Authenticity, trust and emotion: More than buzzwords?
summary
Panel argues companies replace hard user research and product fit with data chasing and growth hacks, causing authenticity gaps. Global research across seven countries sizes a conscious chooser cohort at about 20% of internet users (~750 million) who choose brands for values not just utility. Analysis of “most trusted 100” firms shows better stock returns than the S&P 500, with the top 10 beating the bottom 10 by 26%, and examples range from Pepsi’s misstep to Heineken’s earned-authenticity ad and firms like WeTransfer, Mozilla and Starbucks experimenting with meaning and time-well-spent metrics.
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chapters (10)
- 0:00Authenticity buzzword revival
- 2:02Trust deficit in big brands
- 4:30Boardroom growth obsession
- 6:57Consumer data paradox
- 9:20Conscious chooser generation
- 11:53Profit vs purpose balance
- 13:59Doing good as good business
- 16:46Modern authenticity gap
- 18:51Time vs meaning metrics
- 20:41Long-term trust building
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