B 2 C

B 2 B

Estera Kaszen

Managing & New Business Director 

👋 Hi. We are SCREENS,
the digital video 
marketing agency

Supercharge your business with video marketing that effectively combines effective sales with consistent brand building. 
We relentlessly use: fresh creativity, the latest trends with measured, reported marketing effectiveness and tangible business results.

• Introduction to authenticity-vulnerability link

• Rise of the new hierarchies 

• Benefits of possible rise of the hierarchy of authenticity

• The new authenticity in business after the rise of AI

Introduction to authenticity-vulnerability link.

There are many signals of sentiment for authenticity, that look like it's settling in some hierarchical position in society. This Google search results screenshot (13.0723) is just one of them.  

On-running is a progressive Swiss sports wear company, that uses authenticity as differentiation strategy and positioning element for it's brand.

So what is the value of authenticity? Could this be a new way for influential people to connect with mass audiences? Or is it just a temporary hype for “authenticity washing” their personal brand images with failure and vulnerability praise messages?

Strong connections among people are based on many interesting factors, including courage, vulnerability, and authenticity. Brené Brown, a researcher studying human connection, in her famous TED talk "The Power of Vulenrability" (c.a. 2 mln likes), has found that people who feel they are worthy of connection, as she described them, whole-hearted people, are also courageous in their vulnerability, they are ready to show their imperfections.

The original definition of courage was telling the truth about who you are with all your heart and soul.

Being authentic fosters connection between humans, and authenticity is a result of exposing one's vulnerabilities. It seems that this idea will get more traction because it sounds like an antidotum approach to all the social media toxicity and pressure generating disconnection as a result.

Authenticity and other new rising hierarchies

Hierarchies play a fundamental role in our lives, providing structure and helping us make efficient decisions. Jordan Peterson, a well-known psychologist, has brought attention to hierarchies in different aspects of our existence, such as beauty and attention (social media are the vehicle for such a rise in these two hierarchies).

You might ask: what do they mean by "beauty hierarchy"? This quote, from the latest The Spectacor article regarding new "Barbie" movie, will give you a glimpse:

"Alongside the perfect smile and a year-long tan, high street clinics are offering cosmetic surgery – with adverts for everything from ‘Russian lips’ to a ‘Barbie nose’. In her cover story, Louise Perry asks if social media is raising a Barbie generation that puts aesthetics above all else"

Hierarchies permeate our lives. Jordan Peterson's controversial acknowledgment of his beauty hierarchy demonstrates that hierarchical structures extend to personal judgments. Beauty and attention hierarchies are just two examples of the many we employ daily. From our friendships to our ice cream preferences to the articles we read, hierarchies are necessary to navigate the overwhelming abundance of choices and experiences available to us.

Ultimately, hierarchies serve as cognitive tools that help us navigate the complexities of the world around us.

Is the rise of new hierarchies underpinned by social technology?

"Everything on Instagram is premium" and everything outside of Instagram is not premium implies one "premium nation".

The platform leverages a new kind of perception, dividing people for premium and not premium (which can easily be translated into beautiful and attracting attention of the large numbers of other people).

If we assume that hierarchies of attention and beauty (regardless of financial status) were highly promoted via the very existence of social media platforms and its algorithm, we could also assume that beauty has been connected to the concept of premium (and watchable, instagrammable) life. This created new levels of pressure for average people, which also has toxic consequences for young, uncritical minds. It seems like the hierarchy of financial status evaporated, and the hierarchy of combined beauty-attention increased.

Image source: Drei Zinnen Hotel on Instagram

The benefits of possible rise of hierarchy of authenticity

Why are we writing about the possibility of such a trend rising?

Both Ted Talk and Times Magazine's honor of the #1 women tennis player emphasize the importance of vulnerability in making connections as well as authenticity. This leads to higher adoption rates and subsequent growth of the topic.

