Authenticity isn’t just a buzzword for Gen Z, the generation born between the late 1990s and early 2010s: It’s a core value. Growing up with more access to information and greater transparency than any other generation has made Gen Z particularly adept at spotting phonies. For this generation, it’s not just about the product; it’s also about how brands align with key values—social justice, sustainability and ethical business practices.
A study that Archrival, a U.S.-based youth culture agency, conducted in 2024 found that Gen Z didn’t just disrupt the marketing funnel—it broke it. “[Gen Zers] are reinventing the very notion of brand loyalty. They’re largely open to it, but they expect brands to earn it—and to continue to win them over in new and innovative ways for the long haul,” the study notes.
In a 2023 survey of 800 Gen Zers that Vox Media and Horowitz Research conducted, 47% of respondents agree that a brand that advertises around an unrelated cause is engaged in nothing more than a sales ploy—an indication that members of this generation prioritize authenticity. In a soon-to-be-released History Factory study—“The Heritage Gap: Why People Are Craving More Brand History”—Gen Z is the most likely to follow brands on social media (79%). Gen Z respondents also say that they trust companies that have a long track record (75%).
“People experience brands as human beings,” says Dario Sarlo, History Factory’s group creative director. “We try to humanize brands. It’s like getting to know someone. You want to follow them to see what’s next.”
Deemed the world’s “loneliest generation,” Gen Z constantly seeks out authentic, connected experiences. To build trust and credibility, CEOs are throwing out the proverbial handbook and replacing carefully crafted corporate personas with being “real.” World-class brands are betting on Gen Z influencers on TikTok to generate buzz this holiday season, all in the name of authenticity.
Here’s why it matters to us: As a company that seeks to empower organizations to make history infinitely useful, authenticity is our bread and butter. Your company’s history is uniquely yours, and it’s your most significant brand differentiator.
For instance, Ben & Jerry’s has authentically supported social justice causes—including LGBTQ+ rights and racial equality—for decades, making its activism feel consistent and credible. Ben & Jerry’s has earned Gen Z’s respect because its support is ongoing and deeply integrated into its brand ethos.
Our “Companies to Watch” blog series spotlights brands like Patagonia and Southwest Airlines that are known not only for their products and services but also for their commitments to company values. They sustain loyalty among members of Gen Z and older generations by being consistent and transparent about what they stand for as organizations (sometimes to their financial detriment), as well as by delivering on their promises.
We sometimes encounter brands whose histories contain past decisions or actions that do not align with today’s ethics and standards. The value of airing troubled history comes when brands are willing to be vulnerable. In a post-truth world, Gen Z values the forthrightness of saying, “We messed up.” When it comes to hard truths, this means putting the facts in front of people and outlining what has changed or will change. Customers want to know that these mistakes won’t happen again. Companies that lean into these hard moments understand that everyone owns the narrative, and being willing to share it can turn a negative into a positive. This is why we offer the Brand Heritage Risk Assessment, a research offering that identifies events or individuals that, by today’s standards, could prove problematic. We then grade the risk based on what we find, preparing you to address anything that may come to light.
How our clients are telling their stories authentically:
Arkay: Celebrating a Remarkable 100-Year Legacy
Verizon Untethered: A Publication Chronicles Innovation and Disruption
San Francisco Foundation Increases Brand Reputation Among Stakeholders for 75th Anniversary
Conclusion
History and heritage can authenticate your brand and build long-lasting relationships with Gen Z that go beyond surface-level marketing. By maintaining transparency, fostering real connections and backing up your promises with action, you can earn this generation’s loyalty. You can also create new content opportunities to share the stories and lessons your company has learned over time, as well as how you’re forging a path forward. The stakes are high, but for those willing to commit to authenticity, the rewards are worth it.