Thought Leadership | Being Real in 2017: Exploring Authenticity and why it matters

Project: Being Real in 2017: Exploring Authenticity and why it matters

The main thing is honesty. If you can fake that, you’ve got it made 
Groucho Marx

How can brands best resonate with young adults (aged 20-29) and reflect their sense of identity?

This was a multi-stage research programme to explore just what ‘Fromness’ means to this audience and which brands best deliver a sense of belonging, cultural fit, authenticity and honesty. In particular it explores:
- The importance of geographic origin, local manufacture and ingredients
- What authenticity means by category
- When provenance does and doesn’t have a role to play
- The importance of telling credible brand stories
- The rise of the global consumer
- The impact of an online market place on brand meaning
- The role of peer review on delivering brand meaning

The results provide a ‘how to’ manual for brand owners to navigate the treacherous waters that separate us from a world of scarred and scared consumers.

View all projects

5 innocent 1511784086 preview