The New Challenge for Brands: Building Trust with Generation Z

Sustainability, authenticity, and real data: keys to building trust with Generation Z. Strategies, tools, and updated examples.

Why is it crucial to build trust with Generation Z?

The Generation Z (or those born between 1997 and 2012, after Millennials) is characterized by being conscious, informed, and demanding. They do not settle for empty promises and demand a genuine connection with brands. This segment is willing to research, pay more, and engage only with companies that demonstrate integrity, purpose, and consistency.

Moreover, they are the first completely digital generation. They have grown up exposed to information overload, digital advertising, and hyper-personalized content. This has developed in them a keen “antenna” to detect when a brand is honest and when it is simply trying to sell.

A McKinsey report updated to 2024 indicates that 73% of Generation Z tries to buy from companies they consider ethical.

In this context, well-executed email marketing can play a strategic role: it allows for direct communication, without algorithms distorting the message. It is a direct channel that, when well used, can yield very good results and enable close and honest communication.

Sustainability is an expectation, not an option

According to the Deloitte 2024 Gen Z and Millennial Survey, this generation actively researches companies’ environmental practices and is willing to pay more for sustainable products. Similarly, a First Insight study reveals that 62% of Gen Z consumers prefer sustainable brands and 73% would pay more for planet-friendly products.

This confirms that sustainability is no longer an added value: it is an essential requirement to build trust with Generation Z.

Skepticism towards empty rhetoric and the greenwashing effect

As we read in Braze, a survey conducted in the U.S. in 2021 showed that 88% of Generation Z does not trust brands’ ESG claims (environmental, social, and governance). This underscores that good intentions are not enough: real and verifiable actions must back up promises.

How to build trust: transparency and real data

According to the same Braze article, trust is built over time, with data and active listening. It’s not enough to talk about sustainability: results must be shown with scientific and measurable data. For example, explaining the full recycling cycle of packaging with verified sources can make a difference. It’s no longer enough to just say it. Seeing is believing.

The role of emotional marketing and shared values

Connecting with Generation Z requires more than good intentions and rhetoric. Emotional marketing, when combined with authentic values and real causes, creates lasting bonds. This generation doesn’t just buy products: they buy what brands represent.

Partnering with social initiatives, showing the impact of actions, or involving the community in strategic decisions –like choosing which NGO to support– are practices that reinforce trust. According to data collected by Porter Novelli, 94% of Generation Z consumers expect brands to actively engage in social and environmental causes.

User-generated content: a direct path to trust

User-generated content (UGC) is one of the most powerful resources for building trust with Generation Z. This audience trusts what other consumers say more than what brands say.

Showing real reviews, videos of customers using the product, or even co-created campaigns with users not only generates closeness but also reinforces authenticity. According to Nielsen, as early as 2011 (and we confirm that the trend continues to grow), 92% of consumers trust recommendations from people over advertising messages.

Including these contents in newsletters, landing pages, or email campaigns is an effective strategy. With Acumbamail, you can integrate testimonials, ratings, or videos into your mailings to build more human and credible campaigns.

Practical applications for building trust

1. Clear and traceable communicationCreate campaigns that transparently explain the destination of your products or packaging. A good example is WRAP's Recycle Week campaign, which actively promotes awareness of responsible recycling and offers interactive resources to help consumers understand what happens to their waste.

2. Effective feedback loopsUse surveys and user reactions to adapt your messages. Active dialogue strengthens the perception of a close and committed brand.

3. Leverage key eventsDates like Earth Week are perfect for showcasing sustainable actions. Tools like Acumbamail allow automating multichannel campaigns to connect with Generation Z at relevant moments with personalized messages.

Real cases of built trust

The American supermarket chain, Whole Foods, for example, has stood out for its sustainable practices in the food chain. A YouGov study indicates that 70% of Generation Z supports these initiatives, and more than 50% prefer locally or organically sourced products.

According to 2025 data, 73% of Gen Z is willing to explore new cuisines, but only 2% identify as vegan, demonstrating their openness but also their demand: they seek ethical and varied options.

