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

A Deloitte survey reveals that 80% of consumers consider authenticity a deciding factor in their purchase choices, while 57% remain more loyal to brands demonstrating a commitment to social or environmental causes. This data is reinforced by an Accenture study, which indicates that 62% of consumers expect companies to take stances on social issues, and 52% have changed their purchasing habits based on a brand's values.

Authenticity has become one of the most valued factors for the public, prompting businesses to review their 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 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 solutions and strategies centred on authenticity for brand stabilisation. The corporation's services are diverse: strategic planning, social media, website development, internal marketing, and content marketing for organisations in various sectors. André Carvalho, the founder, has over 15 years of experience in the marketing sector.

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

Furthermore, the executive highlights that social and environmental responsibility are no longer just optional 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 crucial in the expansion process. Today's consumer is even more discerning, and this applies to various aspects, including brand image," Carvalho emphasizes.