Why Authenticity Matters More Than Ever in Marketing & Sales
- Simon Dobson
- Sep 22
- 3 min read
We live in a post-truth society. Trust in institutions, media, and even brands is at an all-time low. According to Edelman’s 2024 Trust Barometer, fewer than half of people globally say they trust businesses to “do the right thing”. That means slick campaigns and clever taglines are no longer enough. If your marketing doesn’t feel real, audiences switch off — or worse, call you out.
When Brands Get It Wrong
We’ve all seen examples of brands trying too hard, and missing the mark:
Pepsi’s Kendall Jenner advert turned a serious social issue into a glossy backdrop for selling soft drinks. At a time of serious civil unrest and protests, the ad trivialised protest movements, it came across as tone-deaf and inauthentic, sparking widespread backlash within hours.
Volkswagen’s emissions scandal showed what happens when authenticity isn’t just a comms issue, but a cultural one. When it was revealed that VW had installed “defeat devices” to cheat emissions tests, the fallout was enormous: billions in fines, criminal charges, and a reputation badly damaged. For a brand that had positioned itself as environmentally responsible, the gap between words and reality proved impossible to hide.
Even smaller missteps — such as tone-deaf social posts during national crises — can erode trust and credibility overnight.
In today’s transparent, always-on environment, any hint of insincerity spreads fast.
When Brands Get It Right
On the flip side, authentic marketing builds loyalty and cuts through the noise:
Greggs’ vegan sausage roll launch worked because it leaned into the brand’s humour and straight-talking style.
Sainsbury’s recent “BIG Christmas” ad with the BFG scored top marks on key advertising effectiveness scales, and created a massive 81% brand recall — proving that heartfelt, story-driven campaigns resonate with audiences
Countless small businesses build loyal followings simply by showing the humans behind the brand, flaws and all.
The lesson? People buy from people they trust.
How to Be Authentic Across Channels
Authenticity doesn’t mean “casual” or “unpolished”. It means being consistent, transparent and true to your values — no matter the platform.
Tips for staying authentic:
Social media: Speak plainly. Avoid jargon. Reply to comments like a human, not a press release.
Email & CRM: Personalise beyond the name. Share content that’s genuinely useful, not just promotional.
Content & blogs: Tell stories that reflect real experiences — customer wins, lessons learnt, even mistakes you’ve grown from.
Sales conversations: Be upfront about what you can’t do, as well as what you can. Honesty earns respect.
Advertising: Show diversity and reality, not clichés. Use your own people and customers wherever possible.
The Benefits of Authentic Marketing
Builds long-term trust and loyalty
Differentiates you in crowded markets
Increases word-of-mouth and referrals
Strengthens employee pride and advocacy
Ultimately drives conversions by reducing scepticism
Ready to Bring More Authenticity to Your Marketing?
At Help Me With Marketing, we specialise in cutting through the fluff. Whether you’re a start-up, a retailer, or a service-led business, we’ll help you:
Define your true value proposition
Communicate it in a way that resonates
Build trust and win customers — consistently
If you want your marketing to feel less “corporate spin” and more authentic voice, let’s talk. Book a free 30-minute consultation today and start building campaigns that don’t just sell, but stick.
Comments