There is a possible rise of a hierarchy of authenticity that rates authentic behavior in traditional media, social media. This will give more coverage, recognition,  and even moral ground to authentically behaved, openly vulnerable people. In an era dominated by attention-seeking tactics and carefully curated personas, a new hierarchy is emerging—one that places authenticity at its core. Genuine and openly vulnerable behavior in media and social platforms garners more coverage, followers, and moral authority.

A shining example of this rising hierarchy is Iga Świątek, a young tennis prodigy who was recently awarded by Time Magazine.

Times Magazine 100 most influential people jury explanation for awarding Iga Świątek: “When Iga Świątek plays tennis, three things come to mind: beauty, power, and truth. Throughout her rise to the top of tennis - and the top of the sport - Iga has shown vulnerability and courage." wrote American alpine skier Mikaela Shiffrin in her profile of the Polish tennis star. 

The jury recognized her vulnerability as a key attribute, highlighting her fearlessness in embracing humanity, even while at the pinnacle of success. She confidently presents herself without makeup, openly discusses her weaknesses and vulnerabilities, and engages in conversations about everyday human experiences. In doing so, she influences vast numbers of young followers with her authentic behavior, serving as an influential leader.

The Time Magazine jury's explanation of Iga Świątek's award sheds light on her willingness to display vulnerability and courage. This truly sets her apart. Iga continuously strives to improve her game while embracing her authentic self. This attributes makes her stand out to others.

We're experiencing a paradigm shift in society with the rise of a hierarchy of authenticity. Authenticity emerges as a key differentiator as attention-seeking tactics lose their impact and social class boundaries become fluid. This trend is exemplified by individuals such as Iga, whose authentic behavior draws audiences in.
 

Apparently, ex Starbucks triple CEO - Howard Schultz, has made an authenticity his personal corporate strategy for fostering connection and refined workplace culture.

Source: Internet

First, setting up the stage for the big Schultz chapter in Starbucks history, he made a shift from coffee business, to connected people business, and these quotes are just an example of how well he understood the role of authenticity and vulnerability in business.

 Source: Internet

Howard Schultz especially underlines the importance of showing your people who you really are. Here we come back to the beginning of this article where Brene Brown share her findings on etymological source of "courage" word as "courage to tell who you really are". This brings vulnerability, connection and authenticity to the table and all dots connect.  That is important when you want to build such a great and admired company like Starbucks and apparently triple Starbucks CEO perfectly understood that.

The new authenticity in business?

How the rise of Artificial Intelligence as an authenticity demand determinant could affect business world?

How will we build our authority, expertise and trust where everyone uses AI to write personal business content? Will tagging your posts with “100% written by humans with no AI” make you more authentic and thus more valuable as an expert?

Authenticity is not limited to personal influence but also extends to the business world, where artificial intelligence (AI) poses intriguing questions. How does human authenticity in an AI-driven landscape impact businesses? In a world where AI is prevalent in generating personal business content, how will experts establish their authority, expertise, and trustworthiness?

Will the mere tagline of "100% written by humans, no AI involved" enhance authenticity and increase their value as experts?

So the question is:

How will experts be able to prove their expertise? 🤔 Possibly role of video self-presentation, video storytelled case studies, recommendations and other evidence of the application of expertise in practice will grow.

That's for B2B marketing of relations.

In the world of B2C marketing already, celebrities using AI are creating so-called digital twins - that is, avatars that can appear in more campaigns or appear in more than one place at the same time. AI will also help create brand ambassadors who are tailored for brands. Fed by the brand's history and personality, as well as its communications, they will be able to communicate in real time with thousands of audiences at once - without losing the essence of the brand. Is this a gain of production efficiency and reach that is priced more than authenticity?

Possibly the world will be polarized for: large scale, super efficient marketing and truly authentic phenomenas. GEN ALPHA's first research already shows that it's all the same to them whether they are interacting with a real or virtual "person."

Ailyyn - AI brand ambassador of Thainese AIS telco

Images source: Internet

Back to top

Let's connect!

Ⓒ copyrights 2023 by Screens Agency.
All rights reserved.

video marketing agency