Authenticity in marketing has always been a best practise , but in this time of social instability and Covid-19 , it is more important . Companies are subjected to a new and more intense level of scrutiny when they run campaigns about current events and social issues .
Amazon , for example , published an ad in reaction to the coronavirus outbreak that honored its " heroic " employees and underlined the company ' s commitment to keeping them well and safe . When the ad was combined with Amazon ' s previous employee strikes over workplace safety issues , it became evident that the firm was not " living the walk ."
Companies should not express generic , empty , or hypocritical sentiments at this time . If you do so , it may come across as insincere and like a publicity gimmick rather than a genuine attempt to contribute to the discourse . Instead , it ' s a time to be modest , accept responsibility for any errors , and demonstrate a wish to improve . Consumers want to see this degree of humility and genuineness right now , and it will help companies develop trust in the long run .
Authenticity , on the other hand , can quickly deteriorate into lip service that firms believe will make them appear good without them having to do anything . I ' ve seen it happen that way before , and I ' m aware of the consequences . Here are four ways I ' ve seen work to help marketers preserve the authenticity and efficacy of their marketing during times of unrest .