Staying Authentic Amidst Trends

24 April 25

When was the last time you heard the word authentic? For brands, staying authentic seems neglected; following trends has seemingly become a must as it aligns them with the audience's tastes. While this may seem like a way to connect with audiences, it often blurs unique brand identities. The question remains: is authenticity still the key to attract customers, or is it an outdated ideal in today’s fast-paced market?

The answer is clear: audiences still crave genuine connections with brands that feel personal and relatable. But today’s brand authenticity requires balancing core values, vision, and actions to create a unique personality. Staying authentic helps brands stand out in a crowded landscape and builds a lasting reputation. Consumers across generations find brand with a strong identity resonates and earns their loyalty and trust. At the end of the day, your brand is yours, and when you have conquered your own identity, then you are winning the customer. 

The urge to follow competitors can be strong, but some brands remain authentic amidst the storm of trends. Take Vans, for instance. Born from skate culture, Vans has never strayed far from its roots. Instead of constantly chasing high fashion or viral hype, Vans continues to support underground creatives, local skateparks, and DIY communities. 

Or, take a look at Patagonia and its commitment to environmental activism and conscious consumption—even urging customers to buy less. From repairing old jackets to donating profits to climate causes, Patagonia puts its values ahead of short-term gains—making authenticity a meaningful act for the world. 

Closer to home, Kamengski, a streetwear label from Indonesia, thrives by creating fun at consumerism, pop culture, and the local scene. While other brands chase global streetwear aesthetics, Kamengski leans into satire and hyper-local references—producing designs which speak directly to the lived experiences of young Indonesians. 

This consistency has helped these brands build deep trust with their audience, proving authenticity isn't just a brand position—it's a way of operating.

While it’s tempting to jump on every trend, balancing authenticity with commercial goals is often the best path. Defining core values and aligning them with the latest market expectations can keep a brand relevant yet distinct. Not sure where to start? Collaborate with Milestone , the leading brand consultant in Indonesia to build a strategy that keeps your brand true in a crowded market.