In a world of deep fakes, Insta filters and ChatGPT, it’s getting harder to define what’s real and what’s not. And even as people increasingly use these technologies, they still say they want to see authenticity from brands and the people in their lives.

So what does “authentic” mean in 2024?

The answer: Sometimes fake is realer than real.

In 2024, we’ll be searching for The New Authentic through:

• Technology
• Life Goals
• Relationships
• Communication

Read the full report here.