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  • Lana Del Rey is the undisputed queen of the fake-for-real mash-up
  • Lana Del Rey is the undisputed queen of the fake-for-real mash-up
    Mamamia.com (2014) ©
REPORT

What does it mean to be ‘genuinely phoney’?

For years ‘authenticity’ was the holy grail of marketers and product innovators worldwide. But now, the Tumblr generation are redefining authenticity. In this mashed-up, copy-morph culture a new generation of consumers are calling bullshit on the old-school authenticity claim. And if ‘authenticity’ is passé, then what does it mean to be ‘genuinely phoney’?