Shopping: Trust in Translation: How Millennials and Gen Z Differ from Older Generations in Brand Loyalty

Why it is the topic trending:

• Generational Differences in Consumerism: The article highlights significant disparities in brand trust between younger and older generations, reflecting evolving consumer behaviors.

• Rise of Digital-Native Brands: The study reveals a strong trust among Millennials and Gen Z for digital platforms and online brands, contrasting with the preference of older generations for legacy brands.

• Questioning Traditional Trust Models: The findings challenge the conventional understanding of how brand trust is built and maintained, particularly for younger demographics.

• Controversial Brand Trust: The fact that Millennials and Gen Z show high trust in brands like Google (despite AI mishaps), YouTube (despite misinformation concerns), and TikTok (despite security risks) raises questions about their trust criteria.

• Impact of Legacy Media vs. Social Media: The article explores how different generations form brand loyalty through different media channels (traditional vs. social).

• Emphasis on "Vibes" and Emotional Connection: Younger consumers seem to prioritize how a brand makes them feel, rather than solely focusing on product performance or corporate reputation.

• YouTube as the New Television: The study highlights the pivotal role of YouTube as a primary source of information and entertainment for younger generations, shaping their trust.

• Inclusion of Legacy Brands in Younger Generations' Trust: Despite the strong digital trust, Millennials and Gen Z also show trust in established brands like Dove and Ben & Jerry's, indicating a nuanced perspective.

• Implications for Marketing and Branding: Understanding these generational differences is crucial for brands to effectively target and build trust with different consumer segments.

• Debunking Assumptions: The article challenges the assumption that younger consumers are inherently less trusting of brands.

Overview:

The article discusses the findings of Morning Consult's Most Trusted Brands report for 2025, which reveals striking differences in brand trust between Millennials and Gen Z (younger consumers) and Boomers and Gen X (older consumers). Younger generations show a surprisingly high level of trust in digital-native brands like Google, PayPal, YouTube, and even TikTok, while older generations primarily trust established legacy brands with a long history and strong corporate reputation. The article explores the reasons behind these differences, suggesting that younger consumers build trust through social media and emotional connection ("the vibes"), whereas older generations rely on legacy media and a longer track record of product reliability. Despite the strong trust in digital platforms, younger consumers also trust some established legacy brands. The findings underscore the need for brands to understand and adapt to the different ways trust is formed across generations.

Detailed Findings:

• Top Brands Overall: Dawn detergent, Band-Aid bandages, and UPS are the most trusted brands overall.

• Millennials' Top Trusted Brands: Google, PayPal, and YouTube.

• Gen Z's Top Trusted Brands: YouTube (No. 1) and Google (No. 5).

• Boomers' Top Trusted Brands: Kleenex, Tylenol, and Clorox, with no social media or online brands in their top 25.

• Trust in Newer, Digital Brands by Younger Generations: Millennials and Gen Z show significantly more trust in brands that are relatively new and digitally native.

• Influence of Time and Familiarity for Older Generations: Boomers and Gen X have had more time to interact with and assess legacy brands, building trust over a longer period.

• Trust in "Sus" Brands by Younger Generations: Millennials and Gen Z exhibit trust in digital brands like Google, YouTube, and TikTok despite controversies and concerns surrounding them.

• Different Trust Formation: Older generations built trust through legacy media and a long history of product reliability, while younger generations form trust quickly through social media content and emotional connections.

• "It's About the Vibes": Younger consumers often assess brands based on how the brand makes them feel and how they internalize the brand's story.

• YouTube as the New Television for Gen Z: It has largely replaced traditional news and allows for interaction and content creation by consumers.

• Trust in Legacy Brands by Younger Generations: Brands like Dove, Ben & Jerry's, and Vaseline, with decades of reputation building, are also trusted by Millennials and Gen Z.

Key success factors of product (trend):

• Digital Native Presence: For younger generations, having a strong online presence and engaging content are crucial for building trust.

• Familiarity and Accessibility: Platforms like YouTube and Google are deeply integrated into the daily lives of Millennials and Gen Z.

• Emotional Resonance: Brands that can create a positive emotional connection and tell compelling stories resonate strongly with younger consumers.

• Engagement and Interaction: Platforms that allow for user interaction and content creation (like YouTube and TikTok) foster a sense of trust and community.

• Established Reputation (for legacy brands): For older generations, and still relevant for younger ones, a long history of reliability and positive corporate reputation is key.

Key Takeaway:

Millennials and Gen Z exhibit distinct patterns of brand trust compared to Boomers and Gen X, showing a greater inclination to trust newer, digitally native brands, often based on emotional connections and familiarity within online environments, while older generations prioritize legacy brands with a long history of reliability.

