Authenticity is a powerful buzzword in management and marketing these days. It is not new, but it seems to be taking on a new level of importance. Companies are striving to make their brands deliver a more authentic experience. Instead of getting a response from customer service, you get a response from Sally and if you click on her link you can watch a video of her taking her kids to school. So that you can get to know her better.
If the ancient Greek aphorism gnóthi sautón—“know thyself”*—is any indication, people have been obsessed with being themselves for a very long time. And no wonder: acting like yourself generally goes hand in hand with a sense of well-being—studies have found that people who believe they’re behaving authentically are less distressed and have higher self-esteem .