Authenticity is the Only Answer to Digital Noise

Authenticity vs. The Noise

Imagine waking up, reaching for your phone, and scrolling through social media—you see brands dancing to trending music, CEOs throwing out trendy buzzwords, and companies trying to prove just how relatable they are. It’s like waking up to a carnival, where every vendor is desperately waving for your attention. But how often do you genuinely connect?

Brands today are in a constant battle for attention, facing immense pressure to be part of every trend, to be funny, bold, and viral. Yet, there’s something real, something raw that often gets lost in this pursuit—authenticity. The irony of it all? True, deep authenticity doesn't scream. It whispers. And it's those whispers that tend to stay with us the longest.

What Does Authenticity Look Like in 2025?

Authenticity isn’t a new word. It isn’t even a particularly sexy word anymore. It’s overused, over-explained, and often, under-delivered. The problem isn’t that brands don’t understand what authenticity means. The problem is that they don’t understand how to practice it.

According to a survey by Stackla, 86% of consumers say that authenticity is a key factor in deciding which brands they like and support[1]. However, despite how many marketers think they're nailing it, there's still a major gap between what brands think is authentic and what consumers feel is authentic—92% of marketers believe their content is authentic, yet 51% of consumers think that less than half of brands create genuinely authentic content[2]. This is the gap that needs bridging.

When Authenticity Becomes a Performance

Now, let's be honest. Authenticity has become a bit of a buzzword. Brands love to talk about how "authentic" they are, how they care about community, environment, or social issues. But how often do we, as consumers, feel that care? It’s one thing to post a statement about supporting a cause; it's a completely different thing to actively engage, contribute, and embed those values into the brand’s DNA.

Take the many performative apologies we’ve seen on social media—usually from influencers or brands who were "called out" for a misstep. For example, when a popular clothing brand issued a notes-app apology after being accused of cultural appropriation, it felt scripted and insincere, sparking even more backlash rather than understanding. It’s the classic playbook: a notes-app apology, a bit of self-reflection, followed by, "We will do better." Another notable instance is when a major fast-food chain faced backlash for its insensitive advertising and quickly issued a generic apology without addressing the deeper concerns. These apologies often feel mechanical, lacking genuine effort to make real changes. It's as though the script is set, and sincerity gets lost in the performance.

Authenticity isn’t about joining every movement or trying to appeal to every audience. It’s about knowing your truth, standing by it, and embracing vulnerability. People don’t expect brands to be perfect; they expect them to be human.

The Price of Gimmicks

So why do brands still chase these viral gimmicks? It’s simple: The allure of instant gratification. However, in the long run, these gimmicks often lead to a superficial connection with audiences, leaving no lasting loyalty and diminishing the brand's credibility when trends fade. A TikTok dance or a catchy meme might buy you a few seconds of fame, a burst of engagement, a pat on the back from the social media team. But let’s ask ourselves—is that engagement translating to loyalty? Are those likes transforming into genuine relationships?

A great example is the rise of TikTok challenges. When the trend fits, it works. But when it doesn’t—when a brand with no connection to a dance challenge jumps in—it feels awkward. It feels desperate. It feels like that person at the party trying just a little too hard to fit in.

Consider the words of marketing expert Seth Godin: "People do not buy goods and services. They buy relations, stories, and magic."[3] It's the relationships and stories that resonate—the experiences that matter. In an era where every brand is vying for a piece of the attention pie, gimmicks may momentarily grab attention, but only authenticity builds trust. Trust earns loyalty, and loyalty, dear marketers, is what ultimately drives business.

The Role of Tools in Enhancing Authenticity

AI and other tools can be effective when used thoughtfully. Consumers expect personalization that feels truly tailored to their needs. However, the key is that AI should enhance human connections—not replace them. People are willing to share personal data, but only when they see real value in return. That’s a lot of trust placed in brands, and it’s not something to take lightly.

The answer lies in clarity. As Joe Panepinto, SVP at Jack Morton, stated, "Brands must be very clear about the value consumers receive in exchange for their data."[5] Tools like AI should help marketers understand their audience and tailor meaningful content, but always with the goal of deepening authentic, human relationships.

