'Authentic' in your corporate communications?

A few years ago, the word ‘authentic’ started appearing in the business lexicon. It seemed to just emerge one day as the latest buzzword and suddenly we were all saying it.

While it’s not clear how the use of ‘authentic’ came to be popularised in business, its inception is likely a response to accusations that corporates were greenwashing their marketing and communications. For companies, finding the right balance between the expectations of the stock market and community can be a real challenge. Within this framework I have no doubt that the use of the word 'authentic' is coupled with a desire to be so.

Washing our language

‘Authentic’ is a useful word. Greenwashing, pinkwashing, whitewashing and any other kind of washing is so clearly inauthentic that when teams are working up their vision/purpose/CSR strategies they may feel the need to verbalise an assurance that their intention is authentic.

And on a different but related note, who doesn’t want to be identified as an ‘authentic’ leader? But use of the word can be a double-edged sword, and worse, it’s starting to become a platitude. These days whenever I hear it in a business context, I am reminded of a quote from Margaret Thatcher, Britain’s PM from 1979-1990 (substituting the relevant word):

‘Being powerful <authentic> is like being a lady. If you have to tell people you are, you aren't.’

Being authentic starts with culture….

The antidote to having to say we’re authentic, is to just be authentic. For a company, this starts with our culture.

Cultural authenticity is about making sure what we say is congruent with what we do. It’s about clearly communicating and living our purpose driven values, embedding them deeply into our cultural DNA so that all levels of the business clearly understand how we do things, and what the guardrails are. It is the whole package of corporate communications coupled with formal policies and informal practices, that clearly demonstrates what actions will be celebrated and rewarded, and, just as importantly, what actions will not be tolerated, or even disciplined.

…and leadership

While corporate communications are integral to cultural development, a great culture really starts at the top, with strong, principled leaders.

Having our business purpose and values clearly articulated and consistently modelled is the most valuable form of cultural leadership. A corollary from Margaret Thatcher’s quote, is that true, honest, authentic leadership nullifies the need to use the word in our verbal or written corporate communications. And within the context of our business goals, values and purpose, the right culture will close the positive feedback loop and play an integral role in helping to develop the most congruent strategy and communications.

So, these days, I think twice about using the word ‘authentic’ - especially in my business writing. How about you?