Gen Z is becoming increasingly intentional about who and what they trust and that has implications for both brand discovery and loyalty. While platforms like Instagram and TikTok continue to be go-tos, the lifestyle news sources that show up in Gen Z’s social feeds, as well as more niche opt-in newsletters, can be key to driving discovery and adding credibility.

Moreover, for Gen Z trust is earned through transparency, consistency in brand voice, expertise, and authenticity, not simply through follower count. Additionally, Gen Z is showing a growing focus on personalization and real-world value. There is an increasing interest in niche brands, experiences, innovation, and culture, using social media as a tool for learning rather than merely passive entertainment.

While eye-catching creative, celebrity involvement, and trend-driven content may be enough to stop the scroll, lasting brand affinity is built through meaningful deeper storytelling that conveys shared values and provides access to experiences both online and offline. When it comes to influencer marketing, Gen Zers are looking for partnerships that feel natural and believable and that align with a creator’s existing interests and content.

Read on for more about what our Gen Z team members had to say.

What are some important topics for you in 2026?

“Getting off social media and engaging with real-world experiences and skills. Trying to use social media more as a tool to learn from rather than entertainment.”

“A topic that I find interesting is the ongoing shift away from popular, mass consumer brands to personalized, niche, boutique experiences.”

“How celebrities, influencers, or athletes will push the boundaries on what they’re physically capable of, along with the gear, apparel, and footwear they use.”

How do you prefer to get your news today?

“I use Instagram and TikTok to see what’s trending, then turn to sources like Morning Brew, The New York Times, The Washington Post, and NPR for more context and credibility.”

“My sources range from Bloomberg and Surveillance to The New York Times headlines and The Daily, The Toast and Giggly Squad.”

Which creators or celebrities do you genuinely trust and pay attention to right now?

“I don’t 100% trust every creator or celebrity, but the ones I do share authentic, raw, and genuine content with no frills.”

“I am more inclined to trust someone like Hailey Bieber and Selena Gomez who have very successful beauty brands and have the expertise to back it up with a mix of work and life content.”

When a brand pops up in your feed, what actually makes you stop scrolling?

“Influencer or celebrity presence, favorite brands announcing new products or news, visually appealing aesthetics, and comedic or trend-driven content.”

“I engage with brand content when it uses captivating visuals, palpable sounds, and cinematic storytelling.”

“Visuals, the creator, and the storytelling – something visually unique from other things on my feed, a popular creator that is not often seen interacting with brands, or an interesting storytelling method that grabs my attention within the first few seconds of me viewing it.”

What makes you trust a brand enough to follow it, recommend it, or buy it?

“A brand that communicates clearly, acts consistently, and shows commitment to what they claim to care about.”

“Third-party credibility, consistent values, transparency. Social impact is important, if it is organic and not clearly performative.”

What makes a creator-brand partnership feel genuine instead of transactional?

“If they were a fan before the partnership. You can tell when someone is genuinely excited about a brand versus simply putting on a good face because they’re being paid.”

“If the creators have creative flexibility and naturally tie in the partnership with their content, then it can work wonders for conveying authenticity to viewers.”

For other Gen Z insights, check out our other articles here:

https://www.360pr.plus/inside-the-gen-z-social-media-mindset/

https://www.360pr.plus/gen-z-roundtable/