Main trend:

The main trend is Divergent Generational Brand Trust, where younger generations (Millennials and Gen Z) are forming trust in brands through digital platforms and emotional connections, while older generations (Boomers and Gen X) primarily rely on traditional media and a long-established history of product reliability and corporate reputation.

Description of the trend:

Trust Across the Ages: This trend highlights the increasing gap in how different generations perceive and develop trust in brands. Younger consumers, having grown up in the digital age, are more likely to place their trust in brands they encounter and engage with online, often influenced by social media, content creators, and the overall "vibe" of a brand. Older consumers, who came of age with traditional media, tend to trust brands with a long-standing presence, a strong track record of product performance, and a reputable corporate image built over time. This divergence presents both opportunities and challenges for brands seeking to build and maintain trust across a multigenerational consumer base.

What is consumer motivation:

• Familiarity and Integration into Daily Life (Younger): Digital platforms are integral to their daily routines, making brands encountered there feel familiar and trustworthy.

• Emotional Connection and Storytelling (Younger): Brands that resonate emotionally and tell compelling stories are more likely to gain their trust.

• Reliability and Reputation (Older): A long history of consistent product performance and a positive corporate image are key trust factors.

• Familiarity Through Traditional Media (Older): Exposure through TV, radio, and newspapers builds recognition and trust.

What is driving trend:

• Different Upbringing and Media Consumption Habits: Younger generations are digital natives, while older generations grew up with traditional media.

• Speed of Trust Formation Online: Social media allows for rapid trust building through binge-watching content and direct engagement.

• Influence of Content Creators and Peer Recommendations (Younger): Trust is often placed in individuals and peers within online communities.

• Emphasis on Authenticity and Transparency (Younger): While trust is formed quickly, there's also a demand for authenticity and transparency online.

• Established History and Longevity (Older): Brands that have stood the test of time often benefit from inherent trust.

What is motivation beyond the trend:

• Seeking Reliable Products and Services (All Generations): Ultimately, all consumers want brands they can depend on.

• Aligning with Personal Values (Increasingly Younger): Brands that reflect their values are more likely to earn trust.

Description of consumers article is referring to:

Based on the article, the consumers being referred to can be characterized as follows:

• Millennials (29-44): Tech-savvy, rely heavily on digital platforms, form trust quickly online, value emotional connections, but also trust some established brands.

• Gen Z (13-28): Digital natives, YouTube is a primary source of information, highly influenced by social media, trust digital brands readily, but also trust some legacy brands.

• Boomers (Over 59): Trust established legacy brands with long histories and strong reputations, rely on traditional media, less likely to trust newer digital brands without significant interaction over time.

• Gen X (45-59): Similar to Boomers, they value familiar legacy brands with a proven track record, formed trust through traditional media.

• What is their gender? The study includes adults overall, so it's likely a mix of genders within each generation.

• What is their income? Not explicitly stated, but the findings likely reflect broad consumer trends across different income levels within each generation.

• What is their lifestyle: Varies greatly across generations, from younger generations heavily integrated with online platforms to older generations with established routines and brand loyalties formed over decades.

• What are their shopping preferences in the category article is referring to? Younger generations might discover and trust brands through online reviews, social media ads, and influencer recommendations. Older generations might rely on past experiences, traditional advertising, and established brand names.

• Are they low, occasional or frequent category shoppers? The study likely reflects the trust patterns of consumers across all shopping frequencies within each generation.

• What are their general shopping preferences-how they shop products, shopping motivations? Younger generations might be more open to trying new brands discovered online, while older generations might stick to familiar and trusted brands.

• What kind of products they like: The trusted brands listed span various categories, from household goods to technology and media, suggesting the generational trust patterns apply across different product types.

Conclusion: Generational differences significantly impact how consumers perceive and develop trust in brands, with digital natives relying more on online experiences and emotional connections, while older generations favor legacy and reputation.

Conclusions:

The Morning Consult report highlights a clear divergence in brand trust across generations. Millennials and Gen Z demonstrate a greater trust in digital-native brands, often influenced by their experiences and interactions within online environments, as well as emotional connections. In contrast, Boomers and Gen X primarily place their trust in established legacy brands with a long history of reliability. This generational divide in trust formation has significant implications for brands seeking to effectively connect with and build loyalty across different consumer segments.

Implications for brands:

• Tailored Marketing Strategies: Brands need to adopt different marketing approaches to build trust with different generations.

• Strengthening Digital Presence for Younger Audiences: A strong and engaging online presence is crucial for gaining the trust of Millennials and Gen Z.

