91% of customers seek honesty about products and services  Consider the following findings from recent research: 91% of customers seek honesty about products and services  63% of consumers will by from an authentic over an inauthentic brand People in advanced economies are twice as likely to seek authenticity Authenticity is important to consumers in 2019 […]

91% of customers seek honesty about products and services  Consider the following findings from recent research: 91% of customers seek honesty about products and services  63% of consumers will by from an authentic over an inauthentic brand People in advanced economies are twice as likely to seek authenticity Authenticity is important to consumers in 2019 and research suggests that it will be even more important in 2020 and beyond. But what is authenticity?Well, to begin with, brand authenticity is not the important issue. The important issue is perceived brand authenticity. All consumers act on the basis of perception and that perception may or may not reflect reality. It is important to be authentic and equally important to be seen as such.A definition of brand authenticity I like is: ‘The extent to which consumers perceive a brand to be faithful toward itself, true to its consumers, motivated by caring and responsibility,…