Authenticity has been a brand buzzword when it comes to reaching Gen Z for some time now, but what does it actually mean? YPulse data shows that Gen Z says a brand is “true to themselves” when they are honest and transparent about their practices and have a true personality that they’re not afraid to show. So, to show it’s authentic, a brand needs to transparently express its identity and values through its business practices, messaging, products, and content. An authentic brand does not try to conform but instead stays committed to its core beliefs and personality, even if that...