Welcome to Authenticity Report - Issue #97
This week, we explore the seven traits of authenticity that emerged from our consumer responses, and why the same qualities that build trust in our personal lives are also what separate the world's most authentic brands from the rest.
Our Roundup: The World Cup kicks off this week, and some of the world's biggest brands are already battling for attention, from Nike's cinematic masterpiece and McDonald's fan-first global campaign to the strategic brand turnaround that just earned Gap's CMO the industry's top honor.
This Week’s Report
—> The 7 Traits of Authenticity
—> Key Takeaways
—> This Week’s Standouts
—> Top Voices
What Do You Think? Email us directly at [email protected]
Read Time: 3.5 mins
| The 7 Traits of Authenticity
Every year, when we conduct the Authenticity 500 Index, we ask consumers a simple question: What word best describes authenticity? The answers reveal something fascinating. While authenticity is often treated as a buzzword, our community sees it as something much deeper — a way of living, leading, and building trust.
Among the responses, seven traits consistently emerged:
Genuine (41%) — Stay true to yourself without pretense
Real (14.4%) — Be honest about who you are and what you stand for
Integrity (12.9%) — Live by principles that reflect your values
Truth (12.9%) — Align your words with your actions
Original (10.8%) — Embrace what makes you unique
Honest (5%) — Be sincere in your interactions
Transparent (2.9%) — Be open about both successes and shortcomings
What strikes me most is that these traits apply just as much to people as they do to brands. In our personal lives, authenticity isn't about perfection. It's about consistency. It's showing up as the same person regardless of who's watching. It's making decisions based on values instead of approval. The most authentic people I know aren't trying to be interesting, they're simply trying to be themselves.
The same principle applies to brands. The companies that consistently rank highest on the Authenticity 500 aren't necessarily the loudest, trendiest, or fastest-growing. They're the ones that have earned trust through actions over time.
This year's Top 5 brands each embody different authenticity traits:
Patagonia leads through transparency and integrity
Vans through originality
Ben & Jerry's through being real and genuine
Nike through honest storytelling rooted in sport
Apple through decades of consistency and a clear point of view
Across every industry, the lesson is the same: authenticity isn't what you say—it's what people experience.
The good news? Authenticity isn't a talent. It's a choice. Whether you're building a career, a community, or a global brand, the path is remarkably similar: tell the truth, stand for something, act consistently, and stay true to your values when it's inconvenient. That's what people remember. That's what creates trust. And ultimately, that's what authenticity looks like.
Want to see how the world's most authentic brands ranked this year?
👉 Download the free Authenticity 500 Top 5 Brands Recap and discover the traits, stories, and consumer insights behind this year's most trusted brands.
| Takeaways
1. Authenticity Starts With Being Genuine
More than 4 in 10 respondents said authenticity means being genuine—staying true to yourself without pretense.
2. Trust Is Built Through Consistency
Whether you're a person or a brand, authenticity is earned when your actions consistently align with your values.
3. Originality Creates Differentiation
The most authentic people and brands aren't chasing trends—they embrace what makes them unique.
4. Transparency Strengthens Credibility
People trust those who are willing to share not only their successes, but also their challenges and shortcomings.
| This Week’s Standouts
This week’s real-time signals on how brands are actually showing up.
• Nike just released their 2026 World Cup campaign and it might be the most ambitious sports ad ever made. Nike CMO said it plainly: "A World Cup film is just an ad. Until it's not." This one isn't.
• McDonald's just launched their biggest global campaign ever for the FIFA World Cup. They chose "true, authentic fandom FOR McDonald's" rather than McDonald's fanning over the World Cup.
• Gap CMO Faby Torres just won Marketer of the Year. And the turnaround she's leading is worth understanding. Each move deliberate. Each one building on the last.
| Tell Us
What makes a brand feel authentic?
| Time To Choose
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.
| Past Reports
| Top Voices
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
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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.
