It’s no longer acceptable for brands to communicate their values and intentions but never deliver. Modern buyers have wised up to what’s ‘fake’ and what’s not – and are beginning to hold brands accountable.
To re-establish trust with customers, companies need to ensure they always remain authentic. While brand authenticity is not a new concept, the changing tides of public opinion mean it’s more important than ever. There is no space for half-heartedness in today’s world; it’s crucial that brands start as they mean to go on – by communicating their genuine intentions and actions – and stay true to what they say.