This Week’s Report
—> Authenticity in Action
—> Takeaways
—> Tell Us
—> Authenticity Roundup
—> Top Voices

We’ve launched a new feature on our LinkedIn, and it’s quickly becoming one of the most exciting extensions of the Authenticity 500 Index.

Each day, we spotlight what authenticity actually looks like in the wild: not theory, not positioning statements, but real campaigns, product launches, and consumer reactions from the brands that are proving it every day.

It’s a living, breathing feed of how the most authentic brands show up—and why it matters.

This week’s highlights show just how wide that spectrum can be.

• On is no longer just a "running brand"—it’s a cultural powerhouse. Zendaya and On unveiled their first co-created collection, and they didn't just drop a lookbook.

• Pendleton is the gold standard for a reason: they don’t just sell products; they preserve legacies. Their latest release, the Yosemite National Park blanket, is a masterclass in brand authenticity.

• Harley-Davidson just hit the "reset" button, and they’re doing it by going back to their roots.

• Vans is officially reclaiming its "heat," and they’re doing it by leaning back into what made them a subculture icon: the Classics.

• Liquid Death is the fastest-climbing brand on the Authenticity 500 Index. So, what’s their secret?

• In 2026, "perfect" is officially out. "Human" is in. We’ve reached a bizarre inflection point: 68% of people now question if what they see online is even real.

• Coca-Cola just dusted off the most famous ad in history for a moment that actually needs it. To kick off the "America250" celebration, Coke is reimagining its iconic 1971 "Hilltop" anthem.

• Jordan Brand just dropped the ultimate "mic drop" for the UCLA Women’s Basketball team who claimed their first-ever NCAA Division I Championship. Jordan Brand didn’t just post a congratulatory graphic, they released a high-octane tribute.

• Dollar Shave Club just brought its "no-BS" energy to the women's aisle, and it’s about time. For over a decade, DSC has been the poster child for brand authenticity by calling out the gimmicks in men's grooming.

• LEGO just pulled off the "Louis Vuitton" of the toy world, and it’s a masterclass in why they are ranked #17 on the Authenticity 500. Ahead of the 2026 FIFA World Cup, LEGO has united the "Mount Rushmore" of modern football—Messi, Ronaldo, Mbappé, and Vinícius Jr.—for their first-ever partnership with FIFA.

• Allbirds just sold for 1% of its peak value, and it’s a heartbreak for brand purists. The Silicon Valley darling that once soared to a $4 billion valuation was just acquired for a mere $39 million.

• Ben & Jerry’s legal battle just took a massive, human turn. The U.S. District Court has officially allowed the Ben & Jerry’s Foundation to join the lawsuit against Unilever/Magnum. This isn't just a corporate squabble over a contract; it’s a fight for the soul of a brand that was built to be different.

That’s the lens of this new feature: showcasing how different brands express authenticity in different ways, whether through bold cultural moves or timeless consistency. Because authenticity isn’t one-size-fits-all—but when it’s real, you can see it.

1. Culture Beats Category
The most relevant companies today are expanding beyond their original lane and showing up where culture is being shaped.

2. Legacy Is a Competitive Advantage
Brands that stay rooted in their history and purpose can build deeper, more enduring connections than those chasing trends.

3. Human > Perfect
As trust declines, audiences are gravitating toward brands that feel real, unpolished, and honest over overly curated perfection.

4. Authenticity Impacts Value
Being authentic isn’t just a brand story—it can directly influence growth, loyalty, and long-term business outcomes.

What Brands Are Authentic? It is time once again to choose which brands you feel are authentic. Please tell us via our survey (it takes less than 5 minutes to fill out).

The results of your decisions will be part of our annual Authenticity 500 Index rankings, which you will receive for free.

💥 Chobani, The Anti-CEO Playbook

📺 PBS - Why Trust Still Matters

🔍 Find Your Authentic Self

🥾 Gear For Good

🛒 The Costco Playbook

Show your support for Authenticity.co by picking up one of our unique items and sharing what matters to you.

What Does Authenticity Mean To You?

This newsletter is an exclusive benefit to our Authenticity community.

Our weekly guide explores the meaning of Authenticity as it relates to our personal and professional lives and the brands we connect with, bringing you the latest insights, curated news, and guest authors.

Our tools to help you:
• The Authentic Brand Audit Kit
• Personal Authenticity Deep-Dive Journal
• Authenticity 500 Index

Like what you see?
• Share With Your Friends
• Follow Us Online

Disclosure: Some content in this newsletter may be generated with the assistance of AI tools for research and drafting. It was reviewed, edited, and fact-checked by our human editorial team before publication.