Being “authentic” is much more than a buzzword; it’s an evolving process that can serve as a guiding principle for brand strategy.
Studies show that many consumers are unable to think of brands that pursue environmental, DE&I, or community support initiatives, highlighting the opportunity for businesses to set themselves apart by effectively promoting their commitment to those efforts. Further emphasizing this is the success of companies like Patagonia and Allbirds, entities that have made strong public commitments to their core values. In addition to growing bottom lines, their action has positively impacted the planet, their employees, and the communities they operate in.
In this month’s trend report, we discuss the steps that can be taken to build an authentic brand that achieves business growth.
Read more in April’s edition of The Direct Hit.
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