Authenticity obsessed
How has this fixation on transparency changed customer behaviour?
How are brands using authenticity to capture consumer attention amid a crowded market space whilst considering what it means for companies striving for success today?
Why are we obsessed with authenticity?
From food to fashion, it seems we can't get enough authenticity. But why are we so fixated on the real deal? For many, there's a certain comfort in knowing that what we're experiencing is genuine - no smoke, mirrors, tricks, or gimmicks. Authenticity offers a sense of connection to our roots and our identities, something that's increasingly important in a world that can feel disconnected and inauthentic. It's also a way of rejecting the mass-produced, cookie-cutter culture that dominates so much of our lives. Ultimately, our obsession with authenticity is about finding meaning and value in the things we consume and, in the process, creating a sense of belonging in an ever-changing world.
So, how is it businesses coming undone with inauthentic authenticity?
Businesses have been scrambling to appear genuine in the eyes of consumers. However, this pursuit of authenticity has led to a dangerous trend of inauthentic authenticity.
And don’t get me wrong, this isn’t a new thing; businesses have been coming undone throughout history, long before AI's rise. Who remembers Volkswagen, who marketed its diesel vehicles as environmentally friendly and compliant with emission standards? Only to be discovered that the company had installed software in its vehicles to manipulate emissions during testing. The scandal, known as "Dieselgate," revealed a significant gap between the company's claims and its actual practices.
When a company tries too hard to appear authentic or lean into the current hottest trend or societal concern. They can come across as insincere or misleading (et VW). Unsurprisingly, this can have negative consequences, causing consumers to question the company's values and purpose. Businesses must strike a balance between transparency and authenticity, lest they fall victim to the trap of appearing fake in a world that values honesty and integrity.
How has authenticity lost its impact?
Authenticity, the quality of being genuine and true, has been an important factor in our relationships, pursuits, and even the products we consume. But, as our world becomes more digital and social media-driven, the concept of authenticity has lost some of its impact.
With constant exposure to curated and filtered lives on social media, it's easy to lose sight of what is real and what is not. Authenticity has been commodified and reduced to another brand selling point, making it hard to distinguish between genuine values and market strategies.
What does real authenticity look like in today's landscape?
In today's world, authenticity is a term that is thrown around quite often. We see it in advertisements, hear it from public figures, and even use it ourselves when describing our values.
But what does real authenticity actually look like?
Is it simply being true to ourselves, or does it go deeper?
In a landscape where social media dominates our interactions, it can be easy to fall into the trap of crafting a perfect image of ourselves for the world to see; but at its core, authenticity is about being a real, flawed, and unique human beings, and right now, it feels a little like the meaning behind authenticity is being skewed.
How to avoid being an authenticity cliche
It's easy to fall into the trap of becoming an authenticity cliche. You may think you're unique, but you are just following the crowd to fit in or gain popularity. So, how do you stay true to yourself without becoming a stereotype?
The key is to be genuine, self-aware, and confident in your voice and style. Part of that process is learning and accepting that not everyone will care what you are saying – they may even disagree with it. But the ones that do, will likely stick around longer. This means that businesses have to understand the difference between short-term and long-term audience retention and how volatile that balance has become over the past decade.
Challenges Faced by Businesses Who Seek to Be Genuinely Authentic
Authenticity has consistently been a principle and an indispensable feature of successful organisations. Through strategically adapting to the changes, advancements in technology and consumer preferences, businesses can take full advantage of the opportunities afforded by this shift to focus on an authentically engaging and inspiring brand that resonates with consumers. Of course, there will always be challenges along the way; having a clear mission statement, staying true to your core values, gathering customer feedback, and using digital media strategically are all key components for inoculating yourself from mistakes made in the pursuit of authenticity. The silver lining lies in picking up the pieces after any missteps and striving to do better next time so you can continue building meaningful relationships with customers for years to come – that’s real authenticity.