Does Your Startup's ‘Authenticity’ Matter?

Emmet McGonagle

Nov 28, 2023

Here’s hoping your business’ origin story hasn’t been embellished too much - Merriam-Webster has chosen “authentic” as its word of the year for 2023.


The word - which according to the Oxford Dictionary means “of undisputed origin; genuine” - is being celebrated by the publisher in light of what Merriam-Webster has referred to as a “crisis of authenticity”.


Merriam-Webster’s choice was celebrated by 

Dylan H, founder of REACH, who said via LinkedIn: “Now, as we navigate an era where AI blurs the lines between real and virtual, maintaining authenticity becomes both a challenge and an opportunity for creators.”


On the topic, he continued: “In my own journey with REACH, I've seen how authenticity builds a community that's resilient and supportive. 


“Whether it's bringing members to red carpet events or fostering a platform where young creatives can learn and grow, the core has always been about genuine, impactful experiences.”


However, not everyone resonates with Merriam-Webster‘s word for the year 2023.


Reid Litman, global consulting director at Ogilvy, explained: “‘Authenticity’ has lost all meaning - it's become a Gen Z buzz word for those not exactly sure what they want to say.”


The Ogilvy global consulting director elaborated: “Gen Z craves brands that act more like ever-evolving characters with a POV and publicly facing leaders than it does brands that cling to PowerPoint brand guidelines.”


Likewise Brendan Gahan, former chief innovation officer at Mekanism, said: “Not a fan of Merriam-Webster's selection of ‘authentic’ as its word of the year.”


“It certainly reflects today's challenges with AI and misinformation. But, in the creator landscape, this term's usage is often overused. So much so, its become a platitude largely devoid of meaning.” he added.


Instead, Brendan suggests the word is related to ‘one's personality or character’, rendering ‘authentic’ as a vague umbrella-term which doesn’t embody a successful founders’ “spectrum of traits, with authenticity being just one facet.”


Other words of distinction from 2023 include “deepfake,” “dystopian,” “indict,” “coronation” and “X”, in light of Elon Musk’s ill-fated Twitter rebrand.


The word follows “gaslighting”, which was Merriam-Webster’s word of the year in 2022.


Do you have a question about angel investing? Get in touch with Valhalla Private Capital via our contact page. 

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