The Post-Truth Business

Sean Pillot de Chenecey

Navigating the modern "infosmog" of relentless ads, social media, and news has left consumers overwhelmed, with most ads failing to make a lasting impression—89 percent are forgotten entirely, according to Dave Trott. To stand out, brands are shifting toward authentic connections, as seen in Microsoft’s 2016 campaign featuring real users and Adidas’s influencer-driven, private-platform strategy. However, declining trust in institutions, including brands, has made traditional advertising less effective, with 83 percent of consumers favoring word-of-mouth recommendations over ads. This erosion of trust parallels the rise of the post-truth era, where misinformation and emotional narratives overshadow facts, further fragmenting societal consensus. Meanwhile, the retail landscape has transformed, with brands like Sézane focusing on immersive experiences to foster loyalty, reflecting a broader trend of aligning with consumer values. Industries like banking and fashion have adapted by addressing genuine concerns or embracing cultural authenticity, as demonstrated by Suntrust’s onUp financial empowerment movement and brands respecting Parisian chic. Ethical branding has also gained traction, though many engage in superficial “purpose washing.” Notable exceptions like Falcon and TOMS exemplify how genuine value-driven practices can resonate deeply, fostering meaningful consumer connections.

8 min

6 Bite

Aperçu

De quoi s'agit-il ?

In a world overwhelmed by “infosmog,” where ads, social media, and news constantly compete for attention, brands face the challenge of standing out in an increasingly skeptical and distracted marketplace. This book explores how the erosion of trust in traditional institutions, the rise of the post-truth era, and the shift toward consumer-driven values are reshaping marketing and communication strategies. Through compelling case studies—from Microsoft’s authentic campaigns to TOMS’ philanthropic model—it examines how brands can foster genuine connections, embrace cultural authenticity, and adapt to evolving consumer expectations to remain relevant and impactful.

Résumé du livre

Sean Pillot de Chenecey is a marketing expert with over 20 years of experience in the advertising industry. His previous clients include global giants Unilever, Swatch, Heineken, General Motors, AXA, Vodafone, Comptoir des Cotonnier and Visa. He is a public speaker and a regular contributor to specialist publications like Admap, Brand Strategy, Contagious, Dazed and Marketing.

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Toutes les bouchées

6 Bites

Navigating Truth in the Post-Truth Era

Rebuilding Trust Through Authentic Connections

Breaking Through the Noise: Authentic Connections

Crafting Experiences: How Brands Build Loyalty

Building Brands Through Authentic Purpose

Authenticity Matters: Building Genuine Brand Connections

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