Inauthentic authenticity
Yes it’s a real thing…
We’ve all heard about "authenticity" regarding content marketing strategies, but do we really understand what authenticity means - and how to authentically use it?
One of the biggest consequences of social media is the rise of 'inauthentic authenticity' - that is, people pretending (or believing) they are being genuine when their stance or opinion actually has little truth behind it. This isn't just about putting on false airs; it's a serious issue with far-reaching implications regarding consumer trust and behaviour. From CMOs looking to develop meaningful messages about their product and influence buyers connected with social media platforms like Facebook, Instagram, Snapchat etc., to CEOs wanting an honest picture upon which to make corporate decisions - Inauthentic Authenticity is no longer something businesses can ignore if they want success.
What is Inauthentic Authenticity, and why is it important to recognise
In today's world, the term "authenticity" is thrown around (and I mean A LOT). But what happens when people try too hard to come across as authentic? This is where inauthentic authenticity comes into play. It's the act of faking or copying something considered genuine. It's important to recognise because it can be a deception, leading people to believe something is authentic when it really isn't. Inauthentic authenticity can also dilute a true cultural or societal tradition. Recognising when something is truly authentic versus when it's been manufactured for the sake of trendiness or profit is crucial in maintaining genuine cultural practices and traditions.
Inauthentic Authenticity theory in leadership
In today's leadership landscape, there is a growing interest in the concept of authenticity. It's become the buzzword for many leaders, and everyone strives to be authentic. However, the Inauthentic Authenticity theory is a different way of looking at this notion of authenticity in leadership. It asserts that while leaders may believe they are being authentic, they are actually following a predefined script that they believe will make them seem more genuine. This theory points to the fact that some leaders are doubly inauthentic by trying to appear authentic. The Inauthentic Authenticity theory challenges leaders to examine their motivations and intentions behind their actions to prevent coming off as insincere or fake. Authenticity is essential for any great leader, but getting there requires honest self-reflection and sincere motives.
Reasons why people practice Inauthentic Authenticity - what are the motivations
Ironically, many people deliberately try to appear more authentic than they actually are. This is what is known as inauthentic authenticity. So why do people engage in this behaviour?
One common motivation is the desire to fit in and be liked by others. We often feel pressure to conform to the expectations of our social groups, and sometimes, this means presenting ourselves in a certain way that may not be entirely true to who we are. Another reason may be the desire to maintain a certain image or reputation. This can be especially true in professional settings, where we may need to project a certain persona to succeed. Whatever the motivations may be, it's important to recognise that inauthentic authenticity ultimately prevents us from truly authentically connecting with others.
The Consequences of Inauthentic Authenticity
We want to be true to ourselves and feel like we live authentically. However, sometimes, people try too hard to portray an image of authenticity that is not genuine. It can have serious consequences, both personally and in the broader context of society. Trying to act a certain way to fit in with a certain group or demographic can create a superficiality that undermines the true value of authenticity. It can lead to feelings of loneliness and a lack of connection with others, as well as negative effects on mental health. In addition, from a societal perspective, inauthentic authenticity can lead to a lack of diversity, as people feel pressured to conform to certain standards. Cultivating a culture where genuine authenticity is valued, rather than superficial or inauthentic behaviour, is important.
Be you but only the good bits, Inauthenticity in inclusivity
We are consistently told to "be ourselves," yet we are also instructed to showcase only the good bits of our personality. These conflicting messages can make navigating inclusivity and fostering genuine relationships difficult. Inauthenticity in inclusivity can lead to a culture where people hide behind a facade, and genuine connections are lost. While putting your best foot forward is necessary, being truthful about your struggles and vulnerabilities is also essential. Only when we embrace our authentic selves, the good, the bad, and the ugly, can we create meaningful relationships and contribute to a more inclusive society.