Telling a brand’s ‘authenticity story’

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Telling a brand’s ‘authenticity story’

11 Jun 2026

Maddie Lambert

Maddie Lambert is a copywriter and editor from Joplin, MO. She graduated from Missouri Southern State University with a Bachelor of Arts in English – literary studies. When she’s not poring over the magazine or lost in the pages of a new novel, you can find Maddie exploring her local bookstores, spending time with her husband, or sharing her latest literary discoveries with fellow book enthusiasts.

ORLANDO, FL — A craving for authenticity is overtaking how consumers shop today. Simple marketing tactics are still effective, but they don’t delve into the ‘why’ behind a brand. While today’s shoppers often need speed and convenience, ironically, they have time to listen to a brand’s whole story.

However, they also know when authenticity is being forced, recognizing the “spin doctor” approach and becoming dissuaded from a brand just as quickly. With Gen Z and millennials coming into their purchasing power, finding a way to tell an authentic story is key for CPG brands.

“I think people are looking to connect to something, but how they define that authenticity is really different,” said comedian Trevor Noah during his general session at IDDBA 2026, held June 6-9 in Orlando, FL. “I think it boils down to the language that you’re using to speak to people. For instance, when younger generations say ‘authentic,’ I think they often mean that they can tell when the story is being told to them by someone pretending to be like them … and that feels inauthentic.”

Digital media is a catalyst for relaying a brand’s messaging. Social platforms, company websites and targeted marketing get the word out, but consumers want to feel as if they know the person behind the advertisement. Using generation-specific buzzwords won’t do the trick: companies need to be willing to deviate from traditional marketing.

“You see the brands and institutions that do it well; they’re often handing over the reins to somebody who is actually Gen Z and say, ‘How would you respond to this? What would you say to this?’ And that is authentic,” Noah said.

Consumers aren’t just buying products; they’re using their dollars to share what they believe in. Telling an authentic brand story means shifting the focus from what CPG companies are selling to why it matters. Bakers who position the consumer as a person rather than a statistic and use a “show, don’t tell” marketing approach can thrive in this environment.

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