Personal authenticity was once the primary domain of the arts. Artistic expression was seen as “the most individual expression of the most individual emotion,” in the words of the poet Willem Kloos. Today, a century later, authenticity has become a societal ideal. It has also become an economic good, something we buy and sell. The creative industries play a central role in this commercial context. As a generator of artificial scarcity, it creates the desire for unique products, experiences and lifestyles, and promotes the permanent renewal of our living and working environment.