When it comes to marketing to Gen Z, authenticity isn't just a buzzword-it's a necessity. This generation, born between 1995 and 2009, has grown up in a digital era where information is ubiquitous and skepticism towards traditional advertising runs high.

As such, Gen Z demands transparency, genuineness and a deeper connection with brands. This is especially true in fields like fashion and sportswear, where purchases are tied to personal identity and expression.

So, how can brands stay authentic and capture the loyalty of this important generation of consumers? That's what we're about to find out. Below, we'll take you through six key strategies brands can use to win over Gen Z.