Get Out of Your Own Way

It’s in every brief you’ve read. There a millions of posts decrying it’s importance. It’s the buzziest word that you’d love to never hear again.

Authenticity.

We know that Gens Z and Alpha demand it. A high-converting PDP needs it. It’s in the brand building code now, and while we’re all the better for it, I don’t think we can really agree on how to authentically be authentic.

After a great convo with a colleague last week, the concept of “how to be authentic” has been swirling around my brain.

Is it unedited front camera footage from a “real” looking kitchen? Is it an exacting homage to a luxury house’s history? That most of us can’t consistently define it is kinda the problem itself. Shouldn’t “authentic” feel reflexive? If you have to talk about being authentic, are you really?