American Gen Z trust authentic brands

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 21, 2021, 2:22 AM UTC

40% of Gen Z watch ads compared to 34% of baby boomers, according to a Forrester study.

In a post-truth climate wherein emotions and personal beliefs influence public opinion, 42% of Gen Z don’t trust an average American company. Millennials, Gen X and baby boomers at 30%, 28% and 26% respectively share similar sentiments.

51% of Gen Z always inspect a company to ensure it aligns with their stance on corporate social responsibility before buying. Moreover, 54% of teenage Gen Z stopped using a brand due to its ethics. 44% of 12-to 17-year olds don’t trust online ads, and 56% state ads help them learn about new products.

With 82% of Gen Z skipping ads, the cohort prefers ad-free streaming services to linear TV. Aligning brand values in real and actionable ways with Gen Z can help brands build trust.

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