Author: Robert Wendt
How understanding the rise of Rawthenticity can transform your brand’s connection with today’s savvy consumers.
We’re entering a new era of consumer expectations, and I’m calling it “Rawthenticity.” It’s a blend of raw honesty and authenticity that today’s savvy consumers are craving more than ever. This shift didn’t happen overnight; it’s the result of years of change, as consumer demand trends have evolved, pushing brands to be more transparent and real.
Consumers have been on a wild ride lately, and they’ve learned to navigate it like pros. Just look at the headlines calling them “Resilient American Consumers.” Sure, there have been challenges, but these challenges have only made them stronger, sharper, and more skeptical. They are quickly honing their skills at cutting through the hype to find what’s real and what’s not. This heightened awareness is shaping consumer demand in ways brands must acknowledge.
Skepticism and the Rise of Rawthenticity
Long before the pandemic, skepticism was already creeping into the mindset of the American consumer. Then COVID-19 came along and kicked that skepticism into high gear. Suddenly, people were craving hard facts, clear solutions, and authentic moments they could see, touch, and verify for themselves. Consumer demand trends show that people started fact-checking everything—from the news they watch to the products they buy.
We see this heightened level of scrutiny across every industry we study: retail, home services, healthcare, financial services, travel, legal services—you name it. People aren’t just buying a product or service anymore; they’re buying the story behind it, the truth they can trust. Understanding how to build trust with consumers has become a key priority for brands looking to survive in this landscape.
Consumer Fatigue and the Push for Realness
But there’s a catch. After years of playing detective, consumers are hitting a wall. They’re exhausted from the constant hunt for what’s real and the disappointment of finding out that so much of what they thought was authentic is, well, not. That’s where “Rawthenticity” comes in.
Enter the explosion of AI and social media, which have made it even harder to tell what’s genuine from what’s fake. But instead of retreating, consumers are doubling down on their demand for transparency. They want brands to drop the filters, ditch the scripts, and speak from the heart. They want “delightful real-talk”—the kind that feels like a friend speaking directly to them, not a polished marketing machine.
A Word of Caution: Rawthenticity Is Not an Excuse for Low Quality
Let’s be clear—Rawthenticity does NOT mean consumers will tolerate lower quality. This is not a call for diluted production or lowered standards. In fact, consumer demand remains high for quality products and services. Consumers see a drop in quality as the very thing that separates leaders from laggards. Rawthenticity means delivering meaningful, consumer-aligned messages with tangible moments of verifiable truth from an authentic stakeholder of the brand—someone they can hold accountable or celebrate when needed.
I could write an entire article about the retaliatory consumer of today, but let’s focus on getting the message right so we don’t have to deal with that backlash. The bottom line: Don’t take shortcuts on quality—whether it’s your website, social media, or creative production, be it video, audio, or print. Consumers can spot a cut corner from a mile away, and they won’t hesitate to call it out.
Rawthenticity in Media and Entertainment
Our partners in media and film have been ahead of this trend for a while now. They’ve seen that viewers respond more to their favorite on-air talent when they’re just being themselves—off the news desk, out of the studio, and in their most genuine form. But here’s the kicker: Consumers are also pushing back hard against anything that even hints at being a disconnected celebrity or polished façades. They want “truth and proof,” plain and simple. Consumer demand trends highlight that audiences gravitate toward realness more than ever.
What This Means for Brands
The message is clear — consumers are done with the fluff. They’re looking for brands that are real, raw, and ready to have a genuine conversation. This isn’t about perfection; it’s about connection. The brands that embrace Rawthenticity will be the ones that win consumer trust and loyalty in the long run.
Ready to Connect?
If you’re curious about how to bring more Rawthenticity into your brand strategy, let’s chat! At Elevate Marketing Research, we specialize in helping brands Understand, Connect, and Grow with their target consumers. We’d love to show you how we can help your brand speak directly to this growing consumer demand for truth and authenticity.
Visit us at GrowWithElevate.com, book a meeting here, or give us a call at 818.874.2040. Let’s take this journey together and elevate your brand to new heights!
