Closing the 'authenticity gap'

Trust, or rather, the lack of trust, in businesses and what they claim to stand for is a prominent and recurring characteristic of consumers and customers. This authenticity gap is not new, but awareness of it has been heightened by contemporary societal factors: ‘fake news’, dissembling politicians and an uneven economy have each contributed to raising public cynicism to unprecedented levels.

Closing the 'authenticity gap'

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