We live in an age when the pursuit of authenticity – from living our ‘best life’ to eating artisan food – matters more and more to us, but where the forces of inauthenticity seem to be taking over. Our world is full of people and products that are not what they seem. We no longer know whether we are talking to a person or a machine. But we can fight back – and this award-winning book shows us how. Authenticity argues that, although our counterfeit culture is shaped by the most powerful forces of evolution, economics, and technology, we can still come together to reclaim reality. Along the way, we meet the world’s greatest impostor, who finally became what he’d pretended to be; the wartime counterfeiter who fooled a nation; nature’s most outrageous deceivers; the artist who encouraged people to forge his pictures; the ‘authentic’ brand that was anything but. But we also meet people living unexpectedly rewarding lives in virtual worlds, and foot soldiers in the ‘armies of truth’ who are taking down today’s conspiracies and cons. Provocative, insightful and original, Authenticity is that once-in-a-generation revelation: a work rich in histories but supremely and urgently of our own time. You’ll never think about deception and reality in the same way again.