Authenticity. What do consumers really want? Gilmore J., Pine J

Paradox of the impressions economy: The more fictional the world seems, the more we demand that it is real. As reality is determined, changed and commercialized, consumers respond to something attractive, personal and unforgettable and, above all, authentic. If consumers do not consider your proposals real, you will be branded by a “fake! "And you will lose sales. Authenticity is a new consumer susceptibility. In a world filled with staged impressions, an increasingly unrealistic world - businesses must learn to understand, manage and exceed others in presenting authenticity with the title letter “A”.