A Deloitte survey reveals that 80% of consumers consider authenticity a decisive factor in their purchasing decisions, while 57% remain more loyal to brands that demonstrate commitment to social or environmental causes. This data is reinforced by an Accenture study, which indicates that 62% of consumers expect companies to take positions 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, pushing businesses to review branding strategies to remain relevant and competitive. According to André Carvalho, CEO and founder of Tempus Inova, a design and innovation agency: ‘Branding goes beyond visuals; it’s about creating a genuine and relevant connection with the audience. A strong brand needs to reflect values consistently, uniquely, and transparently.’
Founded in 2020, Tempus Inova offers solutions and strategies centered on authenticity for brand stabilization. The corporation provides various services: strategic planning, Social Media, Website, Internal Marketing, and Content Marketing for organizations across various sectors. André Carvalho, the founder of the business, has over 15 years of experience in the marketing industry.
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 states.
Additionally, the executive highlights 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 environmental commitments: ‘Companies that want to retain and win customer loyalty need to view social factors as decisive in the expansion process. Today’s consumer is even more present, and this applies to various aspects, including brand branding,’ Carvalho emphasizes.
