Trust and the Gen Z Consumer

Trust is a hot topic at the moment– and not just in the run up to the general election. Earlier this year, as part of our 10th Anniversary celebrations, we conducted an in-house piece of research looking at Trust amongst Gen Z.

Here are some of the headlines from the workshops we conducted:

• Gen Z expect involvement in co-creating the truth - they love a review! They trust a great deal more when they (& others like them) have input into judgments, rather than taking the expert’s view. They value dialogue.

• Gen Z are less likely to be consuming mainstream media. Sometimes major issues of concern – ‘scandals’ - may get missed and therefore they don’t have the expected impact on trust.

• Gen Z prize transparency and believe they are highly savvy consumers. They may (claim to) want access to raw data that they can interrogate. Will they be the main users of end to end trace-ability as Block-chain technologies expand?

• AND….despite being in his nineties, David Attenborough came out as the most trusted celebrity amongst our Gen Z participants!

To find out more please read our summary report on Trust and Gen Z.