Why Authenticity Matters in Marketing | Business.com


In 2019, socially conscious businesses and earned media will thrive thanks to the growing power of millennial and Generation X buyers.

Consumers are increasingly immune to traditional advertising and have become adept at tuning it out. The public’s fatigue with paid and owned advertising has created an opportunity for other types of marketing and public relations to flourish. Of these, earned media is poised to have the greatest impact in 2019, particularly with Generation X and the millennial audiences who crave authenticity and contribution to the greater good from businesses they frequent.

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