The Western Society has become a seemingly stable place where people no longer need to live in fear of uncertainty. Our basic needs have been covered and this has become the norm. We live according to rules and regulations that have been established for society to work in the best possible way and for its members to feel safe.
But what happens when people begin to feel too regulated and too safe? Parts of society have grown tired of everything being so regulated. There is a growing need for excitement and realness. People have begun to strive for authenticity in nearly everything Themselves, their surroundings and organisations. For organisations to be prepared for societys growing need for authenticity, they need to understand what people perceive as authentic. The aim of this study is to help organisations to understand what is perceived as authentic. Organisations themselves consists of individuals, as does the market, and thus it is important to study the individual perception of authenticity in order to understand the big picture. A case study is made on lifestyle sports, focusing on snowboarding, in order to gain a deeper insight to the matter. My research is supported by previous literature that has been done on identity construction, commercialization and authenticity perception. The outcomes of this study will help organisations to understand authenticity perception and thus how to collaborate with people within their organisation and other organisations.