Authentic Experience

Authenticity is an interesting concept. Viewed from a cultural studies perspective, authenticity refers to the practice of creating a myth around the producers and hence, the products, that are marketed as being from a culture living in harmony with nature and the world. These are usually 3rd world, or somehow “other”, the “quaint native” or the “noble craftsman” (in the case of the former eastern block).  With descriptions like “hand woven, hand blow, or handcrafted” value is added to a product that is usually produced in primitive conditions for minimal cost. In purchasing the product, the consumer buys into another culture, or authentic way of life. Now there is an eco spin attached to these concepts.

Joseph Pine, argues that authentic experience is the new paradigm that consumers are searching for. His definition of authenticity is somewhat different from the one above, but fundamentally not that radical a departure as can be seen in his Starbucks example. I’ve posted two videos, one a TED Talk, and the other a panel discussion.

The lessons to marketers and business is clear – give the consumer an authentic product/experience – or should I say, craft and render an authentic experience.

 

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