Maureen Flynn and Leah Brody
Changing Our World
In 2018, Changing Our World conducted a study to explore how Americans perceive authenticity in corporate citizenship. We found that while consumers and employees expected companies to act responsibly and invest in building a better world, many were doubtful whether companies followed through on these commitments.
Fast-forward to 2024, and our latest report, The Authenticity Imperative, offers fresh insights into how expectations around corporate responsibility have evolved in recent years – and reveals the rising tide of public skepticism.
Our 2024 research shows that public trust, especially among younger generations, has declined while expectations for companies to engage in social causes remain high. And, while Millennials and Gen X remain supportive of – and often influenced by – corporate responsibility efforts, Gen Z has become increasingly skeptical, forcing businesses to rethink how they engage with this audience.
Other key findings from the report include:
- Nearly 70% of respondents agree that companies should support social issues and causes.
- Gen Z shows lower workplace and brand loyalty even when they perceive a company’s efforts to be authentic.
- People believe learning about a company’s good deeds from a nonprofit or charity is 50% more credible than hearing from a company’s own advertising.
- Similar to 2018’s findings, people – regardless of gender or age – largely agreed on four key characteristics of authenticity: long-term strategy, putting skin in the game, leveraging core assets, and third-party endorsements.
The Authenticity Imperative underscores the importance of transparent, adaptable strategies to rebuild trust and meet the demands of a more discerning and critical audience. To thrive in today’s environment, businesses must prioritize long-term commitments, flexibility, and clear communication.
This report offers practical recommendations on how to do so, including tailoring communications for different generations and fully integrating corporate responsibility into core business strategies.
Ready to chart your course and confidently navigate the depths of corporate responsibility in 2024? Dive into The Authenticity Imperative to discover essential tactics to help your company build trust and reap the rewards of taking an authentic approach to corporate responsibility.
