Change has always defined the economy.

To baldly sum up the past 75 years, beginning in the 1940s, industrially produced goods became commodities. In the decades that followed, customization of products then transformed the economy into one of service. Technological advancements soon began to enhance production and service capabilities, leading to the emergence of what we might call an ‘experience’ economy. The inherent sensibility that came with the new experience-based economy then spurred on a new desire. A trend that’s been especially magnified in today’s digital and image-driven reality: authenticity.

Brands—now grappling with this trend of authenticity as an approach to marketing—are having to adapt strictly to the new “rules.” But it raises an interesting question. Are companies really being authentic? 

Brands adopt “authenticity” as a marketing strategy to connect with consumers on a deeper level. But when it’s “manufactured,” there’s a risk of losing its genuine essence. But can authenticity be manufactured, or must it be lived and felt?

But there’s another phenomenon driving our economy today. Concepts of age, season, gender, privacy and identity have become more fluid than ever. They’re being reworked and redefined as states of mind, rather than limited definitions. Once anchored in tangible attributes, these constructs are now more a matter of personal experience, choice, and perception. 

But does this take away from our ability to feel authentic? 

All this fluidity has expanded into our personal space and for some it might be a challenge. We feel cluttered with digital bombardments which might heighten our need for more minimalism, simplicity and ease. As consumers, we’re now aspiring to be more mindful, more peaceful. But could this “authenticity” economy, with its constant push for curated and “genuine” experiences, be a distraction from that? 

YOUTH is a way of being, not just a number. Age has now become about lifelong learning, about intergenerational collaboration and interaction. But how does a botox-obsessed age-demeaning culture feel authentic?

PRIVACY too has become a complex issue, teetering between a fundamental right and a luxury “item.” We lead private lives but maintain public profiles. This duality requires greater safeguarding as our digital footprints expand, making privacy both cherished but also precarious. But how does keeping up with our social media image feel natural, when so often it is perfectly planned, posed, and polished?

Even SEASONS have blended. The rise of fast fashion, erratic weather patterns, and increased global travel have shifted work calendars and product demand. In this state of perpetual motion, we might strive to live in the moment and appreciate the beauty of slow living. But then, who wants to buy a bikini in the middle of a blizzard, or a heavy winter coat in the blistering heat of midsummer, and how is this authentically slow living?

And then, there’s IDENTITY—and living in a self-defined, self-fulfilled, self-realized era of hyper self-focus. While identity is now centered around the notion of embracing our true selves, aren’t we still overly influenced by societal expectations and comparisons? Could this be less an authentic construct than we want to admit?

For brands, navigating these paradoxes may require a nuanced approach. Perhaps transparency, consistency, and a keen commitment to evolving with consumers’ needs could be something to consider over just “authenticity.”

And perhaps too, they might consider stability, reliability, and the beauty of slow. True authenticity for companies may mean products, services and experiences that are less transient, more enduring, more consistent. Maybe identity should be more than just a construct. Branding may mean resisting strict adherence to conventional rules and trends that dictate societal shifts. True authenticity could be redefined as true individualism. And for companies, this might mean an unconventional marketing approach. Their own.

[A salute to the brands that have maintained authenticity over time: Levi’s, Uniqlo, Hermes, Loro Piana, Patagonia]