2022 Brand Authenticity Report

2020 kicked off a domino effect for brands worldwide, forcing them to rethink business models, consumer engagement, digital experiences, and their stance on social issues. Many consumers also shifted focus, placing more emphasis on what brands stand for beyond the products and services they deliver. The purpose of this research was to uncover how important brand authenticity is to consumers in the United States by understanding their expectations around empathy and understanding, communication, representation, experiences, and what drives their loyalty.