Research That Proves That Authenticity in the Workplace Is More Than Fluffy Doo-Doo, It’s a Real Business Strategy

We love to throw around terms like “authentic leadership” and “bringing your full self to work.” Sounds great, right?

But here’s the million-dollar question:Does authenticity in the workplace actually drive results—or is it just another feel-good buzzword next to “synergy” and “pivot”?

Let’s not sugarcoat it: If it doesn’t move the needle, leaders won’t take it seriously. The good news? Authenticity isn’t just good for morale. It’s great for business. We’ve got the data to prove it.

Wait—Boomers Want Authenticity More Than Gen Z?

Surprised? So were we. In our original study on workplace authenticity, we asked employees across all generations how important it was to work in an authentic culture.

Everyone assumed Gen Z would top the list.Wrong.

It was Boomers—followed by Gen X, Gen Y (Millennials), and then Gen Z.

Why? My take: older employees have played the corporate game longer. And after 20–30 years of suits, scripts, and smiles that don’t reach their eyes, they’re done. They’re waving the white flag.

But deep down? They’re craving something real.

Authenticity Supercharges Trust (6x Higher, to Be Exact)

Here’s where the ROI kicks in. Our study found that companies practicing authenticity in the workplace had trust levels six times higher than those that didn’t.

Let me translate that for you:

• Inauthentic leaders are maybe trusted on a good Thursday.

• Authentic leaders? They’re trusted on Monday, Tuesday, Wednesday, Thursday, Friday, and Saturday. And the best part? On Sunday, employees aren’t even thinking about them.

Why? Because real leadership builds trust—and trusted leaders don’t micromanage.

They inspire. That’s authentic leadership in action.

Want to Retain Talent? Start With Authentic Culture

Here’s where it gets wild: We asked people how authentic their company culture felt (on a 5-point scale), then separately asked whether they planned to stay at their company over the next two years.

The results?

• Companies with authentic cultures: 92% of employees said they’d stick around.

• Companies with inauthentic cultures: Only 40% planned to stay.

In other words: your company can offer a ping-pong table and unlimited LaCroix, but if the culture isn’t real, people bounce.

Authenticity = Trust → Engagement → Money

Still need a case to take to your CFO? Here you go:

1. Authenticity builds trust.

2. Trust fuels engagement.

3. Engagement leads to profit.

Simple math. Fewer eye rolls. Higher returns.

Employees who feel safe to bring their authentic self to work don’t just work harder—they care more. And when people care more, they stay longer, innovate more, and drive better results.

So… Is Authenticity Just Fluffy Unicorn Doo-Doo?

Absolutely not. It’s the ROI (Ridiculously Obvious Idea) that drives measurable impact.

If you're a leader, consider going beyond workshops and buzzwords. Embed authenticity in your workplace and business practices—and watch what happens.

Because here’s the truth:

People respect authority.

But they follow authenticity.

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Watch the video on Youtube.

Erin Hatzikostas is an internationally recognized leader on the impact of authenticity in the workplace. Learn more about her keynote speaking, workshops, and other authentic programs here.