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Authenticity Sells
Why 'authentic' marketing resonates—and sometimes divides—consumers

On a recent trip to Seattle, I observed the powerful use of the word 'Authentic ' in a local marketing campaign. A digital billboard promoting Richmond, British Columbia, featuring the tagline "Pacific People. Authentic Welcome" has sparked a lively discussion on social media.

While some praised the messaging as a clever way to highlight the city's uniqueness, others needed clarification on its intent. This campaign reflects a broader trend among brands to utilize "authenticity" as a central part of their identity, often stirring mixed reactions among consumers.

Airbnb (#98) is one prominent brand that fully embraces authenticity as a core element of its marketing. Their campaigns often highlight "authentic experiences" beyond a typical hotel stay, encouraging travelers to explore neighborhoods and live like locals. This strategy appeals to the growing number of travelers seeking immersive experiences that allow them to connect with new places on a deeper level. By focusing on staying in unique properties and engaging in local culture, Airbnb has successfully positioned itself as a provider of genuine, one-of-a-kind travel opportunities, standing out from the commoditized hotel industry.

Similarly, the outdoor apparel company Patagonia (#1) has built its brand around the concept of authenticity, using it to convey a commitment to quality and sustainability. Their marketing campaigns emphasize ethical production, environmental activism, and the genuine care they put into making each product. By being transparent about its supply chain and its dedication to reducing environmental impact, Patagonia has fostered a loyal customer base that values the authenticity of its mission. This approach has resonated particularly well with environmentally-conscious consumers, helping Patagonia to differentiate itself from other outdoor brands that may need to be more vocal about their values.

Food and beverage companies are also known for leveraging authenticity to appeal to consumers' desire for transparency and quality. Chipotle's "Food with Integrity" campaign is a notable example, emphasizing their use of responsibly sourced, natural ingredients. This approach aims to assure customers that they are getting food that is not only tasty but also ethically produced and free from artificial additives. By focusing on the authenticity of their ingredients, Chipotle (#219) taps into the growing consumer interest in health, wellness, and environmental responsibility. This campaign has effectively positioned Chipotle as a fast-food alternative that cares about what goes into its food, setting it apart from more traditional, industrialized competitors.

Another brand that has harnessed the power of authenticity in its messaging is Levi's (#16). The iconic denim company has long emphasized the idea of "authenticity" in its products, focusing on the heritage of its jeans and the stories behind them. Campaigns like "Live in Levi's" showcase real people wearing Levi's jeans in everyday situations, highlighting their products' durability and timeless appeal. By emphasizing the authentic and lived-in quality of their jeans, Levi's appeals to consumers looking for genuine, high-quality apparel that stands the test of time. This approach helps the brand maintain its reputation as a classic and reliable choice in a highly competitive fashion market.

The Richmond billboard highlights how brands use authenticity to connect with audiences, tapping into the desire for real experiences in a digital world. Whether in travel, food, or fashion, consumers crave genuine products they can trust. However, as the Richmond campaign shows, the concept of authenticity can be polarizing, sparking debates that keep the conversation alive and ultimately make the strategy more impactful.

Creative Leaders from Blizzard and Oakley will be speaking at CreativityFlow in Laguna Beach, CA on November 6th.  

Nikki Scoggins, VP of Creative Design and Content at Blizzard Entertainment, has a passion for transforming ideas into impactful content for global gaming franchises.

Brian Takumi, VP of Brand Soul + Creative at Oakley, is driving brand vision and innovation through storytelling to shape its future while honoring its rich legacy.

Secure your tickets to hear Nikki and Brian, use promo code “AUTHENTICITY”

| Time To Choose

What Brands Are Authentic? It is time once again to choose which brands you feel are authentic. Please tell us via our survey (it takes less than 5 minutes to fill out).

The results of your decisions will be part of our annual Authenticity 500 Index rankings, which you will receive for free.

| Authenticity Roundup

This week's curated reads from web

| Key Takeaways

Why Are Some Brands Authentic?

Key Takeaways to apply to your personal and professional brand

We analyze the top 5 authentic brands - Patagonia, Ben & Jerry’s, Vans, Nike, and In-N-Out Burger- to uncover the secrets behind their success, and ways you can apply those to your brand.

Free for our readers! 

| Check Out Past Reports

🌍 Key Takeaways from Top 5 Brands

💀  Liquid Death: How Rebellion Fuels Its Rise

🕒  Defining Authenticity, Time To Choose

🥇 Olympics, Athletes & Brand Authenticity

| Top Voices

This newsletter is an exclusive benefit to our Authenticity community.

Our weekly guide explores the meaning of Authenticity as it relates to our personal and professional lives and the brands we connect with, bringing you the latest insights, curated news, and guest authors.

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