A whopping 81% of consumers say trust is a major deciding factor in purchasing. As a human being living in the age of misinformation, I'm even less surprised.
Today, social media marketing is finally becoming less brand-centric and more people-centric. That's good since 52% of consumers say they are exhausted by self-promotional social media content.
People are craving something real, which means being authentic and trustworthy is more important than ever for brands. Glossy exteriors simply don't matter as much as they once did.
Brands like Patagonia and REI have done a particularly good job at learning to create engaging, people-centered content, ranking among the top brands on the Authenticity 500 Index.
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