The challenges of communicating authentically

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It is understandable that, with consumers becoming increasingly aware of marketing gimmicks, some brands may opt for ditching purpose-based campaigns altogether.

There are several reasons for this. The first is that, in a politically charged environment like the one we’re working in, it can be hard to take a stance without it leading to backlash. With elections taking place both in the UK and the US, two wars on our doorsteps, and a general disillusionment with politics worldwide, purpose-led campaigns need to be carefully thought out to have the desired effect.

It is also difficult to authentically engage with a public that has become increasingly fed up with brands that were less than transparent in the past. For example, frequent greenwashing scandals buy phone number list have undermined the credibility of sustainability-focused campaigns, meaning marketers will have to work hard – and provide science-backed evidence – to rebuild trust in green marketing.

It’s also important to consider that, when communication is perceived as inauthentic, it can be difficult to manage the public’s reaction on social media due to the speed and resonance of a potential PR crisis.

Three tips for communicating purpose authentically (with examples)
At The Marketing Pod, we like a challenge. We believe that the public has become fed up of seeing social and environmental issues being addressed superficially, not of purpose altogether.

Restoring trust in purpose-based communications is a challenge we’re more than happy to take on. Over the years, we have gathered the necessary expertise to get under the skin of a brand and unveil its true purpose, communicating it authentically to audiences who care. So, what are our top tips?