Why Gen Z values brand impact over authenticity

For marketing to Gen Z, you’ve probably read that authenticity is the most important value or that growing up with more access to information and greater transparency than any other generation has made Gen Z particularly adept at spotting phonies or disingenuous messaging. While I understand the positive intent, what does this actually mean? The takeaway for brands is unclear. "Authentic" has lost all meaning—it's become a Gen Z buzzword for those not exactly sure what they want to say in a changing world. “Authenticity” is often shouted as the key to engaging Gen Z. But what’s authentic in a world where we can’t agree on what’s real? Some people are calling it “Consensus collapse,” reality fragmentation or “The death of facts.” But the point is the same: In today’s world, truth is rarely absolute. Ad Age Gen Z Contributor Column We welcome Gen Zers to submit fresh takes exploring Gen Z within the ad industry Learn more here Ninety percent of Gen Zers believe a broad pop culture mainstream no longer exists. Almost half of Gen Z uses Generative AI to help with creativity or ideation, and 64% shop product dupes to save money. So, I’m not sure authenticity (of undisputed origin and genuine) is the North Star for brand resonance anymore … if it ever was. Brands should focus instead on consistency and resonance via flexible through lines. From supply chain or brand purpose all the way down to IRL experiences or tactical social posts, is your brand creating the impact it wants with its specific target? Instead of “authentic,” find out what your community actually craves. Because in an era where reality is fluid and sometimes even AI-generated, what matters isn’t whether your brand is real—it’s whether it’s felt. Here are four imperatives for brands right now: Certainty is dead; be adaptable We’re all going to need to change continuously. Gen Z feels no pride in tradition, and neither should your brand if it means losing your foothold in the future. Gen Z thrives in ambiguity, remixing truth and even identity. Instead of clinging to a fixed brand narrative, embrace evolution. Embrace multiple truths. Your ‘authentic’ is my cringe Focus less on proving that your POV, product or brand is of “undisputed origin” and more on the impact and feeling you set out to inspire with your target. It’s not for everyone; that’s a good thing. Deepfakes and DIY culture have changed the game, so lean in. Gen Z doesn’t worship originality; it celebrates reinvention. Instead of fighting knockoffs or imitation culture, ask yourself: How can my brand be the blueprint? The new influence isn’t public; it’s personal Gen Z isn’t listening only to influencers; they’re listening to each other. Your brand strategy should prioritize community-led validation over top-down messaging or grandstanding. Gen Z Career Forum Get practical advice on launching your career and excelling in the industry Register today

Why Gen Z values brand impact over authenticity

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