While it might seem like redundant advice – be honest and authentic in business – it seems that in the race to outdo competitors, remain competitive and get more sales, when marketing to audiences, some businesses have lost sight of this but beware – the customers aren’t fooled.
Customers are very savvy – particularly the Millennials (now aged 18-34) who have been marketed to from the crib. They are extremely sceptical about how businesses and brands market to them. It’s not very surprising that trustworthiness and authenticity are two of the top five brand attributes they seek.
And the statistics back it up:
- 63% of those surveyed across 12 global markets would buy from an authentic business over their competitors and more importantly, 6 out of 10 would recommend an authentic business.
- 91% feel it’s important for brands/businesses to communicate honesty and 87% feel companies should act with integrity at all time.
Overall the public’s trust in major corporations is declining and advertising professional have a very low honesty ranking. Customers want transparent and open communications from brands. What’s important? They want honesty, particularly in relation to where the products are sourced, made and from what products.
How can you achieve this?
A recent Mindshare North America study of 1000 Millennials gives us some clear direction. They feel that the following highlights a business’ good intentions, authenticity, integrity and honesty:
- Supporting employees
- Following through on promises and commitments
- Putting people over profits
- Working for a better world
- Helping people
This is not to say that your business should over-promote any charity work you participate in but if you do get involved, letting people know isn’t blatant self-promotion, it makes good sense. It’s all about finding that happy medium. If you are family owned and operated, embrace it. If you engage other local businesses in your practices, let your customers know why.
Overall – don’t pretend, don’t market to your audience something that you’re not. Keep your message honest and avoid the repercussions and backlash should you be discovered to not be who and what you say you are.
Contact the Website Design Centre team for more information on how to put the authenticity in your business marketing efforts.
