...Ann Mack, director of trendspotting at JWT talks to Media Life.
Why will authenticity be so crucial for brands in 2009?
In the wake of a financial crisis that has seen established institutions topple overnight and many others teeter on the brink, authenticity will become paramount for brands as they look to regain credibility and trust. While this trend will be most apparent in the financial sector, it will surface across a range of categories.
With ongoing revelations of corporate greed and misdeeds in the media, people are growing increasingly skeptical of any brand’s claims, whether it peddles shampoo or retirement packages. People are seeking—and demanding—reliability and accountability. Marketers will need to work even harder to prove their brand is the authentic one above all, especially given that “authentic” has become such a misused and overused label.