The word “authentic” or “authenticity” as it is often used, is today very popular indeed. Everyone wants to be perceived as authentic. Authenticity is attractive. But curiously enough, nobody can really describe why someone comes across as being authentic. Clearly it must be a combination of personality traits. But what?
Futurist David Houle, recently wrote a post, titled, “It’s the Authenticity, Stupid” which is clearly a take-off from James Carville’s famous line about the 1992 election, “It’s the economy, stupid.” In Houle’s post, he used the recent presidential candidates in the 2016 election as examples of who came across as “authentic” and who did not. The winner in that comparison was Bernie Sanders, who was generally perceived as more genuine than the others in that pool, and therefore more “authentic.” But Houle did not specify as to exactly why, just that he did.
I wanted to know the why and how to pinpoint authenticity, whether in a person or by a company. So, after delving deeper, I came up with my own descriptors as to what it takes to be authentic:
- Be guileless
- Be devoid of attitudes and pretentions
- Have your finger on the pulse of those you are addressing, and
- Tell the truth in a personable and genuine manner
Now really, how many of us can be guileless, and drop pretentions at all times? Apparently, there are those who can, like Bernie Sanders.
Millennials understand this best, for they grew up in an era of evolved transparency, brought about by technological advances. Businesses can no longer baselessly brag, embellish their successes, say something and mean another, expand on their truths and pontificate instead of actively participate in the community in which they do business. Also, the “rules of engagement” of social media have elevated “the art of listening” and downgraded “the need to be entertaining”—making authenticity an easier and more natural evolution.
Those boomers who are still stuck in the way of doing business of another era come across as slick, robotic, well-packaged, entitled, arrogant, boasting, self-aggrandizing and banking on group stereotypes’ mentality.
Real authenticity depends on the courage to be one’s own persona and not be concerned with what everyone else thinks—and being authentic is still best described as “je ne sais quoi…” meaning an indefinable, elusive quality.
Get Your Daily PR Updates
Subscribe to get daily PR News updates from Bulldog Reporter
The workplace is evolving at lightning speed, due to the impact of several factors, including a rapidly and continuously shifting technological landscape and the growth of globalization. Meanwhile, an aging Baby Boomer workforce means that by 2020, one out of four...
Here you have it! The most notable journalist and media industry moves of the past week. USA AND CANADA Follow us on Twitter @Press_Moves News and Media Axios: Margaret Harding McGill (@margarethmcgill) has joined as Technology Policy Reporter. Colorado Sun, The:...
Looking for a crisis agency? Then you’ve probably seen some pretty compelling case studies—big name brands, major wins and encouraging outcomes. All bright, shiny and safe. But, please know, it’s all baloney. Case studies are a legitimate marketing tool for...