Keep it real. Keep it 100. Keep it . Say hello to the 2023 word of the year according to the big dictionary folks, Merriam-Webster. authentic Authentic follows and marks Merriam-Webster’s 20th anniversary of choosing a top word. 2022’s choice of “gaslighting” We all use authentic. Authentic self. Authentic food. Authentic experience. In business we can want authentic leadership and authentic brands. Lookups for the word are routinely heavy on the Merriam-Webster’s site but jumped to new heights during 2023, editor at large Peter Sokolowski told The Associated Press. https://youtu.be/faPnxrEOhLA?si=Yw_rZFX6xcmjsyc1&embedable=true Merriam-Webster’s Word of the Year: What Does It Mean? Merriam-Webster is one of the most important  dictionaries in the English language, known for carefully choosing a word that represents the current culture each year. When it comes to language and its impact on society, I find myself captivated by the latest trends and the cultural shifts that emerge from them. Consider globalization and language convergence. This is evident in the growing popularity of English as a global language, as well as the adoption of foreign slang and expressions into everyday communication. As the world becomes increasingly interconnected, we see a convergence of languages and cultures. This convergence also leads to a blurring of cultural lines, creating a more diverse and interconnected global society. Globally we choose words to reflect our values, desires, and collective experiences. So it is no surprise that Merriam-Webster’s Word of the Year holds such significance and fascination for people around the world. The Relevance of Authenticity for Crypto The word "authentic" is important for crypto for several key reasons: Crypto projects need to build trust directly with their users. Cryptocurrencies and other blockchain-based technologies rely on trust in a decentralized environment. This breaks free from the shackles of centralized control where trust is placed in central authorities. The crypto space is prone to scams, rugs, and fraudulent activities. Emphasizing aspects like open-source code, verifiable identities, and audits reinforces trust and authenticity. Highlighting authenticity helps differentiate legitimate projects from those aiming to exploit users. Being authentic can boost brand reputation and value. . By demonstrating genuine intentions and values, client projects can attract more investors and users. For the overall industry, this can lead to increased adoption and higher valuations. I’ve seen that in a competitive market, authenticity can be a key differentiator for crypto projects In an era where trust is at a premium, investors are increasingly drawn to blockchain projects that demonstrate authentic behavior and values. Users want to feel a genuine connection with the brands they choose to support. By embracing authenticity, crypto projects can cultivate trust, establish loyalty, and retain a passionate community. Authenticity as a Guiding Principle for Your Brand Cultivating ; it’s a strategic decision that can set your brand apart. authenticity within your brand is not just a trendy buzzword Here are some and interactions: practical steps to incorporate authenticity into your brand’s messaging Tell your unique story: I wrote previously about how to create the brand story that sells. Share the journey, triumphs, and even failures that define your brand’s story. Authenticity lies in openly expressing your brand’s history and values. Engage with your audience: Actively listen to your customers. Respond to their concerns and genuinely engage with them. Here email marketing can be great. Authenticity is conveyed through meaningful interactions that demonstrate your brand’s commitment to customer satisfaction. Be transparent: Share your brand’s processes, ingredients and sourcing methods. Show some behind-the-scenes work. Consumers appreciate brands that are open and honest about their practices, reinforcing the sense of authenticity. Avoid excessive self-promotion: Avoid bombarding customers with self-congratulatory messages. Instead focus on delivering value and building trust. Authenticity is best conveyed through actions rather than empty words. The Danger of Inauthenticity: Avoiding the “Authenticity Trap” While authenticity can be a powerful asset, it is essential for brands to avoid the trap of . inauthenticity Trying to appear authentic without genuinely embodying those qualities can lead to severe consequences. The risks include loss of trust and customer loyalty. One notable example of a global brand that suffered due to a perceived inauthenticity is Pepsi. In 2017, the company released an protesting against police brutality. The ad was widely criticized for being tone-deaf and exploitative. It was seen as an attempt by Pepsi to capitalize on a serious social issue without genuine concern. ad campaign featuring Kendall Jenner "Clearly we missed the mark, and we apologize," Pepsi said after facing blazing backlash. Brands must navigate the fine line between authenticity and inauthenticity by staying true to their core values and consistently delivering on their promises. Customers are increasingly adept at detecting inauthenticity, and brands that fail to live up to their stated values risk damaging their reputation. Conclusion The selection of “Authentic” as Merriam-Webster’s Word of the Year highlights the growing in our society. importance of transparency and genuine connection For crypto projects and brands, embracing authenticity is not just a trend but a . By cultivating authenticity you can build trust, attract more investors and create a loyal following. Whether it’s through , the power of authenticity should not be underestimated. strategic imperative genuine storytelling, transparent practices or meaningful customer engagement As we navigate an ever-changing world, let us embrace the power of authenticity. Being authentic has the potential to reshape our relationships, our brands and our communications. It is time to create connections that transcend language and cultural barriers. How authentic is your crypto project or brand? Imagine making the “word of the year” a guiding light for us all. Let me know your thoughts in the comments. Also published here

The is an opinion piece based on the author’s POV and does not necessarily reflect the views of HackerNoon.

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Merriam-Webster Crowns ‘Authentic’ Word of the Year: What Does It Mean for Crypto and Brands?

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