No matter the management style, many of the top agency leaders share one quality: authenticity.

And people are here for it. Brené Brown’s Power of Empathy video garnered more than 22 million views on YouTube, and Kim Scott’s Radical Candor has been read in offices everywhere.

But what’s driving the popularity of authentic leadership? Is it simply the management style du jour, or is there more to it? 

To answer these questions and more, Wix Studio spoke with experts to gain further understanding on authentic leadership, including how to foster these traits as you run your agency.

First off, what is authentic leadership?

Generally, authentic leaders embody self-awareness, emotional intelligence and integrity as they lead their teams.

“Genuineness and integrity are at the heart of authentic leadership,” says Amelia Kruse, a conscious leadership coach, certified professional coach, and certified EQ assessor who works with executives at companies like Madewell, Etsy and Google. “Individuals who lead authentically have deep awareness of themselves and their surroundings, which guides their behavior and decisions.”

In addition to its appealing characteristics, several cultural factors converged to cement authentic leadership into today’s professional zeitgeist.

For one, “the COVID-19 pandemic accelerated this trend, as leaders needed to show empathy and vulnerability during uncertain times,” says Angelo Valenti, PhD, consulting psychologist and owner of The Company Psychologist in Nashville, TN. 

The entry of Gen Z professionals into the workforce also bolstered the trend, as these workers “prioritize purpose and values alignment in their work, demanding more authentic workplace cultures,” Valenti says.

In fact, according to results from a 2024 Deloitte survey, which polled nearly 23,000 participants across 44 countries, 50% of Gen Z workers turned down an assignment or employer because the opportunity didn’t align with some of their top values like inclusivity, sustainability and work/life balance. 

The report further suggested that clear communication and active listening, two pillars of authentic leadership according to Kruse, may help address this gap and enhance employee satisfaction.

5 traits of authentic leadership—and how to develop them

While many authentic leaders share certain traits like self-awareness and courage, Kruse says to strengthen your authentic leadership, you need to first define your own intrinsic characteristics.

“Leadership traits are decided by the individual,” Kruse says. “Since this is about authenticity, the individual chooses whether a specific quality is important to them or not, and whether it feels true to their leadership style." On the flip side, inauthentic leaders lead by value system that isn't their own.

Valenti agrees. “Becoming an authentic leader is an ongoing journey that requires continuous effort and self-reflection. It's about aligning your actions with your values and continuously working to improve your leadership skills while staying true to your core self,” he says.

To get a jumpstart, however, check out some of the most common traits belonging to authentic leaders with recommendations from Valenti on how to foster them.

01. Self-awareness

Kruse and Valenti agree: self-awareness is a key characteristic of authentic leaders. Becoming in tune with your mindset is fundamental for understanding how you can impact a team and become more receptive to feedback, among other common workplace scenarios.

How to develop it: Consider building a mindfulness practice, which often can serve as a cornerstone of self-awareness. What’s more, he recommends seeking feedback from diverse sources and conducting 360-degree reviews and personal assessments.

02. Transparency

No one likes to feel blindsided at work. Whether it’s an assignment that comes out of nowhere or a round of layoffs, a lack of transparency can contribute to a host of issues like burnout.

To get ahead of this, consider how you can bring authenticity to the table when discussing opportunities and obstacles. While your communication style might vary from the next manager, communication in itself matters the most. “Communicate openly about decisions and challenges,” says Valenti. (Related: How to talk to clients about AI)

How to develop it: “Admit mistakes, share learnings and provide regular updates on organizational goals and progress,” Valenti says.

03. Ethical behavior

This might be a no-brainer, but it's worth spelling out: ethical leadership can directly influence your team. That's why Valenti says to “clearly define and communicate personal and organizational values.”

How to develop it: It’s important to set up systems where you (and any fellow executives) are held accountable for their decisions, while consistently demonstrating that their “actions align with stated values,” Valenti says.

04. Consistency

Continuously showing up for your colleagues and teams can have long-lasting positive impacts. This can nurture trust and buy-in among employees.

How to develop it: It might come down to a case of checks and balances. Journaling or another form of self-reflection could be especially useful here. Consider prompts like, “do your words and actions align?,” or “did you manage to maintain composure under pressure?”

05. Emotional intelligence

Perhaps the sibling to self-awareness, emotional intelligence can not only help build strong working relationships, it can nurture deeper connections regardless of venue.

How to develop it: Learn to recognize and manage your emotions, even when things become challenging or difficult. Active listening and empathy, arguably two offshoots of mindfulness and radical acceptance, might also be supportive here. Last, “develop skills in conflict resolution and giving constructive feedback,” Valenti says.

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