In today's fast-paced, hyper-connected world, consumers recognise authenticity as a pivotal factor in establishing trust and confidence in a brand. Although the notion of authenticity appears straightforward in theory – aligning a brand with its vision, values, and beliefs – putting it into practice is a nuanced and multifaceted endeavour.
Consumer trust in brands has reached a critical juncture, with recent research pointing to a significant decline. According to a Meaningful Brands report from Havas Media Group, only 47% of brands are perceived as trustworthy, and a mere 34% of consumers believe that companies are transparent about their commitments. In an era where actions resonate louder than words, consumers seek more than just promises – they may reconsider their preferences if their expectations are not met.
Exploring the Multifaceted Nature of Authenticity
Authenticity, in today's landscape, transcends mere messaging. It encompasses the creation of an environment where brands facilitate, encourage, and amplify the voices of their customers, fostering genuine rapport within their communities. Consumers now place greater trust in the experiences and opinions of fellow users than in what brands themselves proclaim.
However, transparency can be a daunting prospect for brands. The idea of laying bare their operations and practices may leave brands feeling exposed and vulnerable. Yet, this vulnerability is precisely what demonstrates a brand's readiness to invite constructive feedback, and its willingness to be open and genuine.
Outdoor fashion giant Patagonia has been openly sharing detailed information about its supply chain, environmental, and social impacts of its products since 2007 through its "Footprint Chronicles" initiative. It also actively engages with stakeholders through surveys, customer reviews, and social media, understanding concerns and considering suggestions for improvement. It comes as no surprise that the company ranks among the most trusted brands among millennials in 2021.
Following in their footsteps, at Geneco, we have embraced transparency by actively engaging with stakeholders through surveys, customer reviews, and social media channels to thoroughly understand their concerns and consider suggestions for improvement. Whether they are positive or negative, the feedback is taken into account when making changes and shaping future plans. For example, we introduced the Power Eco Add-On 2.0 and opened it to all residential customers following feedback for higher accessibility and observing that our customers wanted the flexibility to upgrade their plans.
Consistency and Commitment to Brand Promises
Beyond transparency, authenticity demands consistency with a brand's promise. This means that for a brand to be perceived as genuine, their image, voice, and set of values must be in line, and over a period of time. At Geneco, our commitment is to drive environmental and societal changes in Singapore. Our motto, #PowerTheChange, serves as our dedication to empowering Singaporeans to lead more eco-conscious lifestyles while pushing for a more united, inclusive community.
True to our commitment, we have continuously launched various campaigns over the years to raise awareness and advocate for different causes. Our recent campaign, #MySecretGarden, aimed to create a safe space for individuals and encourage them to appreciate the healing power of nature; while also inspiring Singaporeans to dispel the stigma surrounding mental health.
Furthermore, consistency reinforces brand recall and strengthens customer loyalty. When customers know what to expect from a brand and when those expectations are consistently met, trust is solidified. Inconsistencies, on the other hand, can erode this trust, causing consumers to question the brand's credibility.
Embracing Accountability In The Face of Challenges
The pursuit of authenticity is not without its challenges. Brands, in their journey toward responsibility and authenticity, often encounter difficulties. This is particularly prominent when brands work across different countries, cultures, and languages.
A case in point is the Dove advertisement in 2017. The campaign depicting a black woman stripping off to become a white woman was intended to celebrate the diversity of real beauty but was instead perceived as racist and inappropriate, despite good intentions.
In recent years, through feedback and backlash, brands have learned to be more culturally aware and to avoid instances of unintentional stereotyping.
Ultimately, building brand trust is not the culmination of marketing campaigns with clever copywriting; it requires an ongoing dedication to upholding values and fostering deep-rooted connections. Embracing transparency through vulnerability should not be seen as a mere strategy, but as a genuine reflection of sincere intent.
In an age where authenticity is the currency of trust, businesses navigating the complex terrain of authenticity will not only earn consumer loyalty but also contribute positively to the broader societal discourse. The pursuit of “being real” is a profound commitment to the principles that define a brand's identity, integrity, and purpose.