Trends opinion

Download the 2014 Biz Trends pdf! (2MB)

Subscribe to industry newsletters

Bizcommunity has over 400 industry contributors and we always welcome further contributions and contributors.
Advertise with us
Advertise & RatesMy Account
Company press officeList company
Recruitment packagesSubmit job ad
Download ratecard

Trends opinion

Telling the truth

'Truth.' This was the immediate prediction from South African communications specialist, Ruth Golembo, when I asked her for one key trend prediction for 2014.
Golembo, who is CEO of Lange 360 Strategic Communications, explained: "Truth. Corporate truth: consumers are sick of being misled. They don't have to believe us anymore. Citizen journalism, citizenry, access to information... means that everything you do now has to be authentic, real and true."

And this from a public relations officer and former journalist, no less!

Golembo was quoted, along with other industry leaders in my TRENDAFRiCA 2014 Trends Annual digital magazine available free on She wasn't the only leader who touched on this need for transparency in business - most did. And it is referred to in most 2014 trends, in varying guises, from authenticity to sincerity, a true brand narrative and social responsibility.

Is it possible?

I've been asked, with obvious cynicism, if this is possible - a business world without obfuscation and spin? I've been given books to read on how PR specialists use bloggers to plant stories and discredit rivals and then watch gleefully how they go viral...

And of course, as an editor, I still receive shockingly bad press releases trying to talk up client products or brands using every adjective known to man and PR.

We are only at the beginning of this latest incantation of our Brave New World, and with privacy concerns mounting across the world and revelations about media phone hacking and spying, not just by governments, but business as well, it is hard indeed to believe that 'truth' could come true.

But the big difference here is the social media millennial generation. They are used to "hacking" life by now to get what they want, subverting rules to suit them, reverse engineering products to produce something else.

What was your reaction when you heard this weekend that Turkey had "turned off" Twitter? Probably a collective "Yeah, right, they can try!"

Total internet isolation isn't possible anymore

In fact, Twitter usage across Turkey went up by 138% practically overnight. And as fast as the Government 'plugs' access, the faster users across the globe tweet out alternatives. It's not possible any longer to isolate communities or countries totally from the internet.

Same with brands - they have to learn to behave with total integrity with all their customers and to speak the truth to all of their customers all of the time, not just some of them some of the time.

And as we know, it is also about actions, about how brands change the lives of their customers and the communities they serve, understanding and meeting their needs, not just selling stuff or coming up with clever campaigns.

It's inevitable and it is world changing. It is about being more real than reality TV. It is an opportunity.

TRENDAFRiCA is a trend watching portal on consumer insight, research and trends from South Africa and further afield on the continent of Africa. It includes DAiLY trends headlines from around the world, influential Trendspotter columnists and in-depth reports on industry segments. Louise Marsland is the founder and editor.
Go to:

About Louise Marsland

Louise Marsland is publishing editor of and a journalist, columnist, trainer and speaker in the media, marketing and advertising industry in South Africa, and a specialist in B2B media. Email her on , read her at and follow her on Twitter at @Louise_Marsland.
LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. defamation, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. will disclose authors' IP addresses to authorities if compelled to do so by a court of law.
Read more: Ruth Golembo, spin, truth