‘Authenticity means admitting you want to sell stuff’

Authenticity is one of the most overused words in marketing. The idea that brands must be authentic has gone from being a vague notion about how brands should behave to something of a dogma that must be upheld.
And it’s no longer just a harmless word lost in hundreds of pages of PowerPoint strategising. Of late, there has been a proliferation of the word ‘authentic’ being used in copy (because, after all, what’s more authentic than telling people you’re authentic?)