Today’s consumers crave authenticity. Here’s why, and what you can do about it.

“Volvo: they’re boxy but they’re good”

I always remember this advertising slogan from the film Crazy People. Dudley Moore’s character is an advertising executive who does the unthinkable, he tells the truth. The adverts are mistakenly run in the newspapers, and people love them.

Of course, that’s just Hollywood fiction, or is it?

In December 2023, Gitnux - a website offering market research, statistics, and business insights - shared statistics showing that around 86% of consumers cite brand authenticity as a key factor when deciding where to place their support.

I’m not really surprised.

We live in a digital age, full of fake news, misinformation, sensationalist headlines, and an overwhelming plethora of content. In a marketplace saturated with options, authenticity makes you unique and helps businesses stand out.

This month (March 2024), Google updated the search algorithm in a renewed effort to reduce low-quality, unoriginal results, and to lower spam content. Search engine companies have since reported many sites being impacted by these changes, with some being de-indexed from Google search altogether. In other words, websites disappeared completely from Google’s search results.

I’ve spoken before about the importance of E-E-A-T in search (Experience - Expertise - Authoritativeness - Trustworthiness). Google have made E-E-A-T even more significant with this latest algorithm update. It’s a clear clampdown on websites producing regurgitated low-quality blog posts, generated by AI simply to manipulate search results.

Trustworthiness is one of the indicators, and that’s part of being authentic.

How does all this relate to authenticity in content marketing?

When a combination of consumer statistics, a general sense of mistrust in the world, and Google’s search algorithm come together in this way, I believe it’s sending a clear message.

Now is the time for authenticity.

But don’t just take what I’m saying on face value.

In November 2023, Merriam-Webster announced that ‘authentic’ was its 2023 word of the year. It related in part to a surge in online search queries including the word.

Think of it another way.

We all get bombarded with marketing messages every single day. If you want to get heard in the midst of the noise, there are some clear benefits to marketing your business in an open, authentic, and honest way.

The benefits of authentic marketing

• It will set you apart from the me-too competition and make your business unique.

• It will help your site get seen amidst the millions of blog posts already out there.

• You’ll create a deeper connection with your customers.

• It will build trust and credibility with consumers.

• You’ll be a breath of fresh air in an increasingly sensationalist and mistrustful world.
  

How you can be more authentic with your content

Customers buy from the brands they connect with.

When you’re genuine and sincere in your interaction with customers, you build trust and loyalty. And, knowing who to trust can help people cut through the overwhelming amount of stuff they see each day.

Here are seven ways you can show authenticity

Be consistent with your core values

Customers expect to see ongoing evidence about the values behind your business. It’s not a one and done, they want to know what you’re doing to uphold those values. Consistency in all your communication and interactions with customers will help show what you stand for.

Share real stories

People will connect with the human side of your business when you share genuine stories of your team, customers, and business experiences. Behind the scenes will help them understand your values and see how you live them.

Admit your mistakes

It’s easy to talk about the amazing things your business does. But with cynicism being so prevalent, many now distrust what companies are saying, especially if it’s always positive. Owning up to what goes wrong show’s you’re human and can help you gain more respect and loyalty.

Be transparent

Openness and honesty will give people a better feel for your business. It could mean sharing your manufacturing processes, or product ingredients. It could be transparency about your pricing like 3rd Rock recently did on Instagram. Or it could be about your connection with other businesses, including affiliate links or product promotion.

Avoid sensationalism

Clickbait annoys people because the content doesn’t deliver on the promised headline. And sensationalist headlines are designed to create fear or other strong emotions just to get people to read your content. It’s not nice, and customers don’t like it!

Engage and respond

When people take the time to contact you via email or social media, responding promptly shows you care. It could be a customer service query to resolve a problem, or you may want to simply thank them for reading, watching, and listening to your content.

Talk about the things that matter

If you have strong sustainability values, talk about the work you’re doing to help the environment. If you believe in supporting your local community, talk about the things you’re getting involved in. You get the picture!

The actions above are all great to consider for your next blog post. But they’re equally important right across your marketing strategy.

My main message is to be genuine, honest, and sincere in your marketing content.

When you show authenticity, customers will know they can trust your products or services. And, those sharing your values will be attracted to your business. Develop a connection with them, and they’ll be your repeat customers.

Examples of authentic brands

Do an online search, and you’ll find companies like LEGO, IKEA, The North Face, and Patagonia ranked among the top authentic brands in 2023.

Specifically in the UK, Marks & Spencer, IKEA, Samsung, Cadbury, and John Lewis were the top five uk best brands in 2024.

But I believe the best brands to look towards are those you personally feel are authentic. They’re the ones that will inspire you the most.

For me, that includes companies like:

Patagonia clothing - for always staying true to their values of creating sustainable outdoor gear, and their incredible work towards creating a better planet. I’ve always loved founder, Yvon Chouinard’s ethics behind how he runs the company and am glad that’s stayed true all these years. Read my post on Yvon Chouinard giving away the company to help fight climate change.

Rab equipment - for being a climate neutral company, with a repair service and great high-performance outdoor clothing.

Riverford organic farmers - for their company ethics around sustainability and climate action, along with their organic fruit and veg box delivery, and website full of tasty recipes.

Howies - for being a small, employee owned active clothing company based in Wales making ethically produced clothing using organic, recycled, or natural fabrics wherever possible.

3rd Rock - for their transparency with pricing, giving customers a better choice.

There are also hundreds of small businesses in the UK doing good things in ethical, fun, and sustainable ways. They’re the ones that really inspire me to be myself and to show more authenticity.

That’s really what this post is about. Finding inspiration and being more ethical in how we all share our marketing messages.

I’ll finish with the advert below. It’s for a Thai Life Insurance company and I came across it in my research on authentic marketing. I can’t comment on the authenticity of the company but the ad left me with a warm, wholesome feeling, and that’s got to be a nice way to end a post!