“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 itself with honesty and consistency. According to Gen Z’s list of most authentic brands, the brands that excel in this key metric have a clear understanding of their identity and effectively convey it to younger consumers in a way that resonates with them. In order to find Gen Z’s most authentic brands, we use YPulse’s Brand Tracker to ask thousands of 13-22-year-olds which brands are “true to themselves.” Based...
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