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Consumers increasingly attach importance to brand authenticity

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Consumers increasingly attach importance to brand authenticity

What are consumers looking for when faced with a brand? The quick answers to these questions point to common places that, in part, have been working a lot over the last few years and almost decades. Consumers are looking for prices, quality, a well-known brand, which is recommended by your trusted neighbor? All of this was real, although current market research shows that it is no longer what buyers value today. Currently, one of the most valued elements is an intangible, although one that makes a lot of sense in a globalized world and in which there are so many stimuli and so many email list pakistan different proposals. Consumers are looking for authenticity, as the latest 2014 Authentic Brands study by Cohn & Wolfe shows. According to the conclusions of this study, authenticity beats the other characteristics that can be required of brands in the different markets in which they have carried out the survey. Buyers value very positively all those characteristics that are associated with authenticity and that make an authentic brand . Thus, 91% appreciate that they communicate honestly about products and services. The authenticity of a brand is not only appreciated generically by the consumer, it also has a direct impact on purchasing decisions. 63% of consumers would buy from a company if they considered it to be authentic over any of its competitors. 6 out of 10 would also recommend it to their friends and acquaintances to the detriment of brands that they do not see as authentic. The relationship with a brand with these characteristics is also special: 47% would work for them and 23% would invest in it if they had the opportunity to do so.


Being authentic is not only the heritage of companies that are dedicated to those areas that seem closest to the idea of ​​authenticity: that is, it is not necessary to be an organic supermarket chain for the user to think that they are dealing with an authentic brand. In fact, the Cohn & Wolfe study determines that the brands that are considered the most authentic by consumers around the world are McDonald’s, Samsung, Apple, Carrefour, KFC and Starbucks, which occupy the top positions in the ranking of authentic companies. The list of the top 20 firms in the world also includes brands like Lidl, Barilla, Forex Email List , Ikea or Amazon. By category, supermarkets are considered the most authentic and alcohol companies the least. They are not the only elements that stand out from the brands and that show that consumers ask brands more and more for things that go beyond what are simple products and their functionalities. 87% value that companies take measures to guarantee sustainability and reduce environmental impact, a percentage that far exceeds the 61% who value the usefulness of the product, 60% who do so with the attractiveness of the brand and 39% which takes into account the popularity of it.

Determinant for millennials

But if being authentic is an increasingly important element for brands around the world when it comes to reaching their consumers, it is even more so when they want to convince millennials that they are the best option on the market. For members of Generation Y, the values ​​that matter from brands are quite different from what their parents or grandparents valued. They place crucial importance on things like trust, support for causes and, of course, authenticity. A study by Mindshare North America has just expanded on this idea: what millennials want from brands is honesty, trust, responsibility, loyalty and, even more difficult, love. Therefore, the corporate identity must be built with a few wickers that are much more complicated to unite and in which what matters goes far beyond the product itself. In fact, millennials themselves choose honesty and integrity as the defining characteristics of their generation and it is, therefore, what they look for in brands. Brands have to have good intentions, they demand, and for this they look at how they treat their employees (62%), in the fact that they put people ahead of their benefits (57%), in that they work for a better world (54%) or that has a moral guide (50%). Companies should also take into account that millennials value empathy, intelligence (they are a highly educated generation that values ​​logic or seeing both sides of a story) and pragmatism.

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