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  • How can brands ensure they’re seen as authentic?
  • How can brands ensure they’re seen as authentic?
    Sebastiaan ter Burg (2019) ©
Science

Is this genuine? The science of rating brand authenticity

Authenticity has long been a buzzword in marketing, but with 51% of people saying that less than half of brands create ‘authentic’ content, there’s a significant disconnect with audiences. Canvas8 spoke to Dr. James Oakley to find out what factors affect whether something is seen as genuine.

Location Global

Scope
For Pride Month 2019, Budweiser UK launched a line of specially packaged beers featuring the LGBTQ+ flag, using the different colours to represent and celebrate diversity within the community. Yet despite its good intentions, the beer brand struggled to hit an authentic tone with consumers and experienced some backlash from members of the LGBTQ+ community for ‘rainbow washing’.

With social media empowering everyone to call out brands for both major and minor transgressions, it’s never been more important for them to demonstrate authenticity in their communications. While many brands are making efforts to ...

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