Brand authenticity
- All stakeholders ranked brand transparency and consistency as the most valued expectation. Brands that fall short risk losing share, shelf space, and talent.
- Brand purpose and story: When brands articulate what they stand for, customers, employees and retailers perceive them as more authentic. "A brand for someone like me" is the top loyalty driver.
- Brand activism: When brands speak out on social issues that align with their brand purpose, they are perceived as more authentic.
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Consumer brands and brand owners are under unusual pressure. They need to face more complex stakeholder networks while managing increasing expectations. Brands that accept a call to action to win the stakeholders loyalty could expect increased returns.
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