For food companies, trust with consumers is crucial. According to studies, younger consumers, particularly the digital-native Gen Z, are increasingly critical and informed due to their heightened internet and media literacy, as well as being exposed to a multitude of publicized scandals, making them prioritize transparency and sustainability from brands, particularly in industries like food where companies may have a history of controversies. This thesis aims to help the client, a Swiss multinational food company, identify new and innovative strategies for targeting Gen Z consumers.

To better understand what influences brand reputation, a framework was developed outlining six dimensions: emotional appeal, products and services, vision and leadership, workplace environment, social and environmental responsibility, and financial performance. The focus group method was chosen for its ability to provide deep and diverse insights on a small group of participants. The framework structured the focus groups, which were attended by 15 participants. Discussion data was compiled, analyzed and compared with literature to develop ideas for brands to connect authentically with Gen Z.

While the findings provide valuable insights and practical suggestions, they also underscore the complexity of consumer trust. Four key points emerged from the Gen Z focus groups: Transparency is crucial for earning Gen Z's trust, particularly on topics like sustainability. Brands should prioritize direct communication, openly address mistakes, and continuously improve their processes. Factual, authentic, and straightforward marketing resonates better with Gen Z than emotional appeals, which may seem insincere. Allowing consumers to observe employees’ daily tasks could convey authenticity. As Gen Z spends less time researching products, brands should provide information where Gen Z consumes content. Brands should actively engage on social media and collaborate with influencers to create resonant content, enhancing the connection with Gen Z. By integrating these strategies, food brands could strengthen consumer trust, enhance brand loyalty, and build a positive reputation with Gen Z.