How the Best Brand-Influencer Partnerships Reach Gen Z

Authenticity is among Gen Z’s most important values. They feel empowered to ask and answer their own questions in a variety of social forums on any topic — from beauty to health to home improvement to technology to science. And their view of authority has expanded from traditional sources, like academic institutions or reputable editorial voices, to perceived influence. The author offers five lessons for brands who want to tap into this era of influencers and make authentic connections with Gen Z.