“Gen Z wants authenticity” is probably the most recycled take in marketing right now. Every agency deck, conference keynote, and LinkedIn thought leader has touched on the concept in one way or another. This is a thoroughly saturated take to be making, but I guess it needs all the airtime it can get because still, brands are recognizing that they have a problem, often even identifying what that problem is, and still trying to solve for the wrong thing entirely. The idea that