Gen Z trusts social media companies more, while Baby Boomers prefer home care brands.
A recent Morning Consult Intelligence survey titled “Most Trusted Brands” revealed that some brands reign supreme in terms of trust among all generations, however, trust in brands varies significantly across generations.
The survey, which asked participants about their level of trust in each brand, separated the results by generations and analyzed which brands are most trusted by each group compared to the general average of adults in the United States.
Gen Z has shown great appreciation for social media companies. Members of “Gen Z” ages 18 and older tend to trust social media companies more than the average adult, with the TikTok leading the ranking. The social network has a net trust score of 20.5 among Gen Z, significantly higher than the app’s minus 3.3 net trust score among all adults surveyed.
For comparison, Gen Z’s most trusted brand overall, Band-Aid, has a net score of 47.2, more than double this same generation’s net trust score for TikTok. This demonstrates that, although the application is more trusted among young people than among older people, it is still far from being the brand that Generation Z most trusts.
TikTok is followed on the list of Gen Z’s most trusted brands relative to the overall US average by Snapchat, Spotify, Twitch, Discord e Instagram. A Metaowner of Instagram, was analyzed separately in the research and did not appear in the ranking.
The lists of other generations are also revealing, and when it comes to Millennials, the question remains whether something is happening to people between the ages of 28 and 43.
For this generation, TikTok appears as the most trusted brand, followed by Bitcoin, Meta, World Wrestling Entertainment, Red Bull and, perhaps most surprising of all, Philip Morris. Although cigarette maker Marlboro only has a net trust score of 3.1 among Millennials, that’s higher than the company’s minus 8.8 score among U.S. adults overall.
For Generation Ida and Cottonelle. Baby Boomers, born between the second half of the 40’s and the first half of the 60’s, favor Procter & Gamble, NabiscoVlasic Pickles, Newman’s Own e Ore-Ida.
What does this mean for brands?
Companies need to understand the nuances of brand trust across generations to build authentic, lasting relationships with their consumers.
Adapting messages, communication channels and marketing strategies to meet each generation’s specific expectations and needs is crucial to long-term success.
It is worth noting that the research is based on data collected in the United States and that perceptions of brand reliability may vary in other countries and regions.
*With information from Fast Company | Cover photo: wayhomestudio/ Freepik
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