Brands that create carefully orchestrated marketing campaigns might want to rethink that strategy in favor of something more organic and authentic. According to Cursive Content Marketing, consumers value authenticity over advertising when it comes to brands, especially millennial consumers. So how many consumers really value authenticity from the companies they support? And what brands do they consider to be authentic? We asked 1,000 respondents all about their thoughts on authentic marketing and brands.
In Ask Your Target Market’s latest survey, 70% of respondents said that they think it’s important for brands to be authentic. 67% think that companies can be authentic by explaining what goes into making their products or services. 35% think companies should share behind the scenes photos or videos. 31% like when brands include employees in their marketing materials. 25% think that social media use can make brands seem more authentic. And 23% like when brands include their CEO or other leadership in their marketing materials. Respondents named Nike, Kraft, Apple, Levi’s, General Mills and Adidas as brands they consider to be authentic.
But authenticity isn’t the only factor that consumers have to consider when making their buying decisions. 52% said that a brand’s price point is the most important determining factor when deciding whether or not to support a brand. 17% care most about a brand’s reputation. 14% care most about authenticity when it comes to supporting brands. 11% care about a brand’s values. 4% value convenience. 2% care about its popularity. And another 2% care about social proof and reviews.
The way that consumers perceive authenticity can vary. But 67% said that they are at least somewhat likely to support a brand if they consider that brand to be authentic. 53% said they are likely to support a brand if they hear others refer to that brand as authentic. And just 42% said they are likely to support brands that refer to themselves as authentic.
Authenticity can certainly be a powerful factor for consumers making buying decisions. But it’s not as easy as just calling your brand authentic. In fact, less than half of consumers said they would be likely to support brands that call themselves authentic. But there are some ways brands can improve their authenticity in the eyes of consumers without simply stating it. Explaining or showing some of the behind-the-scenes aspects of running a business can be a good strategy for appearing authentic, according to consumers. And brands that are able to create that sense of transparency over time can potentially appear more authentic to consumers, and thus increase the likelihood of attracting new buyers.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on October 22-27 via AYTM’s online survey panel.