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Merriam-Webster chooses "Authentic" as the word that best reflects the ethos of 2023, according to the dictionary's editors. In a world where there is so much information available at our fingertips, authenticity has become a vital element in creating connections between investors and crypto projects. Embracing authenticity enables brands to build trust and establish long-term loyalty. However, it is essential that brands genuinely embody authenticity, as consumers are increasingly adept at detecting inauthenticity and brands risk damaging their reputation if they fail to live up to their stated values.