Which Brands Are Most Trustworthy? It Depends on the Generation You Ask.

Trust is a valuable currency in the world of branding, and the degree to which brands are trusted varies significantly across generations. A recent survey by Morning Consult Intelligence sheds light on this phenomenon, revealing both commonalities and stark differences in brand trustworthiness across age groups.

Across Generations: Trust Titans

Certain brands have earned trust across all generations. Band-Aid, UPS, and Google are notable examples, consistently ranking high in trustworthiness. These brands' ability to maintain a positive reputation across diverse demographics underscores their broad appeal and reliability.

The Generational Divide in Brand Trust

The survey posed a straightforward question to participants: “How much do you trust this brand to do what is right?” The answers, however, were complex and varied by generation, providing insights into how brand trust differs among age groups and compared to the general U.S. adult population.

Gen Z: The Social Media Enthusiasts

Gen Z (those 18 and older) show a strong preference for social media brands. TikTok, in particular, stands out with a net trust score of 20.5 among Gen Z, significantly higher than its minus-3.3 score among the general adult population. However, Band-Aid still tops the list for Gen Z with a 47.2 net trust score, highlighting that while TikTok is trusted more by young people than older generations, it is not the most trusted brand overall for this demographic.

Following TikTok, other social media and tech brands dominate Gen Z's trust list: Snapchat, Spotify, Twitch, Discord, and Instagram. Interestingly, Instagram’s parent company, Meta, did not make the cut, indicating nuanced perceptions within the social media landscape.

Millennials: A Mix of Surprises

Millennials (aged 28-43) show a diverse range of trusted brands, some of which might raise eyebrows. TikTok leads their list, followed by Bitcoin, Meta, World Wrestling Entertainment, Red Bull, and Philip Morris. Notably, Philip Morris, the maker of Marlboro cigarettes, has a 3.1 net trust score among millennials, higher than its minus-8.8 score among the general population. This suggests that millennials may be more open to controversial brands, reflecting complex consumer behavior in this age group.

Gen X: The Practical Trust Builders

Gen X (those in their mid-40s to late 50s) show a preference for practical, everyday brands. Their most trusted brands relative to the general population include Bush’s Beans, Palmolive, General Mills, Ore-Ida, and Cottonelle. These choices suggest a focus on reliability and household necessities.

Baby Boomers: The Classics

Baby boomers (aged 60 and older) favor established, traditional brands. Procter & Gamble, Nabisco, Vlasic Pickles top their list. These brands, known for their longevity and consistent quality, resonate well with the older generation, reflecting a preference for familiar and time-tested products.

Insights and Implications

The generational differences in brand trust highlight the importance of tailored marketing strategies. Brands aiming to build or maintain trust must consider these nuances and adapt their messaging and engagement tactics accordingly. While some brands enjoy widespread trust across age groups, others must navigate more varied perceptions, tailoring their approach to meet the expectations and values of each demographic.

Understanding the generational landscape of brand trust can help marketers forge stronger connections and foster long-lasting loyalty. As the market evolves, staying attuned to these trust dynamics will be key to brand success and longevity.