The marketing space is totally immersed with buzzwords that seem to dominate the collective thinking for a few years and then eventually fade away.  Over the past decade, “authentic” has been that word—a term so pervasive that its over use has now made it obsolete and un-authentic.

‘Authentic’ in Marketing

I can distinctly remember that I first came across the Authentic word, in 2015, while working on a re-branding project. I also distinctly remember thinking that if something is authentic, then why do we need state it? But that was just me, remembering one of the creative writers telling me that ‘ if we have to say we are cool, maybe we aren’t?’

All musing aside, pinpointing the exact moment when the marketing world collectively embraced “authentic” as the new buzzword is difficult. Suffice to say, the rise of ‘authentic’ coincides with emerging  consumers‘ growing desire for genuine, transparent interactions with brands.   Forbes cited in a 2017 article, that consumers didn’t just want a product; they wanted a story, a purpose, and a brand they could believe in.

The Emergence of the Generational Shift

Brand marketers recognized that the up and coming consumers, Millennials and Gen Z, valued transparency and honesty.  This word encapsulated the direction and the winds of change of how brands needed to evolved to maintain relevance (another buzzword).This shift led to marketing strategies that showcased behind-the-scenes content, user-generated stories, and missions aligned with social causes. The term “authentic” became synonymous with trustworthiness and relatability.

 The Word of the Year 2023

Authentic. I remember writing an article on Merriam-Webster declaring “authentic” as the Word of the Year in 2023. And not only an article, but vlogs as well.  The dictionary noted a substantial increase in searches for the word, driven by discussions around AI, celebrity culture, identity, and social media. That same year, Harvard stated “rizz” was the word the year 2023, but that word never gained the notoriety of Authentic.

The Kill of the Buzz

As every brand jumped on the ‘authentic’ bandwagon, the term began to lose its impact. When “authentic” is used to describe everything, it starts to mean nothing. When the emerging consumers no longer are emerging, but becoming the generation with biggest consumer power, reflection and change is natural. As Millennials and Gen Z take leader ownership, questioning the sincerity behind brands’ claims of  its ‘authentic state’ was bound to happen.

After all, actions always speak louder  than words.

The very essence of being authentic—being true to one’s own personality, spirit, or character—was overshadowed by a promotional approach to appear genuine.

Beyond this Buzzword and the Next

So, what’s beyond this buzzword and the next? It’s to recognize that saying a word doesn’t it make it so. There’s work to do behind any word that becomes the next coined term. In reflecting over the last year, I do believe that there is a shift. Many brands have done the heavy lifting and are really embracing the actions that are synonymous with the concept of authentic. From sustainable packaging to embracing causes that reflect the values of consumers.

The Buzz Kill of Authentic

Although the word may have reached its saturation point in the marketing space, the principles it represents remain vital.  It’s time to let go of the jargon and embrace the real essence of the next buzzword in practice, not just in jest. After all… if you are cool, do you need to say you are?