In a world of celebrity endorsements, sponsored posts and paid influencers, consumers crave authenticity more than ever. According to a consumer content report by Nosto, an e-commerce personalisation platform, 90% of people feel that brand authenticity is important, proving that younger consumers prefer ‘real and organic’ over ‘perfect and packaged’.
‘Authenticity’ refers to the quality of being genuine or true. Distilled through social media, it is that X-factor that can create a sense of trust and connection with the audience. Gen Z makes no bones that they prefer brands and celebrities that are ‘real’ about themselves. Faux pretences of sustainability, social responsibility, and ethical business practices ring hollow to them.
Case in point being a 2021 report by Marketsplash (a US-based digital marketing organization) which states that 20% of consumers have unfollowed a brand on social media because they thought the content was too corporate or not authentic enough.
Here are afew brands who have built a loyal base, thanks to their authenticity.
Fabindia: A retail brand that specializes in traditional Indian clothing and home decor, Fabindia is known for its commitment to promoting Indian craftsmanship and supporting local artisans. Fabindia’s authenticity is demonstrated through its dedication to preserving traditional Indian techniques and creating sustainable livelihoods for artisans.
Jumboking: India’s homegrown burger brand, Jumboking offers a delicious menu with a wonderful ‘Indian’ appeal. Powered by India’s best supply chain and logistics partners, this Made In India success story does not project itself as a foreign label. By selling a range of international flavors, in a uniquely relatable way, it has become the default for the fast-moving crowds across Indian metros.
Amul: Famous for producing high-quality dairy products for over 75 years, Amul is also known for its catchy advertisements and innovative marketing campaigns- their plug into current affairs and their anticipation with their catchy phrases have earned that ‘voice’.
Tata: Known for the variety of industries, including automotive, steel, and telecommunications, Tata is well famous for its commitment to social responsibility, and it has been involved in a number of philanthropic initiatives. Its famous ‘Jaago Re’ campaign and trust by Tanishq demonstrates its commitment to ethical business practices, environmental sustainability, and community engagement.
If brands are authentic in their messaging, values, and actions tend to resonate with young consumers it can help build a loyal and engaged following, as people are more likely to support individuals and brands that align with their own values and priorities.