Update on Our Top 10 Global Consumer Trends for 2017: Get Real – The Allure of Authenticity

authenticity matters

With authenticity a key consumer trends for 2017, a stress on authentic elements is something that brands can focus on to meet shopper interests and so add value for them;

The consumer rebuff of things synthetic and a love for the natural and ‘less than slick’ is likely to be expressed in consumer choices and buying aspirations more broadly.

‘you know it when you see it’

Brands should bear in mind that authenticity is a highly personalised ‘you know it when you see it’ construct in our minds rather than a template;

The compelling appeal of authenticity

Shoppers are looking out for ‘the real’ by trying to spot qualities such as durability or health-giving aspects - positive features often found in products that are strong on ‘the natural’ and heritage for instance. These values help give authenticity its compelling appeal when they seem to be part of goods or services for sale. This assurance makes shoppers less likely to doubt their own judgement due to a misrepresented reality. It therefore inspires consumers with the confidence to buy.