What does authenticity look like for your business?
Buyer journeys are changing as the collective 139 million individuals that make up the Millennials and Gen Z generations become more established in the marketplace.
For these buyers, there are so many more factors when it comes to making a product/service selection. And one of the most significant impacts on decision-making is how your brand measures up in the world today.
The modern customer focuses on making smart research-backed decisions. Before making a purchase, they will compare brands, read reviews, and weigh all options they can. While having a quality service/product is still a key decision driver, a company that has an established authentic brand will always have a leg up.
Buyers want to know that they are supporting a company that cares about their similar interests. In fact post the pandemic, 88% of consumers say authenticity is key when deciding what brands to support.
Authentic brands offer a higher level of transparency when it comes to topics like sustainability, accessibility, and general business practices can take your brand from a transactional purchase to a long-term relationship. So how can you take things to the next level?
We have a few tips to help you get there:
There are already many B2B companies that do a great job of this already. One, in particular, is headspace — their B2B initiative places an emphasis on the idea of happier workers = a healthier business.
This can even be authentically shown in their language throughout the site but even in how they took action in response to larger world issues like the pandemic in which they rolled out a workplace resource guide and even offered free membership for a year to anyone who was laid off as a result of the crisis. This led to millions of impressions and news articles allowing the company to make a huge impact during a time of need. This is an excellent example of how a company can live up to its mission.
Connect with us if you’re looking for some help crafting a brand that lives authentically — and take a look at what we’re also doing to put our money where our mouth is.
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(Header photo: moren hsu on Unsplash)
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