Effective communication goes beyond mere messaging and advertising. It requires a strategic communications mix. Getting your audience to listen and make purchasing decisions is about building trust and authenticity.
The data proves it. Only 50% of consumers trust the brands they do business with. And trust varies by generation; less than 30% of Gen Zers trust brands, while 67% of Boomers feel confident in their choices.
According to Bruce Temkin, head of Qualtrics XM Institute, “Consumers are still reeling from the past few years of rapid change and uncertainty.” At Verified, we help brands stand out by embracing strategic storytelling that reflects transparency, expertise, and a deep understanding of audience needs while delivering measurable results.
So how is this good news?
While other brands are doing the same old, there’s opportunity for your brand to build trust through authentic communication and the power and influence of a Digital PR campaign.
Why Performance Marketing Alone Won’t Build Trust
Over the past decade, the way audiences consume information has dramatically changed. In a 2024 study, 77% of marketers blamed a lack of trust for poor ad performance.
This is why brands like Nike are shifting resources from performance marketing toward brand building. After facing declining Q2 earnings, Nike is investing in higher-funnel activities. “We’re starting to shift dollars from performance marketing to brand marketing,” said CEO Elliott Hill, who took over from John Donahoe in September. “We will invest in our fields of play, because that’s where we drive our product innovation, our newness, our distinction.”
Simply put: consumers want transparency and credibility over polished marketing pitches.
Can Authentic Communication Drive Leads and Grow Sales?
Yes. Authentic messaging creates an emotional connection that turns audience engagement into sales. The work pays off.
For example, Dove’s Real Beauty Campaign resonated with consumers by challenging narrow beauty standards, fostering trust and loyalty that led to a 700% sales boost in targeted markets. Learn more about this success in Forbes: How Dove Turned Itself into a Beauty Behemoth.
Authentic communication means sharing your brand’s story in a way that is both honest and relatable. Digital PR plays a key role by revealing the human side of your business—whether through behind-the-scenes insights, real-life success stories, or candid discussions about challenges and growth.
At Verified, we build Digital PR campaigns that involve securing content through trusted third-party channels, such as press outlets, articles, or white papers, that reflect your true values and expertise. This approach not only informs your audience but also builds a lasting connection that translates into increased sales.
Why Choose Verified Comms?
Authentic communication is more than a trend—it’s a fundamental shift in how brands connect with their audiences. By sharing your genuine story and demonstrating transparency at every step, you build a foundation of trust that not only engages current customers but also attracts new ones. At Verified, we’re dedicated to helping brands navigate this evolving landscape with strategic, authentic storytelling that truly resonates.
Embrace authenticity today and watch your brand transform into a trusted leader in your industry. Verified Communications is a Toronto-based PR and corporate communications agency serving clients across North America that helps brands tell their stories. Book your free consultation today.
