Gen Z’s search for authenticity means this generation’s purchases are often influenced by everyday people: 69% will take fashion advice from associates when shopping in stores. The opinions of the rich and famous have a comparatively smaller effect: only 7% of Gen Z look to celebrities for style inspiration, while 16% are influenced by celebrity endorsements.

This desire for true authenticity carries over to advertising: 62% of Gen Z’ers are more likely to shop from brands that commit to keeping their photos minimally photoshopped. Learn more about how retailers can reach Gen Z via this infographic from Retail Zipline.