Today’s consumers are increasingly attentive to the way manufacturers communicate. For the general public to fully embrace a brand’s universe, it’s no longer enough to market products that meet their expectations. YPulse, an agency specialized in analyzing the behavior of younger generations, has compiled a list of the most authentic brands according to Gen Z.
“Authenticity is when a company transparently expresses its true identity and values through its business practices, messaging, products and content,” explains YPulse. “An authentic brand does not seek to conform, but remains true to its core beliefs and personality, even if this means taking risks or going against trends. To be authentic, brands must demonstrate integrity, be open about their standards and impact, and avoid pretense. Rather than hiding behind a manufactured image, authentic brands are unashamedly outward. They build trust and connection with consumers, especially Generation Z, by maintaining transparency and letting their individuality shine through. Being authentic means being real, with all its flaws, and earning loyalty by sharing what really matters to the company with honesty and consistency.”
YPulse surveyed a panel of young Americans and Europeans to find out which 50 brands (across all sectors) best meet this definition.
And despite the considerable efforts made by beauty industry players to communicate with ever greater transparency, few of them feature in the rankings.
The American top includes Dove (#6), The Ordinary (#17), E.L.F (#24) and Fenty Beauty (#26).
Europeans, on the other hand, didn’t name a single cosmetics brand.
