chasing authenticity in a post-truth world

In a current media landscape where the notion of truth is rather blemished, there has never been more important time for brands and creatives to own their voice and look into their values. Brands want to get consumers involved with their products, and to get the skeptical consumers of today to engage, they need to be authentic, to win their trust.


To fulfil this, companies are increasingly pursuing purpose. Everyone wants a piece of it. And as purpose is arising as a next ‘hot’ word of marketing, the question is: in a post-truth world, why are brands increasingly chasing authenticity with purpose, and what determines the authenticity of a purpose?