The Success Stories: Brands Getting It Right

Building Social Clinic in Saudi Arabia taught me firsthand the value of authenticity. In a market where every brand was striving to make noise, we decided to do something different. We focused on genuine community engagement and on listening rather than just broadcasting. There was a time when we had a client—a traditional retail brand—wanting to jump into the digital space aggressively, chasing every trend. Instead, we helped them craft a story that was true to their legacy. That approach didn’t just boost their visibility; it earned them the trust of a new, younger audience. Authenticity wasn’t a buzzword for us; it was a strategy, one that paid off in ways beyond just numbers.

Let’s look at some brands that got genuineness right, especially in the Middle Eastern market. Emirates Airlines, for instance, has consistently showcased its dedication to quality service and customer experience without succumbing to every fleeting trend. Living in Dubai, I’ve seen firsthand how Emirates goes beyond flashy campaigns. Emirates’ success comes from consistently aligning its actions with its values, ensuring that what it promises is truly delivered, creating an emotional bond with its audience. The brand's focus on delivering an unmatched passenger experience and a commitment to quality has made it a cultural icon in the UAE, setting a high bar for authenticity. Another noteworthy example is Al Baik, a beloved Saudi fast-food chain that has built trust by maintaining quality, staying true to its local roots, and focusing on customer satisfaction without overextending into irrelevant global trends. Unlike Emirates Airlines, which highlights the luxury experience and global adventure, Al Baik keeps its message simple, emphasizing consistency, local flavors, and community involvement. The brand highlights stories from its diverse workforce and customers, focusing on human connection and the adventure of travel. It’s genuine. It’s aspirational.

On a global scale, think of IKEA. The brand has integrated sustainability into every part of its business model—from sourcing renewable and recyclable materials to investing heavily in sustainability initiatives, including offering furniture take-back and recycling services. IKEA isn’t just talking about reducing waste, they're actively creating ways for their customers to be a part of the solution. That’s authentic. That’s impactful. And that’s what keeps customers coming back, knowing that the brand they support is taking real steps towards positive change.

Practical Wisdom: Authenticity as Strategy

If you're reading this and feeling overwhelmed by the pressure to stay relevant, let me offer you some practical wisdom.

• Be Consistent: Align your actions with your brand values consistently across all channels.
• Add Value, Not Noise: Before jumping on a trend, ask if it aligns with what you stand for.
• Leverage AI Thoughtfully: Use AI to understand your customers better but ensure the touchpoints are human and empathetic.
• Prioritize Community: Focus on real engagement with your audience, encouraging conversations and involvement rather than superficial interactions. Authenticity doesn’t mean that your brand needs to wear its heart on its sleeve every day; instead, it means being consistent with your values and actions, much like the brands we've discussed earlier that maintain their identity without unnecessary sentimentality. It doesn’t mean being overly sentimental or sharing things that aren't relevant. It means consistency. It means knowing who you are and what you stand for—and never compromising on that, even if a trend looks tempting.

Remember, authenticity is a long game. It’s not a sprint, it’s a marathon. Instead of asking, "How can we make this trend fit our brand?", start asking, "How can we add value in a way that aligns with who we truly are?"

Noon's collaboration with Google Ad Manager's Dynamic Ad Insertion to monetize their video streaming service is an excellent example of aligning innovation with authenticity[6]. Instead of chasing every possible tech advancement, Noon used AI to serve their audience more effectively, enhancing engagement by 25%. This isn’t a gimmick. It’s a carefully calculated move that reflects their values—focusing on consumer experience rather than jumping on the latest hype.

The Authenticity Challenge

So here’s my challenge to you. As marketers, as brand custodians, ask yourself this: When was the last time you put out content that truly mattered to your audience? When was the last time your campaign was so real, so impactful, that it made someone pause, reflect, maybe even change the way they thought about your brand?

As David Meerman Scott, marketing strategist and author, once said, "Marketing is no longer about the stuff that you make, but about the stories you tell." The stories we tell are what bridge the gap between content that’s consumed and content that’s remembered. In a world full of noise, be the brand that tells meaningful stories and speaks quietly, yet profoundly. The brand that doesn’t need to shout, but that creates an echo.

If you want your brand to be remembered, then it’s time to stop playing for the algorithm and start playing for the audience. It’s time to stop entertaining and start engaging. It’s time to stop pretending and start being.

And remember this—people won’t remember the dance you did on TikTok, but they will remember how you made them feel. They will remember the story you told, the value you brought, the trust you built. Authenticity isn’t a campaign. It’s a commitment. Are you ready to stop following trends and start leading with truth? It’s the only true way to navigate the digital noise.