The Trendification of Authenticity: Can Brands Ever Be Real Again?

Let’s be honest: somewhere around 2017, every brand seemed to decide they wanted to be our best friend. Suddenly, we were bombarded with ads and messages filled with earnestness, vulnerability, and more hashtags about “keeping it real” than we knew what to do with. Authenticity had officially become the hottest marketing trend—ironic, given that being authentic is supposed to be, well, the opposite of trying too hard. So how did we get here, and more importantly, where do we go from here?

From Genuine to Generic: The Birth of Authenticity as a Buzzword

Once upon a time, authenticity was about connecting with people at a human level. It wasn't about selling; it was about sharing real experiences, flaws, and aspirations. The early adopters of authentic branding focused on being transparent and open, not because it was profitable, but because it reflected who they were.

Think about brands like Dove. When Dove launched its “Real Beauty” campaign, it wasn’t trying to cash in on a trend—it was a reflection of the brand’s values around body positivity and challenging beauty norms. At that time, the campaign stood out precisely because it wasn’t what everyone else was doing. It was authentic in the truest sense of the word.

But as with most good ideas, it didn’t take long for “authenticity” to be co-opted by everyone else. Brands began to realize that being “real” sold well, and suddenly, authenticity became just another box to check on the marketing strategy checklist. The very idea of authenticity was commodified, turned into a performance.

Curated Authenticity: The Rise of "Instagram-Real"

As social media platforms like Instagram gained dominance, a new kind of authenticity took center stage—one that was carefully curated, filtered, and color-corrected. It was authenticity, but only in the way that it still looked good on a grid. Influencers became the ambassadors of this version of authenticity. Their content was filled with candid shots that were anything but candid, and “real talk” that had been rehearsed to perfection.

This shift made authenticity aspirational rather than attainable. The message was: you can be real, but only if your reality is aesthetically pleasing, your vulnerability perfectly on-brand, and your honesty lucrative. The result? Authenticity became less about genuine connection and more about crafting a carefully controlled persona.

The Good, The Bad, and The "Oh No": Authenticity in Action

To understand how authenticity has been trendified, it helps to look at some real-world examples.

The Good: Emirates Airlines and The Body Shop

Let’s start with a brand that has managed to navigate authenticity well—Emirates Airlines. During the height of the pandemic, when travel was restricted, Emirates committed to community support initiatives, offering free flights to medical professionals who needed to travel to help fight COVID-19. This wasn't about marketing spin—it was a genuine effort to contribute to the community, and it resonated deeply with people.

Similarly, The Body Shop has long been committed to social and environmental causes, from animal testing bans to fair trade initiatives. Their authenticity doesn’t come from a one-off campaign but from a consistent track record that aligns their actions with their brand values. They don’t just talk the talk—they walk the walk, and that’s what makes them feel real.

The idea of authenticity here goes beyond marketing buzzwords. It's reflected in how Emirates and The Body Shop prioritize real actions over flashy campaigns. Emirates' initiative, for example, resonated because it was relevant and timely, meeting an urgent need when the world was reeling from the effects of the pandemic. For The Body Shop, the story is one of consistency—over the years, they've demonstrated that social and environmental advocacy is not just a seasonal trend but a core element of who they are. This consistency has earned them genuine trust.

The Bad: Pepsi and Dubai's Miracle Garden

On the other end of the spectrum, we have Pepsi’s infamous Kendall Jenner ad. In an attempt to show solidarity with social movements, Pepsi created an ad that trivialized the very real issues that people were protesting for. It was a perfect example of how brands can misread the room—trying to be authentic without understanding the underlying emotions or struggles involved.

The ad misfired because it lacked the very essence of what makes a movement powerful: authenticity and genuine commitment. Protests are not aesthetic backdrops—they’re about people fighting for real change. When Pepsi turned it into a photo op, it only highlighted how disconnected the brand was from the emotions it was trying to align itself with. There was no empathy, no real solidarity—just a poorly thought-out marketing gimmick.

