What does it mean to be ‘genuinely phoney’?
REPORT
4 Dec 2014
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’?

Pernille Kok-Jensen