In other words, being authentic doesn’t mean being infallible. As consumers—especially young consumers—expect brands to earn their trust, they want to grow and mature with them."I don't think it's that people don't trust brands,” said Abigail Posner, the head of strategy at Google's Brand Unit. “They just don't trust something that's not real, that's not human.”
Forming that intimate relationship with consumers is at the heart of the Culture of Proximity 2.0 study. It’s important marketers learn the language consumers use, transmit their messaging through the right influencers, and provide experiences that encourage consumers to feel connected.