Authenticity and transparency

Consumers tend to have an increased interest in authenticity with an increased need for transparency. With the increased range of products, it is hard for the consumers to decide what is authentic. Marketing is not working as it used to. Therefore we need to change our focus on marketing from “what consumer needs” to “what consumer wants”. Distinctive brands need something more – sensory marketing. Advertizing campaigns has become less important. Instead, quality-to-price ratio has increased in importance. There is a shift from lowest price competition to quality-to-price ratio. Also the story of tradition and origin is important. Advertize with your heart, not your brain.