How Can Brands Build Trust And Authenticity With Gen Z Consumers

Bonisiwe Shabane

-Nov 18, 2025, 3:09 PM

how can brands build trust and authenticity with gen z consumers

In the quest to resonate with the socially savvy Gen Z audience, we’ve gathered insights from eight marketing and executive professionals. They share effective strategies ranging from communicating directly and authentically to showcasing values and engaging honestly. Dive into the collective wisdom of CEOs and Marketing Directors on how to build genuine trust with Gen Z consumers. Patrick Beltran, Marketing Director, emphasizes that Gen Z prefers direct, visual, and authentic communication in marketing. “In my experience, Gen Zers are straightforward, no-nonsense individuals. We’ve learned to get straight to the point in all our communications and marketing efforts aimed at them.

Most likely, a Gen Zer wouldn’t even read a lengthy article—they have an attention span of about 8 seconds. This means every moment counts in your marketing; you have just a few seconds to grab and hold their attention. That’s one reason why video and platforms like TikTok are so effective. Gen Zers are also extremely resourceful and efficient. For instance, when they visit healthcare providers, they come well-prepared with data, information, and knowledge, having done their research in advance. They’re less likely to accept someone else’s opinion or advice without question.

They appreciate providers who communicate clearly and directly. Instead of trying to fit Gen Z into a traditional mold, we need to rethink our approach. If you can meet them where they are, with a direct, visual, and authentic message, you have the opportunity to build a lasting relationship.” Elmo Taddeo is a CEO and he highlights Gen Z’s preference for honesty and authenticity in brands. “Gen Z values honesty and authenticity. They want to know what a brand stands for and how it operates.

At my company, we prioritize transparency in our communications and services. We provide clear and straightforward information about our IT solutions, ensuring our clients understand exactly what they are getting and how it benefits them. Connecting genuinely with Gen Z requires showing that you care about their concerns. For example, at my company, we focus on cybersecurity, which is a significant concern for many young consumers. We regularly share tips and insights on how to stay safe online. This educates our audience and shows that we prioritize their safety and well-being.”

Arturo Gutierrez, Director of Merchandising, underscores the pivotal role of user-generated content in building trust with Gen Z through its authenticity and transparency.“To gain Gen Z’s trust, you’ve got to see customer feedback and... Building credibility with a Gen Z audience hinges on authenticity and transparency. To establish trust with this discerning group, leveraging UGC is key. User-generated content offers a genuine, unfiltered view through a community-driven approach to social content. By incorporating UGC into their strategy, brands can better align with Gen Z’s preference for authentic, relatable content. Gen Z, born between the late 1990s and early 2010s, values trust and authenticity above all else.

Growing up in a digital-first world filled with curated content and misinformation, they seek genuine connections, transparent communication, and meaningful action. Brands, leaders, and individuals who resonate with this generation understand the importance of staying authentic, inclusive, and socially responsible. For Gen Z, trust isn’t given freely—it’s earned through consistent, real, and relatable engagement. Gen Z’s Quest for Trust and Authenticity: Causes and Financial Implications Gen Z’s demand for trust and authenticity stems from growing up in a world of misinformation, polished digital content, and corporate scandals. They seek transparency, ethical practices, and genuine engagement from brands and leaders.

This generation values authentic relationships, mental health advocacy, and corporate social responsibility. The Demand for Transparency from Brands Gen Z expects brands to operate with complete transparency, especially regarding pricing, sourcing, and decision-making processes. Clear and open communication fosters trust, which translates to brand loyalty and financial success. Companies that fail to provide transparency risk losing this generation’s business, impacting their bottom line. The Importance of Ethical Practices Gen Z favors brands that prioritize ethical practices, such as fair labor, sustainability, and inclusivity. Ethical operations build long-term trust, allowing businesses to capture this generation’s purchasing power.

Conversely, unethical practices can lead to reputational damage and financial losses. The era of Generation Z (“Gen Z”) (1997-2012) has arrived, and they have money to spend. Lots of it. But what they spend it on will depend on how you market to them. They grew up in the age of the internet, are savvy shoppers, and don’t suffer fools. So put some thought into your marketing, or you may be on the outs before you even get started.

