Why being genuine matters in today's marketing

With a constant stream of content on my social media feed, it’s easy to tune out and lose track of whether I’m seeing personal updates from friends, posts from brands I've purchased from, or companies (and their influencers) trying to introduce me to and sell new products. The sheer volume of content pushed through is overwhelming, and more often than not it’s now a space mostly consumed by advertising messages and brand promises.

Don’t get me wrong, as a marketer I enjoy the advertising onslaught and can appreciate a well-timed ad. But I’m an exception. This advertising saturation has led to a peak in marketing scepticism for the average consumer, making people more discerning than ever. Traditional methods of promoting products through polished, one-sided advertising are losing their effectiveness. Consumers are gravitating towards brands seeking authentic engagement and genuine connections with their audiences, marking a crucial evolution in how brands must operate to succeed.

So what is authentic engagement and what should brands do to achieve it?

Be true to who you are (transparency)

Your brand is your identity, so be clear on what it truly stands for. It is important to be transparent about how your business operates, from where you source your materials to how you provide post-sale customer care. By being open and honest about your practices you will establish trust and build loyalty. Customers today expect brands to be upfront with them, and by meeting that expectation these brands will get their confidence and support. Gen Z, the rising generation of digital natives, places a high value on transparency. According to Edelman, “This generation of consumers are unparalleled when it comes to verifying the information they see online…70% will always fact check what brands say, and will unfollow you if you’re not truthful”.

Allbirds, a sustainable footwear company exemplifies this by sharing detailed information about their product lifecycle and commitment to sustainability, a key factor in their success. This illustrates that transparency isn’t just a ‘behind-the-scenes’ value - it’s a customer-facing necessity.

Stay on brand (consistency)

Whilst this may seem like a no-brainer, it's an area many brands struggle to get right. To deliver authentic engagement you need consistency across all brand channels and interactions. From your messaging, to how you show up on your socials, through to the customer service experience. By establishing consistency it makes it easier for consumers to understand who you are and what you stand for, reinforcing a stronger brand identity. Apple is the gold standard for consistency in branding. Whether it's through their marketing and advertising, minimalist design, or in-store customer service, Apple delivers a unified experience that has built immense brand loyalty and positioned them as a leader in the tech industry. Take these billboards as an example, highlighting the consistency in Apple’s advertising two decades apart.

Be human (authentic connections)

Making authentic connections with consumers plays a critical role in helping brands win market share. These connections can be established in several ways, such as humanising the brand through storytelling, engaging with consumers on an emotional level, or delivering personalised and responsive service. By taking this customer-centric approach, brands demonstrate genuine care for their customers.

Although being human and making genuine connections is not just about customer service, it’s about creating a brand that consumers feel connected to on a personal level. Amazon is a great example of a brand doing this exceptionally well. My household spends thousands of dollars with them annually, yet I’ve never spoken to a real person, even when returning products or enquiring about missing items. Despite this, I still feel a strong connection to the brand due to its highly personalised shopping experience, AI-driven responsive support, and human-like intuition; all combined, these have delivered a great brand experience that has won my loyalty.

In a world flooded with messages, it’s easy for brands to get lost in the noise. But a brand will stand out when it is transparent, consistent, and genuinely cares to connect on a human level with its customers (with or without automation/AI). While selling a product or service can sometimes be straightforward, building genuine relationships with your audience does take time. By brands staying true to who they are and focusing on authentic engagement, they will have a solid strategy to achieve long-term success.

If after reading this you’re now wondering where to start in actioning these points, get in touch and let’s find a way to make your brand one of the best performing in New Zealand.