I keep hearing mainstream brands, retailers, and solution providers talk about transparency as if they coined the term or as if they identified the magic formula to increase sales. The problem with that is, as we all know, that those words ring hollow in the absence of authenticity. They use it like a cheap marketing slogan.

Consumers are smart and they can see right through this. They know what true authenticity is and they can spot a fraud a mile away.

The thing that makes natural natural is our ability to connect with our customers – on their level. They know, like and trust us because our feet and our lips move in the same direction. Don’t allow yourself to be distracted by “false trends”. Remain committed to your principles and your guiding mission – always.

Empowering Brands | Raising The Bar

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