The Authenticity Test: How Brands Can Thrive in a World of Shifting Trends
In recent years, a clear shift has been emerging in branding and marketing. As technology continues to advance, there’s an increasing hunger for something real, something grounded in authenticity. Amidst a world of automation, AI, and digital overload, consumers are turning back to brands that feel human, personal, and rooted in values that transcend the fleeting trends of the moment.
We’re seeing a rise in movements that celebrate the handmade, the bespoke, and the vintage. As tech makes life easier, we find ourselves seeking out more meaningful, tactile experiences—things that remind us of simpler times, or at least, things that feel real. There’s a collective longing for authenticity in a world that sometimes feels detached from our human roots.
This return to authenticity isn’t just happening in consumer goods and design—it’s also shaping the way we interact with brands on a cultural level. As brands increasingly find themselves caught in the crossfire of political and social movements, one thing is clear: authenticity is the key to survival. Consumers today are more attuned to inauthenticity than ever before. When a brand tries to align itself with a movement without genuinely understanding it or being a part of it, the pendulum swings back hard—and the consequences can be significant.
The 'Woke' Pendulum: A Case Study in Brand Missteps
Consider the case of Budweiser in 2023. The beer giant's decision to launch a campaign featuring influencer Dylan Mulvaney, aimed at appealing to a younger, progressive demographic, quickly backfired. The backlash was swift, and the effects were visible—not just in public sentiment but in financial performance. Following the launch, Budweiser’s parent company Anheuser-Busch InBev saw a significant drop in stock value. In April 2023, their stock price fell by over 5% in just a few days following the controversy, amounting to a loss of billions in market capitalization.
This wasn’t just a temporary blip. The campaign, which some critics felt was out of touch with Budweiser’s core audience, alienated long-time customers and led to boycotts. It also led to a larger conversation about brands using social movements for profit without fully understanding the values of the groups they were attempting to align with.
Budweiser’s blunder highlights an essential truth for modern branding: consumers can smell inauthenticity from miles away. Brands must align their public image with their core values—values that must be consistent, timeless, and genuine. When a brand tries to jump on a political or cultural trend without truly understanding it or being part of it, the pendulum swings back quickly, and the fallout can be severe.
The Pepsi example from 2017 serves as another cautionary tale. Their infamous ad featuring Kendall Jenner attempting to resolve social justice protests with a can of soda was widely panned for trivializing serious issues. The backlash was so significant that Pepsi had to pull the ad and issue a public apology. In both cases, these brands overestimated the public’s willingness to accept corporate alignment with complex, nuanced issues without offering any substance or sincerity behind it.
Back to Basics: The Importance of Authenticity
These missteps offer valuable lessons in how brands should approach their messaging. In an era where authenticity is king, brands need to revisit their core values—those universal principles that define who they are and what they stand for. Authenticity is no longer a luxury; it’s an expectation. Consumers are tired of being sold to; they want to be understood. They want brands that represent something real and grounded, not brands that bend and shift with the latest cultural or political wave.
Think of brands like Apple or Patagonia, which have stayed true to their core values even as the world around them has changed. Apple remains synonymous with simplicity, innovation, and user experience. Patagonia’s commitment to environmental sustainability is woven into every part of its identity. Both of these brands continue to resonate with consumers because they aren’t trying to be everything to everyone; they focus on what they do best and remain grounded in their foundational principles.
In contrast, when a brand like Budweiser, which has long been associated with blue-collar America, tries to present itself as something it’s not, it risks alienating its core audience. The pendulum swings back quickly, and the damage can be long-lasting.
Where Do We Go from Here?
Looking ahead, brands must ask themselves one critical question: What do they stand for? In a world where trends come and go and cultural conversations shift in an instant, authenticity is the anchor that will keep a brand relevant and strong. If a brand truly believes in a cause or position, it should stand behind it—but if it’s just jumping on a bandwagon for the sake of public relations, it’s best to avoid it altogether. In the end, brands that stick to their core values, even when the pendulum swings in unexpected directions, are the ones that will endure.
The pendulum will always swing back. It’s only a matter of time before we return to authenticity, simplicity, and timeless principles. Brands that recognize this truth will thrive, while those that chase fleeting trends risk being left behind. The key is staying grounded in what’s real, and above all, what’s true to you.
