"The issue with content is that the current ecosystem doesn't prioritise value for everyone - it's a game where a lot of brands have to create a surplus of content to stand any chance of doing well."

On this special episode of the MadTech Podcast, Dom Dwight, director of strategy, insight, innovation & diversification, at Bettys & Taylors of Harrogate, makers of Yorkshire Tea, talks to ExchangeWire's editorial lead, Mariam Ahmad, about all things authentici-tea.

In particular, Dwight delves into:

• The challenges surrounding authenticity for brands and advertisers

• How brands can demonstrate authenticity and establish trust with consumers

• Yorkshire Tea's strategy

• Potential future challenges surrounding authenticity for brands and advertisers