• Leveraging Social Media for Connection: Building emotional connections and telling authentic stories on social media can foster trust with younger consumers.

• Maintaining Reliability and Reputation for Older Audiences: Continuing to deliver high-quality products and upholding a strong corporate reputation remains vital for older generations.

• Building Trust Online for Older Generations: Brands should also focus on creating user-friendly and trustworthy online experiences for Boomers and Gen X.

Implication for society:

• Shifting Media Landscape: The decline in trust in traditional news among younger generations and the rise of platforms like YouTube as information sources have societal implications.

• Influence of Technology on Consumer Behavior: The way technology shapes how we perceive and trust brands is evolving.

Implications for consumers:

• Different Ways of Evaluating Brand Trust: Consumers across generations will use different criteria to determine which brands they trust.

• Potential for Misinformation and Security Risks (Younger): The trust placed in newer digital brands, despite controversies, highlights potential vulnerabilities.

Implication for Future:

• Further Evolution of Trust Models: As technology and media continue to evolve, so will the ways in which consumers form trust in brands.

• Increased Importance of Digital Trust: As older generations become more digitally savvy, building trust online will become increasingly important across all demographics.

Consumer Trend:

Generational Trust Divide: Significant differences exist in how various generations develop and place trust in brands, influenced by their upbringing, media consumption habits, and values.

Consumer Sub Trend:

Digital Trust Dominance (Younger Generations): Millennials and Gen Z are more likely to trust brands with a strong digital presence and positive online engagement.

Big Social Trend:

Evolving Media Consumption Patterns: Younger generations are increasingly relying on social media and online platforms for information and entertainment, impacting brand trust.

Worldwide Social Trend:

Global Digital Adoption: The increasing use of digital technologies worldwide is influencing how consumers across the globe interact with and trust brands.

Social Drive:

Seeking Connection and Validation (Younger Generations Online): Trust is often formed through online communities and peer validation. Seeking Reliability and Familiarity (Older Generations): Trust is built on consistent past experiences and established reputations.

Learnings for brands to use in 2025:

• Understand Your Target Audience's Generation: Tailor your trust-building strategies to the specific age group you are trying to reach.

• Don't Apply a One-Size-Fits-All Approach to Trust: Recognize that different generations have different expectations and trust triggers.

• Invest in Both Digital and Traditional Channels: Maintain a strong presence across various media to cater to different generational preferences.

Strategy Recommendations for brands to follow in 2025:

• For Younger Audiences: Focus on creating engaging and authentic content on relevant digital platforms, building community, and fostering emotional connections.

• For Older Audiences: Emphasize product reliability, highlight the brand's history and reputation, and provide clear and trustworthy information through traditional channels and user-friendly digital platforms.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it:

The significant consumer trend of divergent generational brand trust necessitates that brands in 2025 adopt tailored strategies to connect with different age groups, prioritizing digital engagement and emotional resonance for younger audiences while emphasizing reliability and established reputation for older generations, to effectively build and maintain trust across a multigenerational customer base.

Final Note:

• Core Trend: Divergent Generational Brand Trust: Different age groups trust brands through different channels and for different reasons.

• Core Strategy: Tailor Trust-Building Strategies by Generation: Adopt different approaches to connect with younger and older consumers.

• Core Industry Trend: Evolution of Trust in the Digital Age: Technology and social media are fundamentally changing how trust is formed.

• Core Consumer Motivation: Seeking Connection and Validation (Younger) vs. Seeking Reliability and Familiarity (Older) in Brands.

Final Conclusion:

The findings of the Morning Consult report offer valuable insights into the evolving landscape of brand trust. As Millennials and Gen Z continue to exert their influence as consumers, brands must adapt their strategies to meet their unique expectations and trust triggers, while also continuing to uphold the values of reliability and reputation that resonate with older generations. A nuanced and multigenerational approach to building trust will be essential for long-term success in the contemporary marketplace.

Core Trend Detailed:

The core trend of Divergent Generational Brand Trust highlights the increasingly distinct ways in which different age cohorts develop confidence and reliance on commercial brands. This divergence is largely shaped by the formative experiences and prevailing media landscapes of each generation. Younger generations, having grown up in an era of ubiquitous internet access and social media, tend to place trust in brands that are visible, engaging, and authentic within the digital sphere. This trust can be formed rapidly through online interactions, influencer endorsements, and peer recommendations. Conversely, older generations, who were primarily exposed to traditional media channels like television, radio, and print, tend to build trust in brands with a long-standing history, a consistent track record of product quality, and a strong corporate reputation often communicated through more established channels. This difference in trust formation underscores the evolving nature of consumer-brand relationships in an increasingly digital world and the need for brands to adopt nuanced strategies to resonate with a multigenerational audience.

