Authenticity means little to millennials. The word is used in focus groups because marketers have learned it's what millennials want to hear. Media picks up on it as a cure-all because it generates traffic and offers simple solutions to complex problems. But it's not that easy. There are a few issues at hand here: Semantics, Messaging and Targeting. All are opportunities to plummet into the authenticity trap. Smart brand marketers will navigate around them and reap the rewards.