Authenticity is one of the core postmodern values identified in ConsumerShift. It is defined in the New Dimensions Values Inventory as “the state of being genuine; not false or an imitation.” It involves searching for what is “real” in a world filled with marketing pitches and “spin”; it’s about appreciating things that are at face value and haven’t been altered to project a certain image or message.
A great source for those who want to explore authenticity in depth is Gilmore and Pine’s 2007 Authenticity: What Consumers Really Want. This is the tandem who brought us “The Experience Economy,” so you can be sure it’s a really well done work! Andy Hines