Mean what you say

I think one of the main differences between an authentic brand and a pandering brand is intention.

To be authentic, it's not enough to simply “do the right thing” but to do it for the right reason.

It's like the difference between receiving an obligatory versus a heartfelt apology.

Are you embracing eco-friendly practices to preserve the environment or simply to move more units?

Are you celebrating Black voices because your organization actually values them, or simply to increase viewership?

If you're doing the right things for the wrong reasons, carry on—it’s better than doing the wrong things.

But in order to achieve authenticity, key stakeholders need to actually care and understand the importance of the initiative. This means either reprioritizing values or bringing in people with those values.