Authenticity over virality: what the best brands are doing differently

Picture by Diesel

There was a time when brands raced to be first to every trend, meme and cultural moment. Today, being first matters less than being believable. Audiences are asking a different question: do I believe you?

Recent research from Sprout Social found that consumers are becoming far more selective about when brands should speak out. Just 24% believe brands should comment on social or political issues as a general rule, while many expect organisations only to speak when there’s a genuine connection to their purpose or expertise.

The brands making the biggest impact aren't reinventing themselves every time a conversation emerges. They're finding relevant, timely ways to reinforce what people already know and trust them for.

Picture by Greenpeace

During one of the UK's hottest days on record, Greenpeace activists temporarily renamed several London Underground stations to highlight the link between the record-breaking heatwave and the fossil fuel industry.

Station names were altered to make a powerful visual statement, including Baker Street becoming Baking Street, London Bridge becoming London's Burning, and Tottenham Court Road becoming Hottennham Court Road. The campaign quickly gained attention, using familiar landmarks to spark conversations about climate change and the role of fossil fuels.

3 reasons why this was so effective:

1. It transformed a news story into something impossible to ignore

2. The execution was simple, visual and instantly sharable

3. It reinforced Greenpeace's long-standing mission rather than chasing relevance.

Picture by Tinder Newsroom

Rather than relying on rainbow branding during Pride Month, Diesel partnered with Tinder to explore the realities of modern queer dating through documentary-style storytelling.

The campaign worked because it reflected the values both brands have consistently championed for years, making it feel genuine rather than opportunistic.

3 reasons why I love this campaign:

1. Both brands had genuine permission to tell this story

2. The campaign contributed something meaningful to Pride conversations

3. People’s stories remained the focus, with products playing a supporting role

Picture by Lush

In March 2026, Lush partnered with the Migrants' Rights Network to launch Words Matter – a nationwide awareness and fundraising campaign. Rather than limiting the campaign to social media, Lush used its stores as a platform for education, transforming shop windows with the message "Racism is a threat to our communities, not migrants", producing educational resources and launching a limited-edition product to raise funds for the charity.

3 reasons why this landed:

1. It backed its message with meaningful action, not just marketing

2. It reflected values Lush has consistently championed over many years

3. The campaign was integrated throughout the customer experience, making it impossible

   to dismiss as a one-off statement.

Before responding to a cultural moment, brands should ask themselves:

• Does this genuinely relate to our purpose?

• Do we have credibility here?

• Would our audience expect us to say something?

• Can we add something useful to the conversation?

• Will people believe us?

This idea aligns with the emerging concept of riparian branding – the belief that a brand's identity isn't shaped by individual campaigns, but by a continuous flow of consistent actions, behaviours and conversations. Rather than declaring authenticity, brands earn it over time.

Anyone can join a conversation. The brands people remember are the ones that have earned the right to be part of it.

Written by Beca Dalis Williams, Account Executive