Authenticity: Are You Doing It Wrong?
In a world as chaotic as ours, we’re constantly being bombarded with information. News, social media, advertisements, influencers, AI-generated content, it’s coming from every direction (and with varying levels of credibility). It’s become hard to know what’s up, what’s down, what’s true, what’s not, and alarmingly, what’s even real.
As a result, we’ve seen a shift. Consumers don’t want picture-perfect campaigns or vague marketing claims. They want transparency, human connection, and brands that deliver on what they promise. We’ve all ordered something that looked amazing online, only to receive the package and wonder if it’s a joke. The gap between what brands say and reality matters.
Gimme Gimme More (Authenticity)
So what’s driving this change?
Endless Content
On a daily basis, we are exposed to an almost endless stream of content from brands trying to sell, persuade, and stand out from the crowd. When everything is competing for our attention, consumers have to become a lot more selective about what they engage with, buy, or even believe. They will naturally become more drawn to brands that embody the authenticity they are looking for.
AI Slop
AI has made this problem even worse. From copywriting and visuals, to music, books, and even actors (if that’s not creepy, we’re not sure what is), AI is making it harder and harder to distinguish what’s real from what isn’t. When the internet is flooded with generic, low-quality AI content that the world has affectionately named “AI slop”, real human connection and perspective becomes a lot more desirable.
The Influencer Era
Then there’s sponsored content, because you can always count on your favourite California-based influencer who claims to be your friend to always tell you the truth right?Not necessarily. When every recommendation comes with a discount code or #ad #partner, customers begin to question whether these influencers actually believe in what they’re promoting, or if they’re just getting paid to say it.
Consumers are tired and overwhelmed, they want real experiences, human connection, quality products, and transparency from the start.
We See Right Through Your “Authenticity”
Brands have learned what consumers generally consider “authentic” content to look like. We’ve all seen the fun behind-the-scenes footage, founder stories, employee spotlights, and carefully curated peaks behind the curtain.
But when everyone is actively trying to look authentic, it becomes harder to tell what’s genuine and what’s part of the strategy. Not too long ago, brands could jump on the latest trends and call it a day. Now, when everyone is creating similar content, consumers can’t tell whether it’s genuinely a reflection of the brand or simply an attempt to look authentic while cutting corners when nobody is looking (sneaky, sneaky).
For example, a brand might constantly preach about the quality of their products while quietly skimping on materials to save costs. Or a company that prides itself on being customer-first, while continuously ghosting customers when they need help.
The problem is that authenticity is less about what you say to people and more about backing up your words with actions. When brands fail to do that, the consequences can be significant, including:
Decreased customer trust
Damaged customer relationships
Lower engagement
Increased skepticism
Loss of credibility
Lower sales
Potential public backlash
So before jumping on the latest “authentic” marketing trend, brands need to consider if they’re actually being true to their brand, or are they just good at looking like they are.
What Authentic Marketing Actually Looks Like
So if authenticity isn’t actually about posting day-in-the-life videos or snapshots of the founder’s new puppy, then what does it actually look like?
Show AND tell
Don’t just tell your audience what your brand values… show them! If you say that quality matters, then make a high-quality product. If you say that sustainability matters, then actively make choices to reduce your environmental impact. Your actions are what give your audience a reason to believe your claims.
Be transparent
Authentic brands are open about what they do, how they do it, and sometimes even when they fall short. That transparency can show up in everything from being upfront about pricing to clearly explaining where you source your materials. Honesty and transparency build more trust than trying to maintain a perfect image all the time.
Don’t manufacture imperfection
You don’t need to deliberately make things messy, stage “candid” content, or create problems to seem authentic. Share genuinely imperfect things (we know they’re there!!) whether that’s a blooper reel, a project in progress, or a lesson learned when something didn’t work out. Don’t manufacture imperfections for the sake of content.
Show real people
Showcasing customer experiences, founder journeys, and employee content can make your brand feel more human and relatable, but only when it’s actually genuine. Don’t create a narrative or story for someone and label it as authentic. Let the real people behind the brand share their actual experiences, perspectives, and personalities.
Make decisions based on your values
Authenticity isn’t just about what you’re posting for the world to see. Your values should influence the decisions you make behind closed doors too. Avoid making decisions based on passing trends or what you think will perform well right now. If your values are real, they will show up in every action you take and how your business operates.
Authentic marketing is more than just looking authentic. Your brand needs to consistently align on what it says, what it does, and what its customers are experiencing so every part of the brand is telling the same story.
Ready to make your brand more authentic? Let’s chat and see how we can create a brand experience where your messaging, actions, and values all tell the same story.