Authenticity continues to be a brand characteristic that draws in Millennial consumers, and it can’t be faked. Research has shown that “authenticity — real or perceived — can affect the bottom line” and products that are made in original factories, or that have strong back-stories and tradition are seen as more valuable. Online retailer Zady provides the story behind every product that they sell, giving the narratives that add a “personal and experiential component to a tangible good.” (NYTimes)
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