“Authentic” is often used as a buzzword when it comes to connecting with Gen Z, but what does this term mean, exactly? In YPulse’s Decoding Brand Affinity Report, young consumers tell us exactly what different brand metrics we ask them about actually mean to them. We found that Gen Z believes a brand is “true to themselves”—or authentic—when they are honest and open about their practices. To demonstrate authenticity, a brand must openly communicate its identity and values through its business practices, messaging, products, and content. Being authentic also means having a brand personality that is not afraid to express...