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Brand Ranking by “Authenticity”

September 20, 2023

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Brand authenticity matters to young consumers, a survey of 75,000 "GenZ" consumers, ages 13-22, has found. More than 80% of the respondents said it's important that brands are authentic and "true to themselves." The survey, conducted by market research firm YPulse, defined "authenticity" as "being real, flaws and all, and earning loyalty by sharing what truly matters to the company with honesty and consistency." The top three most authentic brands for American GenZ consumers are Nike, Coca-Cola, and YouTube.

Also cited favorably by the survey participants: 

  • ApplePay's innovation and convenience.
  • Ben & Jerry's combination of activism and fun.
  • Duolingo's playfully unpredictable personality.

Read more of the YPULSE story here. 

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