A survey by Deloitte reveals that 80% of consumers consider authenticity a decisive factor in the purchase choice, while 57% remain more loyal to brands that show commitment to social or environmental causes. This data is reinforced by a study from Accenture, which indicates that 62% of consumers expect companies to take stands on social issues and 52% have changed their purchasing habits based on brand values.
Authenticity has become one of the most valued factors by the public, driving businesses to review branding strategies to stay 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 consistently, uniquely, and transparently.”
Founded in 2020, Tempus Inova offers authenticity-centered solutions and strategies to stabilize brands. The services provided by the corporation are varied: strategic planning, Social Media, Website, Endomarketing, and Content Marketing for organizations across different sectors. André Carvalho, the business founder, has over 15 years of experience in the marketing sector.
According to him, considering consumer preferences and needs can be crucial for effective branding. “Understanding consumer expectations and wishes is the starting point for any strategy related to brand identity,” he states.
Furthermore, the executive points out that social and environmental responsibility have ceased to be just choices for current market businesses. According to Descarbonize Solutions, 70% of Brazilians prefer to buy products from brands with environmental commitment: “Companies that wish to retain and win customer loyalty need to see social factors as crucial in the expansion process. Today’s consumer is even more present and this applies to various aspects, including brand branding,” emphasizes Carvalho.
