What is authenticity? Of course there’s no such thing, but that hasn’t stopped anyone from believing in it. Nearly 80 years of anthropology research on authenticity-seeking behavior reveal authenticity to be one of the stickiest modern superstitions. The bulk of the early research is about tourism, an activity frequently motivated by a search for t... See more

With information effortlessly transferable at zero marginal cost and social platforms that blast content to the top of everyone’s feed, it’s difficult to for an ethics based on scarcity to sustain itself.

K-HOLE and Box1824 captured the new landscape in their breakthrough 2014 report “Youth Mode.” They described an era of “mass indie” where the search for meaning is premised on differentiation and uniqueness, and proposed a solution in “Normcore.” Humorously, nearly everyone mistook Normcore for being about bland fashion choices rather than the grea... See more

For those without maker skills, consumer connoisseurship of “craft” commodity categories like previous hipster mainstays coffee and denim became a popular choice of hobby and profession. This in turn contributed to the hundreds of restaurants and brands that all claimed to be part of the movement towards “local,” small production scales, heritage, ... See more

Mainstream culture and commodity goods present a problem for people who believe in authenticity.

“reactionary distancing—aestheticizing, ironizing.” Viewing the junk products of pop culture “ironically or anthropologically….from internally afar” allowed hipsters to see them as something not part of themselves

Ironic consumption of commodities is one ... See more

With information effortlessly transferable at zero marginal cost and social platforms that blast content to the top of everyone’s feed, it’s difficult to for an ethics based on scarcity to sustain itself.

We live in a time where brands are expected to not just reflect our values but act on them. Trust in business can no longer be based on visual signals of authenticity, only on proof of work.

Identitarianism is mirrored in—would not be possible without—the widespread preoccupation with authentic selves. In the future we may be able to look back at toxic wantrepreneurship, white entitlement, and identity politics both “left” and ethnonationalist as being underwritten by the same philosophical blunder.

People co-create their identities with brands just as they do with religions, communities, and other other systems of meaning.