The Brands Gen Z Trust Most Relative to All Adult Shoppers (2024)

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The Brands Gen Z Trust Most Relative to All Adult Shoppers? ›

Platforms that help young people find and create community dominate the list. TikTok, Snapchat and Spotify top a list of brands Gen Z consumers trust most compared to all U.S. adults, according to a new report from decision intelligence company Morning Consult.

Members of Gen Z who are 18 and older tend to trust social media companies far more than the average adult, with TikTok leading the way. The short-form video app has a 20.5 net trust score among Gen Z, which is higher than the app's minus-3.3 net trust score among all adults surveyed.

Aerie, an American Eagle Brand, is one of Gen Z's favorite brands. The AerieReal campaign focuses on encouraging body positivity, diversity, and self-love by featuring models with different body shapes and colors and a commitment to not retouching model images.

3 They are less likely than other generations to be brand loyal as traditionally defined. If brands are slow to engage or break their promises, then Gen Zers will quickly switch to a competitor. Brand loyalty and brand enthusiasm are often incorrectly used interchangeably.

55% of Gen Z trusts influencers more than traditional celebrities (Morning Consult, The Influencer Report, 2019). 55% of Gen Z trusts influencers over traditional celebrities, emphasizing the pivotal role influencers play in shaping brand perception.

Prada is Gen Z's number-one most-searched brand on The RealReal, in part because of its alignment with the Y2K aesthetic. Both vintage and current-day Prada are popular choices, especially with the popularity of the “office siren” look.

Gen Z spending habits show they care the most about fashion, makeup and beauty products, technology, and their pets. This is perhaps due to their young age and few major bills.

Authenticity is the new currency for conversion, spend and loyalty, especially when it comes to Gen Z, writes Gemma Vasey. Gen Z consumers prefer brands that are authentic, which gives those working in CX plenty to think about.

Gen Zers are more likely to cite streaming video, streaming music, and playing video games as daily activities compared with the general adult population, per a May 2023 Morning Consult survey. They're also less interested in traditional TV and listening to the radio.

While all generations are concerned with what a brand represents, Gen Z feels particularly attached to brands that represent their reality, help them express themselves, and create a likeminded community.

Who does Gen Z trust? ›

Younger Gen Z Members More Positive About Institutions

While 51% of younger Gen Z members have a great deal or quite a lot of trust in the military, 30% of those aged 18 to 26 say the same. Similarly, 48% of younger Gen Z members trust the police, compared with 28% of those aged 18 to 26.

Gen Zers are more likely to cite streaming video, streaming music, and playing video games as daily activities compared with the general adult population, per a May 2023 Morning Consult survey. They're also less interested in traditional TV and listening to the radio.

Many Gen Zers throughout Asia see the internet as the first place to go when researching new products to purchase; in the United States, 40 percent of Gen Zers admit to being influenced online, often by the brands featured in the videos they watch.

Further, solidifying their loyalty, Gen Y's motivation to remain loyal to an organisation or brand is poignant. Millennials propensity to loyalty serves as an interesting observation of this generation's characteristics and their lifestyle.

Researchers and popular media use the mid-to-late 1990s as starting birth years and the early 2010s as ending birth years, with the generation most frequently being defined as people born from 1997 to 2012. Most members of Generation Z are the children of younger Baby Boomers or Generation X.