INSPIRE is a collaboration across Young & Rubicam Group agencies that helps clients craft sustainability communications that translate into tangible commercial value.
Third Annual Authenticity Study of Brands
Global study uncovers significant rise in consumer anger over brands that don’t exhibit authentic behaviors. The third annual study of authentic brands by Cohn & Wolfe reveals:
* Consumer anger about companies failing to protect their data increases 22 percentage points.
* McDonald’s, Samsung, and Apple rated the most authentic brands.
* 87 percent of global consumers say it’s important for brands to ‘act with integrity at all times,’ making it more essential than innovation (72%).
Download the report here.