In a digital ecosystem where information circulates at the speed of a click, authenticity has become a strategic value for organizations in general, for companies, and for their brands.
If, in the recent past, it was enough to master the means of dissemination, today the public – especially younger generations – quickly evaluates, compares, and penalizes any attempt at manipulation or less transparent communication.
Recent data help illustrate this reality: a study by the Edelman Trust Barometer 2024 reveals that 67% of Generation Z consumers say they have stopped following or even boycotted brands they considered not authentic. In the same line, a report by McKinsey concludes that more than 70% of young people value the consistency between a company’s words and actions more than the innovation inherent to the product.
The central issue from a management point of view is that this penalty is not limited to loss of reputation: it translates into a direct loss of sales and an erosion of trust that is difficult to recover.
Recent history is full of international examples showing how the lack of authenticity can be costly. Who does not remember the Volkswagen case, with the “Dieselgate” scandal, which showed how the manipulation of environmental data corroded the image of a brand considered solid, resulting in fines exceeding 30 billion euros and a lasting drop in trust, with practical effects on the brand’s goodwill, only recovered about seven years later.
More recently, greenwashing campaigns – in which companies communicate an environmental commitment that does not correspond to reality – have been
quickly exposed by attentive users on social media, often through verified investigations carried out by consumers. We can find multiple examples in dermo-cosmetics, food products, personal hygiene, or ready-to-wear. On the other hand, there are excellent examples that follow this path of transparency, and many are close to us.
More recently, greenwashing campaigns – in which companies communicate an environmental commitment that does not correspond to reality – have been quickly exposed by attentive users on social media, often through verified investigations carried out by consumers. We can find multiple examples in dermo-cosmetics, food products, personal hygiene, or ready-to-wear. On the other hand, there are excellent examples that follow this path of transparency, and many are close to us.
The pedagogical dimension of this transformation cannot be ignored. It is up to brands and organizations to understand that their communication is no longer limited to persuading: it must educate, clarify, and assume social responsibility. In a world where digital literacy is increasing, especially among younger people, any misstep is quickly amplified, while transparency is rewarded with loyalty.
The conclusion is unequivocal: the future of communication will be judged by its credibility and authenticity. Brands and institutions that choose shortcuts, distortions, or half-truths risk being excluded from the space of trust. Those that adopt clarity, consistency, and transparency as central values will not only ensure their relevance but will also position themselves as trusted references in a world saturated with information.
Pedro Celeste, Professor at CATÓLICA-LISBON