“Authenticity is what consumers really want” . This is the claim Gilmore & Pine make in their new book. Is there really a need for more authenticity? Or is this a new marketing gimmic that we have to believe in and that people have to follow? Consumers have very little trust in companies and organisations. We believe that people can be authentic but is it possible that organisations can be authentic? The European Centre for the Experience Economy and Shiraz Partners directed a research project with Motivaction under Dutch consumers on what they believe are the building blocks of authenticity. And which brands and organisations they think are most authentic and which ones are not authentic at all. Next Tuesday at the Authenticity eventwww.authenticiteit-event.nl/Experienceeconomy we will present the results of this empirical research.The second part of this research will cover authenticity in the financial service industry. Joe Pine will direct an exclusive masterclass and include the results of our research. If you are interested in a full report please let us know.