Closer to home, Dubai’s Miracle Garden also fell into the trap of over-curation. The garden tried to boost engagement through influencer campaigns, but the posts often felt more like influencer photo-ops than genuine reflections of the garden's beauty. The whole thing came off as disconnected, with influencers promoting the garden in a way that seemed staged rather than sincere.

Dubai's Miracle Garden’s campaign is an example of how over-curation can backfire, with influencers promoting the garden in a way that seemed staged rather than sincere. It’s a reminder that sometimes less is more, and being authentic doesn’t always mean involving influencers. Sometimes, letting the experience speak for itself is more powerful.

The "Oh No": Volkswagen and Nivea

Volkswagen’s emissions scandal is perhaps one of the most infamous cases of “authenticity” gone wrong. Here was a brand that positioned itself as eco-friendly and committed to sustainability, only for consumers to find out that they had been cheating emissions tests. The fallout from this scandal wasn’t just about regulatory penalties—it was about the complete destruction of the trust that the brand had built up over years.

Volkswagen’s case is a cautionary tale for any brand wanting to use “authenticity” as a selling point. It underscores the fact that authenticity isn’t just a marketing angle—it has to be embedded into the very culture of the company. When there’s a disconnect between what a brand says and what it does, it’s only a matter of time before consumers catch on.

And then there’s Nivea, with its tone-deaf “White is Purity” campaign. The campaign quickly became the poster child for how not to do authenticity. It was meant to evoke cleanliness and purity, but instead, it ended up sounding exclusionary and out of touch with the diversity of their audience.

The backlash against Nivea was swift and severe, and it served as a stark reminder that brands must be deeply aware of cultural sensitivities when attempting to convey authentic messages. Authenticity can’t exist in a vacuum—it must be cognizant of the audience's diverse experiences and perceptions. Misreading those signals can turn an attempt at authenticity into an outright PR disaster.

Consumers Are Getting Smarter

The good news is that consumers are getting smarter. They’ve seen enough brand blunders to know when they’re being fed a carefully curated version of reality. According to the Worldmetrics 2024 Report, 91% of consumers worldwide are likely to reward brands for authenticity.^[1] But here’s the kicker—consumers aren’t easily fooled. They’re actively looking for inconsistencies, and when they find them, it’s game over for the brand’s credibility.

A MarketScale 2024 Report found that 82% of Gen Z consumers prioritize brands using real customer images in their ads, and 72% favor companies supporting social causes.^[2] What does this tell us? It tells us that authenticity isn’t just about what you say; it’s about what you do, who you support, and how well your actions align with your words.

Consumers today have powerful tools at their disposal—social media, review platforms, and instant access to information mean that they can easily verify if a brand’s claims are real or just marketing spin. The relationship between consumers and brands has fundamentally changed; consumers now have the upper hand. They know they have options, and they want to support brands that genuinely share their values.

The implication for brands is clear: authenticity cannot be faked. It needs to be rooted in real actions, real values, and genuine care for the community. Empty statements won’t fly, and consumers are more than happy to call out inauthentic behavior when they see it.

What Does "Real" Even Mean for Brands Today?

So, can brands ever be truly authentic again? Or has the very concept of authenticity been trendified to the point of no return?

Authenticity, at its core, is about alignment—aligning your values with your actions, your words with your deeds. But when profit is the underlying motive, can brands ever be truly authentic? It’s a fair question. After all, no matter how much a brand claims to care about social justice or sustainability, the end goal is still to sell more products.

The answer might lie in reframing what we expect from brands. Instead of expecting brands to be “real” in the same way people are real, maybe we need to see them as organizations that can reflect genuine values and make a positive impact. Authenticity doesn’t mean brands have to be perfect—it means they have to be consistent, transparent, and willing to admit when they fall short.

