Year: 2021

  • AUTHENTICITY GAP: Aligning consumer expectations and experiences

    Why is it so often that what we see and hear from brands, businesses and people jars with what we might feel, experience and believe? They have an authenticity problem, a crisis gap if you will. At FleishmanHillard, we have been studying authenticity since 2012 when we first set out to explore the alignment between consumer expectation and experiences: what we like to call the ‘Authenticity Gap.’ The Authenticity Gap measures the gap between consumer expectations...