Influencers came to marketing power because they offered something many brands didn’t: authenticity. This authenticity appealed to younger generations who saw through traditional brand marketing initiatives. 

Survey after survey continues to show that Gen Z and other younger generations prefer shopping with brands that are authentic and stand for something, such as sustainability.  

But, for me, something just doesn’t add up. Do authenticity and purpose-driven stances matter to consumers today? Actually, have they ever? Could it have all really just been a great talking point rooted in coincidence?

Do shoppers really care about authenticity and stances?

Brands will tell you they do. Consumer surveys tell you they do. I’ll tell you that, by and large, their actions say they don’t. 

Influencers are paid to promote products and create content to rack up likes and views. Does this make them authentic? Am I to believe that influencer and millionaire YouTuber Ryan Trahan is authentic when he promotes Chime in his videos? Should I, and his nearly 20 million subscribers, believe he uses Chime himself? I’m not buying that for a second. (Note: I like his videos.)

These same surveys will point to younger generations caring for the environment, yet they continue to purchase products that use single-use plastics. In fact, one survey showed Gen Z as being the cohort least likely to recycle.

And despite years of talk about sustainability, ethics, and value alignment, some of the least “purposeful” companies are winning the race. Amazon and Walmart don’t struggle to stay afloat while being replaced with “green” or ethically-driven companies. Walmart, not exactly known for its sustainability or progressive views, is the world’s largest retailer. Amazon is often criticized for its labor practices and environmental footprint, yet it dominates ecommerce. 

Then there are fast-fashion and discount retailers like Shein and Temu, which are often the poster children for all that’s wrong with ecommerce sustainability. Yet both are wildly popular, especially with younger generations.

Chick-fil-A is an example of a company whose charitable donations to organizations with anti-LGBTQ stances were in direct conflict with Gen Z’s ideals. Even still, the company has a fiercely loyal Gen Z and Gen Alpha customer base. Though the company recently shifted its donations away from organizations taking those stances, it did not impact its ability to cultivate loyal customers. 

So what’s going on? Are we supposed to believe what people say they will do or what they actually do? At the end of the day, it appears that age-old price, convenience, quality, and peer pressure lead the majority of shoppers to choose which brands they shop with — not company values.

All things being completely equal, I have zero doubt that consumers would prefer to support a brand whose ethos aligns with theirs. However, when personal beliefs conflict with their day-to-day life, convenience, and expectations of fair pricing, consumers tend to value their personal views less. 

Now what? Should brands stop trying?

There is nothing wrong with brands aligning their ethos around particular issues, whether equal rights or sustainability. Brands like Ben & Jerry’s and Patagonia make it an authentic part of their brand story. The trap many brands fall into, however, is jumping on the hot issue when, in reality, they simply don’t care that much. When they do it to sell products, consumers see right through the charade.  

Pepsi ran into this with the infamous Kendall Jenner ad, which was widely ridiculed for co-opting protest imagery to sell soda. Bud Light tried to “purpose-wash” its product by collaborating with trans influencer Dylan Mulvaney. The backlash was quick, resulting in a product boycott. Though the company couldn’t control the response, it quickly pulled the campaign and backtracked its stance. It was clear the company cared more about sales than the issue.  

Authenticity isn’t about aligning with popular causes. It’s about consistency and transparency. Brands that admit they’re not perfect but take steps toward improvement are deemed more authentic. Brands that stand by their words or actions are authentic, regardless of whether it hurts sales. 

So yes, brands should stop trying, but they shouldn’t stop doing. There is a difference. Brands should not assume an ethos will be a predictor of success. For most consumers, it’s not the primary reason they purchase a product or from a brand. It’s simply another data point of consideration. 

How brands can showcase authenticity and purpose

Brands that want to showcase their authenticity should evaluate what they do and why, and how much of their company relies on a specific issue, whether it’s sustainability, fair trade, or societal empowerment. Here are three simple ways brands can showcase their true self. 

1. Be active on social channels. Social media is the perfect platform for authentic content. Brands should post imperfect content (#nofilter), encourage followers to share content, and comment on posts. When negative posts happen, and they will, the brand should reply publicly and address the issue — not hide from it.

2. State core beliefs and stand by them. If the company is going to change its stance because of pressure, it’s not actually important to them and shouldn’t be part of their messaging. If a core value changes, be transparent and communicate the new stance and reason for the change. There’s nothing wrong with change when it’s done for educated reasons. 

3. Accept that not everyone cares about issues. Sure, mentioning an issue, cause, or belief can be great, but companies don’t need to make it their only value-add. Of course, all products being made with recycled materials may be great for the environment, but factors like price and product quality also matter. It’s OK to promote more than one thing.

How will it all end?

The truth is, purpose alone is no longer a brand-altering differentiator. As persistent inflation and geopolitical uncertainty continue, consumers will increasingly look toward value-based shopping, where affordability, convenience, and necessity win out over brand purpose. Will consumers be OK with saving a few dollars in exchange for products that are not 100% aligned with their personal beliefs? Yes.

The good news, however, is that consumers don't expect brands to be perfect — they want them to be real, transparent and, dare I say, authentic. Part of this means recognizing that not every consumer is making decisions based on values alone — and that’s okay.

Brand purpose isn’t dead. We all just need to be real about it, no matter what a click-generating survey tells you.