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Marks & Spencer is Britain’s most authentic brand, according to a comprehensive new research into authenticity that revealed just one in four people feel like brands can be trusted.
The study also pointed to the opportunity for brands to overcome this authenticity deficit – with 62 per cent of respondents globally saying they would be more interested in buying from a brand or company they believe to be authentic.
Globally, Amazon topped the rankings of the Cohn & Wolfe Authentic 100.
The analysis identified seven key drivers of authenticity, and how individual brands and organisations fared in delivering against them.
Listed in terms of importance, these drivers for businesses, brands and organisations are:
- Protects customer privacy and data
- Treats customers well
- Delivers on promises
- Uses high-quality ingredients and components
- Is genuine and real, not artificial
- Acts with integrity at all times
- Communicates honestly
Scored out of 100 against public perception of these attributes, Marks & Spencer scored 92.33.
Boots (89.65), Amazon (88.53), Lego (88.31) and Dyson (87.6) completed the Top 5 “most authentic” brands in the UK.
Globally, tech companies dominated the brands viewed as “most authentic”. Amazon was seen as most authentic overall, followed by Apple, Microsoft, Google and Paypal.