This Week’s Report
—> Why We Launched Authenticity
—> Purpose-Driven Campaigns
—> Tell Us
—> Authenticity Roundup
—> Top Voices

| Why We Launched Authenticity

Our founder spent ten years pursuing a trademark for the term Authenticity — and here’s why:

I’ve spent my career observing people striving to live authentically through actions or words. But it wasn’t until I entered the corporate world that I honestly questioned what Authenticity meant.

While working for a major beverage brand, I met top executives who often marveled at how we connected with younger audiences. They’d say, ‘We spend millions trying to be authentic, but we still fail.’

That realization led me to dive deeper. Over time, Authenticity became a buzzword tossed around at marketing conferences without substance or context. It became so overused that it was almost comical.

After reading Mark Lewman’s article, Is Your Brand Authorized to Use Authenticity?, I knew I had to explore the concept further. Over the next decade, I interviewed and surveyed thousands of people to uncover its true meaning.

This work inspired the creation of the Authenticity 500 Brand Index, a definitive guide to brands that resonate with consumers on a deeply authentic level. The index isn’t just about ranking companies—it’s about setting a new standard for how brands can genuinely connect with their audiences.

Today, we have a clearer understanding of what Authenticity truly is and why it matters.

| Key Takeaways

Purpose-Driven Campaigns Elevate Giving Season

This holiday season, brands are leveraging purpose-driven campaigns to build goodwill and connect with consumers in meaningful ways.

From American Express championing Small Business Saturday to REI Co-op's #OptOutside initiative (mentioned in last week’s Authenticity Report), these efforts demonstrate how companies are strategically aligning their values with social impact. The challenge, however, lies in ensuring these campaigns are recognizable without appearing overly self-promotional—a balance that can enhance trust and loyalty.

American Express, the originator of Small Business Saturday, took extra steps this year to tie its identity to the initiative, celebrating its 15th anniversary with significant fanfare. From lighting the Empire State Building blue to ad spots during NFL games, the company ensured widespread visibility. Singer Noah Kahan performed in Charleston, and American Express CEO Stephen Squeri discussed the day on CNBC. This concentrated effort resonated with consumers, as U.S. shoppers spent an estimated $22 billion at local businesses, a sharp increase from $17 billion in 2023.

Similarly, other brands have made lasting impacts with campaigns authentic to their missions, such as Estée Lauder’s pink ribbon for breast cancer awareness and REI's decision to close its stores on Black Friday to promote outdoor activities.

Experts emphasize the importance of authenticity, business alignment, and competence in driving meaningful campaigns.

Alison DaSilva of Zeno Group explains that such efforts succeed when they align with a brand's purpose, are relevant to its operations, and demonstrate expertise in creating impact. With 69% of global consumers wanting companies to address societal issues, the appetite for corporate social responsibility is clear. As Susan McPherson, CEO of McPherson Strategies, notes, the future of these campaigns may prioritize local community engagement, solidifying businesses as trusted and supportive forces in the areas where they operate.

*data / quotes from Axios “How Brands Are Authentically Owning The Giving Season”

| Tell Us

| 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

| Gift For You

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.

| Check Out Past Reports

⚫ The Problem With Black Friday

❤️ The Benefits Of Being Authentic

📈 Exploring The Rise & Decline of Authenticity

🛒 Most Loved & Least Liked Brands

| Top Voices

What Does Authenticity Mean To You?

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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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