Gen Z craves authenticity. They value transparency and honesty, which makes it essential for brands to focus on these factors just as much as they do on their products. According to Slate Teams, approximately 83% of Gen Z shoppers consider buying from trusted brands essential. Having grown up with access to social media and watching it evolve in real time has allowed Gen Z to develop a craving for authenticity and relatability, as well as an ability to detect what is and isn'