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Marketers Try To Meet Demand For “Authentic” Products And Services

August 16, 2017: 12:00 AM EST
Though debate continues about the true meaning of words like “genuine,” “authentic” and “real,” they represent important marketing and promotional themes. In fact, the most lucrative word used to sell products on eBay in 2016 was authentic. Social media marketers are trying to figure out how to create marketing material that deliver “authentic and relatable” messages. When marketers fail at this – using dishonest marketing schemes such as greenwashing or “realwashing” – they are lambasted mercilessly on social media. In the food world, the authenticity trend is reflected in: the “natural” and ”green-tinged” movements; buying quality products with real value; buying misshapen or wonky produce; adopting traditional diets; and showing concern about food waste.  [Image Credit: © Wyoming SBDC ]
"The Allure of Authenticity: A Top Consumer Trend for 2017", Blog post, Euromonitor International, August 16, 2017, © Euromonitor
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