This is a good question. From a sociological point of view, we can say that people are influenced by their surroundings more than we can imagine. The social context shapes and forms our worldviews, categories of thoughts, and our sense of what is important and not important. Therefore, if a society is superficial, then this superficiality can override what is authentic in us. Let me give you an example.
Popular culture today focuses more on how a person looks than the content of their character. So, we can say that superficiality is now more important than what is authentic. People spend more time and money on the externals rather than cultivating inner beauty and integrity. We can make the same point with money, fame, and many other areas, which popular culture deems great.