The Factor of Authenticity in the Modern Business
Authenticity has been a popular trend for the past twenty years, and it continues to grow even larger encompassing new areas every year. Nowadays, almost any sphere in the economy has a niche which is devoted strictly to authentic products, which often imply being organic, chemical-free, and manufactured in accordance with ethical principles. This trend was initially started by so-called hipsters who often sold items which they believed to be unique in some way, such as customized jeans or retro sunglasses. Over time, this tendency was identified by market analysts and started being utilized by corporations, for example, Henkel, a German conglomerate, recently launched a brand called Authentic Beauty Concept. The fact that such large companies seek to exploit this idea shows that the authenticity concept is extremely powerful in society. Yet, at its core, authenticity is about people’s desire to discover and consume unique experiences which form their true Continue reading