One of the biggest business buzzwords today is “authenticity.” After centuries of simply hiring people to complete tasks, organizations are inviting them to bring more of themselves—their personalities, emotions, humor, style—to work. What’s driving this trend? Studies say the more you can be yourself at work, the higher your job satisfaction, level of engagement and performance. Customers like being served by people who are genuine and relaxed, not scripted. Millennials, especially, want authentic workplaces and leaders. Used to sharing their feelings on social media without fear of judgment, they are less interested than previous generations in conforming for it’s own sake and hiding their individuality.