Around 80% of consumers choose brands for their authenticity, says survey

A Deloitte survey reveals that 801,000,000 consumers consider authenticity to be a decisive factor when choosing a purchase, while 571,000,000 are more loyal to brands that demonstrate a commitment to social or environmental causes. This is reinforced by a study by Accenture, which points out that 621% of consumers expect companies to take a stand on social issues and 521% of consumers have changed their buying habits based on brand values.

Authenticity has become one of the factors most valued by the public, pushing businesses to review branding strategies in order to remain relevant and competitive. According to André Carvalho, CEO and founder of Tempus Inova, a design and innovation agency: "Branding goes beyond the visual; it's about creating a genuine and relevant connection with the public. A strong brand needs to reflect values in a consistent, unique and transparent way."

Founded in 2020, Tempus Inova offers solutions and strategies centered on authenticity to stabilize brands. The services offered by the company are varied: strategic planning, Social Media, Website, Endomarketing and Content Marketing for organizations in various segments. André Carvalho, founder of the business, has over 15 years' experience in the marketing sector.

According to him, considering consumer preferences and needs can be decisive in creating effective branding. "Understanding consumer expectations and desires is the starting point for any strategy linked to brand identity," he says.

The executive also points out that social and environmental responsibility are no longer just choices for businesses in today's market. According to Descarbonize Soluções, 70% of Brazilians prefer to buy products from brands with an environmental commitment: "Companies that want to retain and win customer loyalty need to see social factors as decisive in the expansion process. Today's consumer is even more existent and this applies to various aspects, including branding," Carvalho points out.