If there was ever a perfect case study for how far authenticity can get you, it happened when He who shall not be named made it all the way to the White House. Against all odds, he captured the electoral college votes and secured the presidency. There has been much political analysis of how it happened, but here's another point of view: he was unfailingly authentic. He was who he was. He didn't change. He didn't apologise. He said what he thought. He was unfiltered. With his appropriateness filter seemingly non-existent, he just let it all hang out.

Those who loved him took their own meaning from his words. Those who opposed him and everything he appeared to stand for were horrified.

But enough about him—let's talk more about the buzzword and notion of authenticity. We've all heard it a thousand times: "Be authentic in your communications." Cue the eye roll. What does that even mean anymore? Is it just about telling the truth and not being dodgy?

Well, no it seems authenticity encompasses a broader set of values, including transparency, integrity, and consistency. It's about being true to yourself, your brand, and your audience. It's about communicating openly and honestly, even when it's difficult or uncomfortable. It's about aligning actions with words, ensuring that what you say and what you do are in harmony.

Before the rise of social media and the explosion of user-generated content, we had a pretty good handle on where information came from and what agenda might be at play. But now? It's a whole different ball game. When facts are labelled "fake news" and misinformation is presented as truth, authenticity isn't just a buzzword—it's a lifeline for brands and consumers navigating this complex landscape.

What's behind it all? It turns out people don't like to be scammed, ripped off, or lied to. Shocking, right? It doesn't feel like a hard concept to get right. But it must be as the demand for authenticity is particularly pronounced among Millennials and Gen Z.  Having grown up in the digital age, they are all over the  misinformation and the manipulative tactics employed by  brands. They are more likely to support brands that prioritise authenticity, ethical practices, and social responsibility. And woe betide any brand that tries to greenwash its way into their good books.

At the end of the day, we all want to trust the people we do business with and the products we buy. Authenticity isn't just a marketing strategy; it's a necessity. So, let's cut through the noise, ditch the spin, and focus on being real. Because in a world full of smoke and mirrors, authenticity stands out.

Here are three principles to adopt.

• Be Transparent and Honest
  This is the foundation of authenticity. Share information openly with your audience. If mistakes happen, acknowledge them promptly and explain how you're addressing them. Honesty builds trust and credibility.
• Align Actions with Values
  Clearly define your brand's values and ensure that every communication and action reflects them. Consistency between what you say and what you do reinforces your authenticity.
• Engage Genuinely with Your Audience
  Authenticity is not a one way street. Listen to your customers and respond thoughtfully. Foster real connections by showing empathy and understanding. Let the human side of your brand shine through genuine interactions. People connect with people, not faceless corporations.

Remember that politician we talked about? He swaggered into the spotlight with his own brand of bare-knuckled "authenticity," and surprise, surprise – people ate it up. Why? Because he tapped into that deep human craving for leaders who “tell it like it is” – even if what they tell is often eyebrow-raising, sometimes offensive, and occasionally plain bonkers. 

But here’s the thing: authenticity, when done right, is like a great cake. It needs solid ingredients – a foundation of decent values – or else it’s just a puff of hot air. You want substance with your spectacle.

To be authentic, you need to know who you are and what you stand for. You also need to know your audience and what makes them tick. It's all about finding that sweet spot where your values and your audience's needs align.

And before you think you’re done, let’s be clear,  being authentic isn’t one-and-done. It’s a never-ending dance. You adapt, you listen, you keep it real – but you do it consistently and with intent. 

Authenticity is a journey, not a destination

By: Angela Hinchley