The point isn’t that brands can’t have profit motives—it’s that those motives shouldn’t come at the expense of the values they claim to uphold. If a brand says it values sustainability, then its supply chain practices, packaging choices, and partnerships should reflect that value. If a brand says it cares about diversity, it should make sure that its internal culture and leadership reflect that diversity. Consumers aren’t expecting perfection; they’re expecting sincerity.

The Way Forward: How Brands Can (Maybe) Be Real Again

If brands want to reclaim authenticity, they need to do more than just talk about it. Here is a 5-step plan for brands to reclaim authenticity:

1. Be Transparent: If something goes wrong, own up to it. Consumers are much more forgiving of mistakes when brands are honest about them. It’s when brands try to hide or spin the truth that they lose credibility. Transparency means being open about both successes and challenges. Share how your products are made, who makes them, and what challenges you face as a business. When brands let people in on the journey—the good, the bad, and the messy—it makes them relatable. It also builds a sense of community, as people feel like they’re part of the brand’s story.
2. Engage Genuinely with the Community: Authenticity comes from meaningful interactions. Brands should focus on building real relationships with their audience—listening, responding, and adapting based on what their customers actually want. Community engagement isn’t about hosting a few flashy events; it’s about being present and responsive. It’s about showing up where your audience is, addressing their concerns, celebrating their successes, and acknowledging their feedback. People want to be heard, and they gravitate towards brands that listen.
3. Ditch the Over-Curated Content: People are tired of perfection. Brands that are willing to show the messy, unpolished parts of their journey are the ones that will stand out. Think about it: would you rather follow a friend who always seems perfect or one who shares the ups and downs of their life? In a world of overly curated feeds, the brands that dare to be imperfect are the ones that feel most real. Show the behind-the-scenes moments—whether it's a product prototype that didn’t work out or a candid conversation with a team member. The more brands pull back the curtain, the more people will connect with them.
4. Align Actions with Words: This one’s simple—do what you say you’re going to do. If a brand claims to care about sustainability, that means more than a few green-themed ads. It means making real changes to business practices, even if it means short-term costs. Alignment requires actively pursuing the values a brand claims to stand for. It’s about going beyond performative gestures and making commitments that might not always be convenient. Real authenticity requires a willingness to sacrifice short-term gains for long-term integrity.
5. Think Long-Term, Not Short-Term: Authenticity is a long game. Brands need to understand that building trust takes time, and it can’t be rushed through a one-off campaign. Actions should reflect a sustained commitment to values, and brands should be prepared for gradual, organic growth in consumer trust. Focusing on the long-term also means being willing to learn and adapt as cultural values shift.

Future Trends in Authenticity

As we look forward, there are emerging trends that brands should keep in mind if they want to be perceived as truly authentic:

• Hyper-Transparency: Consumers will increasingly demand radical transparency. Brands that share more about their sourcing, supply chains, and challenges will win trust.
• Community-Driven Content: User-generated content and community co-creation will become more prominent. Brands that genuinely involve their audiences in content creation will be seen as more relatable.
• Purpose Beyond Profit: Brands that successfully integrate purpose into their business model—without coming off as opportunistic—will stand out. Consumers are watching closely to see if brands' actions align with their stated missions.
• Localized Storytelling: Global brands will need to think locally to resonate authentically in different markets. A one-size-fits-all approach will no longer work in an age where cultural sensitivity is key.

The Real Real

Ultimately, the brands that manage to be “real” are the ones that stop trying so hard to be real. Authenticity isn’t about nailing the perfect tone in a social media post or having the right influencer on your side. It’s about consistency, transparency, and a willingness to be vulnerable—not for the sake of a campaign, but because it’s the right thing to do.

1. Worldmetrics 2024 Report: https://worldmetrics.org/most-of-the-time/
2. MarketScale 2024 Report: https://www.newswire.com/news/new-breakthrough-research-study-reveals-top-20-most-authentic-brands-22096139