When it comes to this generation, Gen Z, authenticity is their core value. The reason for this craving is growing up exposed to an enormous amount of information and an immense amount of options when it comes to consumption, they are now critical to false claims and dishonest marketing tactics. Gen Z wants to trust and be able to rely on a brands ethics and values. They want a personal relationship with the brands they buy from and they want to know they have their best interests at heart.