Key Characteristics of the Core trend:

• Younger Generations Trust Digital Platforms: Millennials and Gen Z are more likely to trust brands they encounter and interact with online, including social media, search engines, and e-commerce platforms.

• Older Generations Trust Legacy Brands: Boomers and Gen X place higher trust in established brands with a long history and traditional advertising.

• Emotional Connection for Younger Consumers: Brands that create a positive emotional resonance and tell compelling stories online tend to gain the trust of Millennials and Gen Z.

• Reliability and Reputation for Older Consumers: A consistent track record of product quality and a positive corporate image are crucial for building trust with Boomers and Gen X.

• Different Media Influence: Trust formation is heavily influenced by the primary media channels consumed by each generation.

Market and Cultural Signals Supporting the Trend:

• Pervasive Use of Social Media by Younger Generations: Platforms like Instagram, TikTok, and YouTube are key sources of information and influence for Millennials and Gen Z.

• Decline of Traditional Media Consumption Among Younger Generations: Fewer young people rely on TV, radio, and newspapers as their primary sources of information.

• Rise of Influencer Marketing: Younger consumers often place trust in online personalities and content creators.

• Longstanding Brand Recognition for Legacy Brands: Brands that have been around for decades often enjoy a built-in level of trust with older consumers.

How the Trend Is Changing Consumer Behavior:

• Younger Consumers Discovering and Evaluating Brands Online: They rely on online reviews, social media mentions, and influencer recommendations.

• Older Consumers Sticking with Familiar and Trusted Brands: They may be less likely to switch to newer brands without a strong reason.

• Brands Adapting Marketing Strategies to Target Specific Generations: Companies are tailoring their messaging and channel selection based on the age of their target audience.

Strategic Forecast:

• The generational divide in brand trust is likely to persist as digital natives gain more purchasing power.

• Building trust online will become increasingly important across all generations, but the approach will need to be tailored.

Areas of innovation:

• Intergenerational Digital Storytelling: Creating online content that appeals to multiple generations simultaneously through relatable narratives and diverse casting.

  • Detail: Brands could develop web series or social media campaigns featuring characters from different age groups interacting with the brand's products or services, highlighting shared values or universal experiences. This can bridge the generational gap and foster trust across different demographics.

• Authentic User-Generated Content Platforms: Fostering online communities where users of all ages can share their genuine experiences with the brand, creating a sense of trust through peer-to-peer validation.

  • Detail: Brands could host forums, create dedicated social media groups, or run campaigns encouraging customers from different generations to share their stories, photos, and videos. Featuring this user-generated content prominently can build trust by showcasing real experiences.

• Multigenerational Influencer Collaborations: Partnering with influencers who have a strong following across different age demographics to promote brand trust and showcase product relevance to various life stages.

  • Detail: Instead of solely focusing on influencers popular with Gen Z or Millennials, brands could collaborate with a diverse group of influencers, including those who resonate with Boomers and Gen X, to convey a message of broad appeal and trustworthiness.

• Transparency and Education Initiatives Across Platforms: Providing clear and easily accessible information about the brand's values, sourcing, and practices on both traditional and digital channels to build trust through transparency for all generations.

  • Detail: Brands could invest in creating detailed "About Us" sections on their websites, publish sustainability reports, and actively engage in Q&A sessions across different social media platforms to address consumer concerns and build trust through openness.

• Personalized Customer Service with Generational Nuance: Training customer service teams to understand the communication preferences and expectations of different age groups to provide tailored support that fosters trust.

  • Detail: This could involve offering various communication channels (e.g., phone support for older generations, live chat for younger generations), using age-appropriate language, and demonstrating empathy for the specific needs and concerns of each demographic.

• "Nostalgia Meets Innovation" Product Lines: Developing products or services that tap into the nostalgia of older generations while incorporating modern technology and features that appeal to younger consumers, building trust through familiarity and relevance.

  • Detail: For example, a tech product with a user interface reminiscent of older, trusted designs or a food brand bringing back a classic recipe with updated, sustainably sourced ingredients. This can create a sense of connection and trust across generations.

Final Thought:

The divergent ways in which different generations develop brand trust present a complex but crucial challenge and opportunity for brands. Understanding these generational nuances and adapting trust-building strategies accordingly will be essential for achieving success in an increasingly diverse and digitally driven marketplace.

Source: https://www.adweek.com/brand-marketing/millennials-gen-z-boomers-gen-x-brand-trust/