article_snippet: And among consumers today, authenticity means more to success than at any other time in the history of brands.
article_snippet: The desire for authenticity is a tangible driver of revenue for brands.
article_snippet: As author James H. Gilmore told The New York Times, a sense of authenticity reinforces trust in what is real "in an increasingly staged, contrived and mediated world.
article_snippet: A recent global study found that 63% of consumers would buy a brand 63% of consumers perceive as authentic over its competitors, and more than 60% would recommend an organization 63% of consumers perceive to be authentic.
article_snippet: As one commenter on a MediaPost article on millennials put it, "If brands can't be authentic Millennials will call brands on it.
article_snippet: Forty percent of millennials in the U.S. admit to full-blown cynicism about the way they are approached by brands of all kinds.
article_snippet: According to the MediaPost article, authenticity and the allied trait of trustworthiness are two of the top brand attributes millennials look for before they make a decision to hand over they money and
highlights_snippet: Martha Pease: Consumers are increasingly valuing brands perceived as authentic.