As we explore authenticity as a social construct, marketing and advertising emerge as key players in how society perceives “realness.” Today, consumers crave a sense of connection and trust with the brands they support, and brands are increasingly tapping into these desires by creating campaigns and partnerships that feel personal and genuine. But is this sense of authenticity real, or is it another carefully crafted layer of branding?
Authenticity in advertising isn’t new, but it’s become more crucial than ever in a time when consumers are constantly bombarded with content. In this saturated landscape, what breaks through isn’t always the loudest or flashiest message but the one that feels most relatable and genuine. A brand that appears “real” is perceived as more trustworthy, creating an emotional connection with the audience that’s hard to achieve through traditional, overt advertising.
Brands, however, understand that authenticity isn’t a single quality they can just decide to embody. It’s a strategic choice to align with cultural expectations and social trends, acknowledging that “being real” means different things to different groups.
A central pillar of today’s “authentic” marketing is influencer culture. Influencers, from celebrities to niche content creators, are seen as ambassadors of authenticity. They maintain a following by blending aspiration with relatability, and brands use this mix to their advantage. By embedding products within an influencer’s lifestyle, brands hope to seamlessly merge with the influencer’s image, creating a powerful combination of aspirational lifestyle and everyday familiarity.
However, as audiences become savvier, they recognize that even the most “real” influencers are often performing to a degree. This doesn’t mean influencers or brands are being disingenuous, but it does highlight that authenticity, in this context, is often a carefully curated production. Influencers build trust with followers by balancing their “real” selves with their roles as content creators, which sometimes involves strategic vulnerability and openness. These personas are authentic yet crafted, and they set the tone for what “realness” looks like in today’s marketing landscape.
For brands, aligning with the value of authenticity goes beyond influencer partnerships. It’s about embedding the concept of realness in their identity and communication. This approach means adopting transparency, embracing causes and beliefs that resonate with their audience, and inviting consumers into their world. For example, brands that openly acknowledge product flaws, share their environmental commitments, or invite customer feedback are showing that they value honesty and connection.
Yet, there’s an inherent paradox here: the more brands strive to be “authentic,” the more it raises questions about whether authenticity itself has become a branding strategy. When a brand actively works to appear real and relatable, it’s still leveraging social expectations about what makes someone or something genuine. In a way, the strategic pursuit of authenticity can blur the lines between genuine connection and calculated branding.
Authenticity as a social construct is deeply influenced by the culture and values of the time, meaning that brands don’t just decide to be “authentic”—they respond to shifting social expectations. In today’s cultural landscape, transparency, relatability, and ethical responsibility are seen as markers of authenticity, and brands lean into these traits to resonate with their audiences.
Brands that embrace diversity, advocate for causes, or offer glimpses into the behind-the-scenes process are responding to these collective values, creating a form of authenticity that feels relevant to their audience. However, this cultural relativity means that what’s “authentic” today may evolve as new values and social expectations emerge, making authenticity itself a moving target in the world of advertising.
Ultimately, authenticity in marketing isn’t about a fixed definition; it’s about finding a balance between real connection and brand strategy. Marketers strive to meet consumers’ desire for realness, not by abandoning strategy but by redefining it to align with the values that matter most to their audience.
The key to successful authenticity in advertising may lie in brands embracing this paradox. A brand doesn’t have to be a perfect reflection of its audience’s lives; rather, it can act as a reliable partner, offering products and stories that are meaningful, helpful, and honest. By acknowledging the social constructs around authenticity, brands can approach it with humility, celebrating relatability without over-promising on perfection.