From Fortune:



In this article, the author discusses the trend of authenticity in marketing and how it has become a central moral framework in society. Consumers increasingly seek out goods and experiences that appear to lack marketplace motives and are seen as authentic, unique, and handcrafted. This quest for authenticity is driven by a desire for uniqueness in a world of homogenous mass production. The author also discusses the historical origins of the authenticity ideal, primarily as a response to industrialization, and how companies today have capitalized on this concept to appeal to consumers. The article highlights the irony of global corporations like Starbucks trying to manufacture authenticity through their branding and marketing efforts, while also delving into the implications of authenticity on consumer preferences and company reputations. The author suggests that authenticity is a nostalgic reflex that becomes more pronounced in periods of rapid change, such as the current high-tech landscape. Ultimately, the article underscores the complex nature of authenticity in contemporary consumer culture and its impact on branding and marketing strategies.



Original: Merriam-Webster’s word of the year 2023 is ‘authentic.’ Here’s how corporate America hacked the consumer cult of authenticity