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Exploring the Rise and Decline of Authenticity

When Did Authenticity Become Important in the Public Eye?

Over the past 60 years, the concepts of "authentic" and "authenticity" have seen a marked rise in public discourse, as indicated by Google’s Ngram Viewer, which analyzes the frequency of words in a vast number of books. The data shows that, until around 1989, both terms had relatively low usage. However, starting in 1989, both terms began to gain prominence, more than doubling by 2021. This pattern suggests a significant cultural shift towards valuing authenticity, particularly over the last few decades.

The Rise of Authenticity in Culture

The 1990s saw a surge in interest in authenticity, possibly linked to the growth of consumer awareness and skepticism towards traditional marketing. During this period, brands and public figures began to shift their messaging to emphasize "real" experiences, unique identities, and transparency. Authenticity became associated with trustworthiness and integrity, a response to an increasingly commercialized world where consumers sought more genuine, relatable interactions.

This cultural shift continued into the 2000s and 2010s, with digital media amplifying the trend. Social media, in particular, pushed people to present curated versions of themselves, while at the same time, it created a demand for "real" moments and unfiltered content. Brands also felt pressure to be more transparent and purpose-driven, aligning with values like sustainability and community engagement, which consumers equated with authenticity.

Has Authenticity Peaked?

In recent years, the popularity of "authentic" and "authenticity" appears to have leveled off, as shown in the chart. This flattening could indicate that the cultural push for authenticity might have reached a saturation point. While people still value authentic experiences and brands, the constant emphasis on authenticity may have diluted its meaning. The term has been widely adopted across marketing, branding, and even personal branding, potentially leading to "authenticity fatigue."

Moreover, the rise of anti-woke culture may also play a role in this leveling off. As some individuals and groups push back against movements associated with identity, transparency, and accountability, they may view "authenticity" as another overly emphasized or co-opted value. The trend toward authenticity could be seen as less innovative or appealing in light of these cultural shifts.

What Lies Ahead for Authenticity?

It's hard to say definitively whether authenticity has peaked or if it will continue to evolve in response to cultural and societal changes. The 2023 data may offer more insights, especially in light of increasing debates over the role of authenticity in social media and branding. For now, the data suggests that while authenticity remains important, its rapid growth may have leveled out as society reaches a new phase of reflecting on what it truly means to be "authentic."

**Thank you Rick Vosper for the article idea and insights

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What Brands Are Authentic? It is time once again to choose which brands you feel are authentic. Please tell us via our survey (it takes less than 5 minutes to fill out).

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