‘Authenticity Gap’ cover 700-Plus Brands – Reveal Consumer Expectations Often Remain Unmet [REPORT]

FleishmanHillard unveiled the 2014 results of its global Authenticity Gap study, which explores the gap between what consumers experience when engaging with companies and what they expect of them. The agency developed the insights to help companies understand the behaviors consumers most associate with authentic companies – and where organizations should make changes to improve their reputation.

“Our approach focuses on a new space where reputation and brand come together – that sweet spot where what an organization says matches up with what it actually does,” said FleishmanHillard President and CEO Dave Senay. “It’s in this place – where expectations of stakeholders align with their actual experiences – that the real magic happens, where authenticity is at its best.”

As FleishmanHillard makes available 140 different reports from each industry and country studied, the following are global trends revealed in the 2014 Authenticity Report:

•     Consumers Care About More Than Products and Services: Less than half (48 percent) of what shapes our perceptions and beliefs about an organization are tied to its products and services. The rest (52 percent) comes from attributes related to management behavior and how a company interacts with society.
•     There Is No Such Thing as a Global Brand: Although many brands appear across the globe, the most authentic ones must manage to expectations that vary widely by market – even in the same industry.
•     Be As You Wish to Be Seen: Big branding and the disappointments of unkept promises have made consumers more skeptical about a company’s mission, vision and values statements. Instead, 44 percent of consumers are more interested in a company’s process and practices – they want to see an organization’s values in action – versus 21 percent wanting to hear more about what a company believes in.
•     Innovation Is Personalization: Not surprisingly, there is an insatiable appetite for innovation. It is literally off the charts in the United Kingdom and the United States. Even more interesting is that consumers aren’t solely interested in more technological advances. They want and expect more in terms of fresh thinking around personalization of products and services.

“No firm is doing more than FleishmanHillard to help organizations understand this emerging model of brand and reputation and to deliver actionable data and insights,” said Marjorie Benzkofer, global lead of the agency’s reputation management practice. “The insights give one holistic lens for examining both brand and reputation across the organization in a way that is both meaningful and actionable to marketing and corporate communications.”

The 2014 Authenticity Gap research studied companies in Canada, China, Germany, Indonesia, the Netherlands, the United Kingdom and the United States. Building on the inaugural 2013 study, which looked at 20 industry categories throughout three countries, the 2014 study looks at more than 700 companies and brands in 50 industry categories in seven countries.

The research was done in partnership with UK-based research firm Lepere Analytics and uses Lepere’s patent-pending methodology for polling “expert consumers.” Flipping the traditional recruitment methodology, Lepere identifies expert consumers who have a high level of interest, knowledge, engagement and influence in the specific industries they were questioned about in the survey. This validated approach provides much richer insights than simple man-on-the-street polling done in other surveys.

To download report CLICK HERE.