Authenticity Gap Report 2021 (Press) The Netherlands
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Authenticity Gap Report 2021 (Press) The Netherlands January 2022
Summary
- About the Authenticity Gap
- Authentic insights for brands and organisations in
the Netherlands
- Acting on societal issues
- Methodology
2
About the Authenticity Gap
What is the Authenticity Gap?
FleishmanHillard, one of the advisory labels of Omnicom PR Group has been studying authenticity since 2012,
when they first set out to explore the alignment between consumer expectations and experiences: what they
like to call the ‘Authenticity Gap’.
1 80
Market Companies
10 1000
Industries Informed
consumers
FleishmanHillard|Authenticity Gap Report 4
Why authenticity matters
For companies looking to make choices
about where to focus their attention or shape
brand campaigns, understanding authenticity “Knowing the right
time to stand up, the
has become a vital tool in the
communications armory.
But how to understand where tapping into
their authentic voice will have the most right issue to
champion and the
impact with customers, partners and
stakeholders? How to keep up with shifting
expectations of brands?
FleishmanHillard being one the Omnicom PR right words to say is
MORE COMPLEX
Group advisory labels marries decades of
experience navigating these questions with
leading brands with insights and data from
Authenticity Gap to find the right path.
THAN EVER”
5
FleishmanHillard|Authenticity Gap Report
What does the authenticity gap do?
Omnicom PR Group’s work at the intersection of brand and reputation helps organizations create
more authentic engagement with audiences. It allows companies to judge how authentic they are,
where they fall short and how they compare to their sector peers.
Expectations
AUTHENTIC
ENGAGEMENT
Brand Reputation
Managing alignment
what you say and between brand and what others say about you
how you behave reputation to achieve based on shared perceptions
successful business
results
Experience
FleishmanHillard|Authenticity Gap Report 6
The 9 drivers The Authenticity Gap studies measure the gap between stakeholder expectations and their actual experience of a company, using a framework of Nine Drivers that shape perceptions and beliefs about an organization. FleishmanHillard|Authenticity Gap Report 7
Driver descriptors
Management Behaviors Customer Benefits Society Outcomes
More committed Having more Communicating Offering products Taking better care Innovating new Taking better care Contributing to Taking better care
to being a corporate consistent and stable more frequently, and services that of customers and better products of employees society in a way that of the environment
role model that financial and consistently, are better value and services has a positive impact
acts ethically and operational and credibly on my community’s
responsibly performance well-being
Communication is Invest in development Positively contributing
Leads by Effective Understand current Care about physical Positively impacts on
aligned to the Quality products of products and to the immediate
example governance customer needs and mental well-being the local environment
business services community
Proactive in being
Challenge and evolve
Clear values Clearly articulated Care about professional representative of a Proactively leads on
Operates effectively Value for money Put customers first product and service
and purpose strategy and vision development diverse, equal, and sustainability issues
offers
inclusive society
Stable financial Understand issues Consistently strive Understand the issues Positive influence on Environmentally
Open and transparent Authentic leadership Trusted products
performance customers care about to improve that matter to employees society responsible
Creates value based
Shows that it takes Innovates to meet the
Does not sacrifice on understanding the Meets the needs of a Has a workforce that
action to create a needs of a diverse,
diversity, equality, and needs of diversity, diverse, equal, and reflects a diverse, equal,
diverse, equal, and equal, and inclusive
inclusion for profits equality, and inclusion inclusive society and inclusive society
inclusive society society
for profits
FleishmanHillard|Authenticity Gap Report 8Authentic insights for brands and organisations in the Netherlands How 80 brands and 10 industries in the Netherlands perform against the nine drivers of authenticity
What shapes brand
love and drives 15
% 46
%
reputation today?
If you are predominately talking about your
products and services, you are only telling half
the story consumers want to hear.
Only half (46%) of consumer perceptions and
beliefs about a company are shaped by
attributes related to a company’s customer
benefits (products and services).
The other half are shaped by a company’s
impact on society (39%) and information
regarding how a company’s management
behaves (15%).
