+ Brand Autopsy's John Moore on the role of authenticity in building a sustainability brand

When we're doing branding work, one of the drums I beat most frequently is Authenticity. Perhaps it's because I come from the world of action sports and youth culture, where authenticity reigns absolutely supreme, but I think that understanding the meaning and value of authenticity is crucial to building a "green" brand. And who better to show us the ropes of authenticity than John Moore? John Moore was formerly in marketing at Starbucks Coffee and Whole Foods Market; he now runs the Brand Autopsy Marketing Practice and is the author of TRIBAL KNOWLEDGE: Business Wisdom Brewed from the Grounds of Starbucks Corporate Culture. His work has been incredibly influential to me as a marketer, so I was really excited to speak with him.

I wanted to talk to you about the role of authenticity in creating a sustainability brand, so to start off, how do you define authenticity?
In the world of branding, authenticity can be defined in terms of motive and sinceity. The most authentic brands have a clear reason for existing beyond trying to make money. Truly authentic brands are motivated more by making a difference, that is, changing (for the better) some aspect of the world we live in. Whole Foods Market is motivated by changing the way the world eats, shops, and enjoys food. Method Home is motivated by providing “clean” household cleaning products that upend a staid industry where the status quo is to use toxic ingredients. Both Whole Foods and Method are sincere in their mission and are prime examples where profit and success is a by-product of doing what they believe is right for the world.

In a world where “what gets measured, gets manufactured,” I believe authenticity can be a competitive advantage.

The obvious next question is, what is authenticity's role in that equation? Can authenticity be a competitive advantage?
In a world where “what gets measured, gets manufactured,” I believe authenticity can be a competitive advantage. Companies galore in every product category imaginable are trying to hop on the authenticity bandwagon. But we need to realize, authenticity is not defined by a company’s actions but rather by a consumer’s perceptions. If Frito-Lay comes out with a carbon-neutral potato chip, consumers might not perceive it to be authentic. Since being carbon neutral is being on-trend, consumers might perceive this action by Frito-Lay as a business ploy to capture greater market share and exploit a sales opportunity. For companies with a track record of being passionate and purposeful in all their activities, consumers will probably perceive them as being authentic and thus, they will have a competitive advantage over “inauthentic” companies.

It can be tough to create brands that gives a company something to strive for, while at the same time accurately representing current sustainability efforts. How can we find the balance between aspiration and reality?
The answer is in businesses creating specific codes of conduct and then living by their stated codes. Going back to Whole Foods, they have a clearly defined Quality Standards Policy which lists all unacceptable food ingredients. Products containing ingredients on this list are not allowed to be sold in Whole Foods stores. Whole Foods stands for something and they are diligent about making sure their vendors and producers adhere to their policies. Thus, the aspirational goals of the company are actualized.

This belief that authenticity can be created is what gets companies in trouble. Authenticity comes from evolution, not from creation. No magic pill exists and no big bang will cause a company to become authentic.

Can authenticity be created? If so, how can companies build a culture that values authenticity, transparency and honesty?
This belief that authenticity can be created is what gets companies in trouble. Authenticity comes from evolution, not from creation. No magic pill exists and no big bang will cause a company to become authentic. The honor of being authentic is earned only over time and through consistent, deliberate actions. Same goes for building a corporate culture. A company that respects its employees and treats its employees like family will be rewarded with being viewed by insiders and outsiders as an authentic company.

Sustainability means a lot of things- everything from hiring practices to sourcing of raw materials to carbon footprint, and then some. Few companies can claim to be perfect in all those dimensions, but nobody wants to reveal all their shortcomings. How can this fundamental struggle be resolved without compromising authenticity?
No business is perfect. Business is a game of progress, not perfection. No business will ever be perfect. It's an impossibly unattainable goal. But while that goal is unattainable, the most authentic businesses seem to always aspire to reach perfection. They always make progressive steps to improve their business and how their business connects with people and the world at-large. Sure, a well-intended company will stumble and make mistakes along the way. But the true measure of a company is how they recover and forge ahead making progress along the way to overcome their mistakes.

Consumers are without a doubt more sophisticated than ever, and we've seen that they quickly see through greenwashing, yet the world of sustainability is still full of snake oil and false solutions (for example, corn ethanol). What will it take for the marketers behind the snake oil to come around?
Honestly, time. A whole generation of marketers will need to retire (and expire) before a more enlightened generation of businesspeople reconfigures the marketing agenda.