Authenticity: The real audacity

In today’s media circus, true audacity has been hijacked and reduced to cheap stunts and viral theatrics. 

Last month, Sky News Australia aired a segment where a guest draped himself in bacon claiming it would “protect him from terrorists.” The network later apologised and removed the footage, but not before the clip went viral, racking up hundreds of thousands of likes and shares.

What passes for ‘audacity’ today is often nothing more than theatre – the loudest voice, the most outrageous stunt, the sharpest jab, designed to trend for a few hours. True audacity isn’t loud. It’s not a stunt. It’s the quiet courage to take the harder path when no one’s watching. Those who confuse provocation with bravery mistake noise for influence, and in doing so, they hollow out trust in institutions, causes, brands and in themselves.

In contrast, authenticity has a quiet force that endures. It doesn’t demand attention; it earns respect. In politics, business and public life, we need fewer contrived controversies and more leaders prepared to bring knowledge, consistency and humanity to the table. 

Consider the life and legacy of Dame Jane Goodall, who passed away on 1 October at the age of 91 after a life of authenticity, bravery and remarkable accomplishments. When Goodall – chaperoned by her mother – stepped into the forests of Gombe in 1960 with nothing but a notebook and binoculars, she not only redefined our understanding of chimpanzees, she also became a global advocate for environmental and conservation issues. Yet there were no media stunts, arrests at protests or public denouncements of people who didn’t share her beliefs. Instead, she was quietly, steadfastly, unapologetically herself. 

Dame Jane Goodall’s legacy reminds us that authenticity and audacity are not opposites but partners – the willingness to stand firm in one’s values while engaging the world with humility and conviction. If more of our leaders channelled that combination, we’d have fewer distractions and far greater progress. 

The SAS Group is a rare place where authenticity – irrespective of political colours – is respected and championed. Our bipartisanship lies at the heart of this strength; it’s how we help clients define, develop and deliver their authentic brand and ethos with true audacity and maximum impact. In the words of Dame Jane Goodall: “What you do makes a difference, and you have to decide what kind of difference you want to make.”