Purpose-Washed and Found Out: How Gen Z Is Rewriting the Rules of Brand Authenticity
For nearly a decade, brands invested heavily in the kind of polished, mission-driven storytelling that millennials rewarded with loyalty. Gen Z, however, is not buying it — sometimes literally. This opinion piece examines why the next generation of American consumers has developed an almost forensic sensitivity to brand inauthenticity, and what it means for businesses still operating on a millennial marketing playbook.
