Living your best life is intimately connected to how we spend our money and how 'real' we are to our values. But is the hipster economy something to embrace, or to be sceptical of? Alessandro Gerosa argues hipster authenticity is increasingly its own brand, co-opted by the social networks and financial interests it claims to evade but it does give genuine opportunities to shape society around us and support our communities. We must consider this balancing act if we are to understand our culture, economy, and capitalism itself.

Authenticity is the buzzword of the day, with its opposite ‘fakeness’ being a fate almost worse than death for social standing. Drake’s supposed ‘fakin for likes’ took pride of place in his and Kendrick’s recent rap feud while Taylor Swift decries the ‘fakers gonna fake…’, but what really is authenticity, how does it work, and how does it change over time? A famous sociologist from the 70s, Melvin Seeman, once wrote that the concept of ‘alienation’ had become during his time a ‘master concept – conveniently imprecise, empirically omnipresent, and morally irresistible when employed as a critique’. Fifty years later after Seeman’s statement, the same can now be argued about ‘authenticity’. It is indeed conveniently ambiguous, resisting any attempt to be defined. Empirically omnipresent, having become a buzzword permeating every sphere of life. And finally, it is also undoubtedly morally irresistible when employed as a value and an aspiration. This seemingly innocent idea, is at the heart of our relationship with the economy, society, taste, and ultimately, who we ‘really’ are.