Bending Trend: Authenticity

One of the most powerful consumer trends throughout the decade has been the consumer quest for authenticity, which includes the desire to interact with brands who are who they say they are.
But the overarching trend of Authenticity is bending. "Embracing the Authentic" Global Energy has been recast as "Seeking the Genuine Article" to reflect the changes in the consumer marketplace. Due to a solid commitment among consumers to making purchases that align with their priorities, their trust in institutions stuck at nil, and their skepticism towards business seeming more like disgust, the ways in which businesses must execute against the idea of authenticity are changing. Brand communications that seek to leverage the authenticity trend will need to become more rooted in tangible product benefits than ever before....

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