Uploaded March 2026 | Updated September 2026, 11 hours ago
As society becomes more sceptical of traditional institutions, be it government, media, or large companies, people seek genuine connection and authenticity from the people behind the products and services.
This has given rise to a new marketing paradigm where a brand’s most valuable asset is its relatable, authentic, human element.
For just over half of Australians (56%), trusting the organisation’s leader is extremely or very important to their decision to engage with an organisation.
Gen Z take this a step further, with more than half (52%) seeing it as extremely or very important to know the story and values of an organisation’s leader (cf. 29% Baby Boomers).
Gen Z are 1.8 times more likely than Baby Boomers to see knowing the story and values of an organisation’s leader as extremely or very important to their decision to engage with an organisation.
As society becomes more sceptical of traditional institutions, be it government, media, or large companies, people seek genuine connection and authenticity from the people behind the products and services.
This has given rise to a new marketing paradigm where a brand’s most valuable asset is its relatable, authentic, human element.
For just over half of Australians (56%), trusting the organisation’s leader is extremely or very important to their decision to engage with an organisation.
Gen Z take this a step further, with more than half (52%) seeing it as extremely or very important to know the story and values of an organisation’s leader (cf. 29% Baby Boomers).
Gen Z are 1.8 times more likely than Baby Boomers to see knowing the story and values of an organisation’s leader as extremely or very important to their decision to engage with an organisation.
