In today’s digital age, brand authenticity is crucial for trust and loyalty. Consumers are keenly aware of performative marketing tactics, like “rainbow washing,” which can damage reputations. Successful brands align their values with their messaging, as demonstrated by E45’s “Me + My Skin” campaign, which authentically engaged with the trans community. To maintain trust, brands must be transparent, commit to genuine causes, and ensure consistency across all aspects of their business.
