Michael Shribman is president and founder at APS Global Partners Inc. and Medias Health Inc.
In a world saturated with polished messaging and overproduced branding, the businesses that win today aren’t necessarily the ones with the loudest ads—they’re the ones that are real. Authenticity in business has become more than a marketing trend; it’s a foundational principle that determines how brands connect, convert and sustain relationships in an increasingly transparent and discerning marketplace.
What Does Authenticity Really Mean In Business?
At its core, authenticity is about aligning what you say with what you do—and who you truly are. It means showing up consistently with clarity in your values, being transparent in your actions and delivering on promises without facades.
In business, authenticity translates into:
• Consistent brand voice and behavior
• Transparent communication with stakeholders
• Clear values and purpose that guide decisions
• A genuine connection with customers and employees
While these concepts may seem intangible, their impact is anything but. A 2017 Consumer Content Report by Stackla found that 86% of consumers say authenticity is important when deciding what brands they like and support. In other words, if you’re not authentic, you’re not even in the running.
The Trust Factor: Authenticity Builds Credibility
Trust is fragile. According to Edelman’s Trust Barometer, 71% of consumers say they’ll lose trust in a brand forever if they perceive it as putting profit over people. In a digital world where every misstep is amplified and remembered, authenticity offers a kind of protection—it signals that your brand is built on values, not just margins.
Loyalty Is Earned, Not Bought
Loyal customers aren’t just repeat buyers—they’re brand advocates. And today’s consumers are savvier than ever. They can tell when a message is scripted, a photo is stock or a mission statement is hollow. Brands that show vulnerability, admit mistakes and invite customers into the journey often inspire fierce loyalty.
Actionable Insight
Use storytelling to share the why behind your business, not just the what. Whether it’s a founder’s journey, a failed product that led to innovation or behind-the-scenes glimpses of your team, real stories resonate. For inspiration, look at brands like Ben & Jerry’s, which openly discusses its social mission and how it navigates business challenges.
Authenticity Internally: Your Culture Reflects Outward
It’s not enough to look authentic to your customers; authenticity must be embedded in your internal culture too. Employees are often the first ambassadors of your brand. If there’s a mismatch between internal reality and external messaging, cracks begin to show—and in the age of platforms like Glassdoor, internal inauthenticity is a reputational risk.
Case In Point: Buffer
The social media startup Buffer practices radical transparency. Salaries, equity and even company revenue are all published online for anyone to see. This openness has attracted top-tier talent, enhanced team morale and set them apart in a crowded SaaS space.
The Cost Of Inauthenticity
The fallout from inauthenticity can be swift and brutal. Just look at the backlash faced by brands during social justice movements that posted supportive messages without any history of advocacy or diversity in leadership. Consumers no longer tolerate lip service. If your actions don’t back up your words, expect to be called out—and ignored.
A 2020 survey by Zeno Group found that consumers are 4x more likely to purchase from a brand with a strong purpose. But if that purpose feels contrived or opportunistic, the effect reverses. Authenticity isn’t a campaign—it’s a commitment.
Authenticity And Long-Term Success
In an era where trends change by the minute and attention spans are shrinking, authenticity offers long-term equity. It helps:
• Cut through noise. Genuine stories stand out amidst sales pitches.
• Create emotional bonds. People remember how you made them feel, not just what you sold.
• Enhance resilience. Brands grounded in purpose bounce back faster from setbacks.
Bringing Authenticity To Life: A Framework
Here’s a practical guide to help businesses infuse authenticity at every level:
1. Clarify your core values. These aren’t buzzwords; they’re the moral compass of your company. Limit yourself to three to five values that are non-negotiable and lived every day.
2. Audit your messaging. Review your website, emails and social channels. Do they sound like a real person or a corporate machine? Aim for conversational, human-first language.
3. Lead with vulnerability. Share challenges and lessons learned. Brené Brown’s research shows that vulnerability is a powerful trust builder, especially in leadership.
4. Empower real voices. Feature employees, customers and partners. UGC (user-generated content) consistently outperforms branded content in engagement.
5. Measure trust, not just clicks. Include NPS, retention and sentiment analysis in your KPIs. These offer better insights into the emotional relationship your brand builds.
SEO Optimization Without Sacrificing Soul
Yes, authenticity and SEO can coexist. In fact, authentic content helps your search performance. Google’s algorithms now favour content that demonstrates E-E-A-T: Experience, Expertise, Authoritativeness and Trustworthiness. Write like a human, optimize like a strategist.
Tips:
• Use natural language, not keyword stuffing.
• Incorporate relevant internal links to authoritative sources.
• Answer real customer questions using tools like AnswerThePublic or Google’s People Also Ask.
Final Thought: Authenticity Is A Business Strategy
This isn’t just about feel-good branding. Authenticity is a competitive advantage. It influences every touchpoint—from product development to hiring practices to customer service. Companies that commit to authenticity aren’t just liked—they’re loved.
As Simon Sinek aptly puts it: “People don’t buy what you do; they buy why you do it.” If your business can clearly articulate that why, and consistently act in alignment with it, your audience will reward you with something priceless: trust.
And in today’s business climate, trust is the most valuable currency you can earn.
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