The recent Los Angeles wildfires have highlighted the critical role of authentic marketing. Here’s why authenticity matters more than ever, and how it can turn moments of turmoil into opportunities to build lasting trust.

by Edilsa Bueno, Founder at Bueno & Co.

As the wildfires raged through Los Angeles, the city became engulfed in a smoke-filled haze, forcing thousands of families to evacuate, with homes and memories reduced to ash. It was a moment that left many scrambling for answers, unsure of where to turn next. But in a world where people are constantly connected, the question is how brands respond in such moments of crisis.

The reality is that brands are no longer just products or services—they are a part of the communities they serve, and in times of turmoil, how they show up matters more than ever. Brands that remember this—who show empathy, align their actions with their values, and reflect the needs of the moment—emerge with lasting trust and loyalty.

Skims' Misstep: A Tone-Deaf Response

Just hours after the fires broke out, Skims posted about their winter sale, encouraging followers to take advantage of up to 50% off select collections. The timing felt starkly out of place. The reaction was swift. Fans were vocal in calling out the brand’s lack of sensitivity. One commenter expressed their disapproval, stating, "Still trying to make money from people during the horrific fires." They wanted to know why there was no acknowledgment of the crisis unfolding in real-time. 

In moments like these, marketing needs to pause, reflect, and consider the wider world beyond product promotions. Consumers today expect brands to act with empathy and understanding, especially during times of crisis. A brand that fails to acknowledge the emotional weight of a moment risks losing trust in a way that’s difficult, if not impossible, to recover from. Kim has not yet commented on the controversy, but she was recently seen at the opening of her New York SKIMS store while recovering from a broken foot.  

The Pressure of Response: I've Been There

I’ve experienced that pressure first-hand. When the COVID-19 pandemic hit, I remember the weight of the moment when we realized how quickly the world was changing. The emails came pouring in: “What are we going to say?” There was no time to waste. The media cycle was moving fast, and the world seemed to be unraveling. 

Yet, amid the chaos, we knew one thing for sure: a misstep in these moments could leave long-lasting scars on a brand. Edelman found 65% of consumers say a brand's crisis response influences their future purchases. We learned quickly that preparation mattered. We crafted a readiness plan that would allow us to move swiftly, without sacrificing authenticity. When crisis strikes, a well-prepared brand is more likely to weather the storm—and emerge stronger.

Sweetgreen: A Real Response

As the fires in Los Angeles continued to escalate, Sweetgreen has been one of the high-profile brands helping feed those in need. Rather than pushing product, they have been focused on doing what felt right—delivering meals to first responders and displaced residents. 

Their response wasn’t polished or heavily scripted. Instead, it was real, raw, and grounded in the values that define the brand: care for people, care for communities. They have moved, quickly and authentically, sharing behind-the-moments, posting as they go, and including handwritten notes from their team.

“The work you do is incredible! Thank you from the bottom of our hearts”

By focusing on the immediate needs of those around them, Sweetgreen turned a crisis into an opportunity to demonstrate who they are at their core. They were truly there for LA. 

Why Authentic Marketing Matters More Than Ever

Back in the mid-20th century, brands like Ben & Jerry’s, Coca-Cola, and Nike started making their mark on the world—not just through their products, but by taking bold stands on social and global issues. This was a time when the world was waking up to movements like civil rights, environmental sustainability, and gender equality. These companies saw an opportunity not only to sell but to influence. They could engage their customers on a deeper level by supporting causes that aligned with their values. The goal wasn’t just to push products; it was to push forward ideas of fairness, justice, and bettering the world.

In these early days, authenticity was more of an added bonus. Today, however, authenticity is a must-have. With the rise of social media and empowered consumers, brands are held to a higher standard. Customers expect transparency and integrity, not just polished advertisements. According to a report by Accenture, 52% of consumers are more likely to buy from brands they feel share their values. This shift isn’t just a passing trend—it reflects a broader societal movement toward corporate accountability and social responsibility.

For brands looking to replicate Sweetgreen’s success, the key is simple: show up with authenticity. No frills, no fancy marketing tactics—just a real response grounded in genuine care. When a brand responds from the heart, it builds a relationship that goes beyond transactions, creating lasting trust and loyalty.

The Final Question: How Will Your Brand Show Up?

So, as you look to your own brand and its values, ask yourself: In a moment of crisis, how would your brand respond? Would it reflect your true values, or would it be another hollow marketing pitch? 

The most powerful brands know that in times of crisis, authenticity is not just a choice—it’s a necessity. A brand’s ability to show up with integrity, to be real when it matters most, is what creates lasting impact. Consumers want to see that their favorite brands are more than just products—they want to see that they are allies, partners, and advocates when the world feels uncertain.

They want to feel that you care.