Why 'real' has become Gen Z’s most valuable currency

Authenticity now shapes how India’s Gen Z decides what to buy and whom to trust. The ET Snapchat Gen Z Index, powered by Kantar, has founds that young consumers prefer recommendations that feel honest and lived-in rather than scripted like an ad. They respond more to relatable voices than to celebrity endorsements, and they are open to niche brands if they feel personal. For this generation, credibility depends on believability, not fame.

The findings are based on multiple waves of research conducted through 2025 to track Gen Z’s mindset and behaviour. The report positions “real” as a central value influencing brand choices, content engagement and technology use.

Relatable Beats Polished

The report found that Gen Z trusts recommendations that feel natural and unscripted. They respond more to voices that look and speak like them than to distant, highly curated personalities.


This preference reflects a deeper shift. Young consumers do not automatically trust large followings or glossy campaigns. They assess whether a message feels genuine. If it sounds staged, it loses weight. If it reflects lived experience, it gains trust.

Creators who share personal stories and everyday use cases often influence decisions more than celebrities. The study underlines that credibility comes from honesty rather than performance.

Big Names No Longer Guarantee Loyalty

Brand size alone does not drive preference among Gen Z. The findings show that they choose brands that feel personal to them and their circles, not just those that dominate the market.

Many are willing to try niche or lesser-known brands if these feel more aligned with their identity. A brand that feels “me” can win over a mass label that lacks personal connection.

The study also notes that this generation buys meaning, not just names. Emotional relevance influences the shopping cart as much as price or popularity.

Fame Is Not the Final Filter

Celebrity endorsements carry less automatic influence than before. The report highlights that Gen Z does not equate celebrity with credibility.

Young consumers evaluate whether a recommendation feels believable. They make decisions based on perceived authenticity rather than star power. This marks a clear departure from earlier marketing models where visibility alone drove impact.

For brands, this means influence must be earned through trust, not borrowed through association.

Also Read| How Gen Z is changing shopping, careers and brand loyalty in India

Experience Builds Trust

Technology plays a direct role in strengthening authenticity. The study finds that Gen Z uses tools such as AR try-ons and demos to test products before deciding.

In Q4, 66% agree that AR tools help them understand how a product works better than regular images or videos. Further, 62% say AR product demos feel more believable and trustworthy.

Interactive experiences allow young consumers to verify claims on their own. For them, authenticity is something to test, not just something to hear.

The Meaning-Led Generation

The broader findings show that Gen Z remains value-conscious but is increasingly guided by meaning. Discovery is driven by creators they trust, and decisions are shaped by personal alignment.

For brands targeting this cohort, the message is clear. Communication must feel honest, voices must feel relatable and experiences must feel verifiable. In 2025, being “real” is not a campaign theme for Gen Z. It is the standard by which they judge everything.

Read the full report here