39
%
FleishmanHillard|Authenticity Gap Report 10Drivers
of Authenticity 2018 2021
Customer
38% NL
benefits
Over time, we have seen a marked 46% NL
shift in importance towards the three
(51% INT)
drivers that make up ‘society (47% INT)
outcomes.’
The shift in importance over time from
management behaviors to society
outcomes seems to mirror both
outcomes
35% NL
Society
heightened societal concern and the
increased expectation of the
companies and brands we value. (25% INT) 39% NL
Has the role of the ‘celebrity CEO’
now been replaced by management
(32% INT)
teams that must focus on, and
Management
advocate for, the biggest issues of our
27% NL
behaviors
time – from climate change to cyber
security and data privacy?
(24% INT) 15% NL
(24% INT)
FleishmanHillard|Authenticity Gap Report 11What drivers are most 15
% 46
%
important today?
Looking at the drivers we see that in 2018
drivers like Care of the environment, Employee
Care and Innovation formed the top 3 of most
important drivers.
That has changed now.
In 2021 drivers Care of the environment but
also, Customer Care and Better Value
followed by Innovation (on place 4) are the
most important drivers influencing reputation.
But the full top 3 drivers of reputation show a
negative gap in 2021. The expectations are
not met.
Companies tend to overperform on drivers of
lesser importance but do underperform on
drivers that count the most.
Be aware that the importance or ranking of
drivers differ per industry. 39
%
FleishmanHillard|Authenticity Gap Report 12The reputational power of acting on issues
65% of Dutch informed consumers believe that for a company to be more credible than its competitors it must talk about its
behaviours and impact on society and the environment, not just the customer benefits it offers.
In fact, across all industries, brands are falling short on expectations on three of the nine drivers, most significantly on delivering
better value, customer care and caring of the environment.
Almost all industries doing well on the More than half of industries are
drivers consistent performance & 9 out of ten industries are failing to performing well on expectations
exceeding expectations meet expectations on caring for the of employee care – with airline
environment brands but also medical devices &
diagnostics the furthest ahead
8 out 10 industries studied are falling Delivering innovative solutions is quite
short of expectations when it comes a top driver for a majority of
to giving consumers better value industries. 6 out of 10 industries do
deliver on this driver
FleishmanHillard|Authenticity Gap Report 13SNAPSHOT: Airline Industry
Airlines need to commit to and act with care –
both for customers and the planet
─ In the Netherlands, informed consumers overwhelmingly demand that
airlines demonstrate the steps and actions they are taking to reduce
their carbon impact and protect the environment, but to date they are
falling well short of these expectations (-10.5% gap, with all airlines having
a significant negative gap on this driver). Indeed, as a ‘new normal’ for
travel emerges, the question for the industry will be how to successfully
combine sustainable flying with financial recovery.
─ In this context, as the world begins to reopen, albeit slowly, for air travel,
a focus on customer care is clearly paramount for long-term viability.
And yet the industry has a significant performance gap (-5.7%) on caring
for customers, underpinning the work that remains to reinvigorate the air-
travel experience in a post-pandemic (or endemic) world.
─ One area of opportunity for the industry could be in better showing its
Airlines NL
commitments to doing the right thing (ranked 7th), and how the ethics
Air France
that guide carriers are inextricably linked to sustainability efforts.
British Airways
easyJet
─ Finally, showing strong financial and operational performance is, relative Transavia
to the other drivers, unimportant in shaping perceptions underscoring the Lufthansa Group
KLM Group
demand for airlines not to sacrifice sustainability commitments and
Icelandair
actions in the name of making profits. Virgin Atlantic
FleishmanHillard|Authenticity Gap Report 14Acting on societal issues
What do consumers TOP ISSUES THAT ARE MOST IMPORTA NT
TO INFORMED CONSUMERS
(% of respondents who said “extremely important”)
ISSUES INFORMED CON SUMERS
EXPECT COMPANIES TO ACT ON
(% of respondents who expect companies to take a stand on)
expect businesses to
Freedom of speech Data security
82% 46%
Data privacy Data privacy
81% 45%
stand for?
