Why Authenticity Wins with Gen Z: How Aerie Gets it Right

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't genuine. People are now viewing and experiencing brands like people, so it is essential for companies to build themselves up by instilling trust and credibility among their consumers. Gen Z is increasingly choosing brands that reflect their core values.

Although this generation is highly focused on aesthetics on social media, this "perfection" isn't cutting it long term. Visuals and aesthetics allow for engagement and interaction, but without a brand creating a deeper story that actually sticks with consumers, they will not generate customer loyalty. A great example of this is Arie's long-running #AerieREAL campaign, focused on the goal to challenge traditional beauty standards and empower women to discover clothing that makes them feel comfortable and confident. Beyond this campaign, the brand partnered with Pamela Anderson for their "100% Aerie real" campaign launched in March 2026, which continues their 2014 "Real" pledge. These ads feature absolutely zero digital enhancement and advocate against AI generated bodies or people.

This is an example of a brand that stays true to its values of transparency. Aerie stands out because their authenticity isn't just a campaign, bur rather a long-term initiative that has changed expectations in their product category. Because they have been so consistent over time and stuck to their messaging, people are more likely to trust them since the entire brand reflects these values. This is especially important for this generation, which places a strong emphasis on body positivity and expects brands to show a wider range of identities. For some brands, inclusivity shows up in certain campaigns or specific collections, but Aerie gets a lot of credit for starting this movement and not treating it like a trend. People feel like they can genuinely relate to the brand. Aerie also uses social media to interact with customers through UGC and micro-influencers, demonstrating direct action in being personal with consumers, which is also highly important for Gen Z. Beyond their messaging, their products actually support the overall message with their focus on comfort (no-wire styles, loungewear). Additionally, Aerie proves its action by maintaining a partnership with NEDA (National Eating Disorder Association), with one of their

initiatives being to donate $1 per Instagram post using the #AerieREAL hashtag.

This example really goes to show that Gen Z's values are clear and they directly impact the brands they choose to spend on. The #AerieREAL campaign has been extremely successful in winning over Gen Z, and has transformed into a nearly $2 billion dollar brand, which is double of their revenue in only 5 years. This is proof that Gen Z seeks brands that are transparent about what they stand for and contribute to communities they care about. It can definitely be tricky, as this generation is so diverse, so it may be a challenge to make everyone's values feel included. It's imperative that brands find their niche and hone in on a specific audience, as a way to differentiate themselves and foster emotional connections.