The New Requirements for Business Authenticity

Written by Jamie Hunter

June 28, 2021

It isn’t unusual for celebrities to join social media platforms. When a Tom Cruise account appeared on TikTok, people followed but didn’t think anything of it… …until it was revealed it wasn’t Tom Cruise at all. #DeepTomCruise is the product of a visual effects artist and Tom Cruise impersonator.

While hilarious, it raises questions around authenticity and trust: two important qualities your business needs to have with customers and clients. In the video below, we speak about how you can prepare for a heightened expectation of authenticity and trust from your customers and clients and who you need on your team to make it happen.

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