Technology has, however, transformed the company-customer relationship, making it increasingly inclusive and horizontal. The positions of the two have become increasingly aligned. Customers can easily access information about a company from various sources, so what’s right on the surface will be easily caught and identified by customers as differentiation.

In today’s digital era, a company should be able to cultivate an authentic uniqueness — one that cannot be easily copied by its competitors. B. Joseph Pine II and James H. Gilmore (2007) give three key drivers behind the demand for authenticity.

First, they acknowledge the growing supply of commercial experiences, from birthday parties given at local restaurants to extreme adventures such as exploring the world’s hidden places.

When consuming experiences, consumers are sensitive to whether the experience is “real” or not.

Second, Pine and Gilmore argue that the industry is becoming increasingly impersonal as people are replaced by machines. As the age of technological revolution progresses, people will look more and more for something genuine and authentic.

Third, deceit from major corporations has resulted in many consumers losing faith in institutions. Consequently, consumers look up to organizations that come across genuinely as socially responsible entities; ones who are what they say they are!

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