A consistent corporate social responsibility (CSR) strategy is at the heart of every successful business. As consumers, we trust brands that act responsibly, which influences buying behaviour. But it is often unclear which companies are responsible, and which just say they are. So how can B2B brands ensure they are noticed for the right reasons? By making sure their CSR policy and commitment to ‘social change’ runs through every level of their operations.

A survey published by Deloitte this year found that, out of more than 13,000 millennials across 42 countries, just 55% believe that businesses have a positive impact on society. Furthermore, 76% agreed with Deloitte’s conclusion that there is a ‘growing view that businesses focus on their own agendas rather than considering wider society’. In the same vein, another survey published this year discovered that Generation Z is more likely to trust that large companies are operating in society’s best interests only when the companies show it by their actions.

It’s no secret that creating a connection with customers can enhance the B2B buying experience; ultimately leading to engaged buyers and increased sales for your business. The right consumer insights can set apart a marketing campaign and raise the bar. Now, brands are going even further to win us over, by weaving these insights into their daily operations and overall purpose. 

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.

Brand authenticity isn’t a new concept, but it is more in demand than ever before. This year has seen a gradual decline in the era of ‘fake’ and consumers worldwide are hungry for the real deal when it comes to the companies they interact with. Fake news has been exposed, influencers have been called out for having false follower figures or for selling products they don’t truly believe in, and brands whose values conflict with their actions (or a lack thereof) have been condemned by ever-critical consumers. People today are no longer focused solely on the end product, they expect today’s brands to have real opinions, values and commitments. 

Despite all the challenges brands are thrown nowadays, authenticity is possible. Regardless of whether its B2C or B2B, the fundamentals remain the same. Talking to customers in a way they’ll relate to, with honesty, transparency and humanity will pay dividends.

That’s why we’ve created a brand new guide to brand authenticity, perfect for B2B marketers seeking to approach their communications in a more transparent, authentic way:

• The importance of honesty
• Skepticism in today’s society
• Purpose – the new brand currency
• Consistency is key
• Delivering on promises