None of the tech advancements that have emerged alongside the pandemic has been more essential or meaningful than our capacity to video chat with co-workers and loved ones. Tools like Teams, Zoom and Google Classroom have aided our ability to do business, communicate and learn.
They’ve also established an acceptable casual aesthetic across both digital and conventional media. Even CEOs have switched their posed profile photos from suits in the office to polos at home with their children in the background. Many ‘produced’ TV ads are being made to appear as if they were shot in real-time, while some brands are using ‘raw’ material on online platforms. 2022 was the year of ‘authentic’ content starring ‘authentic’ people living ‘authentic’ lifestyles.
But are brands really becoming more authentic? And do consumers care? The answers are ‘if they’re not, then they should be’ and ‘yes – especially millennials’.
According to Twitter Business, 90% of millennials, 80% of baby boomers and 85% of GenXers say that authenticity is an important factor when deciding which brands they support. This vast majority of consumers wants more than good deals and cheap products. They want real, human experiences that enrich their lives and align with their values – essentially, the human touch at scale.
User-generated and influencer content started becoming an integral part of forward thinking brands’ communication strategies as far back as 2010 when Instagram launched. Now, it’s not an option it’s an essential. Even Instagram feeds are becoming less curated. They’re less about the filters and more about real content.
Entrepreneur.com’s top tip for keep clients engaged in 2022 is: ‘Authenticity is everything and there’s no room for error’. It’s clear that brands that want to stay relevant in 2022 and beyond will have to do a values-based reality check. Do their actions reflect their stated vision and mission? Does their marketing align with what they claim to care about?
With consumers hyper-aware of issues around racism, inclusivity, diversity and ethics, as well as issues like global warming and equal access to healthcare and the like, there’s no longer any room for error when it comes to brands walking their talk. And nor should there be.
Numerous studies are showing that consumers are more likely to support brands that stand for something – even if the product or service costs more. Frontify.com says that taking a stand and having values built into your marketing strategies can benefit your bottom-line. “This helps build consumer trust, and when consumers fully trust a brand, they’re more likely to buy from them first, stay loyal, become advocates and defend the brand.”
An Accenture study takes this even further, saying that broken trust actually causes brands to lose revenue: Around 54% of companies they recently studied, which have lost trust, stood to lose at least $180 billion.
So, authenticity is becoming ever-more important for many reasons. Relatability being one; and alignment with values and CSI commitments being another. The challenge for communicators and leaders is how to use all the available channels to showcase their commitment to causes and to connect more authentically with their audiences.
