How authentic is your brand authenticity?
The Barbie movie, Elon’s X, and greenwashing have one thing in common, writes Luke Brown, CEO at AFFINITY. All are examples of brands ditching their authenticity.
Over the past few weeks, a few things have been playing on my mind. Elon Musk’s rebranding and restructuring of Twitter, the Barbie fever that gripped most marketers and consumers, and the ACCC’s finding that 57 percent of the Australian brands it reviewed are greenwashing with misleading statements.
What did they have in common? They each begged the question of how authentically brands are behaving.
