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Shikatani Lacroix Design (SLD) has published DeepReal, an extensive study exploring how consumers perceive truth – and strategies for brands navigating through a world of “fake news” and misinformation. The study was conducted in early 2021 among 2,000 North American respondents and provides an exclusive look at the way consumers discern between true and false information.

“It’s no secret that the ability to determine whether information is true is growing more difficult,” says SLD’s president, Jean-Pierre Lacroix. “We were interested in how this larger trend is impacting brands, and through our research we found that everything from social media influencers to claims on packaging are having a significant impact on consumer purchase decisions. From there, we leveraged our findings and industry experience to offer strategies on how brands can succeed in a world where it often feels like nothing is real.”

Along with industry specific reports for the banking, CPG and retail industries, the publication of DeepReal also includes two blogs, a podcast, and a webinar – all available on the SLD website.

“Our hope is that the DeepReal research will encourage brands to reassess how they are communicating with their customers, what channels they are using, and whether they are being as authentic as possible,” says Jean-Pierre. “Ultimately, these are the ways to drive a stronger sense of brand loyalty.”

To explore all of SLD’s DeepReal content, click here.