Burton’s Authentic Branding, Building Value By Being Yourself

July 20, 2023

What Does Authenticity Mean?
Having a mission and sticking to it, even when its hard. - Peter A.

| Authenticity Report

Welcome to our weekly guide exploring the meaning of Authenticity as it relates to our personal and professional life, bringing you the latest insights, curated news, and guest authors from our community.

Breaking Boundaries: Burton’s Authentic Branding

Burton Snowboards has earned its spot at #25 on the Authenticity 500 Index.

There are numerous reasons for this. Firstly, the company's founder, Jake Burton Carpenter, was a passionate snowboarder, laying the foundation for a brand rooted in authenticity.

The company's commitment to the sport and its culture is evident in its product innovation, sponsorships”

The company's commitment to the sport and its culture is evident in its product innovation, sponsorships, and engagement with the snowboarding community.

As one snowboarder stated, "Burton is the real deal. They understand snowboarding because they live and breathe it. That authenticity shines through in everything they do."

Another factor contributing to Burton's authenticity is its dedication to sustainability and environmental responsibility. The brand has taken significant steps to reduce its carbon footprint and minimize its environmental impact.

Lastly, Burton's authenticity is reinforced by its inclusive and diverse approach to the sport.

The brand has actively promoted increasing equity, representation, and inclusion for all people in the sport.

Through initiatives like Culture Shifters brings together BIPOC (Black, Indigenous, and people of color) change-makers to build a community of riders that represents what they hope the future of snowboarding will look like—diverse, inclusive, and empowering.

What our community thinks;

"It truly listens to the people they make their products for. Rider-driven feedback and a genuine care for customer feedback."

“Jake thought outside the box and developed a brand that push boundaries and create a culture that is still relevant in today’s society.”

| Authenticity Roundup

This week's interesting reads from around the web

• How Saying ‘No’ Enhances Authenticity and Well-Being

Saying "no" can be difficult at first but gets easier with time. It benefits our well-being by allowing us to prioritize our needs and be authentic. To practice saying "no," we should be aware of our priorities, separate the request from the person, and communicate kindly and directly. Embracing vulnerability and repetition is essential for mastering this skill.

Read More → psychology today

• How Authentic Employee Recognition: Building Trust and Success at Work

Authentic employee recognition is essential for building trust and respect in the workplace, leading to improved well-being and performance. Insincere recognition can have the opposite effect, eroding trust and confidence in the organization.

Read More → gallup

• Gen Z Craves Authenticity in Health & Beauty Shopping

Millennial shoppers are increasingly looking for authenticity when shopping for health and beauty products online. They are influenced by social media stars and peer recommendations, seeking brands with clear values and sustainable practices. Retailers can tap into this trend by championing authenticity throughout the buyer journey, offering genuine experiences that resonate with young consumers and build long-term loyalty.

Read More → channelx

• The Authenticity Advantage: Building Value By Being Yourself

Authenticity is the act of being genuine and true to oneself. It is not rigid, it is not without empathy, and it is not situationally unaware. Organizations with a strong culture of authenticity and inclusion have a lot to gain. Employees who feel they can be themselves at work are more likely to contribute their full potential, have higher productivity, and stay with the organization for longer periods.

Read More → mediapost

image: Getty

Authenticity In Branding: What Celebrities Can Learn From Bethany Frankel

Reality star Bethenny Frankel and founder of the Skinnygirl Cocktails has criticized two celebrity-backed alcohol brands for lacking authenticity and "just slapping their names on a bottle.” She argues that these brands are more focused on making money than on creating a genuine connection with consumers. Frankel suggests that celebrities who want to launch successful alcohol brands should focus on creating products that they are passionate about and that reflect their own personal values.

Read More → thestreet

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