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.