You may have noticed a slow and almost imperceptible change in the world in the last few years. In the 1987 movie “Wall Street,” Michael Douglas as Gordon Gekko told us Greed is good and now 34 years later, we are saying Green is good.
Excess and corporate aggression now seems crass and out of date, sports cars, jets, corporate greed, and all kinds of excess. Today’s world is more minimal, more sensitive and above all, authentic.
Showing your vulnerability gets you likes and shares on social. Supporting a good cause, helping people triumph over adversity, sharing profound insights. This is what people respond to, and not just on social media.
However, there is a very important rule about being authentic, and that is that you must be authentic. It’s not something you can construct as a marketing concept because most people will see right through it.
But fake authenticity is still rife on social. For example, the ‘humble brag’. Yes, we can all spot a humble brag, so please don’t think you will get away with it, because you won’t.
Leveraging a tragedy to get likes and followers. This is the lowest of the low. From a small mishap to a difficult childhood and even a death in the family! Please just don’t do it. You will get away with it with some people but the people who see through it will never forget it, nor forgive you. For the most part, these are the people who would not even bother to comment, so you will be blissfully unaware.
When we have got rid of fake authenticity, constructed narrative and contrived story arcs designed to create maximum emotional impact, we may be left with something beautiful. Honest and heartfelt communication. You don’t need high drama and pulling at emotional heart strings to get noticed, you just need honesty and vulnerability. Don’t try too hard, just be yourself and be honest and show the world who you are. If you hover over the send button, not sure if you want to post, you are probably being authentic. If you can’t wait to share your latest carefully constructed tale and expect it to get tons of engagement, because you have really outdone yourself this time, you are probably on the wrong side of authenticity. Perhaps you may need to question if it is really worth selling your soul for a few likes on social?
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