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Measuring Authenticity
What does authenticity look and feel like to consumers? Raconteur explores this theme in How do you measure authenticity? In the age of virtue signaling, consumers, especially Gen-Z consumers, are noticing the difference between a brand’s messaging and actions. As taking a stance on social issues becomes more normative, authentic support for consumer values like sustainability or fair labor practice feels rare. Ultimately, true authenticity is rooted in consistency (like voicing support for the Black community as well as having a culture that fosters safety, honesty, and equality for Black employees) and having clear motivations outside of profitability (such as closing on Black Friday or choosing to forgo a considerable chunk of profit to produce a more sustainable product). Consumers can spot authenticity from a mile away; it won’t serve brands to fake it.
Interested in working with RedSky Strategy to shift your perspective and marketing strategies? Our team looks forward to meeting with you, and uncovering how we can use HumanSight to illuminate the best pathway to growth for your company.