Consumers Crave Authenticity, And CMOs Can Deliver

The age of misinformation and dubious corporate claims have threatened consumer confidence in brands, with consumers desperate for truth. Although conventional wisdom suggests that truth means “being yourself”, it quickly breaks down when CMOs turn feelings into action. In our new report, The Algorithm of Authenticity, we combine consumer data, industry case studies, and academic research to help CMOs build a working understanding of authenticity and a framework for building it. Our analysis reveals that:

  • Truth is real and defined. Forrester defines truth:

Perceived brand authenticity is a function of what a company does and what a company says.

  • There are three main drivers of perceived truth: continuity, credibility, and character.

  • CMOs who drive honesty make the most of the perception of commerce. Authenticity communicates brand values, strengthens the relationship between the consumer and the brand, and significantly improves the quality of the customer experience. Forrester’s data show that 71% of U.S. consumers say they can relate to genuine brands and therefore want to support them, and 70% report that genuine brands give them a “strong sense of confidence.”

Creating a perceived brand authenticity requires a coherent and integrated plan around what the brand does, says and does. CMOs are most strategically located in the C-suite to deal with this initiative. Read the full report to understand how to express consistency, credibility and character and to talk more about what this means for your brand I invite you to connect with me through a Forrester search or guidance session.

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