63 per cent of customers would buy from an authentic brand It is very difficult to establish a personal relationship and, therefore, a high level of personal engagement without being authentic. There are two very sound reasons for this: Consumers and, indeed, people, in general, are becoming increasingly sceptical and resistant to trusting people they […]

63 per cent of customers would buy from an authentic brand It is very difficult to establish a personal relationship and, therefore, a high level of personal engagement without being authentic. There are two very sound reasons for this: Consumers and, indeed, people, in general, are becoming increasingly sceptical and resistant to trusting people they view as inauthentic; Trust is rapidly eroded when your behaviour or utterances are not consistent over time, and consistency is almost impossible to deliver in the absence of authenticity. The statistics on lack of trust in business are frightening. Few people can act consistently over time. Most human beings eventually revert to type, thereby revealing their true selves.These observations are highlighted in the following statistics: 63% of customers claim they will buy from an authentic brand 91% of customers respond positively to honesty 90% of businesses in the US believe that trust impacts on their…