Key strategies to build trust with Generation Z

Strategy	Recommended action
Transparency	Publish data, certifications, and avoid vague claims.
Verifiable evidence	Use reports, seals, and verifiable metrics.
Authenticity	Communicate what is truly done.
Applicable sustainability	Show concrete and measurable impact.
Interactivity and personalization	Gather feedback and adapt the message.
Emotional narrative	Humanize processes and create relevant stories.
Ethical technology	Use tools like Acumbamail to communicate coherently and without greenwashing.

Where? Preferred communication channels for Gen Z

While networks like TikTok or Instagram dominate the visual space, email and direct messages remain essential for deeper conversations. The secret is to personalize and align content with their values.

Acumbamail facilitates segmentation by interests –such as sustainability or equality– and allows using SMS marketing to reinforce campaigns with direct language, emojis, or quick surveys.

How to adapt the brand tone for Generation Z?

Adapting the brand tone does NOT mean “talking like young people” or overusing slang, emojis, or superficial cultural references. It means understanding the emotional, visual, and ethical language of Generation Z.

This generation values direct communication, but also empathy, intelligent humor, and honesty. Brands that best connect with Gen Z do so with messages that feel authentic, without seeming to force an alien aesthetic.

Therefore, each channel –whether email, social media, or SMS– must adapt its tone without losing overall coherence. At this point, platforms like Acumbamail allow maintaining a unified voice across all delivery formats, facilitating coherence.

The importance of multichannel consistency

Gen Z interacts with multiple channels simultaneously. They may discover a brand on Instagram, search for reviews on Google, subscribe to a newsletter, and receive an SMS. Therefore, consistency in tone and message is vital.

Acumbamail allows centralizing email, form, and SMS campaigns from a single platform, ensuring a unified and professional experience.

Privacy and personalization: the necessary balance

Although Generation Z is completely digital, 83% prefer to buy from brands they trust with their personal data, highlighting the importance of transparency in user information management (Exploding Topics, 2025). Therefore, to build trust with Generation Z, it is vital to be clear about what data is collected and for what purpose.

With Acumbamail, you can configure explicit consents and segmentations based on permissions, ensuring ethical and effective communications.

Tools to connect with Gen Z:

A good strategy needs good tools. With Acumbamail you can:

• Automate mailings segmented by values or interests.
• Conduct A/B tests to optimize social messages.
• Integrate forms to better understand your audience.
• Launch post-campaign surveys to obtain real feedback.

All from a Spanish-language platform, easy to use and results-oriented. You’re welcome.

What NOT to do if you want to build trust

Avoid these mistakes:

• Making sustainable promises without real basis (greenwashing).
• Using grandiose language without data to back it up.
• Imitating youthful aesthetics without brand coherence.
• Ignoring criticism or comments on social media.

Gen Z values radical coherence: if you say it, do it. If you do it, tell it well.

What does Gen Z really look for in a brand?

Beyond declared values, Generation Z seeks brands that offer:

• Real utility: products that meet needs sustainably.
• Total transparency: processes, mistakes, prices, and decisions must be open to scrutiny.
• Aligned purpose: it’s not enough to have a “mission,” it must be demonstrated.
• Active listening: they want to be part of the brand’s evolution.

A brand that does not communicate, does not ask, and does not respond… does not exist for this generation. Automation tools like Acumbamail help maintain a continuous, personalized relationship based on real data, allowing for the long-term bond that every brand needs.

Next steps: connect with Generation Z authentically

Building trust with Generation Z is not an isolated campaign but a long-term strategy.

1. Start by auditing the brand’s current communication:

• Is it clear?
• Does it offer real value?
• Do its actions reflect the values it communicates?

2. To build trust with Generation Z, brands must:

• Demonstrate with objective data.
• Be transparent at every step.
• Listen and act according to feedback.
• Adapt to the values of this generation.

With these keys, they will not only capture attention: they will earn loyalty. Go for it!