The Consequential Nature of Authentic Marketing
As marketers, we often focus on metrics like unsubscribes and unfollows to measure the success of our campaigns. However, the true impact of our work goes beyond these numbers. Authentic marketing demands that we ditch superficial metrics and embrace the consequential nature of our actions.
Authentic marketing involves taking risks, challenging the status quo, and advocating for social justice. It requires us to confront uncomfortable truths and recognize our own biases and privileges. By doing so, we can create meaningful change and contribute to a more inclusive and equitable society.
Research has shown that consumers are increasingly looking for brands that are transparent, authentic, and socially responsible. According to a study by Label Insight, 94% of consumers are likely to be loyal to a brand that offers complete transparency. This indicates that authenticity and integrity are highly valued by consumers.
In our pursuit of authenticity, it is important to listen and reflect on the stories and experiences of marginalized communities. By amplifying BIPOC voices and sharing their truths, we can challenge the structures that perpetuate oppression and racism. Statements and actions that lack authentic values alignment or seek to tokenize or demean BIPOC individuals have no place in our work.
We must also acknowledge that mistakes will be made along the way. Authentic marketing is not about achieving perfection but about learning and growing from our missteps. It requires us to resist the urge to personalize or deflect criticism and instead listen and reflect on how we can improve.
Authentic marketing goes beyond vanity metrics and embraces the consequential nature of our actions. By grounding ourselves in our shared humanity, challenging oppressive structures, and advocating for social justice, we can make a meaningful impact and contribute to a more authentic and inclusive marketing landscape.
