Authenticity in Branding is Essential, But There’s No Consumer Trust Without Evident Care

 

In the recently released “2023 Brand Authenticity Report” by U.S.-based market research firm Breakthrough Research, the study surveyed over 5,000 respondents and evaluated more than 100 national brands, highlighting the significance of authenticity in branding to drive positive first impressions and foster enduring connections.

Why is authenticity in branding so integral?

Dan Braker, founder of Breakthrough Research, emphasized that authentic brands not only achieve superior financial performance but also build robust communities and are perceived to offer higher-quality products.

A Resource Center study found that Gen Z consumers prioritize authenticity, with 82% trusting brands that use real customer images in advertising and 72% favoring companies supporting social causes. Product quality, positive reviews, and exceptional customer service build trust. As the rise of social commerce primes to outpace traditional e-commerce, reaching $1.2 trillion by 2025, to harness this potential, businesses must stay true to their values, ensuring content quality and brand authenticity to foster revenue and loyalty.

Is authenticity alone enough for brands to attract consumers? Greg Bryk, Film & Television Actor, Thought Leader, and Keynote Speaker, has spent his career finessing the art of performance and nuances of delivering an authentic role for his projects. Bryk says authenticity carries a lot of weight, but without caring, it doesn’t mean much.

 

Greg’s Thoughts

“Authenticity is incredibly important for any situation in where you want to create a connection. That’s true as an actor with an audience, but it’s true for brands as well. But authenticity is a bit of a funny word because you can be authentic without caring about your product. And I think caring is what matters most.

I think you need to find the things about your product that are exciting to you and then share that excitement with your customer. If you can do that, and it’s a creative act, is to actively search for those things that excite you in your product. And they can be little things, those little details that sort of make your product stand out, that drew you to it in the first place, that made you compelled to bring it to market. So, to be authentic just means to be honest. But to be honest doesn’t matter if you don’t care. Find the reasons you care about your product and then share those generously.”

 

Written by James Kent

Follow us on social media for the latest updates in B2B!

Image

Latest

future of healthcare
Leading Through Change: Dr. Kevin Stevenson on Workforce, Innovation, and the Future of Healthcare
October 1, 2025

Healthcare is at a critical turning point, where staffing pressures, shrinking reimbursements, and rising patient expectations are reshaping the future of healthcare. According to the AACN Nursing Workforce Fact Sheet, the federal government projects more than 203,000 new registered nurse positions will be created annually from 2021 to 2031, reflecting high demand from an…

Read More
Non-traditional students
Holistic Support in Higher Ed: Why Non-Traditional Students Need More Than Just Financial Aid
October 1, 2025

Non-traditional students—adult learners, student parents, veterans, and first-generation college-goers—are carrying heavier burdens than ever. Upswing’s 2024 Ana Insights Report found that nearly nine in ten students intended to complete a FAFSA application, while many also sought help with essentials like food, housing, and bill payments. Perhaps most concerning, students expressed declining confidence in higher…

Read More
EAA AirVenture
From Ground to Sky: How Icom Radios Connect Crews, Docks, and Air Traffic at AirVenture 2025
October 1, 2025

Nestled in the shaded quiet of Oshkosh’s Seaplane Base, there exists a side of EAA AirVenture that many attendees never see. Unlike the bustling main grounds, the Seaplane Base operates for just one week each year, transforming from an unused shoreline into a hub of aviation activity. It takes hundreds of volunteers and days…

Read More
Seaplanes
Clear Signals, Safe Waters: Why Icom Radios are Key to Seamless Seaplane Operations at AirVenture 2025
October 1, 2025

At the heart of EAA AirVenture 2025, the Seaplane Base offers a unique glimpse into aviation’s most delicate dance—where water and air meet. Unlike traditional runways, this floating airfield demands a constant balance of precision, coordination, and communication. Here, pilots don’t just rely on their own skill; they depend on an entire team of…

Read More