Younger generations don’t trust companies and institutions the way their parents and grandparents did. For starters, there have been organizations established to protect them which have demonstrated repeatedly that they can’t (or won’t). When you also factor in post-911 mass surveillance and increased income inequality during the COVID-19 pandemic, millennials and gen Z have plenty of reasons to be mistrustful. 

When it comes to marketing, a snazzy campaign is well and good. But the best way to reach economically-powerful younger generations is with brand authenticity. 

Why Consumer Trust Matters 

According to recent data, 90% of modern customers believe authenticity is important. So to bring those consumers into your customer base, you have to match what’s important to them. You need to be authentic and honest. 

A great way to be authentic, especially to members of younger generations who crave genuine experiences in an interconnected world, is to create advertising content that doesn’t feel “packaged.” 

Marketing that’s "designed by committee" tends to come off as overtly focus-tested, and is over-edited will lose its effect on younger generations. They tune it out. On the other hand, if they feel like they can trust you and are feeling seen and heard, they’ll be more receptive to your message because your message is something they’ll want to hear. 

Brands and marketers are leveraging user-generated content and influencer marketing to boost authenticity.

In an attempt to boost authenticity, many brands and marketers are leveraging user-generated content and influencer marketing; in other words, strategies that have proven to be successful among younger audiences. Plus, content perceived as coming from a customer or a “peer” tends to be embraced by the audience more readily, often leading to greater trust in the brand. 

Additionally, user-generated content often conveys the real customer experience or speaks to the real-world issues younger consumers care deeply about. If this content creates a deeper emotional investment with the brand, the consumer may make a purchase as an expression of support. 

When your brand message is authentic to your audience, they’re inclined to form a relationship with your business that’s more than just customer and brand. These brands can reach the point of practically becoming a lifestyle for their consumers and identifying with these brands and their messages,. 

When customers trust a brand and can rely on the brand for a consistent experience,  that brand wins repeat customers who keep coming back. Instead of churning and burning clients or chasing one-time sales, long-term customer relationships built on transparency and authenticity are what ensure enthusiastic repeat purchases for years to come.  

But how should a company, especially an enterprise with years of ruthless experience in tough markets, turn its image around? 

How to Get Real

For some brands, authenticity means finding a message that becomes core to the brand, sticking to it, and communicating it. When it comes to choosing a message, there are some things to keep in mind, including: 

• Without a clear set of values, you can’t communicate them 
• Without knowing what to expect, you can’t stay consistent
• Without practicing what you’re preaching, customers will walk away 

Without communicating your message, authenticity doesn’t spread, because nobody hears it 

Understand What You’re Getting Into 

Authenticity is about more than transparency or championing a social cause. It’s honesty about what you’re selling, consistency in your values, and clarity of vision for where you want to go in the future. 

Maintaining a clear and consistent attitude, tone, and personality across every channel of communication makes customers feel they know what to expect from you. And since consumers tend to think of corporations as people, most people expect brands to have distinct personalities much as one would expect from a friend. As with people, trust is rarely the product of constantly-changing values and unpredictable attitudes. 

Community Integration 

Make a Value Judgement 

Identify the causes with which you’d like to align your brand. Which values do you see your company sharing with others? Who should you try to reach with that message?

If you aren’t sure where to begin, start from the bottom and work your way up. In this case, we’re referring to starting with your team members who are on the front lines of your company’s customer experience. You want those employees to really understand and believe in the brand; after all, your employees are typically the ones to deliver your brand message to the audience. So if they believe in the brand message, then you can bet that your message isn’t coming across. 

Once you have nailed down your values, the key is to hire only candidates who share those values. 

Walk the Walk 

Actions speak louder than words. Consumers want to align themselves with brands that support issues they care about. For example, US-based clothing brand American Eagle gained much good will (and lots of new support) from dropping both professional models and Photoshop retouches from marketing materials for the company’s Aerie line of underwear. Most importantly, American Eagle has followed through on these promises.

By comparison, the infamy of Victoria’s Secret—and, more specifically, the company’s arduous model requirements—is surely a factor in why Victoria’s Secret has been on the decline. 

Be Ready for Controversy 

In the eyes of the consumer, cowardice can be as bad as hypocrisy. Find a stance and stick to it, but be careful when finding your stance—it may not fit your audience. 

Stick to Your Story 

Finding the right issues and sticking to them can turn your brand into a symbol of positive social change. Today, the internet spreads stories of brand authenticity and social participation while also exposing lies, half-commitments, and hypocrisy. 

Consistency is just as important as tone and communication.

Consistency is just as important as tone and communication—instead of changing your message to match the latest trend, be committed to an idea so your brand can make its moral stand.

Talk It Out 

A social stand is only one part of brand authenticity. Transparency also helps. Owning up to mistakes humanizes your brand and shows you understand your customers. 

Social media has given business owners and brands the ability to more easily connect to and engage with their customers. On Facebook, Twitter, YouTube, and several other popular social networks, you can: 

• Share news
• Gather and acknowledge feedback 
• Solve problems 
• Ask and answer questions 

With open and honest communication, you're able to build relationships with customers on the platforms where they feel most at home. 

Use Social Media Intelligently 

Social media isn’t an ace in the hole for authentic branding. To get the most from social media, you really need a strategy. 

User-generated content—content posted by users online, including social media posts, TikTok videos, and tweets—is increasingly incorporated into brands’ marketing materials to build authenticity fast. After all, user-generated content is authentic since it’s content that’s both made by and directed to the audience. From the audience’s perspective, user-generated content is imperfect, more true-to-life, and tends to speak first as an opportunity for education or entertainment and only second as an advertisement. For brands, it’s almost like users are doing your marketing for you. 

Another factor to keep in mind when using social media to build authenticity is to make sure you’re using a consistent brand voice. Your audience wants to know what to expect from your company. 

On a related note, don’t buy followers or likes. You might assume it’ll generate audience interest, but it doesn’t, and savvy consumers will be able to figure out exactly what’s going on. Most importantly, it tells your audience you care less about engaging with them than making it look like you are. 

Write Your Brand’s Story With Alan + Company 

The last thing to keep in mind throughout the process is brand narrative. Consumers prefer to engage with brands that use some sort of narrative or story-telling elements in their marketing materials. These sorts of brand interactions give the audience something to think about when consumers are generally quick to cast superficial ads out of their minds completely.

If your brand has a long and storied history, then consider leveraging it by making it a central part of your brand identity. By highlighting certain parts of your story and drawing parallels to your brand values, the audience will get a sense of your humanity and character. And those who engage with your story tend to buy more than a product. They are investing in a lifestyle and the chance to be a part of the story. 

But drafting a story is not a typical part of running a business. 

As a boutique marketing agency that knows how to best navigate the modern world, Alan + Company helps you find your brand story. Don’t hesitate to reach out to see how we’ll help your brand discover and express its own authentic identity.