The concept of authenticity is one that has long been debated, from water coolers to chatrooms. In a world where deep fakes are an ever-growing presence, and people believe reality and truth often exist independent of one another, how consumers value authenticity is a matter of increasing importance. In fact, an overwhelming 90% of millennials say brand authenticity is important, with nearly three-quarters of that group suggesting family and friends are the most authentic – that is, trustworthy – sources of social content.
Marc Paulenich has spent his career crafting strategies that influence campaigns and shift business planning in favor of critical thinking. Over the past few months Marc has toured the country speaking at conferences and with clients about preparedness and strategic planning in the year ahead. While every new year brings the usual doses of optimism, excitement and trepidation, 2020 seems a little different. As one meme states: we're closer to 2050 than we are to 1990.
For many prospective and current clients, the idea of having that big moment over social media can be extremely intoxicating. We all want to think we’re the ones creating the “viral moment.” But what happens when there’s a viral moment and you weren’t the one to start it? More so, what if the moment is happening and it doesn’t align with your company’s values?
It has not been all that long since I was Director of Marketing at a healthcare organization that sold software and services directly to independent medical providers. Consider that for a second. Our target was an ever-shrinking audience, a community of doctors who essentially understood that their future would be better tied to a large corporation than on their own.
With a strong economy comes opportunity. With opportunity comes prosperity. Unfortunately, in the construction industry the opportunity is there, but there are few who have the ability to take advantage of it. Of course, I am speaking about the workforce shortage.