Authenticity: What Consumers Really Want

Fake. Contrived. Disingenuous. Phony. Inauthentic. Do your customers use any of those words to describe what you sell or how you sell it? That is exactly how more and more consumers view what companies offer them. People increasingly see the world in terms of real and fake, and want to buy something real from someone genuine, not a fake from some phony. Why - and why now? Because of the shift to the Experience Economy. Goods and services are no longer enough; what consumers want today are experiences memorable events that engage them in an inherently personal way.