Backpack helps organisations and brands be authentically themselves, at their best, through and through. This is for the good of all their stakeholders, their products or services, their performance and, of course, for the good of our society and planet.
THE BUSINESS CASE FOR AUTHENTICITY
A 2019 study* showed that brand authenticity has a substantial effect on perceived value and brand trust.
This followed a Stackla study in 2017 that found that authenticity is more important than ever with 90% of millennial respondents stating that authenticity was a key driver in their decision to support a brand, GenX and Boomers weren't far behind them with 85% and 80% saying the same respectively.
That study also showed that you can't just fake it. You can't have content that screams authenticity if your behaviours and stakeholder or customer experience doesn't match it. A third of millennials said they had unfollowed brands their perceived to be inauthentic.
An authentic and evidenced value proposition - positioning your brand to its audiences through creative, communication and behaviour - is likely to make for deeper, more loyal and longer lasting relationships.
A defined purpose and vision can lead to a more robust strategy with clear priorities and quicker more confident decision making.
"Purpose-driven companies witness higher market share gains and grow three times faster on average than their competitors, all while achieving higher workforce and customer satisfaction." Deloitte
*European Journal of Management and Business Economics