Authenticity is the marketing buzzword of the moment, but judging by current consumer attitudes it’s still missing from the majority of brand marketing efforts.
The latest report by Stackla found that 90 percent of consumers want to see authenticity from brands, and while 92 percent of marketers think their content resonates as authentic with consumers, less than half of consumers would actually agree. The same report showed that user-generated content has 9.8x more impact than influencer content when driving consumer purchase intent, which will no doubt be disappointing news for brands g