Data security Minimum wage
81% 40%
Public health policy and Protecting the environment/ cli -
implementation 80% mate change 39%
Access to affordable, Income and wage gaps
78% 36%
quality healthcare
Violence against women Public health policy
76% 35%
Access to affordable, Freedom of speech
quality education 74% 34%
It can be hard for companies to prioritize Protecting the environ -
ment/ climate change 73%
Violence against women
31%
the many issues that face them. Minimum wage
73%
Disability discrimination, accessibility,
and equal opportunities 31%
Crime Racism
72% 30%
Our research shows the difference between
Poverty Poverty
71% 29%
informed consumers’ ranking of the issues that are Disability discrimination, accessibility,
and equal opportunities 70%
Access to affordable, quality healthcare
28%
most important to them, and those on which they Income and wage gaps
68%
Unemployment
28%
expect companies and brands to act. Unemployment
66%
Gender discrimination
26%
and equality
Racism / racial justice Crime
Interestingly, data security and privacy tops both 64% 26%
lists, perhaps reflecting people being more fearful Ethnic discrimination
and equality 64%
Ethnic discrimination
and equality 26%
in uncertain times, combined with a growing Advocating for diversity, equity,
and inclusion in society 62%
Advocating for diversity, equity
and inclusion in society 24%
unease about how data is managed, shared The spread of Fake News
60%
The spread of Fake News
23%
and protected. It exposes the tension we all feel Acceptance of diversity - ethnic customs,
58%
Technology and Artificial Intelligence repla -
22%
between liking the product but worrying about
traditions, and religious beliefs cing jobs
Gender discrimination and equality Acceptance of diversity - ethnic customs,
the process.
58% traditions, and religious beliefs 22%
LGBTQ rights LGBTQ rights
54% 22%
Impact of outsourcing Access to affordable,
jobs to other countries 51% quality education 22%
Immigration Impact of outsourcing jobs to other
49% countries 15%
Technology and Artificial Intelligence Immigration
replacing jobs 46% 8%
FleishmanHillard|Authenticity Gap Report 16The new CEO:
a mobilizer of change 78 %
say CEOs must speak up on issues
that ‘may not have a significant
impact on the business but have a
significant impact on society’
Today’s consumers have a complex view about
when and why they believe CEOs should take a
public stance on issues that some may consider
82
polarizing or beyond their traditional remit. say CEOs must demonstrate
% committing to DE&I both internally
For instance, more than three quarters (78%) of and externally
informed consumers say it is (very) important CEOs
should speak up on issues that ‘may not have a
significant impact on the business but have a
significant impact on society’ – with particular focus
on diversity and diverse representation within a
86
workforce and its leadership. of consumers believe CEOs must
% have an active voice on
Similarly, 86% say CEOs must have a voice on the supporting and influencing
environmental policy change
environmental policy debate. 84% say business
leaders should have role shaping public health
policy.
84 %
say CEOs should play a role
influencing public health policy
FleishmanHillard|Authenticity Gap Report 17The new CEO:
a mobilizer of change 75 %
say CEOs must lead by example by
their behavior.
There are additional signals that business leaders
should be a role model internally and externally as
well. But looking at the (relatively) reduced
73
importance of management behavior in favor of say CEOs must a role model both
society outcomes CEO’s should be focusing on being % internally as externally.
an advocate for true change.
87 %
of consumers believe CEOs should
have impact on the company’s
employees.
85 %
say CEOs should reflect the
collective views and actions of the
organizations they lead.
FleishmanHillard|Authenticity Gap Report 18Societal impact:
companies are expected
to be part of the solution,
not just the conversation 40 %
The reality of systemic inequities in societies all
36
over the world has never been in sharper focus Four out of ten expect
companies to take a public
Consumers today are placing greater importance on brands
stance on minimum wage.
%
demonstrating cultural awareness that reflects the diversity of
their customers and, in a context dominated by COVID-19,
playing an active role in society’s biggest employment and
employee rights issues.
More than a third of consumers
expect companies to take a
public stance on income and
wage gaps.
