Gen Z’s Perception of Gender-Inclusive Brand Authenticity and Its Impact on Brand Trust in the Nigerian Fashion Industry

The increasing significance of Gen Z as a consumer segment is redefining Nigeria’s fashion industry, particularly within digitally active urban spaces. More than ever, Gen Z consumers judge brands by their ethical stance and inclusivity, making gender-inclusive authenticity a key foundation for trust building. This study examines Gen Z’s perception of gender-inclusive brand authenticity and its influence on brand trust in the Nigerian fashion industry. Specifically, it evaluates the effect of gender-inclusive brand consistency on customer orientation and the impact of gender-sensitive cultural fit on willingness to rely on fashion brands. The study concludes that consistent inclusive communication and cultural alignment are critical drivers of trust among Gen Z consumers. It further establishes that engagement and credibility reinforce long-term consumer reliance. Therefore, fashion brands should maintain consistent, inclusive messaging and align their strategies with local cultural realities to strengthen trust and sustain competitive advantage.