Compared to commercial brands?
• Only 7% of Brits say brands/companies today are open and honest
• Nearly 90% of consumers say they will reward a brand for its
authenticity
• Majority of consumers base perceptions of authenticity on personal
brand experiences, as opposed to corporate behaviour at a larger scale
Global Study from @CohnWolfeUK
#UKAuthentic20
What does all this tell us?
• Charities in Scotland held in high regard
• Charities also held to higher account
• Authenticity matters across sectors
• Positive personal experiences behind high trust
• Ethical communications matter – they can and should can play a part in good governance
• Know your audience and connect with them directly
Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk