This is likely to become even more crucial as time goes on. According to an EY study on Gen Z, 92% of respondents
stated that authenticity is more important than any other personal value. This includes the brands they follow and support. On top of this, a study by The Org showed that 84% of US millennials
claim they would be more faithful to a brand if it was transparent, with 37% considering a company’s values and culture as the crucial elements of transparency.