“…The importance of continuously asking, listening to and acknowledging consumers was consistent with a desire for authentic partnering. Authenticity is well recognised in the literature, is relationship and values based, and requires, among other things, compassion, perspective taking, reciprocity, trust, confidentiality, respect and empathy (Lloyd & Carson, 2011; Smith & Dransfield, 2019; Woolf, Zimmerman, Haley, & Krist, 2016). However, a contested space in which the rhetoric of authentic partnering had not translated into everyday practice also existed (Glimmerveen, Ybema, & Nies, 2018; Hahn et al., 2016; Stewart, Watson, Montague, & Stevenson, 2008; Wellard, Lillibridge, Beanland, & Lewis, 2003).…”