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2022 Report

Brand Authenticity

What UK consumers expect from their favorite brands

Drive authentic connections

While the last few years have seen brands rethink their business models, consumers have also been shifting focus. They’ve been re-evaluating their view on what brands stand for beyond the products and services they deliver.

So, what are these consumers thinking — and expecting — when it comes to brand authenticity? Our new research seeks to answer this question and more. A mid-April 2022 survey asked 2,000 UK consumers about their views. The findings are essential reading for brands looking to drive more authentic connections with customers and wanting to know how to go about it.

See what consumers are saying across five key areas. Access our report below.

Access the report

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Essential findings


83% of consumers say brands should make a conscious effort to ensure customers feel represented in their marketing and communications


89% of consumers believe that brands need to prove they treat their customers and employees fairly


70% of consumers want brands to connect with them on a more personal level

Explore consumer opinions across

5 key areas

  • 1. Empathy and understanding

    1. Empathy and understanding

    Four in five UK consumers pinpoint empathy and understanding as powerful elements that brands should demonstrate as they interact with customers. Displaying their values, remembering previous actions, and offering insightful recommendations are all part of this.

    Opportunities for brands to connect and engage exist in areas such as customer service and support, big-ticket purchases, and initial interactions.

    Discover their views in our report

  • 2. Brand representation

    2. Brand representation

    Today’s brands might feel compelled to comment on social and political issues —– and it’s a decision that needs careful consideration.

    In the UK, 55% of consumers prefer a brand that is neutral or has no comment on social issues. But at the same time, 83% say they want brands to take a stand on issues like climate versus waiting for governments to do something.

    See what consumers have to say

  • 3. Transparency and communication

    3. Transparency and communication

    How will your customers react to factors such as price increases? According to our research, transparency is key — 87% say they understand businesses must pass along additional costs, while 94% say they must be transparent about doing so.

    But what do customers expect in return? What price do you yourself pay for their loyalty? Fairness, communication, and employee wages are all covered in our research.

    Find out how customers would react

  • 4. Brand loyalty

    4. Brand loyalty

    How many consumers would describe themselves as ‘fans’ of their favourite brands? In the UK, it’s 1 in 3; there are plenty of opportunities for brands to differentiate and capture greater mindshare among their customers.

    Our report offers clues as to how to make that happen. Areas such as consistency, authenticity, and transparency are key considerations.

    See what our research has uncovered

  • 5. Shopping experiences

    5. Shopping experiences

    It might appear that the world is destined to be digital, but never underestimate the appeal of shopping in person. In the UK, 41% of consumers say they ‘live for the experience’ of doing just that.

    Connecting these offline experiences with what happens online is an excellent way for brands to foster authentic connections and loyal customers.

    See the bigger picture in our report

Brand Authenticity

See what our research has uncovered

For brands willing to invest in service, convenience, and take steps to rebuild trust, there is an opportunity to win back consumers and strengthen relationships with existing, happy customers.

Get the full report

Get the full report

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Customer Experience and Digital Transformation

A matter of moments

There’s never been a better time to evaluate how we communicate with our customers and to take a hard look at the experiences that help us build trust and relationships with our audience.