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- Authentic Backlash, Subaru's Values
Authentic Backlash, Subaru's Values
Welcome to this week’s Authenticity Report.
We explore:
→ Authentic Backlash
→ Subaru, rooted in genuine values & actions
→ Curated insights in Authenticity Roundup
** One week until we announce the 2023 Authenticity 500 Brand Index list. If you have not voted for your most authentic brands, please do so by CLICK HERE.
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Authentic Backlash
The choice of "Authentic" as the 2023 word of the year has sparked debate due to its perceived overuse, particularly in social media, where influencers and brands may strategically use the term for public appeal. Critics argue that the subjective nature of authenticity complicates its selection, as it lacks a universally agreed-upon definition. In a landscape filled with curated online personas and performative behaviors, objections arise from the concern that "Authentic" may not accurately capture the complexities of genuine expression in contemporary language.
“I feel like they’re late to the game. Over the last ten years, we’ve pursued, wrestled with, and philosophized authenticity in building our personal brands. We’ve gotten pretty fake, but we’ve also gotten a little too real (see: Twitter). Most detestable of all, we’ve gotten icky fake-real. Virtue signaling, filters, AI, fake news. That which purports itself to be honest but is the boldest lie in disguise.” - Bobby Hundreds
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| Authenticity Roundup
This week's curated reads from web
marketing
• Milk’s Get Real Inc. Campaign
California Milk Processor Board's "Get Real Inc." campaign, fronted by Comedian Desi Banks and influencers, advocates for authenticity in our tech-centric world. Emphasizing genuine connections, the campaign highlights the essence of real moments.
Read More → got milk
culture
• Authenticity Struggles
With Authentic being the 2023 Word of the Year, Bloomberg looks at authenticity and how the line between what is real and fake is becoming blurred in our current news cycle.
Read More → bloomberg tv
commerce
• Christmas Tree Costs Soar, Yet Consumers Still Pine for Authenticity
Amid rising Christmas tree prices, a survey reveals wholesalers plan price hikes of 5% to 21%. Consumers are choosing real trees for their authenticity, emotional traditions, and sustainability despite costs. This year, Americans are set to spend $5.6 billion on Christmas trees.
Read More → pymnts
entertainment
• Angelina Jolie Is Seeking 'Authenticity' Outside of 'Unhealthy' Hollywood
In a recent interview, Angelina Jolie opens up about seeking "authenticity" beyond Hollywood's glamour, expressing a desire to move away from the shallow aspects of the industry. Following her divorce and a shift in priorities, Jolie is scaling back her Hollywood involvement, immersing herself in humanitarian work, launching a fashion venture, and contemplating a move from Los Angeles to spend more time in Cambodia.
Read More → henry herald
marketing
• Authenticity Wins With Multicultural Gift-Givers
A recent report underscores the critical role of authenticity in holiday gift-giving, with over six in 10 multicultural adults expressing a preference for retailers that convey a genuine understanding. It emphasizes the need for brands to authentically represent diverse experiences and emotions associated with cultural holidays, advocating for content that fosters an emotionally resonant connection with consumers.
Read More → marketing brew
| Check Out Past Reports
📖 Authentic - 2023 Word Of The Year, Converse
| Authenticity 500
Deep Dive Into Authentic Brands
#32 - Subaru
Subaru is a shining example of unwavering brand authenticity, firmly rooted in its commitment to genuine values and actions. This is evident in their dedication to producing reliable and durable vehicles and their consistent emphasis on environmental responsibility. For instance, the brand's "Subaru Loves the Earth" initiative showcases its authentic concern for the planet, demonstrated through partnerships with organizations like the National Park Foundation and efforts to reduce manufacturing waste.
Beyond this, Subaru's authentic bond with its community is palpable through initiatives like the "Subaru Share the Love Event," which has raised millions for various charitable causes over the years. In every facet, from their all-wheel-drive legacy to their heartfelt collaborations, Subaru's authenticity remains both a guiding principle and a tangible reality.
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