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The Newsletter | Edition 043
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In our Off-White Papers, we provide practical guidance on how to respond to our rapidly-changing world. This weekly newsletter explores those topics in real-time, with information and action steps on how to make progress now.
IN TODAY'S NEWSLETTER...AUTHENTICITY, A HARD SELL
'Authenticity' is a business buzzword. But despite their attempts at communicating they are who they say they are, it's often hard to believe. At times, brands that try to show authenticity can, ironically, feel fake, posed, promotional, and worse, appropriated. And the same goes for individuals. We feel a need to prove our authenticity to the world around us, but doing so in a way that isn't self-aggrandizing is a tricky dance, and a hard sell.
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Risk reaps the most reward, from Aaron Powers
- Testing the power of conviction, from Katie Sadow
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Feeling authentic isn't being authentic, from Meron Medhanie
And this time, our illustrations from Ash Casper.
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REVELATION BEGETS AUTHENTICITY From Aaron Powers
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TL;DRThis week, pop singer Demi Lovato announced their non-binary identity and that their pronouns are “they/them.”
WHY IT MATTERSAuthenticity in the marketing world is inherently an act of self-disclosure and revelation—and Demi Lovato has kept their name top of mind by championing their own authenticity in a non-stop stream of video and musical content. Be it a person, organization, or brand, the act of sharing an inconvenient truth is a surefire way to garner empathy, loyalty, and to achieve progress, but it requires risk and sacrifice to earn attention.
ONE THING YOU CAN DO RIGHT NOW
List three “inconvenient truths” about your business or brand and circle one you believe would most bother your core audience.
CONSIDERATIONS
- “Inconvenient truths” aren’t inherently negative—remember the ones that are also positive.
- These truths may not be inconvenient to you, but perhaps another stakeholder, supplier, or partner.
- Consider what it feels like to verbalize that truth. What will you do next, now that you can’t ignore it?
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TRUE COLORS, HIGH STAKESFrom Katie Sadow
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TL;DRBefore ‘woke’ went mainstream, the players of the WNBA wore their hearts on their sleeves (read: chests) as a political statement. Last year they walked off the court and influenced a senate election. Right now, they’re leveraging their influence to call for legislative change.
WHY IT MATTERSThese activist athletes have lived their beliefs out loud for years, risking fines and fury. It’s difficult to challenge this degree of conviction given what they’re willing to lay on the line, especially when elsewhere, choir-preaching press releases and social stans stream in a mile a minute.
ONE THING YOU CAN DO RIGHT NOW
Pressure-test your position. Does saying or doing what you’re about to say or do cost you anything? If it did, would anything change?
THOUGHTSEstablish the depth of your own conviction before releasing that statement or making that hire. And if you’re finding that you’re unwilling to risk anything over whatever it is you’re contemplating saying or doing, take that as an opportunity to step back and re-evaluate how authentic your position really is.
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AUTHENTICITY IS A TRAPFrom Meron Medhanie
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TL;DR“The call towards authenticity is sacred, is holy, is for the greater good,” said Paula Stone Williams.
Authenticity is defined as being true to one’s own personality, spirit, or character. While most people would agree with that definition, research says otherwise. Jennifer Beer, professor of psychology, shares that “in order to reap the many benefits of feeling authentic, you may have to betray your true nature.”
WHY IT MATTERSAuthenticity became a core value for brands the moment it became important for the most coveted consumer groups, Gen Z and Millennials. The problem with adopting this core value over any other, is that the moment we lean into authenticity for acceptance, our authenticity is questioned. While this has always felt like a point of tension for me, Beer breaks down the difference between being authentic and feeling authentic.
“A number of studies have shown that people’s feelings of authenticity are often shaped by something other than their loyalty to their unique qualities.
People feel most authentic when they conform to a particular set of socially approved qualities, such as being extroverted, emotionally stable, conscientious, intellectual and agreeable.”
It’s socially acceptable for a company to say Black Lives Matter in 2020, to lead with purpose, and to be transparent about their business choices. Especially, if they’re seeking (social) acceptance from Gen Z and Millennials. The problem is that there’s a dopamine hit for feeling authentic and a mountain to climb to actually be authentic. In settling for the feeling of authenticity, companies lose sight of what authenticity looks like for them. In discovering this, companies have a chance to be authentic in a way that’s sacred and for the greater good.
ONE THING YOU CAN DO RIGHT NOW
Ask yourself why authenticity matters to your brand and business.
THOUGHTS AND TIPS
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Is it a shortcut to building trust and relevance with your core audience? Consider leaning into choiceful vulnerability, transparency, and committing to building trust over time.
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Who is your core audience? If it’s Gen Z and Millennials, it’s too broad. Consider identifying a design target, a smaller group of people that align on your values and obsessions.
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Have you identified your obsession? Like authenticity, leading with purpose is trending in the business world. In this talk by Alain Sylvain, we challenge businesses to go beyond purpose to unlock the power of obsession. You just might find your design target at the center of your obsession.
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