Consultancy.lat AI & GenAI
2026-02-18 13:30 UTC
AI-177-20260218-regional-ai--84f181ca
The authenticity gap: What Gen Z really think about brands
A global study from SKIM has found that young consumers from around the world value transparency above all else, while nearly a third reject brands for “trying too hard” with forced messaging. Mariana Abelha and Patricia Fujisawa, senior members in the firm’s LATAM business, explore why authenticity isn’t optional for Gen Z and what this means for brands.
A global study from SKIM has found that young consumers from around the world value transparency above all else, while nearly a third reject brands for “trying too hard” with forced messaging. Mariana Abelha and Patricia Fujisawa, senior members in the firm’s LATAM business, explore why authenticity isn’t optional for Gen Z and what this means for brands.
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