Published on
20-04-2025
The importance of authenticity in a time of haste
We live in an age marked by speed. Everything happens fast — news, relationships, consumption, decisions. Technology brings us closer to the world, but often distances us from ourselves. We value what is immediate, accessible, and “just a click away”. Time has become a scarce resource and, with it, patience for what requires delay, attention or care. In this context, there is a tendency to discard what is not “useful” quickly or what does not respond to the impulse of the moment. And with that, there is a risk of losing something fundamental: authenticity.
In a world where everything seems to be done to please algorithms, stand out on social media or respond to market logic, truly authentic, traditional, local and genuine projects and acts become not only important — they become precious. They represent an anchor in a sea of uncertainty, a way of connecting with memory, identity and community.
Authenticity, in this sense, is not a rejection of progress, but rather an antidote to alienation. Traditional knowledge, local practices, artisanal products, ancient rituals and ways of life linked to the territory carry a wisdom that cannot be learned in quick manuals or reproduced en masse. They are the result of time, experience and care. In a certain sense, they are also an act of resistance — against the logic of waste, mass production, superficiality.
It's easy to devalue what's local in a global world. But it is precisely the place that connects us to the land, to history, to the body and to others. A small community project, a craft workshop, a recipe passed down from generation to generation or an amateur theater group can have more real impact on people's lives than likes on a digital post. Because it touches, transforms and remains.
In a society that runs, perhaps it is time to relearn how to walk. And to realize that, sometimes, the richest paths are the ones that take the longest to travel.
In a world where industrial production dominates, craft beer represents a return to the essentials. Each recipe is the result of experiments, failures and discoveries. Each batch has its own nuances, characteristics that are difficult to repeat identically. And it is precisely in this imperfection and variability that its beauty lies. Drinking a craft beer is participating in a process that involves time, dedication and art.
Preserving and valuing this type of production is, therefore, an act of conscience. At a time when disposable items are prioritized, investing in artisanal items means defending what is long-lasting. In a market dominated by volume, choosing the location is choosing the detail. And in a world saturated with copies, supporting the authentic is affirming difference.
Producing and consuming craft beer is, basically, a way of resisting noise and haste. It's a toast to what is done with time, with truth, with character. And perhaps that is exactly what we need most right now: less rush, more flavor. Less noise, more authenticity.
by: Carlos Neto, 04/20/2025
In a world where everything seems to be done to please algorithms, stand out on social media or respond to market logic, truly authentic, traditional, local and genuine projects and acts become not only important — they become precious. They represent an anchor in a sea of uncertainty, a way of connecting with memory, identity and community.
Authenticity, in this sense, is not a rejection of progress, but rather an antidote to alienation. Traditional knowledge, local practices, artisanal products, ancient rituals and ways of life linked to the territory carry a wisdom that cannot be learned in quick manuals or reproduced en masse. They are the result of time, experience and care. In a certain sense, they are also an act of resistance — against the logic of waste, mass production, superficiality.
It's easy to devalue what's local in a global world. But it is precisely the place that connects us to the land, to history, to the body and to others. A small community project, a craft workshop, a recipe passed down from generation to generation or an amateur theater group can have more real impact on people's lives than likes on a digital post. Because it touches, transforms and remains.
In a society that runs, perhaps it is time to relearn how to walk. And to realize that, sometimes, the richest paths are the ones that take the longest to travel.
Craft Beer: Authenticity in an Instant World
Producing craft beer today is more than just making a drink — it’s making a gesture of authenticity. It's about rescuing ancient knowledge, experimenting with local ingredients, respecting fermentation times and challenging the market with something that is both personal and communal. Craft beer doesn't just quench your thirst: it tells a story. It is made with intention, with identity and, often, with passion.In a world where industrial production dominates, craft beer represents a return to the essentials. Each recipe is the result of experiments, failures and discoveries. Each batch has its own nuances, characteristics that are difficult to repeat identically. And it is precisely in this imperfection and variability that its beauty lies. Drinking a craft beer is participating in a process that involves time, dedication and art.
Preserving and valuing this type of production is, therefore, an act of conscience. At a time when disposable items are prioritized, investing in artisanal items means defending what is long-lasting. In a market dominated by volume, choosing the location is choosing the detail. And in a world saturated with copies, supporting the authentic is affirming difference.
Producing and consuming craft beer is, basically, a way of resisting noise and haste. It's a toast to what is done with time, with truth, with character. And perhaps that is exactly what we need most right now: less rush, more flavor. Less noise, more authenticity.
by: Carlos Neto, 04/20/2025