{"id":12768,"date":"2020-10-28T19:42:48","date_gmt":"2020-10-28T19:42:48","guid":{"rendered":"https:\/\/grin.co\/?p=12768"},"modified":"2025-10-03T14:41:58","modified_gmt":"2025-10-03T21:41:58","slug":"what-is-authentic-media-and-content","status":"publish","type":"post","link":"https:\/\/grin.co\/blog\/what-is-authentic-media-and-content\/","title":{"rendered":"What Is Authentic Media and Content?"},"content":{"rendered":"\n\n\n

To be successful in ecommerce, all you need is an online store with decent UX design and a consistent paid media strategy, right? Not quite.<\/span><\/p>\n\n\n\n

As ecommerce takes center stage in the 21st Century retail market, consumer expectations are just as high for small and large ecommerce brands as they are for the big-name brick-and-mortar storefronts. Particularly in the DTC sector, many experts would say that <\/span>consumer demand for brand authenticity<\/span><\/a> is higher than in any other retail environment in history.<\/span><\/p>\n\n\n\n

The power of authenticity for ecommerce brands<\/span><\/h2>\n\n\n\n

The fastest-growing ecommerce brands understand that consumers are looking for a user-friendly online shopping experience that connects them to the brand and product. Consumers want more.<\/span><\/p>\n\n\n\n

Consumers want to connect with the brands that they love<\/i><\/b>. This reality places the obligation on Ecommerce brands to be <\/span>something more than an online store<\/i><\/b>.<\/span><\/p>\n\n\n\n

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\u201cConsumers have high expectations of brands and expect them to rise to the [authenticity] challenge: almost 8 in 10 (78%) think it is possible for a brand to support a good cause and make money at the same time.\u201d<\/span><\/i><\/p>\n– <\/em>Marketing Charts<\/em><\/a><\/cite><\/blockquote>\n\n\n\n

And by \u201cgood cause,\u201d consumers don\u2019t always expect brands to embrace a nonprofit or advocate for moral ideals. Often, brand authenticity simply means having a vision that is bigger than the physical products and services that the brand offers. <\/span>Authenticity means aligning values with marketing and product development decisions and sharing that vision with one\u2019s target audience<\/i><\/b>.<\/span><\/p>\n\n\n\n

The relationship between authenticity and social responsibility<\/span><\/h3>\n\n\n\n

As it happens, many brands launch with social responsibility in mind. That\u2019s why certain DTC brands create, market, and distribute their products in a very specific way. Their \u201csomething more\u201d is the social cause they openly support, and their marketing message is to draw like-minded consumers into their world.<\/span><\/p>\n\n\n\n

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\u201cIndeed, consumers themselves are willing to rethink their spending habits for a good cause, with 59% of respondents agreeing that they would spend more on products from brands that act responsibly. It\u2019s been found that consumers are loyal to purpose-driven companies, with 89% considering corporate social responsibility a key measure of purpose.\u201d <\/span><\/i><\/p>\n– <\/em>Marketing Charts<\/em><\/a><\/cite><\/blockquote>\n\n\n\n

A prime example of this is tentree<\/a>, a DTC apparel brand with a company mission to plant one billion trees by 2030. They plant a tree for every sale and promote eco-friendly apparel products.<\/span><\/p>\n\n\n\n

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tentree<\/a> (@tentree<\/a>) \u2022 Instagram photos and videos<\/p><\/div><\/blockquote>