Quest for the real thing

Melanie Howard
Future Foundation

Melanie Howard describes how the modern world of illusion and image is driving people to seek a more authentic reality.

The Future Foundation has been monitoring an aspirational trend we call Authentiseeking for more than five years now. Born of a confluence of three other long-term trends in our stable – Ethical Consumerism, Local Preference, and the Simplification of Complexity – this is about a powerful urge that many people feel to get in touch with what they believe is a more 'real' world.

The idea of what constitutes an authentic, unmediated way of living is, of course, a fascinating construct to explore and one that has multiple components. It is also driving a demand for new services among marketers and innovators from firms in our line of work, thus creating a strong business-to-business angle to consider.