In the 'Age of Cynicism,' Your Marketing Must Be Meaningful and Authentic

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Stephanie Nerlich, CEO of Havas Creative, takes a moment to reflect on consumer outlooks and ideologies. Below, in her own words, she advises businesses and brands to authentically drive the meaningful action people are seeking. The challenge With Pride in full swing this month, some companies are being accused of rainbow-washing—leaving many to question whether their color-laden merchandise, storefronts and ads are acts of allyship or attempts to lean into culture for capital gain. When you think about the craziness constantly infiltrating our news feeds, it’s easy to see why so many people are cynical about what and who they believe. With accountability and transparency as the most critical drivers in building trust, many businesses and brands are perceived as capitalizing on social or cultural issues simply to make a profit. At Havas, we recently released our biannual Meaningful Brands study, a survey of more than 395,000 people worldwide, which uncovered deepening cynicism alongside a growing expectation gap in consumers’ relationships with brands and businesses. Consumers' faith in brands, and loyalty toward them, continues to wane—especially if a company’s values don’t align with theirs—and they have high expectations for what brands should be doing to create a better today and tomorrow. On the one hand, 71% of those surveyed have little faith that brands will deliver on their promises; less than half of brands are seen as trustworthy (47%), and 75% of brands could disappear and would be easily replaced. On the other hand—with "good for you" and "good for the world" at the top of consumers’ minds—73% of people said brands must act now for the good of society and the planet, and 77% of consumers expect brands to show support to people in times of crisis—presenting a huge opportunity for businesses and brands to authentically drive the meaningful and sustainable action people are so desperately seeking. The process As marketers, it is our job to advise clients on how they show up in the world and provide guidance on what’s important to their consumers and how best to engage them. Brands have historically hung their hats on providing functional benefits or leaning into luxury to sell a lifestyle. It’s clear that as people look to bring more meaning into their worlds, that’s no longer enough to capture an audience. Brands need to move from selling to serving the communities in which their products and services are consumed. One of the biggest challenges we face is when it’s clear a brand should tackle an issue—and do so quickly—but they don’t have their own house in order. Companies are consistently being called to task for corporate policy, environmental practices and funding of organizations that run counter to what they are marketing. For instance, you can’t claim to be an ally of the LGBTQIA+ community but have little to no representation within your company, or donate to organizations that set things back. The takeaway Companies must walk the walk more than ever. Last month, I wrote about how you can’t take anything for granted; most importantly, that applies to our people. A show that’s been getting a lot of buzz is Legendary on HBO Max. The series educates on how the ballroom scene has heavily influenced mainstream culture, while highlighting the significance of family and community—and protecting it at all costs. Unlike ballroom, the “old way” of marketing is no longer in vogue. The “new way” is putting people before profit—and doing so in a manner that is real and not superficial. Though data shows us we’ve entered what we’re calling an Age of Cynicism, I’m optimistic about what that means for the future. Empathy, inclusion and accountability are the hallmarks of driving meaning and true change in the world, and we’re seeing positive shifts across the board. While we continue to listen and learn, it’s crucial to take stock of your business or brand to ensure that you have a right to show up on specific issues—because consumers are savvier than ever. It’s time to do less talking and spend more energy doing the work.