11 Things Brands Still Get Wrong About Authenticity (and How to Get It Right)

Tamani C/peopleimages.com – stock.adobe.com

As posted on RollingStone / Culture Council
January 7, 2026
Thomas Andersen, BTA Cannabis CPA Tax, featured as a member of the RollingStone Culture Council’s Expert Panel

In an era where consumers can spot performative messaging from a mile away, “authenticity” has become one of the most overused and misunderstood ideas in branding. Too often, companies mistake relatability for honesty or aesthetics for values, only to lose trust when their actions don’t align with their words.

Here, 11 Rolling Stone Culture Council members explain what today’s brands commonly get wrong about authenticity and what it really takes to build real, lasting connections with audiences. By showing up consistently and letting your values guide you, your brand will be well on its way to being truly genuine…

Viewing Authenticity as a Tactic

Too many brands treat “authenticity” as a tactic rather than a mindset. Connections built on quality, consistency and a story that feels genuine are real connections. The most enduring brands pair a solid product with a spark of personality, successfully pivoting with the times while maintaining a core ethos. One can’t fake trust; however, one can build it one honest interaction at a time. – Thomas Andersen, BTA Cannabis CPA Tax

The Rolling Stone Culture Council is an invitation-only community for Influencers, Innovators and Creatives.