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 means taking risks or going against trends. In short, being authentic is about being real, flaws and all, and earning loyalty by sharing what truly matters to the company with honesty and consistency. Naturally, some brands excel at this by knowing their identity and how to convey that to young consumers in a way that actually connects. To find out who those brands are, we used data from...
- Article
