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

DXpedition
Icom Powers 3Y0K : Ham Radio’s Most Ambitious DXpedition to Remote Bouvet Island Part 1
July 11, 2025

Bouvet Island sits at the edge of the world. It is frozen, uninhabited, and almost impossible to access. Fewer people have set foot there than in space. That level of remoteness is exactly what makes it so valuable to amateur radio operators. The island ranks tenth on ClubLog’s list of Most Wanted DXCC entities,…

Read More
entrepreneurial success
The Hidden Key to Entrepreneurial Success: Build Momentum Through Personal Branding and Authentic Networking
July 10, 2025

What if the biggest pivot of your career started with a conversation?  In this episode of Professional Quotient, host Jason Winningham welcomes Fanny Dunagan, CEO and Content Strategist of PathLynks, LLC. Fanny shares her journey from high-pressure consulting in Singapore to founding her own media and branding company — and why learning to network…

Read More
Q2 2025
RM Q2 2025 Wrap Up
July 9, 2025

Rogue Marketing continues to lead with intention in a space often driven by noise. Q2 2025 reflected a strategic focus on substance, where each initiative supported long-term brand growth. The team transformed internal recognition efforts into enduring brand assets and refined event strategies through immersive, results-driven experiences. Website launches during the quarter balanced visual…

Read More
amateur radios
Hamvention Spotlight: Emergency Preparedness Led PrepHam Paul to Amateur Radios and a Rising Voice in the Field
July 9, 2025

PrepHam Paul (K5VLP) celebrated his first visit to Dayton Hamvention by marking a major channel milestone. He hosted a giveaway of the  IC-2370B mobile radio from Icom to thank viewers for helping him reach 10,000 subscribers. His passion for emergency preparedness, rooted in his experience as an Eagle Scout and later studies in emergency management,…

Read More