DSNTV: New General Market consumer insights Part 4 — Authentic engagement

One of the most valuable things a CPG company can do is build a loyal consumer base, and to do that, they need to build a community around their products, ideally in a way that feels authentic to consumers.

“How do you create an authentic brand engagement? … The answer to the question is simple, but it’s hard. If you want to be authentic it’s deeds, not words,” Wahl Home Products’ Bruce Kramer said. “If you have to hire a consultant to figure out your authenticity strategy, you’re probably not authentic. If you have to go to your ad agency and say ‘Put together a program so we can tell people how we’re authentic,’ you are probably not authentic.”

In the third part of a series of insights from the New General Market Leadership platform, co-produced by Drug Store News and Mack Elevation Forum, executives from leading supplier and retail companies discuss how they’re building community, embracing advocacy and pushing for authenticity.

Click each part to see earlier installments: Part 1, Part 2, Part 3.