Archive

Authenticity

  • Introducing Generation Divided – Why we need to listen to them to bridge cultural gaps

    October 13, 2022

    What can we learn from the culture gap, and how could it help brands authentically communicate to their ever-broadening range of customers, audiences & communities? It’s strange to think this winter feels bleaker than the two preceding it – after two COVID-restricted Christmases, we should be looking forward to a sense of normality, and perhaps finally making the most of the hybrid world we now live in. Instead, what’s facing us is a crisis affecting...

  • What does authenticity even mean (and why does it matter?)

    August 8, 2022

    It’s one of those words – like ‘insights’ – that’s often used and even more frequently claimed. It’s as if everyone knows that businesses and brands have to look and sound authentic to succeed, but nobody remembers quite what you have to do to actually be authentic. Politicians, influencers, business leaders all appear to know that ‘the public’ respond better, buy more, and vote for people or brands who’re authentic. But often as not, they...

  • No place to hide for financial services firms as the FCA’s Consumer Duty shines a spotlight on authenticity

    July 28, 2022

    The FCA’s Consumer Duty will help ensure that retail financial services firms’ promises match their actions. Firms that don’t behave and communicate authentically will face ever-increasing reputational challenges. Financial services firms’ marketing is full of phrases like ‘great customer service’ and ‘competitive interest rates’. But when I phone my car insurer the call wait time is more than 10 minutes. When I do finally speak to them, they promise to call me back but never...

  • What does authentic communication feel like in practice?

    July 27, 2022

    What does it take to bring an authentic voice to one of the UK economy’s most important sectors and how does it affect one of the leading voices in the national debate? Kate Nicholls OBE, CEO of UKHospitality talks about her experience as one of the most vocal communicators for the hospitality sector at the height of the pandemic. In conversation with Liam McCloy, Partner & EMEA Lead for Food, Agribusiness and Beverage at FleishmanHillard...

  • Authentic Magic: Gaining notoriety

    July 20, 2022

    Samuel Hogarth is a street magician based in London. He is originally from Chorley in Lancashire, England. Samuel uses authenticity during his street shows, which he believes helps him to connect with crowds and makes his show stand out from the rest. Samuel credits authenticity as helping him garner more notoriety as a successful magician. Creating magic I always knew I wanted to be a magician when I was young, however I only decided I...

  • No time to lie: Gen-Z’s perspective on corporate greenwashing

    July 15, 2022

    TJ Jordan, Creative and Caitlin Whyte, Account Manager Authentic Action With the increase in demand for global brands to be more sustainable, how many brands are actually living up to their claims of committing to green practice? In recent times, the term ‘greenwashing’ has been used to describe companies that purport to be environmentally conscious for marketing or reputational purposes, but their action does not reflect the message they are communicating. Research shows that Gen-Z...

  • Authentic beauty: Visibility and representation

    July 7, 2022

    Beauty is in the eye of the beholder, but we know that across the world attitudes are changing as perceptions of the ‘visual norm’ evolve. Research from Kantar reveals, 65% of consumers say that it’s important that the companies they buy from actively promote diversity across society. And we are seeing brands rapidly adapt to more inclusive campaigns. However, for every brand that gets this right, there are many that fail to consider the intricacies...

  • Financial Services in 2022: The year for green action

    January 20, 2022

    Emily Rushgrove (She/Her), Associate Director—Corporate & Financial From pledges to action In 2021 we saw businesses collectively sign hundreds of pledges, accords and deals to tackle the climate emergency. In 2022, they will have to act. While some are already doing just that, they all too often remain trailblazers in their fields. That can’t last long. As my colleague Michael Hartt recently noted, just a few years ago climate denial was a boundary line to...

  • Why it’s time to invest in your employer brand

    January 17, 2022

    Employees have, and always will be (for the most part), at the heart of every business. Yet most employers don’t actively curate an employer brand to help them reach and engage the best talent. Fewer still see the strategic links between their employer brand, business performance and corporate reputation. But that is beginning to change. Employer brand is climbing up the priority list; driven by behavioural changes in talent markets across the world, increased expectations...

  • What does ‘getting it right’ look like in 2022 for food and beverage companies?

    December 16, 2021

    Our latest Authenticity Gap Report indicates that consumers are hungry for food and beverage companies to ‘do the right thing’ A year ago, the world was in flux and the future of everything felt very uncertain. As we start 2022, it feels like we are in a different place. Much has changed, but how has it changed and is it for the better? We’ve protested in the name of diversity, equality and inclusion and much...

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