This presentation for the Eyouth conference in Antwerp 27 May 2010 discusses how 3 evolutions (in youth culture, technology and economy) have augmented the importance of authenticity for young people described as ‘generation why' Authors of the paper are: Pedro De Bruyckere Arteveldehogschool (CompAHS PWO-project 'Is dat echt?') Hannes Leroy KuLeuven Johannes Claeys VSKO