The Authenticity Advantage.
Helping companies communicate with clarity and rebuild trust in a polarised world
The corporate world is at a crossroads and corporate leaders are having to make tough decisions. Do they stand by the values and commitments they have made to people and planet, or do they respond to growing political and social pressures and wheel back from them?
In our report Brands Under Pressure, we explore where the balance of power lies and look at companies that are retreating and those that are facing the changing winds with resilience.
Politicians v consumers: who wins?
When we asked consumers if they support brands who move away from their DEI and environmental commitments, their response was loud and clear: no they don’t.
What does that tell us? That they value authenticity. Already faced with misinformation and disinformation on a daily basis, people are drawn to brands they can trust, who share their values and stand by their commitments despite populist voices pushing them to change direction.
Our report uncovers how politics, gender or generation impacts that strength of feeling – giving brands valuable insight into exactly how important authenticity is to consumers.
How do you measure authenticity?
As our report shows, in a polarised world, authenticity = advantage.
But how do you measure authenticity and how can a brand understand what the starting point is?
We asked 4,000 people how authentic they believe eight critical sectors are and gave them an authenticity score based on the results . . . revealed in our report.
To find out how your sector scored, download the report.
The authenticity advantage: A new strategic communications framework.
A unique diagnostic framework created by Cavendish, The Authenticity Advantage uses proprietary and secondary data to assess how authentic a brand is perceived as being. Based on the four core components of authenticity: ability, authority, accountability and alignment, we draw on thousands of data points to advise business leaders on the reputational challenges they’re facing and create strategic opportunities to restore trust and cement brand leadership.
To find out more about how to gain the Authenticity Advantage, contact our Corporate Affairs team.
Download “Brands Under Pressure” now.
Ready to learn more about the importance of authenticity in an increasingly divided world?
Download our report and learn more about the Authenticity Advantage today.