but a fundamental aspect of their identity.

Integrity

Integrity was the second most commonly associated word with brand authenticity, cited by 40% of survey respondents. This underscores how critical it is for brands to demonstrate integrity in order to be perceived as authentic.

Past research has shown that integrity, along with honesty, are top qualities that drive consumer trust. Behaving ethically and standing behind values and principles are key signals of integrity. Brands that consistently adhere to their stated values and promises exhibit integrity in the eyes of consumers.

Integrity encompasses being true to one's word, acting consistently, and avoiding contradictions between messaging and actual conduct. Brands that fail to align words with actions risk being seen as inauthentic. Maintaining integrity requires brands to uphold standards even when inconvenient. The survey results validate that integrity remains a vital component of authentic brand positioning.

FRAHM Jackets realizes integrity in both their actions and messaging, setting a benchmark for authenticity in the industry. They exemplify honest marketing by providing only essential information about their products, benefits, and values in very consistent way across all the channels and being transparent about production, fabrics, and first of all, premium pricing. This commitment to transparency extends beyond just pure marketing, resonating through the brand's communication channels and the persona of its founder, Nick Hussey.

Commitment to quality and transparency

Consumers associate commitment to quality products and services and transparency with authenticity to a lesser extent than honesty and integrity. According to the recent survey by Ipsos, 27% of respondents chose "commitment to quality" and 26% chose transparency as one of their top 3 words associated with brand authenticity. This indicates that while a focus on quality and transparency is important, it is not the primary driver of authenticity in consumers' minds.

CSR and supporting society not highly linked with authenticity

Despite many brands focusing on corporate social responsibility (CSR) efforts, consumers do not strongly associate these actions with a brand's authenticity according to the survey results. Relatively few respondents chose CSR-related terms as being among their top 3 choices for association with brand authenticity:

"Their goals are more than just making profit" (17%)
"Takes care of employees" (15%)
"Uses all natural ingredients" (11%)
"Cares about the environment" (9%)
"Takes actions that support and/or invest in society" (6%)

This indicates that while CSR initiatives may be important to consumers, they are not key drivers behind brands being perceived as authentic. The survey shows consumers connect authenticity more directly with qualities like honesty and integrity rather than a brand's CSR commitments and actions.

More than just making profit and taking care of employees

Only 17% of survey respondents associated "more than just making profit" with brand authenticity. This indicates that while consumers may appreciate and expect businesses to care about more than profits, this is not a key factor that drives perceptions of authenticity. Actions speak louder than words - consumers can often see through empty messaging about social impact that is not backed up by ethical business practices. Authenticity stems from a brand's culture and integrity, not grand claims about caring for society.

A relatively small percentage of respondents (15%) associate a brand "taking care of employees" with authenticity. This indicates that while employee care policies may be important, consumers do not view them as a core component of what makes a brand authentic.

Natural ingredients and environmental care are not key drivers

Despite the rise in demand for natural and organic products, most consumers do not closely associate the use of all-natural ingredients with a brand's authenticity. Only 11% of survey respondents chose "Uses all natural ingredients" as one of their top 3 associations with brand authenticity. Also, consumers do not strongly associate a focus on the environment with brand authenticity. The recent survey found that only 9% of respondents chose "cares about the environment" as being among the top 3 terms they associate with an authentic brand.

This indicates that while natural ingredients and environmental efforts may be appealing to some consumers who prioritize health and sustainability, they are not major factors in whether a brand is perceived as authentic overall. The quality, effectiveness and transparency around a brand's products appear to be more vital.