Since their first use as an anti-counterfeiting device on payment cards in the early 80’s, the use of secure holograms as increased rapidly despite the development of alternative competing technologies. Today, over 25% of all banknotes incorporate a hologram / diffractive device and most passports also incorporate a hologram / diffractive device. Similarly in product authentication, holograms are the most predominant technology used by brands. This presentation will provide insight into why secure holograms continue to be a trusted technology and enduringly relevant in the modern world.