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2022 Report

Brand Authenticity

What French consumers expect from their favoured brands

Explore consumer opinions across

5 key areas

  • 1. Empathy and understanding

    1. Empathy and understanding

    More than eight out of ten French consumers pinpoint empathy and understanding as powerful elements that brands should demonstrate in their interactions. But where are the opportunities for brands to connect and engage with customers?

    See more about brand connections, empathy, and understanding in our report.

    Read our research

  • 2. Brand representation

    2. Brand representation

    Today’s brands might feel compelled to comment on social and political issues.

    In France nearly all consumers (86%) say brands should try to ensure customers feel represented in their marketing and communications.

    How should you be talking about your brand values? Is staying neutral the right way to go? Explore our report to find out.

    Navigate through social expectations

  • 3. Transparency and communication

    3. Transparency and communication

    How will your customers react to factors such as price increases?  According to 94% of consumers, transparency is key when it comes to additional costs.

    But what else do customers expect from you to keep brand loyalty intact? Fairness, communication, and employee wages are all covered in our research.

    See what consumers want

  • 4. Brand loyalty

    4. Brand loyalty

    How many consumers would describe themselves as 'fans’ of their favourite brands?

    In France, it’s just one in ten- meaning plenty of opportunities for brands to differentiate and capture greater mindshare among their consumers.

    Our report offers clues as to how to make that happen. 

    See how to build brand loyalty

  • 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 France, a surprising 44% 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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Brand Authenticity report cover for France featuring woman looking ahead with colorful characters projected on her face
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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.