About 80% of consumers choose brands for authenticity, research claims

A Deloitte survey reveals that 80% of consumers consider authenticity a decisive factor in purchase choice, while 57% remain more loyal to brands that demonstrate commitment to social or environmental causes. This is reinforced by an Accenture study, which points out that 62% of consumers expect companies to take positions on social issues and 52% have changed buying habits based on brand values.

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

Founded in 2020, Tempus Inova offers solutions and strategies focused on authenticity for the stabilization of brands. The services offered by the corporation are varied: strategic planning, Social Media, Website, Endomarketing and Content Marketing for organizations of various segments. Andre Carvalho, founder of the business, has more than 15 years of experience in the marketing sector.

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

Still, the executive points out that social and environmental responsibility are no longer just choices for business 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 view social factors as decisive in the expansion process. The consumer today is even more existing and this applies to several aspects, including branding of the brand”, Carvalho points out.