Authenticity in business is not just a marketing gimmick, but the foundation of trust between a brand and its consumers – especially valued by Generation Z.
In our personal lives, we use the word authenticity to describe people who are honest and true to themselves, while in the business world, it’s often used as a marketing tool for building trust. But what does it actually mean to be authentic? Is it complete honesty? Consistency? Or just the perception others have of us or a product? Authenticity is often and easily instrumentalized, and it’s becoming increasingly difficult to distinguish between what is truly sincere and what is just a well-rehearsed performance.
Authenticity Is Key in Business Communication
In professional communication, authenticity is often defined as the alignment between what an organization says and what it actually is. At its core, this means that corporate values should not only be declared but lived. Studies conducted over time on the topic of authenticity support this idea. According to Edelman’s Trust Barometer, as many as 81% of consumers say they expect brands not only to talk about their goals but to act in accordance with them. Similarly, research by Stackla showed that 86% of consumers consider authenticity a key factor in deciding which brands to trust.
This preference is particularly evident among younger generations like Millennials and Gen Z, who seek transparent, ethically responsible, and socially engaged brands – 68% of consumers in this demographic prefer brands that openly communicate their values, even if they occasionally make mistakes.
Greenwashing and the Misuse of “Authenticity”
Despite its advantages, business authenticity can sometimes become problematic and questionable. A term meant to signify sincerity is often used as a tool for manipulation. For example, the phenomenon known as greenwashing refers to situations where organizations exaggerate their environmental efforts to appear more responsible than they really are. Likewise, organizations that promote inclusivity without investing in real policy changes often face accusations of symbolic actions or tokenism.
Consumers are increasingly aware of such practices and are becoming more critical of brands that use authenticity as a facade for credibility. On the other hand, brands that genuinely integrate authenticity into their core values often manage to retain public trust – even in times of crisis. Their audience understands that mistakes are authentic and the result of human action, not manipulation.
The Path to Your Authentic Brand
Despite much debate, authenticity remains a crucial element of successful communication – but its value depends on how it’s used. If authenticity is used solely as a tool to achieve commercial goals, it will lose its meaning, and the organization will lose the public’s trust, causing irreparable damage. However, when it stems from genuine values and consistent action, authenticity becomes the foundation of trust and loyalty.
In this context, public relations professionals and agencies trained in communication strategy play a key role. We help organizations clearly define their values and build and communicate an authentic image – both internally and externally – that isn’t just for show, but a true reflection of who they are. Through strategic planning, monitoring communication trends, and understanding audience needs, we enable brands to achieve their goals while remaining consistent, credible, and authentic.