Below are some tips and ideas gleaned from articles and Gen Z themselves to help make sure your marketing is targeted, focused, and appealing to their everyday beliefs. To put it simply, Gen Z cares. They are attuned to what’s going on in the world and they use their economic power to buy products and influence causes. Don’t like who a company supports, what its owner donates to, or how a country is acting on the global stage? Fine, Gen Z will instantly support products from another and will do it quite quickly. If you’re a company thinking “‘No big deal, we have plenty of customers,” know that, per Yahoo Finance, Gen Z's spending is expected to grow to $12 trillion by 2030, which is projected to...

That’s a lot of chai lattes. According to Randi Braun of Something Major, “We must remember that this is the generation that grew up with events such as the climate crisis and racial injustice, as mainstream issues and part of... They care deeply about purpose, lived experience, and equity. The companies living those values are the ones that will market themselves most organically to Gen Z. If you can’t walk that walk, Gen Z will walk the other way.” Looking to build a connection?

A guide to creating a brand voice that resonates with Gen Z is essential in today’s marketing landscape. Gen Z values authenticity, inclusivity, and brands that speak their language. Discover proven strategies to help your brand stand out to this savvy generation—and learn why nailing your tone could make all the difference. Gen Z, born between the mid-1990s and early 2010s, is shaping trends through distinct values and digital habits. According to Pew Research Center data, this generation prizes brands that show authenticity, social awareness, and transparency. With unprecedented access to information, Gen Z can spot insincerity instantly—and they abandon brands with inconsistent voices or exaggerated claims.

Authenticity is the cornerstone of effective communication with Gen Z. They seek brands that reflect their own beliefs and aspirations, especially in areas like climate action, social equity, and well-being. Striking the right tone—genuine, conversational, yet informed—is your pathway into their mindset. Before drafting your brand’s message, consider these Gen Z priorities: Aligning your communications with these preferences sets a strong foundation for an engaging and trustworthy Gen Z brand voice. To catch Gen Z’s attention, your brand personality should be distinct, memorable, and consistent across every touchpoint.

Brand voice isn’t just about what you say—it’s how you say it. Start by identifying your brand’s core values, as these will inform your verbal and visual style. Ask yourself: Richard Branson said it best: "The brands that will thrive in the coming years are the ones that have a purpose beyond profit." For Gen Z (born 1997-2012), this isn’t just advice—it’s a mantra. To them, a brand’s purpose isn’t a tagline or an empty promise—it’s a core value that drives meaningful action and social change. These digital natives are rewriting the rules of engagement, and brands need to keep up or risk being left behind.

Let's cut the crap: Gen Z isn’t falling for surface-level greenwashing or performative activism. They’re savvy and skeptical, and they hold brands accountable. In fact, 64% of Gen Z are willing to pay more for a brand with a genuine commitment to purpose (Edelman 2022 Trust Barometer). And they’re not afraid to walk away—55% have dropped brands that don’t align with their values (Razorfish, 2023). Thanks for reading GOODSTORY! Subscribe for free to receive new posts and support my work.

We’re seeing a significant shift in consumer expectations, with Gen Z leading the charge. This generation prioritizes values like sustainability, social justice, and ethical consumption. While millennials also favored corporate social responsibility, Gen Z demands more—they expect brands to solve real-world issues actively. Millennials may appreciate when brands align with their beliefs, but Gen Z requires action. Millennials walked so Gen Z could run. While millennials were content with corporate social responsibility, Gen Z demanded action.

They're not just conscious consumers but digital activists ready to cancel immediately. Gen Z uses platforms like TikTok and Instagram to amplify causes and spread awareness, often making purchase decisions based on what they see online. Unlike millennials, who prioritize personal wellness and lifestyle, Gen Z is laser-focused on collective action and societal impact. Our data-driven tools uncover insights into Gen Z’s preferences, cultural trends, and engagement patterns, helping brands build lasting relevance. From co-creation campaigns to long-term community-building initiatives, we focus on making brands an active participant in Gen Z’s cultural conversations—not just a sponsor. Marketing to Gen Z requires a values-first, co-creative approach rather than traditional top-down advertising.

They prioritize authenticity, inclusivity, and transparency, and they want brands to actively engage with their communities rather than simply push products. TikTok, Instagram, and YouTube dominate Gen Z’s attention, but effectiveness depends on your brand’s niche and audience behavior. The key is understanding platform culture and tailoring content accordingly. The best way to engage Gen Z is to align with their values while staying true to your brand voice. This means adapting to platform trends where relevant but avoiding forced or off-brand participation. Generation Z is shifting the way brands engage with their audience, highlighting a fervent desire for authentic, face-to-face interactions.

How Can Brands Build Trust And Authenticity With Gen Z Consumers

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