The essence of authenticity is grounded in real, actionable terms and aligns with Gen Z’s expectations for brands and individuals to “walk the walk” and show real, meaningful engagement.
Trust and authenticity go hand-in-hand, especially for a generation like Gen Z, which has grown up with so much information at their fingertips. You’ve seen it all—influencers promoting products they don’t truly believe in, brands jumping on social justice trends without any real commitment behind them. It’s no wonder Gen Z can spot inauthenticity from a mile away.
But here’s the thing: authenticity isn’t just about agreeing with someone’s beliefs or always having a perfectly polished image. Real authenticity is about being genuine, consistent, and transparent, even when it’s uncomfortable. It means showing up honestly, sharing both your strengths and your struggles, and staying true to your values, no matter what.
How Do Trust and Authenticity Actually Work Together?
Trust is built when what you say matches what you do—every time. For Gen Z, this means looking for brands, people, and organizations that don’t just talk the talk, but also walk the walk. You trust brands like Patagonia or Glossier because they aren’t just making claims; they’re proving it every day by aligning their actions with their values. Consistency is the backbone of authenticity. It’s not about being flawless; it’s about being reliable and true to your word.
Real authenticity comes from owning your story—all of it, not just the highlight reel. It’s about acknowledging your challenges, mistakes, and growth moments and showing that you’re a work in progress, just like everyone else. This is why vulnerability is so powerful. When someone admits, “I got this wrong” or “I’m still figuring it out,” it shows they’re not hiding behind a façade. They’re being real. Brands and leaders who own their journey build trust because they show the full picture, not just the glossy parts.
Trust isn’t something you can demand; it’s something you earn through engagement. Authenticity means opening up a dialogue, listening as much as you speak, and showing that you value other perspectives. When a brand like Netflix adjusts its content strategy based on audience feedback, it shows they’re listening and responding in real-time. They aren’t just pushing content; they’re creating it with their audience in mind. This kind of engagement makes people feel seen and heard, which is key to building trust.
For Gen Z, transparency is a must. Being authentic means being open about what you’re doing, why you’re doing it, and how it aligns with your values. It’s not enough to say you care about an issue; you have to show how you’re contributing to it. That’s why Patagonia’s environmental campaigns resonate so deeply. They don’t just talk about sustainability; they back it up with actions, like donating a portion of sales to environmental causes and sharing the impact data with their customers. When brands are transparent about their efforts and the outcomes, they build a level of trust that feels genuine and earned.
Authenticity is proven through actions, not just words. Gen Z is tired of performative activism and wants to see tangible results. It’s not enough to post a hashtag or make a statement; you need to show how your actions are creating real change. Take Ben & Jerry’s, for example. They’re not just using social justice as a marketing tool; they’re actively involved in advocacy, policy change, and community initiatives. They share these efforts openly, proving that their values drive their actions, which builds deep trust.
Trust is built over time through a series of authentic actions. For Gen Z, authenticity is a process; it’s about learning, adapting, and growing. It means being open about where you’re headed, acknowledging the bumps along the way, and being committed to getting better. Brands and people who invite others along for the ride—showing the mess, the progress, and the successes—are the ones who create lasting trust.
Why This Feels Authentic to Gen Z
Gen Z recognizes authenticity when it aligns with their experiences and values. They value realness over perfection, openness over polished messaging, and continuous engagement over one-off interactions. This content speaks directly to these values, using language that feels direct, relatable, and honest. It focuses on actions and transparency, two elements that are critical to building trust with Gen Z.
By grounding authenticity in consistent actions, real impact, and open engagement, this message resonates with Gen Z’s desire for meaningful connections with brands and people. It also reflects their understanding that authenticity isn’t a one-time effort but a continuous commitment to being real and staying true to what you stand for.
