I attended a conference at NYU a few months back called, “Blowing up the Brand: Critical Perspectives on Promotional Paradigms.” To kick off the event, Rob Walker, NYTimes columnist and author of the book Buying In, gave a public talk followed by a Q&A session. One of the opinions expressed by Rob amidst a cacophony of insightful marketing banter was (perhaps its better to assume this quote is paraphrased, as I wasn’t taking detailed notes):

Marketers should replace “authentic” with “honest.”

This was by far, the stickiest comment of the evening for me.  Months later, I’m still fascinated by the potential implications of this seemingly simple recommendation. The practical shift in mindset required is far more comprehensive. It stands in opposition to the growing trend of marketing brands using concepts like “authentic” and “genuine,” with the goal being to achieve authentic brand interactions with consumers.

Authenticity, in and of itself, is not a bad thing, and I’m sure many consumers find that sort of engagement endearing.

It’s when you try to impose its perception that the desire to embrace authenticity becomes problematic. Whether they realize it or not, marketers tread on dangerous ground each time they try to manufacture authenticity. This is where things get dicey.

“We need to be more authentic,” shouts the marketer. The CEO, not really understanding what that means, but recognizing that the concept of authentic holds a special place within the cockles of the cultural Zeitgeist, nods in agreement. But the CEO is right to be confused, as the marketer’s recommendation is inherently contradictory.

In our effort to embrace authenticity, we undermine its very meaning.

Seth Godin does a fine job defining authenticity. Perhaps some marketing experts don’t  understand what authentic means, and are simply caught up in the hype surrounding it. Based on Godin’s interpretation, it’s easy to see how ambiguous our aforementioned marketer’s goal of “being more authentic” actually is.

Next time you’re in a marketing meeting and the term authentic gets tossed around, try replacing it with honest. The instant benefit is not having to worry about being labeled disingenuous, counterfeit, or worst of all; inauthentic. Injecting the concept of honesty into your marketing strategy is, in effect, the ultimate realization of authenticity.

Honesty is the new authenticity.