By Rolling Stone Culture Council
Authenticity isn’t a trend or tagline. It’s a long-term commitment to consistency, accountability and real human connection.
In an era where consumers can spot performative messaging from a mile away, “authenticity” has become one of the most overused and misunderstood ideas in branding. Too often, companies mistake relatability for honesty or aesthetics for values, only to lose trust when their actions don’t align with their words.
Here, 11 Rolling Stone Culture Council members explain what today’s brands commonly get wrong about authenticity and what it really takes to build real, lasting connections with audiences. By showing up consistently and letting your values guide you, your brand will be well on its way to being truly genuine.
Forcing Your Brand Into a Crowded Space
Too many brands force themselves into a crowded space instead of creating their own space. Make decisions rooted in values versus trends. Do what’s right for your brand and community — not because everyone else is doing it or because it’s never been done. Meet your audience where they are and your audience will meet you where the truth is. – Zech Francis, BeatBox Beverages
Treating Authenticity as Messaging Instead of a Responsibility
Brands miss authenticity when they treat it as messaging, not responsibility. Real leadership isn’t polished statements; it’s consistent action. Social impact isn’t a campaign; it’s accountability. If your values vanish when it’s inconvenient, that’s not authenticity — it’s performance. Purpose must be practiced, not posted. – Kimberly S. Reed, Reed Development Group
Mistaking Authenticity for Performance
Brands mistake authenticity for performance by sharing “raw,” unpolished moments. This is just self-proclaimed noise. The better way? Verifiable consistency. True authenticity isn’t what you claim; it’s what your entire digital ecosystem proves. It’s a clear, consistent and corroborated narrative that algorithms can understand and audiences can trust. – Jason Barnard, Kalicube
Oversharing Raw Emotion
Most brands mistake authenticity for oversharing. Authenticity isn’t dumping raw emotion online — it’s consistency between what you say, what you do and how you show up. The better path is disciplined honesty. Communicate with clarity, keep your promises and let integrity — not algorithms — shape your voice. – Kristin Marquet, Marquet Media, LLC
Viewing Authenticity as a Tactic
Too many brands treat “authenticity” as a tactic rather than a mindset. Connections built on quality, consistency and a story that feels genuine are real connections. The most enduring brands pair a solid product with a spark of personality, successfully pivoting with the times while maintaining a core ethos. One can’t fake trust; however, one can build it one honest interaction at a time. – Thomas Andersen, BTA Cannabis CPA Tax
Just Talking About What You Do Without the ‘Why’ Behind It
The best way forward for brands that truly want to connect is to get real. That means being honest about the good and the bad, pulling back the curtain and letting people see what really happens behind the scenes. Don’t just talk about what you do — share why you do it. That’s how you build real trust: through consistency, honesty and actions that actually mean something over time. – Jeff Hopmayer, Brindiamo Group LLC
Being Unwilling to Pay the ‘Cost’ of Authenticity
Brands believe that authenticity and values go together (and rightly so). But values, by definition, cost something. And audiences are wary of convenient values that change the moment they become inconvenient. So, what is your brand prepared to give up for the sake of your values? Revenue? Convenience? Popularity? Either consistently pay the cost or don’t claim to hold the value. – Jed Brewer, Good Loud Media
Treating Authenticity as an Aesthetic or Filter
Most brands treat authenticity like an aesthetic — a tone, a filter, a “real” post. But true authenticity isn’t what you show; it’s what you sustain. It’s built through consistency, not confession. The future belongs to brands that design systems of sincerity, where integrity is visible, not staged. – Sudhir Gupta, The Facticerie
Failing to Have a Mission, Ethos and Strategic Plan in Place for Communications
Brands across existing and new brand categories are best served by having a mission, ethos and strategic plan when it comes to communicating with their audiences, customers and investors. Authenticity is a byproduct of your messaging when you are doing it right. It will shine through in well-thought-out and articulated content that is aligned with your roadmap and goals. – Julie Zinamon, Vataseason
Chasing Trends Instead of Originality
Everyone’s doing the same exact thing that’s trending at any given moment. Audiences don’t care to see the same content over and over. With all due respect to the social media teams, originality still triumphs over short-term vitality. – Kathy Schenfelt, SCH Entertainment
Performing Vulnerability While Hiding What’s Behind the Scenes
Most brands treat authenticity like confessions. They perform as vulnerable on socials while hiding their operating systems and what truly holds their missions. Real authenticity is governance: clear standards, fair policies and receipts. Show how you decide and what you fix when you fail, and invite an audit. Consistency beats confessions every time. – Sonia Singh, Center of Inner Transformations
Feature image credit: Tamani C/peopleimages.com — stock.adobe.com
