When Brands Become Human: Why Authenticity Is Your Brand’s Most Valuable Asset

Let’s be real … in a world oversaturated with perfectly curated marketing and AI-generated everything, people are craving something that feels human. But what does that mean, really? What does it mean to be human as a brand?

That’s exactly what inspired my dissertation study into brand authenticity, a research project designed to understand what makes brands feel truly authentic, how we can measure that authenticity, and why it matters so much to audiences, especially in industries like health and wellness, where credibility and trust are foundational.