Is It Time to Stop Focusing on Authenticity in Marketing?

Everyone loves a good buzzword. Or loves to hate it, at least.

Do you cringe when you hear any of these?

Synergy.

Ping.

Seamless.

Before these were words you’d find on a “Business Buzzword Bingo” card making fun of fake innovators and out-of-touch CEOs, they were fresh new words that meant something unique and captivating.

When words get overused, they lose their meaning.

And in marketing, we’re dangerously close to entering that phase with everyone’s favorite word: Authenticity.

I get it. Authenticity in marketing is good. There’s no argument there.

But when I think of truly transformational stuff, authenticity in marketing is only the first step.

It always has to be paired with empathy. It has to have a real and deep understanding of who the content is being made for, what they care about, and how the content addresses their real problems.

And it has to be given without expectation.

That act of giving without expectation has a word: Kindness.

So I’d like to see us replace a focus on authenticity in marketing with a focus on kindness instead.

Watch the video below for more.

If you want to do further reading, here are some articles that have influenced my thinking.

• Why empathy is the key to business success

• Kindness is not a luxury

• You’ve got to be kind

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