Understanding Gen Z’s Need for Authenticity:

Gen Z lives inside a digital ecosystem they’ve been a part of since birth. They’re the first generation to grow up with social media for the entirety of their lives. The first generation to have iPads before they could even talk, and a digital footprint before they could even walk. They are the generation of tech.

For marketers, Gen Z is known as the generation that disrupted the traditional consumer experience, or as Vogue Business put it, “broke the marketing funnel.”  Their drastically different priorities, peer-to-peer influence, and constant access to social media shook up everything the marketing industry knew about what worked. Unlike previous generations who responded to polished ads, Gen Z favors real voices, stories, and people. Whether it’s a relatable TikTok or an entertaining post on Instagram, research shows authenticity and trust are what’s key with Gen Z.

This generation expects brands to demonstrate their purpose, not just sell stuff. Gen Z values community, creativity, and inclusivity. They take strong ethical and social stances and like to see companies do the same. When brands deliver on values, it builds trust with a generation of skeptical consumers.

Authenticity is the single biggest driver of trust for Gen Z, which is why peer-to-peer marketing, influencer collaborations, and user-generated content consistently outperform traditional marketing initiatives. For a generation that has grown up surrounded by ads and algorithms, they can easily spot messaging that feels staged and transactional. They place their value in real people sharing real experiences and messaging that comes from their community.  When brands step back and let Gen Z audiences speak, the message feels credible, relatable, and, more importantly, gets heard.