The authenticity gap: What Gen Z really think about brands
A global study from SKIM has found that young consumers from around the world value transparency above all else, while nearly a third reject brands for “trying too hard” with forced messaging. Mariana Abelha and Patricia Fujisawa, senior members in the firm’s LATAM business, explore why authenticity isn’t optional for Gen Z and what this means for brands.
The global study of more than 500 young consumers across eight countries (the US, Mexico, El Salvador, Guatemala, Brazil, France, UK, and China) reveals a sharp divide: brands that combine accessible pricing, genuine purpose, and natural communication earn loyalty, while those prioritizing profit or launching superficial initiatives lose trust.
Conducted using QualBot, SKIM’s AI-powered conversational research framework, the study shows exactly where brands are succeeding and where they’re falling short.
What attracts Gen Z to brands?
For Gen Z, genuine connection with a brand is associated with attributes such as inclusion and diversity, fair pricing and accessibility, active digital presence, and innovation aligned with clear values.
Brands perceived as truly connected adopt a natural tone, deliver accessible value, engage on social media with relatable language, and demonstrate genuine commitment to social and environmental causes.
Most valued connection factors
When asked what brands are doing right, young people highlighted:
- Authenticity and transparency (44%)
- Digital presence and engagement (37%)
- Accessibility and fair pricing (37%)
- The ability to follow trends and personalize offers (34%)
- Inclusion (29%)
- Acting with a clear purpose (22%)
- The use of humor and relatable language (19%)
Where brands lose Gen Z
Among the most recurring criticisms were:
- Forced communication (“trying too hard” – 32%)
- Excessive focus on profit (29%)
- High prices (27%)
- Lack of diversity (18%)
- The launch of superficial or low-quality products (17%)
What this means for brand strategy
The research reveals three clear priorities for brands targeting Gen Z:
Innovation with purpose
Products and experiences must reflect the values Gen Z cares about. Purpose can’t just live in brand guidelines, it needs to be evident in what you make and how you make it
Authentic communication
Focus on real stories, inclusive representation, and communication that feels natural, not forced
Smarter revenue management
Prioritize accessibility in your pricing and promotions. Gen Z will pay for authentic value, but high prices without clear justification are a dealbreaker
In conclusion, brand leadership among young people requires balancing global relevance with local sensitivity, being inclusive, transparent, and consistent between message and practice.
