Our Roundup: Patagonia faces backlash over a trademark dispute with an environmental activist, Gucci makes a historic move into Formula 1, Nike takes an unconventional World Cup marketing approach, Starbucks confronts the authenticity gap among young consumers, and Bad Bunny helps Zara turn cultural credibility into one of the year's most talked-about collaborations.

This Week’s Report
—> Authenticity 500 Top 5 Brand Recap
—> This Week’s Standouts
—> Top Voices

We're excited to share the latest Authenticity 500 Top 5 Brand Recap — a free report highlighting the brands our community believes are setting the standard for authenticity in 2026.

While most rankings focus on revenue, awareness, or market share, the Authenticity 500 measures something different: trust. Every brand is nominated organically by consumers who tell us which brands they believe are the most authentic and why.

Authenticity has become one of the most valuable assets a brand can own—and one of the most misunderstood.

The Top 5 Brand Recap was created to help leaders understand how trusted brands earn loyalty, build community, and stay true to their values, even when it's difficult.

Inside the report, you'll discover:

• Why Patagonia continues to hold the #1 position year after year
• How Vans stays connected to the culture that built the brand
• Why Ben & Jerry's continues to prioritize values over convenience
• How Nike reinforces authenticity through athletes and storytelling
• The role consistency and innovation play in Apple's enduring loyalty

You'll also find key takeaways and practical lessons that marketers, founders, executives, and creators can apply to their own organizations.

Whether you're building a brand, leading a team, or simply interested in what drives consumer trust, this report is designed to be a useful resource.

The Top 5 Brand Recap is available as a free download for all readers.

If you find it valuable, please share it with your colleagues, clients, and friends. The more we learn from authentic brands, the better businesses we can build.

This week’s real-time signals on how brands are actually showing up.

• Patagonia is suing a drag queen environmentalist who has raised awareness & millions for the planet over trademark infringement. But the social media backlash from its loyal consumers could be costly. What should they do?

• Gucci just became the first luxury fashion house to be a race team’s title partner in Formula 1. Their CEO stated “It is an expression of who we are and where we want to take the brand."

• Nike didn't release a World Cup ad. They released Polaroids of the biggest celebrities & athletes. They are going a different route than adidas’ recent campaign.

• Starbucks just launched a new campaign built on a data point that should stop every brand marketer cold. 88% of young people say they edit themselves to fit in.

• Bad Bunny wore ZARA at the Super Bowl before there was a collection to sell. Then they dropped The Benito Antonio collection of 150 pieces with imagery shot in Puerto Rico & tied back to the culture.

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.

❄️ Yeti Just Removed Its Own Name

⚽ Adidas Gets It Right

☕ Starbucks’ Cultural Operating System

🦅 Ride or Fade: Harley-Davidson Gets Real

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.