Esse Quam Videri — To Be Rather Than To Seem
— State Motto of North Carolina

As the father of sons born in the ’90’s here’s what I see:  If there’s one word that seems to epitomize the values of the Millennial cohort it is authenticity.  In contrast to the Generation X and Baby Boom cohorts, Millennials have been marketed to since they were babies.  As much a reaction to sales pitches as to their parents’ emphasis on productivity, MIllennials’ show their commitment to authenticity in the following ways:

Ain’t nothing like the real thing, baby!

No labels – Millennials as a rule don’t wear alligators, polo ponies or logos on their clothes.  Many prefer to shop in vintage clothing, consignment and thrift shops.  Some of this may be an economic necessity resulting from the job opportunities available to them (thanks, Mr. President!), but it is also a way of signifying their rejection of hype and embrace of individual expression.

Beards, boots and bow ties – The fashion preferences of Millennial men in this part of the world tend to emphasize utility with a touch of old-school formality.  There doesn’t appear to be one must-have boot brand, or one preferred type of facial hair (except for the women!), or even universal acceptance of bow ties or suspenders, but many young adults are embracing a clothing aesthetic that seems more functional and austere while remaining informal.  No shoulder pads or power suits for them.

Analog, yet digital — The vinyl LP had its most significant comeback thanks to the Millennials who drove demand.  In spite of the scratches, records really do sound better.  And when it’s time to make music, Millennials cover the entire spectrum from loops and beats created entirely on computers, to tube amplifiers and analog effects.

Local – Craft brews, farm-to-table produce, clean eating and avoiding chain stores and restaurants are all part of the world of Millennials.  If a fast food or quick service restaurant is in the rotation, it’s more in the line of a working man’s establishment — a Waffle House or a regional chain — than the global giants.

Do it yourself — From fixed gear bicycles to the maker movement, Millennials have a refreshing willingness to create their own products, and they take justifiable pride in what they can make.  Nobody has taken greater advantage of the internet in all its forms — a decidedly mixed blessing.

Independent — From their music, to art, to their Spotify playlists, Millennials embrace authenticity by supporting boutique operations.  Become too successful — too well-known by too many (or worse, by their parents) — and your fan base will move on.

Open-source/Barter — Millennials are the group that embodies the saying, “Knowledge wants to be free.”  In practice, this has had seismic impacts on record companies and movie distribution, as Millennials have bypassed a lot of the turnstiles that normally stood between consumers and products.  This is also the group that was willing to entrust its academic well-being to Wikipedia.

Can’t Buy Me Love — There are always exceptions, but it appears that Millennials are less interested in acquiring wealth and status than the Boomers and Generation X’ers that preceded them.

Is it good?
As a follower of the One who called Himself the Truth, I’d say there is a tenacious optimism in Millennials’ desire for authenticity.  Even so, you can wear the clothes, love the music, support the causes and reject materialism while being less than genuine.  How authentic is the accumulation of “friends” on social media, for instance, without a small group of real-life friends?  Similarly, I commend campaigns such as No-Shave November and the Ice Bucket Challenge, but to be truly authentic, we must go beyond merely raising awareness to actually getting involved.

To live a maximized life, merge your commitment to authenticity with an ethic of genuine accomplishment.  It doesn’t have to be motivated by a desire for profit, but profit isn’t wrong.  Sometimes you need money.  After all, even the Goodwill store has a cash register.

TOMS Shoes and You
I have long admired the model that Blake Mycoskie pioneered at TOMS Shoes.  The company sells shoes and sunglasses and uses a portion of the proceeds to improve the lives of people in need around the world.  It started with shoes, and has grown to include improving sight and clean water.  This is a magnificent way to mobilize the marketplace to create tangible benefits.

So how about you?  How can you yoke your idealism to real achievement to make this world better?  Add your comments below.