Today’s consumers want more than good deals and cheap products. They want real, human experiences that enrich their lives and align with their values.
In fact, 90% of millennials say authenticity is an important factor when deciding which brands they like to support. And this isn’t just true of millennials: 80% of baby boomers and 85% of Gen Xers reported the same sentiment. Yet, more than 50% of consumers think that fewer than half of brands create authentic content. What’s more, 30% of millennials have actually unfollowed a brand on social media because they felt the brand’s content was inauthentic.
So, how do brands close the gap between the authenticity consumers want and the advertising they currently deliver? The answer is honesty. Customers want a brand that is true to its word, true to its customers, and true to itself.
Tell your brand story
Just like every person, every brand has a story. Whether you have an inspiring founder, loyal customers, or you bring a new solution to an old problem — tell your customers what makes you, you. Telling your brand story will not only make your brand more relatable, it will also communicate that your brand cares about the people who make business happen (instead of just the bottom line).