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Why brands that prove they’re real will win.
Key takeaway cards for this data drop.
Reality is required for health, finance, news, and reviews — where deception impacts quality of life, finances, or truth. Consumers are less strict on authenticity when it comes to fashion, beauty, and tech — where creativity and flair are more acceptable.
The majority of consumers believe brand content is AI generated and they aren’t sure what to trust. Defendable, authentic content is now a way to differentiate. Brands that voluntarily disclose their content approach can convert widespread uncertainty into trust.
Brands that stand out as authentic are transparent, honest and connect with consumers in a relatable way. Real customer stories, experiences and images are key to fostering authenticity. Polished visuals, celebrity endorsement or paid influencers lack credibility.
Expert video and commentary.
Our CEO's take:
The Authenticity Tax
Brands have spent years trying to look authentic. But consumers are raising the bar. In our latest Data Drop, The Authenticity Tax, we explore why 79% of consumers prefer authentic brands, but are increasingly looking for proof behind the claims. Watch Cashew CEO, Addy Graves break down what’s changing the way brands earn trust.
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