initiation

For a long time, the more perfect the picture, the better. Glossy productions, polished commercials and flawless images, that was the standard for a strong brand presence. But times have changed. Especially the Gen-Z is critical of content that seems too perfect.
Too clean? Too placed? Too fake?
This is exactly what can turn off and costs trust.

But does that mean professional content is dead? Not at all. It just needs to be thought of differently: Produced to a high standard, but authentic, approachable and human.

In this blog, we'll show you why Gen-Z reacts skeptically to classic perfection and how to create content that combines both. quality and authenticity.

‍

1. Why Gen-Z is critical of classic glossy content

Gen-Z grew up with social media. She knows filters, staged productions and manipulated perfection and has therefore developed an extremely keen sense of authenticity.
When something seems “too perfect”, mistrust immediately ensues:
“What is being sold to me here? ” or “How real is that really? ”

Studies (e.g. Edelman Trust Barometer) show:

“84% of Gen-Z trust influencers more than traditional brand appearances — provided they look honest.”

Translated, this means: Professional content doesn't lose value, but the way like He is staged, decides.

‍

2. Professional but authentic — is that possible?

Yes, definitely. The quality of production must remain high. It is crucial that the content Does not appear posted or scripted, but looks as if he had been absorbed spontaneously directly from the protagonist's life.

This is how the balancing act works:

• Storytelling first: The focus is on people, emotions and real insights, not just product shots.
• Allow rough edits: Small blurs, spontaneous laughs or imperfect moments make recordings credible.
• Include creator approaches: Work with real voices such as employees, customers, or micro-influencers instead of faceless models.
• Visible authenticity: Behind-the-scenes scenes or raw variants show that nothing is embellished.

‍

3. Practical examples

• Employer branding: Instead of the perfect image film, short, real clips from everyday working life.
• Product campaigns: Instead of glossy commercials, choose creator videos with high-quality recordings, but real voice-over and personal opinions.

Best practice:
Apple perfectly combines professional quality with creator vibes: clear images, natural voices, real experiences, no sterile marketing.

“Gen-Z doesn't reject quality — it rejects artificiality.”

Conclusion: Quality remains, presentation changes

Professional content is still extremely important for branding, trust and brand presence. But:
Perfection must not be sterile.
Today, high-quality productions must be genuine, spontaneous and human in order to score points with Gen-Z. Quality and authenticity are not mutually exclusive; they must work together.

Do you want high-quality content that really resonates?

‍We help you bring authentic stories to the streets professionally, genuinely, smartly and in line with your target group.

‍

‍

‍