Authenticity

authentic

/ô’Then(t)ik/

adjective

• of undisputed origin and not a copy; genuine.
• made or done in the traditional or original way, or in a way that faithfully resembles an original.
• based on facts; accurate or reliable.

Being authentic is a vital building block that strengthens every relationship from friendship and colleagueship, to brand relationships between brand and consumer, client or customer. It is a key aspect that embraces the true identity and personality of a brand. Authenticity is considered one of 18 Megatrends. Megatrends are general directions of development that occur at a global scale and are mostly linked to phenomena or changes presently happening worldwide. In an increasingly digital world, where social media advertising is becoming more popular and where there is resistance to traditional media advertising, there has been an increased desire for authenticity and reality.

Consumers want to invest in brands that support their values i.e. through facilitating the consumer experience, remaining ethical and encouraging sustainable practices. Additionally, they relate more to individuals and brands who speak to their needs and how they aspire to be like. This means moving away from the norms and becoming more inclusive, speaking to a more diverse audience and approaching advertising in a brutally honest way to reassure consumers that they are not being manipulated or misled.

Why is this trend so important?

To consumers, brands are similar to friends. Just like friends, consumers choose their brands carefully and evaluate which ones they want to keep based on trust, values, respect, honesty and authenticity. Without brands implementing this trend effectively, consumers are more likely to choose other brands that speak more to their values and needs.

So, what can we do to remain authentic in the eyes of consumers?

1. Provide consumers with products and services that are aligned with their values (i.e., promote preservation & sustainability or financial responsibility)
   1. Examples for being more sustainable could include:
      1. Recyclable packaging
      1. Zero carbon footprint outlets
2. Create honest advertisements without manipulation or misleading messages:
   1. Give consumers the opportunity to advertise the brand through user generated content & influencers
   1. Use GIFs or Memes generated towards the brands (not limited to advertising purposes only)
      1. Consumers use GIFs to express their emotions more easily via various communication platforms, providing a sense of reality, authenticity and fun!
3. Consumers seek holistic experiences
   1. Sound, touch, taste, emotions all create a TRUE/REAL experience and thus speak to authenticity. This leads to making use of ASMR (Autonomous Sensory Meridian Response):
      1. It lets consumers experience direct sensation while watching an ad/video clip or listening to an ad on the radio to provide a more real and familiar feeling.