86% of consumers say that authenticity matters when buying a new brand This is the twelfth of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond.I heard a populist politician on television last week suggest that Australians have the world’s best ‘bullshit radar’. Frankly, I doubt that Australians are any better at […]

86% of consumers say that authenticity matters when buying a new brand This is the twelfth of 20 daily ‘thoughts’ examining the trends in marketing in 2018 and beyond.I heard a populist politician on television last week suggest that Australians have the world’s best ‘bullshit radar’. Frankly, I doubt that Australians are any better at spotting ‘bullshit’ than anyone else, and I have certainly never seen any research that supports this parochial comment. That said, there is growing evidence to suggest that consumers as a whole are becoming better at spotting and much harsher at judging bullshit – from politicians, governments, and business alike. A recent study found that 86% of consumers viewed ‘authenticity’ as important when considering the purchase of a new brand. This highlights the importance of a brand being seen as authentic. Consumers value authenticity and actively look for it. They want a brand that is what…