At a time when climate change, conflicts, disasters, and other global crises and challenges are increasingly affecting World Heritage properties, the utility of conservation assessment standards must be rethought. This article proposes abandoning the assessment of authenticity to treat properties less as “things”, deemed authentic or not, and more as evolving “processes” that embrace continuity and compatible change, which, it is argued, helps meet the challenges of the twenty-first century, namely climate change mitigation and adaptation; building back better after conflicts, disasters, or pandemics; and, ultimately, achieving sustainable development goals. Drawing on policy analysis and a wide range of literature, the article explains why authenticity is not a useful concept and why the idea of “heritage as process” is more relevant to the contemporary world. It shows how this idea can be put into effect and linked to Outstanding Universal Value, integrity, protection and management, which are already requirements in UNESCO’s Operational Guidelines for the implementation of the World Heritage Convention. In doing so, it contributes to aligning the implementation of the Convention with that of the global agendas of our time.