The rise of authenticity in business & in marketing is not by accident. I like to entertain the idea that the rise, and need, of authenticity is a direct counter-reaction to the ever increasing number of false facades we see today. False facades? Yep, I'm talking about instagram influencers showing the highlights of their life, promoting products just because they are paid to do so, essentially trying to make marketing look like something else. I'm talking about big banks promoting their CSR programme front and center in their marketing, while at the same being charged with money laundering. It might seem like I'm angry, like I'm venting. But it's the opposite. You see, these false facades create opportunities for us, opportunities that we can capitalize on.
The rise of false facades is the reason we see the rise of authenticity, it's why we see companies like @buffer display everyone's salary in plain text, or clothing brands like @asket show us the true manufacturing cost of their products.
Transparency, and authenticity, when utilized in the right way, can be paramount in your success. Don't underestimate it.