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 a 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 audience. A strong brand must consistently, uniquely, and transparently reflect its values."
Founded in 2020, Tempus Inova offers solutions and strategies focused on authenticity for brand stabilization. The services offered by the corporation are varied: strategic planning, Social Media, Website, Internal Marketing, and Content Marketing for organizations across various sectors. André Carvalho, founder of the business, has over 15 years of experience in the marketing sector.
According to him, considering consumer preferences and needs can be decisive for creating effective branding. "The understanding of consumer expectations and desires is the starting point for any brand identity strategy," he states.
Furthermore, the executive emphasizes that social and environmental responsibility are no longer just choices for businesses in the current market.According to Descarbonize Solutions, 70% of Brazilians prefer to buy products from brands with 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 present, and this applies to various aspects, including brand branding," emphasizes Carvalho.
