Winning in the age of authenticity
Honesty and authenticity are attributes that consumers tell us brands need to maintain more than ever. And if a brand is seen to step out of line it can be called out, and its error rapidly shared far and wide. What are some of the major considerations for brands, media owners and agencies as they seek to win in the age of authenticity?
Uniquely, the study reflects the response and attitudes from twin perspectives: those of the industry’s practitioners and those of the consumers they are trying to reach.
Now in its third year, the findings send a strong message that the recurring issues haven’t gone away, and the imperfect balance our industry finds itself in remains.
Whilst data isn’t the answer in itself, it can empower those shaping media and communications planning to deliver insights and drive material outcomes to gain competitive advantage.