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- Cracking The Code: The Essence of Authenticity, TOMS
Cracking The Code: The Essence of Authenticity, TOMS
| Authenticity Report
This week, we explore:
→ Cracking The Code on Authenticity
→ TOMS: One for One Purpose Driven
→ Curated insights in Authenticity Roundup
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How do you express Authenticity in Your Daily Life? |
photo: Tima Miroshnichenko / pexels
Cracking The Code: The Essence of Authenticity
In recent years, we've engaged in discussions about authenticity with various individuals, ranging from brand marketers to college students, and it's fascinating to see the diverse interpretations of this concept. Authenticity, as it relates to branding and consumer perceptions, can be a complex and subjective matter. The responses we've gathered from these conversations and social interactions reveal a range of perspectives on authenticity.
Many see authenticity as the clear expression of beliefs and ideas, while others emphasize the importance of actions aligning with words. For some, it means being unafraid to express oneself without changing core beliefs to conform to others' expectations. It also includes not caring about others' opinions and staying true to personal values. Authenticity extends to brands as well, involving transparency and consistency with a company's mission and values.
Ultimately, authenticity is associated with being genuine, honest, transparent, and unapologetic about one's identity and beliefs. It signifies a truthful and reliable approach, both in personal and brand contexts. These responses collectively highlight common themes like trust, integrity, transparency, and genuineness when defining authenticity. What does authenticity mean to you?
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| Authenticity Roundup
This week's curated reads from web
Photo: Lisa Fotios / pexel
personal
• If These 11 Things Describe You, You’re Probably A Really Authentic Person
Lachlan Brown identifies 11 characteristics that can help determine a person's authenticity. These attributes encompass speaking candidly, accepting imperfections, prioritizing personal values over pleasing others, embracing change, being a good listener, comfortably embracing individuality, deriving happiness from non-material sources, possessing a strong moral sense, practicing self-compassion, avoiding constant validation-seeking, and showing courage in vulnerability. These qualities indicate genuine authenticity and staying true to oneself.
Read More → hack spirit
business
• Brand Authenticity: Staying True To and Communicating Values
Brands aiming to maintain authenticity and align with consumer values should focus on their brand story, selectively sourcing organic ingredients, micromanaging manufacturing, forging face-to-face connections, and partnering with influencers who genuinely believe in and use their products, according to Jennifer Maxwell, a CPG pioneer. Consumer preferences are increasingly driven by alignment with brand values, making it crucial for brands to communicate their authentic stories clearly.
Read More → new hope
food
• Craft Beer Names as Authenticity Plays Key Role
In the competitive craft beer industry, the name of the beer often matters as much as the product itself, according to research at the University of Wisconsin - Milwaukee. Craft beer consumers value authenticity, and beer names conveying negative emotions tend to perform better as they align with the industry's emphasis on authenticity over profit.
Read More → cbs
pop culture
• Zendaya’s Authentic Message: Rejecting ‘Manipulated’ Pictures & Unrealistic Ideals
Zendaya has consistently advocated for self-confidence, body positivity, and authenticity, using her platform to address issues like photo retouching. She voiced her concerns about manipulated images in a photoshoot, highlighting the impact on women's self-esteem and unrealistic beauty standards, and her commitment to honesty and self-love continues to serve as an empowering example in an industry often marked by unattainable beauty ideals and digital manipulation.
Read More → pinkville
entertainment
• Keke Palmer: The Power of Community, Authenticity, and Self-Advocacy
Emmy award-winning actress Keke Palmer discusses the role of community in her life journey, emphasizing authenticity, self-advocacy, and mental health as essential aspects of personal well-being. She also highlights the significance of authenticity in partnerships, owning one's personal narrative, intentionality in corporate collaborations, navigating difficult conversations, staying relevant in a dynamic industry, finding spiritual guidance in one's career, and managing self-doubt and anxiety through therapy and mindfulness.
Read More → next big what
personal
• 5 Ways to Find Yourself Authentically in College Life
In college, student Anastasija Mladenovska reflects on the challenges of self-discovery in her 20s, acknowledging that finding oneself is an ongoing journey. She offers a brief guide that emphasizes taking ownership of one's identity, expanding both horizontally and vertically in life, fostering consistency, practicing forgiveness, and accepting the continuous process of self-discovery.
Read More → miami student
Check Out Past Reports
authenticity 500
#21 TOMS
TOMS, a brand synonymous with genuine impact, has consistently embodied authenticity since its inception. In 2006, they revolutionized the industry with their innovative One for One model, setting a new standard for purpose-driven business. With a resolute focus on improving lives, TOMS' community has transformed over 100 million lives through its thoughtful initiatives. This unwavering commitment to action-driven change underscores their authenticity, solidifying TOMS as a trailblazer in intertwining business success with meaningful impact.
Their iconic footwear and eyewear collections not only reflect style but also serve as tangible symbols of their dedication to making a difference. This commitment resonates deeply with their followers, creating a passionate and engaged community that values both the brand's products and the authentic change they bring to the world.
FROM FOUNDER
"We're in business to create a better tomorrow. If we live for one another, together we can change the world." - Blake Mycoskie, TOMS Founder
FROM OUR COMMUNITY
"I have a great deal of respect for the brand. Aligning a cause to the brand (I think since the beginning) and sticking with it says a lot. " - Jim S.
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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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