I am obsessed with the concept of authenticity. What does it mean to be authentic? The strict definition is “something that is real or genuine and not counterfeit” which applies easily to a product or service (think “Authentic ________ Cuisine”)&nbsp; but how does that translate to a person or even a brand? What does authenticity mean to consumers of that brand? And what happens when a brand’s actions (or lack of) undermine its authenticity? Consumers once needed to know that a brand stands behind their product. Today, they need to know where a brand stands, period.

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Far as I’m concerned, the Gold Standard for brand authenticity is Patagonia, the outerwear retail giant (not the southern end of South America). In 1985, Patagonia began donating 10% of its profit to environmental causes and conservation groups, which it later changed to <a href="https://www.businessinsider.com/patagonia-mission-environmentalism-good-for-business-2018-12">1% of all revenue </a>- a self-imposed Earth tax called “1% for the Planet”. More recently Patagonia extended its <a href="https://sgbonline.com/activism-paying-off-for-patagonia/">progressive activism into the political environment</a> by donating $1 million to fight restrictive voting laws in Georgia and scaling back sales of third-party logo gear to corporate clients (the fleece vests and puffy jackets handed out at cushy retreats in trendy towns such as Jackson Hole and Breckenridge).

Let’s be clear: Patagonia’s willingness to put its name, money and reputation on the line <a href="https://www.latimes.com/business/story/2021-05-09/patagonia-shows-corporate-activism-is-simpler-than-it-looks">loses them some business</a>. However, the company’s progressive activism reinforces its loyal - and mostly youthful - consumer base, who demand authenticity at every level of their experience. Patagonia’s not paying lip service to a cause or greenwashing its reputation. They walk it like they talk it.&nbsp;

Then, there’s Disney. Few brands loom as large on the American landscape as Disney. Whatever content you’re catching up with or packing into a multiplex for&nbsp; - ABC, ESPN, Star Wars, Marvel, Pixar - chances are Disney owns it.&nbsp;

Disney also owns a very profitable chunk of Florida, which recently thrust itself into the headlines when the state’s <a href="https://abcnews.go.com/Politics/dont-gay-bill-passes-florida-senate/story?id=83301889">House and Senate passed a bill limiting</a> discussions of sexual orientation and gender identity in schools. The so-called “Don’t Say Gay” bill fired up Disney employees, who instantly flocked to social media to denounce the legislation. <a href="https://www.washingtonpost.com/business/2022/04/01/disney-dont-say-gay-bill/">Disney employees also openly questioned why the Mouse hadn’t joined the public outrage sooner or used some of its considerable influence with the state to torpedo the bill</a>. When the Mouse - more specifically Disney CEO Bob Chapek - finally spoke up, it was meek and far from mighty. Chapek took no less than <a href="https://news.yahoo.com/john-oliver-slams-disney-morally-134348776.html?guccounter=1&amp;guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&amp;guce_referrer_sig=AQAAAMsvRVnoqr5QM6KUDb3WK0bbfVbSEBsW_yZHuBvQeVnrma-r4_aLuJc9CJmxW_Hmo9q4sVClupWxvm7bl64einAPogXWADkG7WmKRk4FPGjsTrCdUUQKF16tQtV21ag5vnKjBVC0Dse5uF_p0lDH4N_braITngOxdA1Yn2Cu7elP">three separate swings at apologizing,</a> each more disastrous than the previous.&nbsp;

So, what about authenticity? Disney - once home to outdated stereotypes like the helpless princess and the evil foreigner - made notable progress in expanding inclusion and representation in its films. As a corporation, Disney had long offered benefits to partners of LGBTQ+ employees and supported LGBTQ+ organizations and causes. Yet Chapek’s lack of urgency on “Don’t Say Gay” created a devastating backlash as <a href="https://www.hollywoodreporter.com/business/business-news/disney-florida-dont-say-gay-bill-1235103165/">high-profile activists, employees, and former supporters called out the company as “PRIDE POSERS” </a>- willing to engage in virtue signaling for profit but unwilling to stick its neck out for actual progress. By trying to stay out of the fray, Disney sacrificed that growing authenticity.&nbsp;

But whatever Disney’s hesitations were about. Since the passage of “Don’t Say Gay” Disney’s found itself 

Three weeks and one signed bill into law later,<a href="https://www.hollywoodreporter.com/business/business-news/disney-ceo-bob-chapek-apologizes-florida-donation-pause-1235109345/"> Chapek and Disney are still trying to put the horse back inside the barn</a>. But its considerable efforts are too little, too late and damage to Disney’s reputation has been done. Even major LGBTQ+ advocacy organizations like the Human Rights Campaign are <a href="https://www.hrc.org/press-releases/human-rights-campaign-refuses-money-from-disney-until-meaningful-action-is-taken-to-combat-floridas-dont-say-gay-or-trans-bill">refusing</a> to take the company’s once highly-coveted donations. They’re now waiting to see if Disney’s sudden epiphany is for real - or just for now.&nbsp;

Meanwhile Patagonia - remember them? - joined <a href="https://freedomforallamericans.org/business-statement-on-anti-lgbtq-state-legislation/">over 150 major companies</a> last February in vocally opposing anti-LGBTQ+ legislation in Florida. It understood what C.S. Lewis meant when he famously said, “Integrity is doing the right thing when no one is watching.” In today’s marketplace, everyone is watching. More importantly for brands, younger consumers are also choosing and purchasing based on who they trust is actually doing what Lewis defined as “the right thing”.&nbsp;

Seems Disney lost sight of what Patagonia knew all along: it really is a small world, after all.

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Your brand doesn’t have to be Apple, Disney, or Patagonia, but it does need to be real. When consumers trust a brand, they’re more likely to buy from it, then become advocates for it. The concept of “Brand Authenticity” has broad consequences - and opportunities - for every business leader as we grow and further define our own brands.&nbsp;

Join me here for a three-part conversation about authenticity - what it means for brands, business leaders, and even individuals.

Brand authenticity. Get real or get lost.