New Delhi, June 9 -- In today's culture of constant scrolling and content overload, trust has emerged as the rarest and most valuable commodity. For Gen Z, a generation raised on algorithmic content, viral trends, and curated perfection, authenticity is more than a buzzword. It's non-negotiable. And nowhere is this shift more visible than in how brands choose to communicate.

Celebrity endorsements, once a guaranteed ticket to visibility and credibility, are rapidly losing relevance. The sparkle is fading. Not because fame has lost its power, but because fame without authenticity feels hollow. In its place, a new mindset is taking root: the Digital Vegan. Not a demographic, but a digital philosophy. One that prioritises unfiltered connect...