Professionals push for purposeful, authentic content in the brand conversation

Today’s professionals push for purposeful, authentic content in the brand conversation

In many organisations today, marketing increasingly drives business growth and proves more vital than ever in the face of economic uncertainty and rapid social, cultural, and technological change.

As consumers navigate this complex landscape, they truly seek genuine connections and authentic brand communications that reflect their

values and realities. Authenticity has become the new currency in the digital era—one that sustains trust, fosters loyalty, and bridges the gap between brands and their audiences. Consumers hold high expectations and grow more discerning than ever, demanding not just engagement, but sincerity.

Also Read:Otega Ogra challenges PR professionals to rethink influencer strategy in distrust era

In the past, brands often chased trends purely for visibility. But the game has changed. Brands now focus not just on being trendy but on being relevant, relatable, and real.

Today, the trends that matter resonate deeply with audiences and reflect their lived experiences. Authenticity does not remain just a marketing buzzword; it has become a strategic imperative.

As 2025 reaches its halfway mark, a growing number of industry professionals echo the same message: authenticity no longer remains optional—it becomes essential.

Since the beginning of the year, thought leaders in marketing, branding, and communications consistently emphasise the importance of creating content that genuinely resonates with audiences.

Also Read:IMC professionals in the season of upward movement

They also stress the need to use real-time data and behavioural insights to guide messaging that reflects consumers’ lived realities, not just market assumptions.

Expert Insights: Building Community Through Authentic Content

Here are some of the key strategies and perspectives that industry leaders share on how brands can build stronger communities through authentic content:

At the start of 2025, Deola Art Alade, Group CEO of Livespot360, highlights the importance of authenticity in shaping strong brand-consumer relationships. “We are entering a cultural moment where the most effective marketing is the kind that doesn’t feel like marketing at all,” she says. “Authenticity will make marketing truly effective as consumers grow tired of the hard sell.

It will also become the most powerful currency for connecting with today’s discerning audience, as the focus shifts from the urgency of ‘grabbing’ attention to the quiet power of ‘sustaining’ it.”

She adds that today’s consumers increasingly refuse to engage with content that feels overly promotional or manipulative. “They ask deeper questions: What’s in it for me? How does this brand add value to my life? They want to see the truth in a brand—its values, its purpose, and its commitment to making a positive impact.”

Franklin Ozekhome, a seasoned strategist and co-founder of Maskvrade, expresses concern over the rising disconnect between brands and audiences.

Also Read:Professionals lament over stifling of diverse perspectives in storytelling

He notes that many brands struggle to keep up with cultural evolution and often sacrifice authenticity in pursuit of trends. “When brands consistently chase trends without a clear perspective, they risk alienating both customers and their core audience,” he says. “You try to exploit what you think is trending and it’s not a bad thing but you must come in with your own point of view rather than just using it to create awareness and immediately sell a product.” He further states that real engagement, not scripted promotions, drives cultural influence today.

Oge Maduagwu, Head of Marketing at Samsung Electronics West Africa, argues that multichannel presence alone no longer suffices. Brands must act intentionally and creatively in connecting across touchpoints, particularly between online and offline interactions.

“Retail experiences should serve as a medium for shaping behaviour and belief,” she explains, “guided by insight, driven by content, and anchored in authenticity.” She describes today’s consumer as emotionally intelligent and highly aware, noting that they can easily detect inconsistency and will disengage from brands that fail to deliver on their promises.

Adding to the conversation, Miriam ‘Lola Marcus, Head of Marketing at Kalabash Technology Solutions Limited, focuses on the unique expectations of Gen Z and Gen Alpha.

Also Read:World PR Day 2024: Lagos NIPR urges PR professionals to embrace change

“Today’s consumers are not like those of the past. Gen Z and Gen Alpha don’t just buy products; they look for meaning, connection, and authenticity,” she says. “They are the swipe-before-they-walk generation, and they demand authenticity, interactivity, and proof of execution.”

She advises that to truly connect with younger audiences, brands must create content cultures that resonate deeply. “This means using platforms like TikTok, Snapchat, and Instagram to deliver content that’s authentic, interactive, and engaging,” she adds.