"Nicole Tidei is a Vice President at , a Washington D.C.-based full service branding, marketing and communications firm. In an era marked by deepfakes and AI, consumers are increasingly skeptical-and they have every reason to be. This change in attitude will require a shift in how we communicate as well. In addition to products and services, trust and authenticity are valuable assets to companies. Earning and maintaining that trust requires consistent actions, transparent communication and clear alignment between what a company says and does."
"Right now, nearly 70% of adults say Gen Z influences their shopping decisions, including where and how they shop. And as their share of the population grows, so does their influence: Gen Z prioritizes values, transparency and accountability, and by 2030, their spending power is set to reach $12 trillion. These values are already reshaping the market, and communication strategies must evolve to meet their expectations."
Consumers are increasingly skeptical due to deepfakes and AI, elevating trust and authenticity as critical company assets. Companies must align words with consistent actions, transparent communication, and accountable decision-making to earn and maintain trust. Gen Z strongly influences shopping behavior and prioritizes values, transparency, and accountability, with projected spending power reaching $12 trillion by 2030. Information accessibility means organizational actions—environmental impact, political donations, HR practices—are quickly discoverable and affect brand affinity. Brands that embed values into operations and demonstrate alignment between principles and behavior build credibility and long-term loyalty, requiring PR strategies to prioritize authenticity and value-driven messaging.
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