Generation Zers have grown up in the era of “fake news.” They are quick to spot misdirection and do not respond to hype. Instead, they are looking for brands to be transparent and authentic. Distinctive and disruptive, these young people wield influence far beyond their wealth and experience. And they have redefined loyalty as we traditionally know it. To attract this generation and build loyalty, brands must provide opportunities for engagement and co-creation. Most important, they must provide quality products and services and be clear about what they stand for in the marketplace and beyond. Brands must demonstrate they are trustworthy as well as relevant.