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? 

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 “Brands Under Pressure” 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, register your interest to receive the report when it is released on April 9th.