In a time where everything is questioned, including authenticity, brands now more than ever have to be conscious on how they are perceived by their buyers. With Gen Z slowly on the rise, the generation who will look the most at authenticity and make up the majority of buyers, it is now more important than ever for brands to be honest not just with their marketing, but with their company values as well.
Honest and forward marketing seems to be the direction the industry is heading. Buyers respond to a clear picture of not only what the brand has to offer, but what they can offer to the world (social responsibility).
Companies like Panera have done this when they announced last year that by the end of 2016, they would have removed artificial sweeteners and preservatives from their products. They kept their promise and started off 2017 with natural, clean food. Panera is now seen as an honest brand that aligns their mission statement with their company values.
This is what currently stands out to buyers across the board. Companies that create honesty and transparency go far in brand presence. These values can even change an industry, like Whole Foods. Whole Foods showed transparency by letting customers know what foods contain GMOs because they believed that people have a right to know what’s in their food. They educated their shoppers and changed the grocery industry. They made people more conscious of what their buying and who they’re buying from and a lot of other companies have followed suit to some of these practices.
So, in short, honesty is always the best policy. By being completely transparent with your buyers, whether it’s within the company, on social media, or out in the world, it will resonate with them. And they will be more likely to remember you and look to you for whatever need/product/service you have to offer.