Authenticity Is Important for Brands
It’s the age of authenticity and brands need to get real if they want to connect with their audience. 86 percent of consumers say that authenticity is a key factor when deciding what brands they like and support (Stackla, 2019).
It’s not surprising that consumers expect that the companies that they buy from are authentic in how they present themselves and carry out their business. Consumers expect brands to be honest. But brand authenticity is a relatively recent concept, mainly pushed forward by Millenials. They’ve seen to be more vocal about their demand for authenticity. But of course, this demand extended on to Gen Z as well. Millennial and Gen Z consumers demand that businesses care for something more than just profit, and if they can’t see that from a brand, they don’t hesitate looking for a brand that does.
Brands can start being more authentic by being transparent and consistent in their branding and messaging, by having values that they can stay true to, and most importantly, by being honest. This way, they’ll be able to build long-lasting relationships with their customers and prospects.