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Ensuring that you have clear and consistent communications is imperative for every organization — but that value is taken away without the actions to back it up. In our current media and professional landscapes, authenticity is more important than ever no matter what audience you’re speaking to, whether it’s customers or employees. 

Hailey Bieber and rhode: When Brand Messaging Misses the Mark

Hailey Bieber, founder of rhode, a billion-dollar beauty brand, proved this lesson at Fortune’s 2026 Most Powerful Women event when she spoke with Editorial Director Ellie Austin, claiming that she “is not interested in overconsumption.”

Immediately, people in the comments began to attack Bieber with messages like “says the woman who built her entire brand on overconsumption” and calling her out for a plastic holder for pimple patches and an iPhone case (in up to six colors, depending on the model) that fits your lip gloss (only if it’s the rhode brand, of course). One comment by user @claranoriega ratioed the original @fortunemag post, receiving 75.5K likes for her criticism versus the reel’s 73.7K likes. 

How Inconsistent Messaging Can Undermine Consumer Trust

In the same conversation with Fortune, Bieber said that the business “isn’t like about money for [her].” She grew up in a famous family – her father is actor Stephen Baldwin and grandfather Grammy-winning Eumir Deodato – and is married to multi-millionaire musician Justin Bieber. Users were also quick to point out how shallow this statement rang out when her celebrity connections contributed to the rapid rise of her brand and sale to e.l.f. Beauty, Inc. for up to $1B in less than three years. 

Why Brand Values Must Align With Brand Actions

On rhode’s website, they claim “Authenticity” as one of their brand values. But Hailey Bieber, who remains Chief Creative Officer, does not uphold these values when speaking about the growth of the company, directly undermining it — and audiences are calling it out. Nationwide, trust in brands is decreasing: a June study by McCann found that ⅔ of consumers won’t spend money with brands that haven’t earned their trust, and these numbers are expected to only increase. Hailey Bieber’s out of touch comments create more distance between her and her audiences made up of average consumers, which can directly affect her bottom line. 

Build Brand Trust with Emerson Street Media

Messaging is meaningless without the actions to back it up, and audiences are growing more keen at sensing when something is off. Growing a brand’s presence is about so much more than just words — and that’s something we understand here at Emerson Street Media. From strengthening patient trust with their local health systems to earning coverage for a new public art installation, we’re here to help brands and organizations of all types. If you’re looking for a partner who understands your goals and will work with you on a comprehensive communications strategy, reach out to us.