Authentic: Another Lazy Word

Like "vibrant", the word "authentic" is one of those vague semi-meaningless words which pop up all over the place, but don't really say much at all.

These are the kinds of words critiqued by George Orwell in "Politics and the English Language", where he says "The writer either has a meaning and cannot express it, or he inadvertently says something else, or he is almost indifferent as to whether his words mean anything or not."

"As soon as certain topics are raised, the concrete melts into the abstract and no one seems able to think of turns of speech that are not hackneyed: prose consists less and less of words chosen for the sake of their meaning, and more and more of phrases tacked together like the sections of a prefabricated hen-house"

Here are a few websites which offer criticism of the use of "authentic", with a snippet or two from each:

https://beomniscient.com/blog/the-cult-of-authenticity/

Even psychologists can’t agree what it means to be authentic. For example, “Authenticity is acting in accordance with one’s true self.” Okay, what’s your “true self?” Is it the same when you’re with friends drinking cocktails as it is with your parents as it is when you’re skydiving as it is when you’re meditating? Be more specific. Words like “authentic,” “human,” “transform” etc. are crutches in copywriting we use when we haven’t drilled down to the essence of what we mean.

https://contently.com/2017/01/23/stop-using-authentic/

While crappy buzzwords are usually just convoluted ways of saying simple things, “authentic” is especially problematic because of its hollowness. Marketers frequently use it in a way that’s either meaningless or contradictory.

https://www.forbes.com/sites/amyschoenberger/2018/04/08/the-anxiety-of-authenticity

Anyone else sick of hearing the vague advice, “Just be your most authentic self?” Authenticity might be the most overused, meaningless buzzword that’s ever buzzed.

https://www.psychologytoday.com/gb/blog/the-science-of-stuck/202503/5-reasons-authenticity-can-be-problematic

“Just be authentic.” It sounds great in theory—authenticity is touted as the magical cure for workplace conflict, anxiety, impostor syndrome, and awkward first dates. We’re told that if we can just be our “authentic selves,” we’ll be happier and healthier, and optimize our performance. But here’s the problem: We all have multiple selves...all of which are authentic. You speak differently to your boss than you do to your best friend. You behave differently at a funeral than at a football game. That doesn’t make you fake—it makes you functional.  Social cues, cultural context, and power dynamics all influence how we express ourselves. That’s not a betrayal of authenticity—it’s what makes us emotionally intelligent adults.

In conclusion:Brands frequently use the language of authenticity to connect with consumers—claiming that their products or messaging are "authentic" even when there’s little substance behind the claim. This usage can be disingenuous if the purported authenticity is just a veneer for marketing purposes, masking the company’s less admirable practices or inauthentic internal culture. When authenticity is co-opted in this manner, it loses its meaning and becomes a hollow buzzword rather than a reflection of genuine values.

When used for personal development, it becomes a piece of pop-psychology which can do more harm than good. The phrase "be authentic" offers no practical advice on how to navigate situations where the ideal of authenticity might conflict with social norms or professional expectations. In these instances, "just be authentic" serves as a classic example of meaningless pop-psychology—where the phrase feels relatable and uplifting in sound but lacks depth