We found:

  • Authenticity in business beats product utility and innovation, across all 12 markets surveyed: Authentic characteristics such as communicating honestly about products and services (91%) and environmental impact and sustainability measures (87%) are more important to global consumers than product utility (61%), brand appeal (60%) and popularity (39%).

Authenticity Anchors
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  • Authenticity has a positive impact on the bottom line: 63% of global consumers would buy from a company they consider to be authentic, over and above competitors. 47% would be happy to work for them and 23% would invest in a brand they believe to display authentic qualities. Those in fast-growing economies are twice as likely to invest in authentic brands as respondents in slower-growing countries (31% vs 15%).

Effect of Authentic Companies on Consumers
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  • McDonald’s, Samsung and Apple are considered to be the most authentic global brands – as voted for by 12,000 respondents in an unprompted question.
Top 20 Global Brands
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  • Food quality, product reliability and data security are the corporate issues making global individuals the angriest. Three quarters of global respondents would be extremely angry if a company was found to produce food in an unsanitary way, rising to 91% in Italy and 81% in China. Meanwhile, U.S. and UK respondents are most likely to be extremely angry about companies failing to protect their personal information (80% and 79% respectively).

Global Anger Meter Map
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  • Supermarkets top the list of most authentic sectors, alcohol companies come out last: While over half (52%) of consumers think supermarkets are good at displaying authentic characteristics, this falls to just 27% for alcohol companies. However, there are marked regional differences in the sectors considered authentic. For instance, 92% of Indonesian respondents and 81% of those in India believe banks to be authentic, compared to just one in 10 Spanish respondents.

Most Authentic Sector
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