By definition, authentic is something "of undisputed origin" and making sure we, as businesses, talk from our authentic origins is key to obtaining consumer buy-in. Long gone are the days where you can rely on discounts, red sale banners, and footfall.
Today we need to offer, not only authentic but genuine and customer-focused experiences if we are to get any sort of look in when a consumer is in the process of making a purchasing decision. It may sometimes be difficult to understand but at the root of all marketing is nothing more than a human being. We are biologically programmed to show certain emotions when presented with information, thanks to our temporal lobe, and making decisions with those emotions attached is exactly what we do.
So as marketers we want to envoke certain reactions and connect our businesses with deep-rooted human emotions and responses. This is why being authentic, honest, trustworthy and caring can take your marketing to another level.
Be truly honest, be empathetic, transparent and genuine with and to your consumers. Allow them to believe that what you do and how you do it is really worth their investment in both money and time. You can then spend your time really getting to know your audience, embed your business in their lives and genuinely become customer-centric.