This Week’s Report
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We doubled down on something last week—and the response made it clear we’re onto something.

Our new LinkedIn feature reached over 15,000 people, sparked new conversations, and brought a wave of new followers into the Authenticity community. It’s quickly becoming a real-time pulse check on what authenticity actually looks like today.

So we’re keeping it going.

Each day, we’re breaking down how brands are showing up in the wild—through campaigns, product decisions, and unfiltered consumer reactions. Not theory. Not positioning. Just proof.

This week’s highlights continue to expand the picture—showing how authenticity can take many forms, but always leaves a signal.

• Amstel hired a photographer to capture real friendships. No casting. No script. No set. He walked into bars across Europe, shot what he saw, and asked for permission afterward. That's the entire campaign brief for "Shot Without Permission" — and it's one of the most structurally honest pieces of advertising we've seen in years.

• Gatorade is attempting a high-stakes "authenticity tightrope" walk: moving from the locker room to the living room. The brand's biggest hurdle isn't just removing artificial colors; it’s fighting 60 years of brand memory.

• Walmart just announced a full redesign of its flagship private brand Great Value. The most extensive private brand update in the company's history. But the most interesting part of this story isn't the new packaging.

• Girl Scouts of the USA just released data — and buried inside it is a finding that reframes the entire confidence conversation: 85% of girls say they look up to people for what they can do. Not how they look.

• For VF Corporation, protecting the planet isn't a marketing layer—it’s load-bearing.

• The North Face just proved that "Universal Design" isn't about compromise—it’s about better engineering for everyone. Their launch of the Universal Collection marks a massive shift in how the outdoor industry approaches accessibility.

• Crayola and Chick-fil-A are proof that the most powerful partnerships are built on shared values, not just shared logos.

• Authenticity isn't a "vibe", it’s a line item on the balance sheet. Emplifi released their "Digital Authenticity in the Age of AI" report, and the data is a wake-up call for every brand racing to automate their marketing.

• Ben & Jerry's held Free Cone Day this week. While thousands of people queued for ice cream, co-founder Ben Cohen stood on the corner where he opened his first scoop shop in 1978 and called for the brand to be sold. Not because of money. Because of what's been silenced.

• Mattel makes a toy that will never be sold. Buried at the bottom of Mattel’s Halo Corporation of the Year announcement is a detail that tells you everything about their "True North": Brave Barbie and Brave Ken.

• Dove is taking a sledgehammer to the "Single Face of Beauty." They unveiled "The Beauty Machine"—a haunting installation that visualizes how algorithms are flattening individuality.

• Pinterest just launched a campaign telling people to get off their phones. A social media company. Telling you to use social media less.

That’s the point of this feature: to document authenticity as it happens. Because while there’s no single formula, the brands that get it right make one thing clear—you know it when you see it.

1. Authenticity Requires Letting Go of Control
The most credible brand moments often come from removing scripts, polish, and overproduction—and trusting reality to do the work.

2. Legacy Is Both an Asset and an Obstacle
Evolving a legacy brand means confronting decades of perception, not just updating ingredients or visuals.

3. Values Have to Show Up in the Product
Whether it’s sustainability, accessibility, or design, authenticity becomes real when it’s built into what you make—not just what you say.

4. Actions Speak Louder Than Messaging
From partnerships to public stances, the brands that resonate most are backing their beliefs with visible, sometimes uncomfortable, decisions.

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.

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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.