Authentic and inclusive marketing

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For the new generations, actions are worth more than speeches. That is why this audience is attentive to the institutional positioning of the companies they follow closely. Therefore, authenticity is a key word among the marketing trends for 2022.

According to the article Authentically austria mobile database Marketing , published by global consultancy Deloitte, 57% of consumers are more loyal to corporations that commit to challenging social inequalities in their actions.

When people see campaigns that are guided by ESG/ESG principles – an acronym for Environmental, Social and Governance – they want to find attitudes that fulfill the promises made, as well as points of identification, whether gender, race or age.

For the stance to resonate in these communities, managers and marketing professionals need to demonstrate that the plural and inclusive culture is seen in internal and external relationships.

To achieve this, the actions involve bringing relevant voices that speak about minority groups to the brand's programs and, above all, presenting results that are measurable and realistic with the shared discourse.