We are hardwired to seek out authenticity – the “real” thing.

We look for it in our personal relationships, in our business relationships, in the things we buy, and in the things we treasure. We care about provenance, because it’s a promise of security in an uncertain world. But sometimes we get fooled – hoodwinked, bamboozled, fleeced, swindled – and that can cause pain and loss. Think the Trojan Horse. Think Bernie Madoff.

Paul Bloom, a psychologist at Yale, has done fascinating research into how & why we value authenticity. He calls it Essentialism. Watch this video and have your eyes opened.

Moral of the story – authenticity, provenance, back-story…these are huge drivers of consumer behavior.


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