Today’s consumers demand more of the brands they support than ever before. Learn how to create valuable connections & increase your brand authenticity.
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2022 Brand Authenticity Index™
Building Authentic Connections During Unpredictable Times
Key Pillars of
2022’s Most Authentic Brands
Calm continues the wellness trend and puts the fundamentals of sleep and meditation in the palm of our hands. Consumers give Calm credit for telling its story in an honest way that helps them understand why holistic wellness is essential.
Patagonia rose to the top because of recent donations to fight climate change. This deepened its connection with consumers and earned more profound respect for taking a stand for what Patagonia believes in and aligning with consumers’ values.
Whole Foods is a brand that has consistently risen each year. This is a brand that has become more accessible over time. Consumers believe more than ever that Whole Foods “Cares about People Like Me” as it works to lower the costs of healthier foods.
Kiehl’s leads with its natural ingredients and building a brand based around the ingredients in its products in a way that many other fashion brands and cosmetic brands aren’t.
USAA is consistently the gold standard of consumer connections in the insurance industry. USAA does right by our military families and has its consumer’s backs in a way that they’re not used to from insurance companies, making its strong performance even more extraordinary.
Rocket Mortgage is changing the way we finance homes. Mortgages have historically been a challenging and burdensome process. Rocket Mortgage has made the home-buying process more accessible by putting the power in the consumer’s hands.
Levi’s leans into who it is, communicating with consumers in a way that evokes nostalgia and feels true to who it is, earning high scores for being Honest and Transparent.
Coinbase is changing the financial landscape and is on the front lines of introducing a new generation of consumers to invest. Its disruptive nature feels authentic to who it is, and the brand has done a great job of telling its story.
Everywhere consumers look in their lives, they can be reminded of something they bought at Costco. Costco’s Consistent and Transparent experience from coast to coast allows it to occupy a unique space in consumers’ minds.
Allbirds is well known for its sustainable and extremely comfortable shoes, allowing consumers to “feel good” in multiple ways, which contributed to leading scores in “Cares About People Like Me” and “Aligns with My Values.”
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As we recover from the trauma caused by the pandemic, many consumers find themselves in a state of shock. The HawkPartners 2021 Brand Authenticity Index™ provides an opportunity for brands to connect in new ways with consumers that are more engaged, connected, and open than before the pandemic began.
Leveraging the pillars of Brand Authenticity can be used to measure if your marketing strategies now reflect the narratives of consumers.