Over the past several years in Kingston, I’ve had the opportunity to work across a wide range of industries and roles - from working with large corporations, to helping launch an advanced leadership program at Queen’s University, serving as the President of the Rotary Club, building my own startup, supporting the launch of an AI company, and working with a rapidly growing local digital marketing organization. Each experience has been different and rewarding. But when I reflect on them through the lens of marketing, one truth consistently stands out: storytelling and authenticity matter more than ever today.
Today’s marketing landscape is crowded and overwhelming. Social media and AI-powered tools have created a constant stream of content, much of it rushed, misaligned, or inauthentic. Many businesses feel pressure to “put something out there,” yet they aren’t sure what to say or how it will work. Too often, they expect one post or ad to deliver results, can blur the lines between organic and paid efforts, or mimic competitors instead of expressing who they truly are. The result is a flood of generic content that fails to connect with the audience it’s meant to reach. When results don’t appear quickly, marketing budgets are often the first thing cut despite marketing being more important than ever. The issue isn’t whether to invest, but how to do it effectively.
Effective marketing today goes beyond clicks, impressions, and other vanity metrics. While these indicators have their place, they don’t tell the full story. What truly matters is whether content resonates, builds trust, and leads to meaningful action because without sales, there is no business. Through working with mentors, particularly Dave Rossborough at Lightbody Marketing, I’ve gained insight into a more modern way of thinking about marketing. Customers don’t move in straight lines. They explore, compare, hesitate, and return before deciding. Marketing that works meets people where they are, earns trust over time, and makes decisions easier - not harder.
This is where authenticity becomes critical. Many brands believe everything must be perfect before launching, which leads to over-analysis and delayed action. In today’s environment, speed often matters more than perfection, and variety matters more than relying on a single message. A company’s mission, values, and DNA should show up clearly and consistently across its messaging - not borrowed from others. When brands chase polished imitations instead of expressing who they are, audiences sense the disconnect. Being real, rather than performative, builds stronger connections.
Creativity and consistency must also work together. Creativity captures attention; consistency builds familiarity and trust. One without the other falls short. Marketing isn’t one-size-fits-all, and it’s never about a single campaign. Differentiation comes from repeatedly showing up with ideas that reflect what makes a business unique.
Ultimately, storytelling binds everything together. Marketing that matters doesn’t just interrupt - it invites. It speaks to both the heart and the mind, building relationships rather than chasing short-term clicks. When businesses tell their story with authenticity, creativity, and consistency, they attract not just visitors, but loyal customers. Marketing isn’t just an expense; it’s the narrative thread that can define a business’s success in this new era.
Matt Hawksley, Head of Operations, Lightbody Marketing Inc.
Article published in the January 2026 issue of the digital magazine We Are Kingston - Read it here!