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AUTHENTICALLY VISIBLE IN 2024: BUILDING TRUST AND
DISCOVERING THE MOST IMPORTANT TRENDS!

Text: Carola Rodrigues // Photos: Kim Booij

n our now constantly rapidly evolving world, its customers. The cosmetics retailer has embraced
the demand for authenticity and transparency innovative technologies to provide customers with
Icontinues to increase. The application of this an engaging online shopping experience. Some
is also an increasingly crucial factor in the success physical Sephora stores have introduced augmented
of companies and there are opportunities here, reality mirrors. These mirrors can project real-time
especially for brands with a consumer-oriented makeup looks onto the customer’s face, allowing
character. In this third article, we dive deeper into them to visualize products without physically
how authenticity and visibility can help companies applying them.
build trust and loyalty with customers and what
trends we can expect in the coming year. • Purpose-driven marketing - Consumers are becoming
increasingly critical of companies’ ethical practices.
The age of authenticity In 2024, brands will have to emphasize even more
Authenticity is no longer an optional feature for brands; it is strongly how they contribute to social goals and
a necessity. Consumers want to know they are doing business sustainability. An example is Patagonia. It promotes
with organizations that share values that resonate with their sustainability through its “Wear it Wear Repair”
own beliefs. For companies such as Nike, this means not just program, where customers are encouraged to repair
selling products, but also telling a story that is authentic and their garments instead of throwing them away. This
meaningful. By sharing company culture, values and even initiative promotes a culture of reuse and minimizes
challenges, brands create a human face that resonates with waste.
customers.
• AI and personalization - Artificial intelligence
Transparency as a foundation will play a greater role in understanding customer
Transparency is the foundation of authenticity. It is not behaviour. Companies will use AI to provide
only about sharing successes, but also about talking openly personalized experiences that will strengthen
about challenges and setbacks. Companies that embrace customer loyalty. I don’t know a single person who
transparency are not only seen as honest, but also as willing to doesn’t know Netflix and what they do very smart
take responsibility. and well is use their recommendation algorithm.
They make extensive use of AI to analyse users’
Visibility in the digital age viewing habits and then provide them with accurate
Digitalization has changed the playing field when it comes recommendations.
to visibility. Online presence is no longer a choice but a
necessity. In fact, it is not only important to be present, but • Transparency in supply chains - Consumers not only
also to stand out. Companies must implement thoughtful want to know where products come from, but also
strategies to share their story on digital platforms and this how they are produced. Brands will strive for full
goes beyond just selling. transparency in their supply chains to increase
customer confidence. Be inspired by Everlane.
Predictions for 2024 This clothing brand has made transparency a core
• Interactive content - In the coming years, brands principle of their business model and has taken
will invest more in interactive content. Think of several initiatives to give consumers insight into its
virtual try-ons; putting on clothes virtually, making production processes. One of them is that Everlane
make-up visual and seeing jewellery on yourself. is known for its “Radical Transparency” approach.
And augmented reality advertising and personalized On their website they provide detailed information
online experiences to engage customers more closely. about the costs of production, materials and factories
Look at how Sephora, for example, does this towards involved in making each garment. Consumers can

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