Branding with Backbone: Lessons in Authenticity from Real Brands
Consumers today are more informed—and more skeptical—than ever. They’ve seen brands tout social justice, sustainability and equity in their marketing and social media, only to be exposed for lacking follow-through or transparency. The result? A rise in “woke-washing” backlash and growing pressure on marketing leaders to ensure that brand values align with business behavior.
Globally, 68% of respondents—an all-time high in the twenty-five years of the Edelman Trust Barometer—worry that business leaders “purposely mislead people by saying things they know are false or gross exaggerations.” Along similar lines, the Barometer found that the majority of respondents see businesses as being “less ethical and less competent.”
In such an environment, where authenticity must be earned, not advertised, we asked members of the Senior Executive CMO Think Tank, “How can companies demonstrate real transparency while avoiding the pitfalls of performative branding—and which companies are getting it right?”
Lead with Action, Not Advertising
Amber Brown, SVP of Product & Marketing at Clario, makes it clear: Today’s audiences can spot the difference between substance and spin.
“The brands that get it right lead with action,” she says, pointing to Patagonia as a prime example. From their supply chain to their corporate structure, Patagonia has long embedded environmentalism into every facet of its operations. “Their messaging works because it’s built on years of consistent, values-driven behavior. It’s not a campaign—it’s a culture.”
She contrasts this with Pepsi’s widely criticized 2017 ad featuring Kendall Jenner. “It tried to insert the brand into a conversation it hadn’t earned the right to be in. The backlash wasn’t just about the message—it was about credibility.”
Let Customers Tell the Story
At Honeywell, CMO Ron McMurtrie believes the most powerful form of transparency comes from a brand’s community.“
Authenticity starts with being intentional and aspirational—but also letting your customers be the voice,” he says. McMurtrie praises Cisco for using its customers’ success stories to demonstrate brand value. “The customers are the heroes, not the brand. And that builds trust and credibility in a way no tagline ever could.”
Inclusion Starts by Listening
Jayashree Rajan, CMO at Nexla, says brands must embrace inclusion not just in message but in method. “To be authentic, brands need to listen first—especially to underrepresented voices,” she explains.
Rajan points to Victoria’s Secret as a company that underwent a significant brand reinvention. “They listened to their customers who were pushing back on outdated beauty standards,” she says. The brand’s shift toward inclusive sizing, diverse representation and body positivity wasn’t just cosmetic—it was driven by feedback and a redefined mission. “Today, their marketing reflects real people. And that’s what makes it work.”
Match Messaging to Policy
For Boris Dzhingarov, CEO of ESBO, the line between authenticity and woke-washing comes down to internal alignment. “Authenticity today means proving it—not just posting it,” he says. “Statements without substance feel hollow. The key is to lead with purpose, express it through humility and back it with measurable actions—partnerships, policies, even who you hire.”
Indeed, purpose-driven marketing is increasingly being demanded—and rewarded—by consumers. According to Zeno’s “Strength of Purpose Study,” consumers are four to six times more likely to purchase from, protect, trust and champion purpose-driven companies.
Tips for Authentic Branding for Marketing Leaders
- Earn the right to speak. Don’t enter conversations your brand hasn’t contributed to meaningfully. Build internal credibility first.
- Turn customers into storytellers. Let those who use your product validate your message.
- Audit the inside. Authenticity starts with operations, hiring, leadership and culture—not marketing.
- Be inclusive by design. Real inclusion is about systems, not slogans. Representation must be built into every touchpoint.
- Back values with proof. Create trackable progress around your purpose. Consumers don’t want promises—they want receipts.
Today’s Top Brands: Walking the Talk
The most effective global brands in 2025 aren’t just performing values—they’re living them. As members of the CMO Think Tank remind us, the line between authentic and performative is razor-thin—and increasingly visible. Consumers are watching not just what brands say, but how they act, who they elevate and what systems they change.
Marketing leaders must move past “messaging moments” and focus on sustained, visible action. Because in today’s environment, brand loyalty isn’t built with a campaign. It’s built with character.
