Honesty, the key to the brand: the fight against fake news and the importance of being and not appearing

Brand and honesty are not two incompatible worlds, and those who want to remain relevant in the modern market know that allying with the truth is the right way

This title brings with it great responsibilities that I could immediately disregard. That said, brand and honesty they are not necessarily in two different, parallel worlds that will never touch.

But a poor man has to sell his product, and if to do so he has to present himself at his best. In most cases, changing the narrative around the truth of things is not enough, in the eyes of a modern consumer: the way industry is done must also be changed. Only in this way is honesty truly such.

Le lies in 2022 they have legs in reverse, and if you decide to rely on those, rest assured that you won't go far. Modern consumers are no longer the ones enthralled by the Wanna Marchi television commercial on the belly melter, but they are people who have seen it all and perhaps even know it better than you, in terms of consumption.

Brand and honesty: borderline between lie and truth

The modern consumer no longer accepts lies – for any reason at all. Unfortunately, however, sometimes the reality is much less believable than a practical lie. And then, what is the truth, if not a pink apostrophe between the words "the powers that be" and "they don't tell us"? Jokes aside, the fight against fake news it is a serious problem that begins to also concern the brandswhether they like it or not.

Amol Rajan, a British journalist who has worked on the BCC radio networks and The Independent, expressed the problem absolutely brilliantly:

“We are living in the post-truth world populated by fake news and alternative facts. The public believes what it wants and discards everything else. The truth is hard and expensive and boring. Lies are easy, cheap and thrilling."

According to a survey by The Guardian which involved 8 thousand American users, it seems that it is much easier to fall victim to fake news when you think you have all the tools mental and digital to be able to recognize them. “The discrepancy between a person's perceived ability to spot disinformation and their actual competence could play a crucial role in spreading false information. The average person is overconfident,” explains Ben Lyons of the University of Utah, and we don't feel like contradicting him.

The marketing challenge

That's why the challenge of modern marketing is to get out of ambiguity, from fake news and discourage the spread of fake news once and for all.

When your brand appears on a disinformation site through ads, you are feeding a corrupt market based on bullshit. An estimated $235 million annually is contributed by advertisers to disinformation sites.

Combine this information with another piece of data from the analysis of the Global Disinformation Index: about 85% of the people interviewed will stophad to choose a brand if its ads were associated with fake news, clickbait or taunts. Fear, huh? Think what would happen if it turns out that your supply chain is not so much green as it is advertised on your website.

And the point is that the responsibility not to end up in these brothels of information is yours, that you are an honest brand. Moving away from fake news means using increasingly cutting-edge digital tools to protect yourself from the possibility of being associated in some way with fake news others. And then?

How can fake news be stopped?

Good question. If on the one hand advertisers have to keep their antennas tuned to the news on artificial intelligence and blacklists, on the other unfortunately the human analysis of brands and consumers it still remains a fundamental tool today in order not to be duped.

As ways of communicating grow and evolve, often much faster than our individual way of thinking, we must keep pace with technology and integrate into the team. new figures dedicated to fact-checking and building a user experience that it is made of branding, yes, but also of truths presented in the best possible way.

If it seems like a viable road to you, it means you're leading a company projected towards the future, not just marketing. But also of the way of doing industry. We like this.