Authenticity isn’t a new idea – it’s something brands have been trying to communicate for as long as there have been brands. And while it has always been a broad and malleable concept, it currently appears to be occupying a new niche.
Authenticity seems to mean ‘authenticity of purpose’. Consumers are drawn to products being made by ‘someone like me’ who cares and is developing them because they’re what they’d want, not because they’ve spotted that gap in the market.
The challenge comes when these brands grow, or are acquired by big corporates. Retaining a believable authenticity of purpose message then becomes much harder, writes Andy Cooper.