"In a world where authenticity increasingly is in focus, consumers are seeking more than brands who focuses on revenue - consumers want to support brands with a purpose - one that justifies an emotional engagement."

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As a species, we're always seeking out authenticity. We're dying for authenticity. We smell it immediately, and we also smell even the slightest riff of somebody who's not completely true to who they are. We have that ability because, as a species, we have organized around stories. We tell them and we subscribe to them.

— Jonathan Tucker