Consumer cynicism towards brands is so high that there is little to overcome the crowd.
Start now and re-authentify to reconnect with your customers.

START-UPS ARE AUTHENTIC BY DEFAULT

Starting a business is courageous. Because you need to do the buying, processing, selling, packaging, … yourself. So you know at first hand what it takes to really represent a service or a product. But as your business grows, marketing guys take over and start to THINK instead of DO.

 
Consumer cynicism is high globally, with 76% stating that brands are NOT “open and honest.”

Cohn & Wolfe - Authentic 100

START TO RE-AUTHENTIFY

It are consumers that judge a brand’s authenticity. They place more priority on ‘delivering on promises’ and ‘treating customers well’ than various aspects of social responsibility or corporate values. So don’t think ‘authentic’ but show, act, live it. And start small but generously.

If you were authentic as a startup, then it can not be too difficult to disclose its authenticity.

HAPPY OR SEMI-HAPPY

it's better to make a few people really happy than to make a lot of people semi-happy. Those few happy people will spread the word in an authentic way.