EO Geekly: A Deeper Look at Authenticity
Blog • Geekly
Fake news. Data breaches. Broken promises. It’s no surprise that in Edelman’s latest Trust Barometer report, the data shows a world of distrust. “Authenticity” has been offered as one antidote to the problem; but what does it mean to be authentic, and how do we actually behave authentically? This week’s Geekly explores authenticity in business, culture, and our personal lives.
Head of Digital Marketing
Edelman has been publishing their global Trust Barometer report for 18 years. It’s a sweeping measure of public trust in four major institutions: NGOs, business, government, and media. Spoiler: in the U.S., trust in each of the four has dropped precipitously since 2017.
Does your brand have an authenticity problem? This 15-point “perceived brand authenticity” scale published in the Journal of Consumer Psychology can help you find out by measuring four key components to authenticity: continuity, credibility, integrity, and symbolism.
In last week’s Geekly, we shared Google’s breakthrough technology that can place a phone call for you. But some critics were horrified by the “inauthenticity” of the experience: seemingly talking to a person that’s actually just a machine. This isn’t the first AI-affiliated authenticity problem for Google.
If you think Americans are obsessed with selfies and photo filters, hold the phone: it’s become a cultural faux paux in China to share a photo of yourself that hasn’t been doctored. And this company’s apps, installed on more than a billion phones, account for the editing of more than half of the selfies uploaded on Chinese social media.
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