Authenticity is creating a transparent, trustworthy, and safe environment. Authenticity in a brand creates a bond between the consumer and the business through the trust the customer has in the brand. Authenticity is also addressing problems and providing solutions. Apologizing and creating a solution is a great way for brands to maintain an authentic customer-brand relationship.

I would create FOMO using real reviews in an advertisement. Real reviews from customers can provide security and trust in a product. As well, I would use techniques that are successfully used by influencers. For example, “Get Ready with Me” (GRWM) is a popular method to display products.

I would respond kindly. Firstly, I would apologize for the situation. I would address their concerns and allow them to feel heard. I would then ask the customer to contact an email address linking to a customer service representative to resolve the situation.