Can Authenticity Be Faked?
In a world saturated with advertising and influencers, we’re craving something real.
Authenticity has become somewhat of a buzzword over the past few years, and marketers have been scrambling to boast about their brand’s authenticity.
For a good reason, as recent data suggests that 85% of shoppers consider authenticity as an essential aspect when making a purchasing decision.
Consumers do not trust brands that portray themselves as perfect. Instead, they want honesty and transparency.
“Trust (like authenticity) is associated with consistency, competence, honesty, fairness, responsibility, helpfulness and benevolence.” (Morgan & Hunt, 1994)
Brand trust has declined because of the contrast between the brands’ promises and what they deliver.
As a result, consumers are becoming more doubtful of brands’ claims.
Consumers want honesty and transparency.
But what even is authenticity? How can we tell if something is authentic?
This article explores authenticity as a concept, its origins and relevance to marketers and consumers in a modern world.
