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Why is it so often that what we see and hear from brands, businesses and people jars with what we might feel, experience and believe? They have an authenticity problem, a crisis gap if you will.

At FleishmanHillard, we have been studying authenticity since 2012 when we first set out to explore the alignment between consumer expectation and experiences: what we like to call the ‘Authenticity Gap.’ The Authenticity Gap measures the gap between consumer expectations and their actual experience of a company or brand using the Nine Drivers of Authenticity that shape consumer perceptions and beliefs.

Our rich research allows companies to judge how authentic they are, where they fall short and how they compare to their sector peers. This report also provides unique insights into the emerging opportunities and threats facing some of the world’s most familiar companies and brands — and, crucially, what consumers expect business leaders to do about them.

Explore our authenticity research yourself

Our Core Findings

64% of global consumers

say a company must talk about societal impact to be more credible than competitors

75% of industries studied

are failing to meet expectations on care of the environment

95% of industries studied

are failing to meet expectations on better value

4 of 9 drivers

are coming up short of consumer expectations for global brands

Our Key Insights