Authenticity matters – or does it?

How do consumers decide whether authenticity is important? In a world where dupes and counterfeits are just a click away, understanding what drives these choices is essential for brands looking to stay relevant. 

To explore these dynamics, we conducted an in-depth survey of over 1,200 consumers across four countries, analyzing their perceptions of authenticity across various industries. By combining quantitative data with qualitative insights, the Consumer Compass uncovers what motivates buyers to value authenticity – or overlook it – in different contexts.