I linked to this article from 2019 not because there’s anything particularly noteworthy about it but because it represents a certain viewpoint in vogue only a few short years ago. I can’t believe how often I heard this same refrain repeated over and over and over again, this idea that Millennials valued authenticity above all else (and Gen Z just as much if not more so). The absolute worst thing you could do as a brand trying to reach “the youngs” would be to come across as fake. As a...| Jared White