Why Gen Z Cares About Authenticity in Advertising: Insights from Sol De Janeiro - 1893 Brand Studio

Why Gen Z Cares About Authenticity in Advertising: Insights from Sol De Janeiro

By Ava Beahn

Illustration by Rose Iris Kurian

The Power of Authenticity in the Age of Gen Z

In a world where ads seem to be everywhere but trust is scarce, authenticity isn’t just a plus—it is essential. Brands must know how to communicate honestly, engage genuinely, and build connections that feel personal. Authenticity is about aligning every message with your brand’s core values and keeping transparency in every interaction.

At the center of authenticity in advertising is the brand’s “why”: its integrity, credibility, and purpose. When a brand consistently proves this, it can build a level of trust among customers like no other.

While authenticity helps advertise products to every generation, Gen Z often sees it as a non-negotiable. This generation has grown up with technology and social media being an integral part of their lives, constantly exposing them to new ideas, trends and perspectives. But, simultaneously, presenting superficial campaigns and empty marketing promises. Therefore, to win their loyalty and attention, a brand must understand not just what Gen Z sees, but what they feel. They must craft their campaigns to resonate on a deeper, more personal level.

Why Gen Z Craves Authenticity

Gen Z is unique in the way they care about advertising, as we are a generation tuned in to every brand message and ad campaign. But, with this comes the skeptics. With never- ending content from companies and influencers trying to sell products, it is often easy for us to pick up on fake promotions. We often see creators promote products they don’t even use, breaking the trust with not only the influencer, but the brand as well.

Authenticity also matters to us due to the value we place on true self-expression. In a social media world where everyone seems to be purchasing similar products, we crave ways to stand out and define who we are as individuals. Therefore, when brands or influencers aren’t afraid to show their audience their true selves and intentions, it creates a genuine connection and fosters loyalty.

We also tend to prioritize experiences over possessions. It’s not just about simply owning things, it's about what the products bring to our lives. Gen Z is drawn to brands that provide meaningful experiences and show they have a purpose beyond just profiting.

In short, authenticity has become the standard for this generation. Brands that understand this and embody it are the ones who will win the attention and loyalty of much of Gen Z.

How Brands Can Win Gen Z’s Trust: Lessons from Sol de Janeiro

A brand that has mastered the art of connecting with this generation by embracing realness over flawlessness is Sol de Janeiro. Here’s how they do it:

1. Embracing authenticity over perfection

Sol de Janeiro acts like a creator, not a corporation. Their content feels native to social platforms like TikTok, showing real people and real moments rather than polished advertisements. This approach makes their brand feel approachable and relatable.

2. Relatability is key

Instead of a robotic, corporate voice, Sol de Janeiro speaks the language of its audience. They tap into popular culture, like creating TikToks inspired by The Summer I Turned Pretty, to connect authentically with Gen Z fans.

3. Empowering customers through user-generated content (UGC)

By featuring real content creators using and enjoying their products, Sol de Janeiro builds trust and provides authentic testimonials. Campaigns like #sdjonthestreet, which asks everyday people for their thoughts on fragrances in fun street interviews, highlights real reactions in engaging, shareable formats.

4. Leveraging cultural trends and influencers

Sol de Janeiro goes beyond chasing trends; they prioritize understanding their audience and participating in culture in a meaningful way. Influencer partnerships, such as collaborations with advocates for body positivity and inclusivity, feel natural and aligned with the brand’s values, making campaigns resonate on a deeper level with Gen Z.

5. Staying true to their mission and heritage

One campaign that showcases their intent and mission is “Where Will They Take You” Perfume Mist. In this ad, Sol De Janeiro features iconic Brazilian landmarks—from Ipanema Beach to the Selarón Stairs—celebrating the brand’s cultural roots. Also, their use of vibrant, joyful imagery reflects Brazilian philosophies of self-love and celebration, reinforcing Sol de Janeiro’s commitment to authenticity.

6. Representation matters

Actress Barbie Ferreira, known for her role in Euphoria and her advocacy for body positivity, embodies the brand’s values. As someone of Brazilian descent, her involvement adds personal connection and credibility, strengthening the campaign’s authenticity for audiences who value relatable and inclusive representation.

By integrating these elements, Sol de Janeiro demonstrates that authenticity isn’t just a marketing strategy—it’s a brand mindset. For Gen Z, it’s this commitment to real people, culture, and values that turns a brand into something they trust.

Wrapping it Up

Gen Z isn’t just simply looking for products; they're searching for connection. They seek this authenticity because they can spot disingenuous marketing from far away. They value self-expression, meaningful experiences, and brands that reflect their values rather than just chasing trends.

Brands like Sol de Janeiro show how to brand with authenticity, and do it well. By embracing realness over perfection, staying relatable, empowering their audience, leveraging trends, honoring their cultural roots, and emphasizing representation, they create genuine connections that resonate with Gen Z.

To engage Gen Z, brands must be more than just a logo or a product; they must be a living entity that can interact, empathize, and connect on a personal level. Those that embrace this approach don’t just gain the attention of Gen Z, but they also often earn loyalty, trust, and a lasting place in the hearts of a generation that values authenticity above all else.