Source: “The Authenticity Gap,” from Fleishman-Hillard and Lepere Analytics. The firms studied more than 150 brands last October.
Fleishman-Hillard found that companies in the US, China, and Germany across 20 industries often trip over a gap between consumer expectations and experiences. Notably, research showed that 55% of consumers' perceptions are shaped by how a company affects society. The other 45% depends on customer benefits. Results differed by country, or as Fleishman global head of reputation management Marjorie Benzkofer put it, “there really is no such thing as a global market.”