Quest for the real thing

A trend gaining momentum among consumers is 'authentiseeking' - looking for products that they see as real and authentic as a reaction against an increasingly urban and digitised world, where image and illusion are rife.

Quest for the real thing

Melanie HowardFuture 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,...

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