Let’s face it: audiences today are more skeptical than ever. Glossy ads and lofty mission statements don’t cut it, especially with Gen Z. This generation of digital natives has grown up with endless information at their fingertips, and they’re quick to spot when something feels off. For marketers, that means one thing: authenticity is no longer optional. It’s essential.

The good news? You don’t need to be everywhere. You just need to be real.

In this blog, we’ll explore why authenticity matters more than ever, highlight two powerhouse brands doing it right, and show you how to build compelling, trust-driven messaging using the Brand Trifecta.

 

Gen Z Doesn’t Just Want Real. They Expect It.

You might’ve heard that Gen Z cares about authenticity, but the numbers behind it are even more telling. In Vox Media’s “Insights & Innovation: For Gen Z, Identity Is What They Make It”, the message is clear: performative marketing doesn’t cut it.

Here’s what stood out:

47% of Gen Zers said it feels fake or like pandering when brands support causes that have no real connection to their business.

46% said that to trust a brand, it’s not enough to post about a cause. Gen Z expects proof, from business practices to hiring and even political contributions.

This means “we care” isn’t enough. You have to show how your values show up behind the scenes.

 

Brands That Get It: Nike and Ben & Jerry’s

If you’re looking for brands that have built trust through authenticity, two standouts from the Authenticity 500 Index are:

Nike (#4 overall)

Nike doesn’t just say it supports athletes, it backs it up. From celebrating underrepresented communities (like its “You Can’t Stop Us” campaign) to investing in youth sports and social causes, Nike’s actions consistently align with its tagline: If you have a body, you are an athlete.

Ben & Jerry’s (#2 overall)

Ben & Jerry’s takes an unflinching stance on racial justice, climate activism, and corporate responsibility. They’re not shy about pushing boundaries, and they don’t just speak up when it’s convenient. Their mission is embedded into their products, partnerships, and public statements without losing their quirky personality.

Both brands prove that authenticity isn’t a campaign. It’s a commitment. And that commitment has helped them earn brand love that spans generations.

 

Want Messages That Resonate? Use the Brand Trifecta

A flashy slogan isn’t enough anymore. If you want messaging that creates real conversations, you need clarity, consistency, and something worth talking about. That’s where the Brand Trifecta comes in.

As introduced in NISM’s webinar, Stop Telling Stories! Create Brand Conversations That Actually Convert, the trifecta includes:

• Tagline: What you do

• Value Proposition Statement: How you solve your audience’s problem

• Differentiator Statements: How you stand out from the competition

When done right, these three pieces work together to invite your audience into an authentic, two-way relationship with your brand.

 

The Trifecta in Action: Let’s Break Down Nike

Let’s look at how Nike’s brand message fits into the trifecta and how it creates room for real conversation and community-building.

1. Tagline – What You Do:

Just Do It

This isn’t just motivational fluff. Instead, it communicates action, agency, and empowerment. It tells you what Nike stands for in three simple words.

2. Value Proposition – How You Solve a Problem:

Nike gives every person the gear, tools, and belief they need to perform at their best on and off the field.

This value proposition frames Nike as a partner in personal growth, not just a seller of shoes. It solves a deeper emotional problem: confidence and self-belief.

3. Differentiator Statements – How You’re Different:

• A legacy of innovation in sport and design
• Inclusive marketing that reflects the diversity of athletes worldwide
• Proven social impact through initiatives like the Nike Community Impact Fund

Together, these elements signal that Nike isn’t just for elite athletes. It’s for you.

And the result? Nike’s messaging sparks conversation. People don’t just buy from Nike; they support it, wear it, and talk about what it represents. That’s what authentic messaging does: opening the door for your audience to connect with your brand on a deeper level.

 

Tips for Making Your Brand Message More Authentic

Ready to rework your messaging? Keep these authenticity boosters in mind:

• Match words with action: If your messaging says you care about sustainability, show how you reduce your carbon footprint. Post behind-the-scenes content. Be transparent when you fall short.

• Speak your audience’s language: Avoid corporate buzzwords and instead use real, relatable copy. (Hint: check your comments and reviews to see how your audience actually talks about your brand.)

• Consistency matters: What you say on social media, your website, and your packaging should all align. If one touchpoint feels off, you risk breaking trust.

• Don’t be afraid to take a stance if you truly mean it: Gen Z doesn’t expect perfection, but they do expect honesty. Choose causes that align with your brand’s core values, and be prepared to back them up.

 

Conclusion

Today’s audiences aren’t just passive listeners; they’re active participants. They don’t want to be marketed to; they want to be part of a brand community they resonate with. That’s the magic of authentic messaging: it turns monologues into conversations.

So, whether you’re a startup or a legacy brand, remember this: your message isn’t just what you say, but it’s how you live it.

Want more help crafting messaging that’s authentic and audience-first? Our Marketing and Communications textbook features a full chapter on creating content that connects, from video to graphics and even blogs.

Because in the age of oversaturation, being real isn’t just refreshing. It’s what gets remembered.

 

Author Bio:

Kassity Lee was a 2025 Social Media Strategist Intern at the National Institute for Social Media. A senior at Southern Illinois University Carbondale, Kassity is a dual Marketing and Journalism major with a specialization in Advertising. Kassity is passionate about marketing strategy and utilizing the power of human truths to craft effective campaigns. In her free time, Kassity can be found hanging out with her cat Bug, playing video games, and occasionally catching a local basement show with her friends. You can find her on LinkedIn here.