21a30bc3_omer_Lifestyle_Traits___Trends__IMPLICATIONS___OPPORTUNITIES
[TREND] "Authenticity" will be the deciding factor to gauge the value of products and experiences. [TREND CHARACTERISTICS] Authenticity naturalizes otherwise arbitrary distinctions between comparable products and experiences. It is a sense that the distinction in question is justified because it represents the "the natural way, the way things are supposed to be done." There is also significant - and always intensifying - cynicism with regard to conventional marketing tactics. Reappropriated elements from the past are interpreted and integrated into today's world. [IMPLICATIONS & OPPORTUNITIES] 
There will be an increased reliance on authenticity claims to differentiate between comparable products. Notions of place, people and community will be critical to establishing authenticity claims. Credible authenticity claims willbe able to justify substantial price premiums. Rich narratives forge emotional bonds that position products to surpass conventional product features and benefits.
Baby Boomer Lifestyle Traits & Trends
IMPLICATIONS & OPPORTUNITIES