If you work in communications, you’ve probably felt it: the ground shifting under your feet. For years, brands shaped the conversation. Now, the conversation shapes the brand and the generation leading that shift is Gen Z. Read our blog on Gen Z trust and brand communication.
This is the first generation raised inside the algorithm. They’ve grown up fluent in filters, targeted ads, content creators, AI tools, and a commercial landscape where almost everything is “sponsored.” And with that fluency comes something companies can’t ignore: a new trust dynamic that’s rewriting the rules of communication altogether.
So the big question becomes: How are companies adapting their messaging in a world where Gen Z’s trust, AI’s influence, and commercialism all collide?
Let’s unpack it.
Gen Z Doesn’t Trust Easily and they Trust Differently
They’ve learned to spot marketing tactics the way earlier generations learned to read newspaper classifieds. They know when they’re being sold to. They know when the transparency is performative. And more importantly, they know when a brand is trying too hard to sound like them.
The result?
Companies are shifting from broadcasting their values to demonstrating them.
We’re seeing:
- Less scripted corporate tone, more human-sounding voices
- Fewer polished campaigns, more behind-the-scenes realism
- Fewer promises, more proof
Trust isn’t earned through slogans anymore. It’s earned through behaviour and communication that feels like it comes from a real person, not a committee.
The AI Curveball: Trust vs. Tool for Gen Z trust and brand communication
Now add AI to the mix.
Gen Z uses AI constantly (sometimes without even realizing it), but they’re also hyper-aware of how it can distort reality. Deepfakes, AI-generated influencers, automated customer service, they’ve seen the upsides and the pitfalls.
So for companies, AI becomes both an opportunity and a liability.
Brands are responding by:
- Being upfront about when AI is used in content creation
- Leaning on AI for data insights but making sure human judgement remains visible
- Highlighting the human story behind the messaging
Gen Z doesn’t fear AI; they just demand clarity about how it’s being used. They want tech-enabled communication, not tech-masquerading-as-authenticity.
The winning formula seems to be:
Use AI to enhance communication, not replace connection.
The Commercialism Balancing Act
We’re living in the most commercialized communication era ever. Everything has the potential to become branded content, from a morning coffee shot to a casual bookshelf tour.
Gen Z isn’t anti-commercial, but they are over-commercial. They reward brands that know when not to sell.
To adapt, companies are:
- Reducing overt product pushes in favour of value-based storytelling
- Creating content ecosystems rather than campaigns
- Making space for community voices, not just brand voices
A brand is no longer just what it sells; it’s how it participates in culture. And participation requires listening, not shouting.
So, What’s the New Communications Playbook?
From what we’re seeing across industries, the companies thriving with Gen Z tend to follow a few emerging principles:
Radical transparency over polished messaging
Explain the “why” behind decisions. Pull back the curtain. Imperfection reads truer than perfection.
Real voices over brand voices
Show the people behind the brand. Actual employees, creators, customers. Not stock models with rented smiles.
Collaboration over control
Invite communities into the conversation. Let them influence the narrative rather than simply receiving it.
Responsible AI over invisible AI
Brands that talk openly about how they use AI build trust. Brands that hide it lose it.
Values lived daily, not printed annually
Gen Z does fact-checking in real time. Values need to be demonstrated as often as they’re declared.
The Bottom Line
We’re in a moment where companies are being asked, sometimes gently, sometimes not, to communicate with more honesty, humility, and humanity.
Gen Z isn’t rejecting brands. They’re rejecting being talked at rather than talked with.
They aren’t rejecting AI. They’re rejecting the idea that it can replace human meaning.
And they aren’t rejecting commercialism. They’re rejecting communication that feels transactional instead of relational.
At the intersection of these forces lies a new communications paradigm one that rewards clarity, curiosity, and shared purpose.
The companies that embrace this shift won’t just win Gen Z’s attention. They’ll win something far more valuable: their trust.
You can read more in the recent findings from the Edelman Trust Barometer.
Author: Deborah Holmwood, Client Change & Transformation Partner.
Follow our LinkedIn company page to stay up to date with all our new blogs!
