Authenticity is all the rage. It’s not a persona you can adopt or something you learn. Rather, it’s about being who you are and running your business in a way that conveys your true self.

In the world of weddings, trends come and go. Sometimes, what’s hot one day is not so hot tomorrow. Buzzwords flit around like bees flying from one flower to the next. In the past few years, there has been much buzz about the evolvement of a new trend—being authentic in business. We hear about authenticity everywhere. Unlike wedding and business trends that come and go, authenticity may be here to stay. Studies have proven that authentic businesses inspire, influence, and prosper. These successful business owners have learned to incorporate their core values, mission, and purpose throughout their businesses.

More than ever, authenticity and transparency are important to success. Consumers love working with people and businesses that are transparent. Millennials—the 18- to 34-year-old age group—are especially this way. This is important because millennials are projected to be the leading consumer group in the next few years. They value authenticity, transparency, and honesty in the people and businesses they support. They are highly values-driven and buy from companies who integrate the beliefs, values, and causes they support. They connect with people before buying from their business. Operating from authenticity is paramount to doing business with millennials.

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