In today’s world, consumers are tired of the overly polished, too-perfect marketing messages that flood their screens every single day. What they really want is something real, something genuine. The need for authenticity from businesses has never been higher.
People no longer trust brands that present themselves as flawless, or too perfect, or even brands that are posers. They want to see the real you—your flaws, your story, your journey, your stance on real life issues. That’s where the connection happens. When brands show up as authentic and transparent, they build trust, and that trust translates to long-term loyalty.
Why Authenticity Matters
Consumers crave transparency because it gives them something tangible to believe in. A brand that isn’t afraid to show its imperfections becomes relatable. And people relate to what’s real, not what’s perfect. I could tell you so many reasons as to why authenticity matters but lets let the numbers speak for themselves. Here are the stats:
- 88% of consumers say authenticity is important when deciding which brands to support.
- Around 94% of respondents claim they will stay loyal to a transparent brand.
- 83% of consumers worldwide believe transparency is crucial when deciding which brands to support.
If those stats don’t make the argument for authenticity in business, you can check out the full 2024 Edelman Report.
How to Show Up as the Real You
To start showing up authentically, it's essential to focus on sharing your true story, the narrative that defines your brand's unique identity. Dive deep into your brand's history, values, and the journey that has shaped it into what it is today. This involves embracing your challenges openly and not shying away from sharing what's happening behind the scenes, including the trials and triumphs that have made you stronger. Authenticity isn't about projecting an image of perfection; it's about revealing the genuine, often messy reality that resonates with people. Celebrate your imperfections, as these are the elements that humanize your brand and make it relatable. When you communicate with honesty, your audience will perceive the transparency and sincerity, fostering a deeper connection and trust. This trust is pivotal in building long-lasting relationships with your customers. As we dive into a few examples of companies doing a great job showing up as their authentic selves, remember that authenticity is an ongoing journey, not a destination. The brands that succeed in this realm continually reflect and adapt, ensuring their true essence is always at the forefront of their marketing efforts.
Companies Doing It Right
Here are some brands setting the standard for humanistic marketing, embracing transparency, authenticity, and social responsibility.
- Patagonia
Patagonia excels by weaving environmental responsibility into every aspect of its brand. They are transparent about their environmental impact, promote real stories connected to climate issues, and take strong stances on social causes, particularly those surrounding climate change. Which is the perfect form of authenticity seeing as they are a designer of outdoor clothing and gear for what they like to call the “silent sports”. - Ben & Jerry’s
Ben & Jerry’s leads with activism, particularly around diversity, inclusion, and social justice. Their in-house activism team ensures the company is not only speaking out against injustices but also taking action. They’ve created a brand where social responsibility and profit coexist, just take a look at some of their ice cream flavors: Justice ReMix’d, Save Our Swirled and Empower Mint. - Dove
Dove’s "Real Beauty" campaign is a pioneering example of inclusivity in advertising. By featuring real women with diverse body types, ages, and ethnicities, Dove has challenged the beauty industry’s unrealistic standards and sparked a global conversation around what it means to be beautiful. - Buffer
Buffer’s radical transparency is a benchmark for how open businesses can be. They share financial data, employee salaries, and customer satisfaction metrics, among many others. This openness creates a strong bond of trust with customers and employees alike, showing that honesty can foster loyalty by letting consumers know exactly where their subscription dollars go.
Companies Not Doing It So Right
Let's also look at some brands that are falling short of the authenticity and transparency consumers expect.
- Panera Bread
Despite positioning itself as a healthy fast-food alternative, Panera Bread often promotes unhealthy add-ons like bread bowls, pastries and chips. This contradiction between brand messaging and product offerings can and has led to skepticism from health-conscious consumers. - Walmart
Walmart recently settled a class-action lawsuit for deceptive practices, such as inflating product weights and overcharging for clearance items sold by weight. Such misleading practices damage consumer trust, especially when integrity is at stake. - John Deere
After years of promoting itself as a leader in diversity, equity, and inclusion (DEI), John Deere’s recent decision to stop sponsoring “social or cultural awareness” events sends a mixed message. Their shift away from DEI initiatives undermines the trust they built around their brand’s commitment to these values. - HSBC
HSBC has been accused of greenwashing with misleading climate ads that portrayed the company as committed to sustainability. However, while publicly promoting a greener future, HSBC continued financing oil and natural gas projects—industries that heavily contribute to greenhouse gas emissions. This misalignment between their ads and actual practices has drawn significant criticism.
The future of marketing is not about putting on a perfect face or creating an illusion of flawlessness that doesn’t exist. It’s about embracing your true identity as a brand, acknowledging both your strengths and your weaknesses, and communicating these elements openly to your audience. Today, consumers are drawn to honesty and sincerity, gravitating towards brands that convey genuine stories and values. By showing up as the real you, with all your unique quirks and qualities, you cultivate a deeper, more meaningful connection with your audience. This approach not only attracts attention but also fosters a sense of trust and loyalty, as people appreciate the courage it takes to be transparent and authentic. As you present your brand in its true form, you will likely find that your audience responds with increased engagement, support, and enthusiasm, ready to champion a brand that reflects reality over perfection.