- The main reason behind it, I think, is that the world is not getting better. And I think that people know this, and the companies need to actually do more. And the more the world is going in the wrong direction, the more important it will be for not only governments, but also, companies and brands to actually show it. 

- So on the one hand side, you have the story, the mission, which builds trust. And on the other hand side, you have design and content, which brings surprise. So why does authenticity matter? I think it's just human nature to want to stick to the brands who tell the story that you believe in. 

- I think that has always been important for brands, to be authentic when communicating, but I think it's more important today than ever before. Back in the day, brands used to have a one-way communication with people and more of a monologue than an actual dialogue. 

And I think today, when people can go in and try your brand, talk about your brand. And if your values and you are not aligning with the way that you set up your brand or the way you talk about your brand, it doesn't align with the way people perceive it or view it, that's something that people can easily poke holes in the balloon that you're blowing up. So I think it's important to know what kind of brand that you are from the get-go. 

- Why is it important for a brand today to be authentic? Well, I mean, you just have to be. Right? Like, it's 2023, not 2003. I mean, the reality is, you'll get found out, whether it's dodgy supply chain decisions and a track record of a toxic culture. Time and time again, we're seeing companies being found out. So the best thing to do is own up, be transparent, and try and live your values as much as possible. 

- I always try and put a word after it. So are you authentic when it comes to sustainability? Are you authentic when it comes to community support? Are you authentic when it comes to the price point and the purpose behind your brand? That kind of stuff. 

And I think we went through a period of time in the ad industry and marketing industry where we were obsessed with this concept of purpose. And we were just thinking, everybody has to give back. What is the way that you're giving back? And actually, some brands don't need to give back. 

Cortez doesn't give back, and they don't have to. And I think that, again, it's moving away from that mindset, automatically attaching authenticity to being good guys or to being, almost, a brand/charitable institution. You don't have to have that lens over the top of it. As long as you are authentically the right fit for your consumer and you're doing everything in the right way, that works. 

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