The above position was taken by marketing and media professionals who maintained that, as consumers continue to have access to more information about brands, they expect a certain level of trust, creativity, and relationship within a company before making a purchase which makes marketing of products or services transparently and in an accurate way crucial to the business success.

Transparent marketing, they noted, naturally builds trust between customers and a business, ,adding that transparency is necessary because it can build trust, strengthen loyalty and increase sales.

According to Ishank Joshi, CEO, Mobavenue Media, in a recent podcast organized by E4m transparency and inclusivity are fundamentally transforming the way marketing is done. He noted that businesses are now seeing the importance of building trust and relationship with consumers.

His words: “In recent years, the marketing landscape has witnessed a significant shift toward transparency and inclusivity. Businesses are seeing the value of building trust and developing a sense of belonging among their target audiences as consumers demand more genuine and ethical practices from brands. This transformation is fundamentally transforming the way marketing is done, not just a fleeting trend.”

Joshi drew emphasis on fostering trust through genuine interactions because consumers have become more aware over the years as a result of access to information on-the-go, which makes it easy for them to spot when a brand is not genuine.

“The emphasis on authenticity is one of the key developments in contemporary marketing. Customers are becoming more wary of conventional advertising strategies and are looking for genuine interactions with brands. They are curious about the people who created the goods or services they are contemplating to buy. Brands are using more open communication tactics, exposing their principles, and showing the actual experiences of their consumers and staff in order to meet this demand. Being genuine allows brands to win the audience’s trust and create strong bonds with them,” he said

On her part, Aditi Mishra, CEO, Lodestar UM, argued that it is important for brands and marketers to be critical in their thinking when dealing with consumers, adding that they should prioritise trust and transparency with consumers.

“Brands need to be more vocal about what they offer, their purpose, and how they connect beyond the products or services. Even though not all brands can do purpose campaigns, at least they should take steps to be more helpful,” she said

Speaking on legacy brands, Mishra noted that they should be more deliberate in their approach to meet with today’s consumers.

“This is why legacy brands need to continue to be meaningful and build relationships for the new generation and older generations who are continuously using their brands for years. Brands should still continue to strengthen their strategy, recast how they are seen by checking if they’re being meaningful and truthful while sharing their purpose. It is no longer business as usual. People are clear with what they want.”