Craving authenticity

Tired of a society that used to give value to ownership and materialism, excessive behaviors of all kinds, product industrialization and mass production, consumers show a renewed interest in what is authentic, non processed, non modified, as a guarantee of better quality. As a result, they are going for what is natural and genuine, favouring local production and artisanal products, while they expect more transparency from institutions, big corporations and established brands.

Fun facts:

  • 91% of women would prefer to cancel their first date rather than show up without make up. (Source: Google Facts)
  • 46% of US small businesses feel they are being “sold to” instead of “spoken to” by other businesses. (Source: Consumer Insight Group)
  • As few as 13% of all Americans place their trust in big business. (Source: Reputation Garage)
  • Some three-quarters of US consumers feel that companies don’t tell the truth in advertising. (Source: Reputation Garage)