FleishmanHillard|Authenticity Gap Report 19Societal impact:
companies are expected
to be part of the solution,
not just the conversation 31 %
The reality of systemic inequities in societies all
26
over the world has never been in sharper focus About a third of consumers
expect companies to take a
public stance on disability
%
There is an ongoing debate playing across multiple channels discrimination, accessibility and
equal opportunities.
and mediums on systemic racism and the impact of structural
inequality on everything from economic prosperity and
employment to healthcare access. The time for empty
promises is over. Consumers want companies to provide a
work environment that is more diverse, inclusive and equal,
More than a quarter expect
and to listen to the needs of a diverse customer base. This is an
companies to take a public
international trend which we see in the Netherlands as bit as well stance on ethnic discrimination
but less dominant. and inequality.
FleishmanHillard|Authenticity Gap Report 20Authentic action on climate
Brands can expect more scrutiny than ever when it comes to
the environment – with the changes they drive making all the
difference. 65% of consumers say it important for a company in
order to be more credible than competitors, that it must talk
about its behavior and impact on society and the environment,
not just the customer benefits it offers.
The top-3 actions companies must adopt to be authentic on
climate are…
1. Have carbon offsetting practices in place
2. Commit to carbon or environmental standards for clients or
partners
3. Switch to a renewable energy supplier for all office, plant, or
warehouse locations
FleishmanHillard|Authenticity Gap Report 21Authentic action on DE&I There has never been a more important time for brands to take
an honest look at how their actions either remove or reinforce barriers
to equity, particularly standing up and championing minority voices
and traditionally marginalized communities.
Informed consumers expect companies to be credible and
authentic, bold and true – acting and leading with empathy
and taking actionable steps to advance diversity, equity
and inclusion.
The top-3 actions companies must adopt to be authentic on
DE&I are…
1. Provide training and further education for all staff on
unconscious biases and best in practice DE&I
techniques
65% 59% 65%
2. Have a clear strategy regarding the companies aims
and goals regarding diversity, equity and inclusion
3. Have confidential feedback and compliant systems
Of consumers say that to The majority of consumers About two-thirds of
be more credible say companies and brands consumers say companies
companies need to must demonstrate they are must provide a work
commit to advancing culturally aware and environment that is more
diversity, equity and listening to the needs of diverse, inclusive and
inclusion in the workplace. their diverse customer equal.
base.
FleishmanHillard|Authenticity Gap Report 22Authentic
Action What authentic action looks like
when it comes to data privacy… 86 %
on data privacy
As digital natives make up more of our
Companies must demonstrate
global workforce, consumers report high
84
to me they have meaningful data
levels of concerns on issues of data and consumer protection practices
%
privacy and security that go beyond mandated
regulations.
Privacy concerns have made
me less likely to use products or
services from companies that use
65 %
data for their own benefit.
I am willing to let companies
collect my personal information
to provide me with greater
convenience and personalization.
FleishmanHillard|Authenticity Gap Report 23Methodology
Methodology
The 2021 Authenticity Gap research was conducted by
TRUE Global Intelligence, the in-house research practice Chemical Companies Agribusiness
of FleishmanHillard and one of the advisory labels of
Omnicom PR Group NL. Insurance Pharmaceuticals
A 25-minute online survey among ‘informed consumers’
was fielded in the Dutch market in the table in October Biotechnology Medical Devices & Diagnostics
2021.
Airlines Smart Home Products
The ‘informed consumer’ is defined as individuals who
are interested or involved in one of the 10 industries
that were studied in the 2021 Authenticity Gap research. Food & Beverage Consumer Electronic Devices
Interest and involvement was classified
as being any one of the following: being a customer,
an investor, working in an industry, knowing people in
an industry, having subject matter interest in an industry,
or having studied aspects of an industry while in school.
Nationally representative sample targets were set on
age and gender in each market.
FleishmanHillard|Authenticity Gap Report 25WANT TO KNOW MORE?
LET’S CONNECT
Tel + 31 20 406 5930
www.omnicomprgroup.nl
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