11 Things Brands Still Get Wrong About Authenticity (And How to Get It Right)

Extract from: 11 Things Brands Still Get Wrong About Authenticity (And How to Get It Right) published on Rolling Stone Culture Council January 7, 2026

In an era where consumers can spot performative messaging from a mile away, “authenticity” has become one of the most overused and misunderstood ideas in branding. Too often, companies mistake relatability for honesty or aesthetics for values, only to lose trust when their actions don’t align with their words. 

Here, 11 Rolling Stone Culture Council members explain what today’s brands commonly get wrong about authenticity and what it really takes to build real, lasting connections with audiences. By showing up consistently and letting your values guide you, your brand will be well on its way to being truly genuine.

Mistaking Authenticity for Performance

Brands mistake authenticity for performance by sharing “raw,” unpolished moments. This is just self-proclaimed noise. The better way? Verifiable consistency. True authenticity isn’t what you claim; it’s what your entire digital ecosystem proves. It’s a clear, consistent and corroborated narrative that algorithms can understand and audiences can trust. - Jason Barnard, Kalicube®