Understanding The Reasoning Behind Gen-Z’s Desire for Authenticity in Today’s Marketing

Abstract

Generation-Z is a demographic that largely rejects traditional advertising methods, instead placing a high value on authenticity in their interactions with brands. While this preference is acknowledged, few studies have deeply analysed the specific reasoning behind this generation’s desire for authenticity. This research aims to address this gap by investigating the underlying motivations for Gen-Z’s demand for "indexical authenticity" in today’s marketing. Employing a mixed-method approach, the research gathers data through a questionnaire containing quantitative and qualitative questions with 63 total respondents. The findings reveal that the generation’s rejection is an active emotional response, with 68.3% of respondents feeling annoyed by unskippable advertisements, and 83.6% of them skipping ads immediately. The research concludes that Generation-Z defines indexical authenticity through three fundamental pillars: relatability, transparency, and shared values (marketing & content that appeals to their moral compass).