"Authenticity is often manifested as a symptom of self-centered and extreme individualism. At some point, the right to be you needs to give way to your obligation to others. If you think others should make an effort to adjust to you, remember that others may think the same. Our modern consumer society allows us to define our identity simply through our wants, relieving us from the pressures of having to first answer deep existential questions about ourselves."
"Your digital footprint will encapsulate everything that brands and marketers need to know about you as an individual, paying big money for your personal data, profiling your deepest wants and needs. In short, humans become just like brands, and authenticity is a critical part of effective self-branding, the process of standing out in a crowded world of humans, and showcasing our individual qualities and distinctive features."
Modern consumer society enables identity definition through wants and consumption, reducing pressure to answer deeper existential questions. Self-help claims about knowing one’s true self conflict with the $27 trillion global retail market and the notion that "you are what you shop." Digital footprints provide brands with profiling information, turning people into branded selves where authenticity functions as self-branding to stand out. This consumer logic extends into work, where employers increasingly offer employee experiences and may expect workers to identify strongly with organizations. Personal rights to individual expression can clash with obligations to others when everyone expects mutual accommodation.
Read at Psychology Today
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