September 2024
The Authenticity Imperative: Anchoring Authenticity in a Sea of Skepticism
In 2018, Changing Our World conducted a study of Americans aged 18-65 to explore people’s perceptions of – and expectations for – authenticity in corporate citizenship. We found that while consumers and employees expected companies to act responsibly and invest in building a better world, they were skeptical in their belief that companies actually followed through on these commitments.
Do these results hold true in 2024?
Download our latest report, The Authenticity Imperative, to explore new insights on how consumer and employee expectations have evolved in recent years, and discover the latest trends shaping corporate responsibility today.
Download our latest report, The Authenticity Imperative, to explore new insights on how consumer and employee expectations have evolved in recent years, and discover the latest trends shaping corporate responsibility today.
Key Findings
- Nearly 70% of respondents agree that companies should support social issues and causes.
- Gen Z is more skeptical than other generations when assessing a company’s corporate responsibility efforts, and shows lower workplace and brand loyalty even when they perceive a company’s efforts to be authentic.
- People believe learning about a company’s good deeds from a nonprofit or charity is 50% more credible than hearing from a company’s own advertising.
- Similar to 2018’s findings, people – regardless of gender or age – largely agreed on four key characteristics of authenticity: long-term strategy, putting skin in the game, leveraging core assets, and third-party endorsements.
Download the Report
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