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Authenticity |
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To win over increasingly savvy (and jaded) customers, many brands now strive for something generally called "authenticity." They want to be perceived as "real." In other words, they want to be let through the walls and filters that customers put up to guard their private lives from commercial intrusion. Authenticity is also one more way to appear different amid a crowded field of brands that are perceived as superficial and essentially fake. Brands seen as "authentic" elicit a more positive reaction from consumers who feel exploited by mass-market brands and don't want to be seen as following the herd. Authentic brands "matter" in people's lives.
The trend toward authenticity may be related to the popularity of so-called reality television programming, in which nonactors react spontaneously to real-life situations without following a script. It also fits in with the movement toward greater transparency in all media brought about by the Internet, especially the rise of community forums and blogs that encourage constant, open feedback on everything from books and politics to sports teams, celebrity lifestyles, and music.
The quest for authenticity is shaping the travel business, the fashion industry, and many other fields. Travelers choose not just a destination, but a set of |
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