The Gift of Authenticity

The Gift of Authenticity: Consumers Worry About Counterfeits, Help Them Buy Real Products

People want to know that the goods they buy are real. For brands, the stakes are incredibly high as a single encounter with a fake product can lead to reputational damage that is difficult to overcome. As more consumers will buy for loved ones this holiday season amidst an increase of online shopping options and several newsworthy seizures of goods at U.S. borders, it’s more important than ever for brands to understand exactly how consumers feel about counterfeit goods and the impact on their trust.

This summer, we commissioned a survey of 4,000 consumers in the U.S. and U.K. to find out what they think about counterfeit goods. This summary of the findings offers insight on:

• How many consumers worry about product authenticity
• What industries they’re most concerned about when it comes to product quality
• How inauthentic goods can shift consumer perceptions and result in bad reviews
• What brands can do to protect their products and reputation

Preview the survey results in this free infographic, and fill out the form to access the complete results along with best practices on how to act on them.