Authenticity is a word that is probably said too often in the marketing world. Endless rhetoric on why being authentic, genuine and real (especially when it comes to those pesky millennials) is the only way to appeal to people and grow your business in today’s #fastpaced, #VUCA world.
If that is indeed the case, the Australian Department of Finance missed the memo in the most spectacular way possible. If you haven’t already, take a look at the video below and you’ll see what I mean:
At this point, I advise you take 30 seconds to collect yourself.