According to Cohn & Wolfe’s Authentic 100 study, just 7% of UK consumers described brands as ‘open and honest’ – the same percentage as France and Germany. Only Sweden recorded a lower percentage ( 5%). Sweden and the UK were also most likely to indicate a preference for domestic brands. The UK was the least likely to reward brands (e.g. with recommendations and loyalty) for authenticity. 

The study gathered responses from 12,000 consumers in 14 markets (Brazil, China, France, Germany, India, Indonesia, Italy, Hong Kong, Singapore, Spain, Sweden, UAE, UK and US). Across the study, consumers were asked to rate over 1,600 brands against seven attributes of authenticity (delivers on promises; is high quality; treats customers well; protects customer privacy and data; communicates honestly; acts with integrity at all times; is open and honest about its business practices). 

Globally, the most ‘authentic’ brand was found to be Disney, followed by BMW, Microsoft, Amazon and Apple. 

The UK Authentic 20, a country breakdown, showed that John Lewis, Marks & Spencer and The Body Shop occupied the top three places, followed by the BBC and Boots. The highest ranking US brand was Amazon, in eleventh place.