Generation Z doesn’t trust ads or corporations, they don’t always believe that sophisticated algorithms are serving up what they really need (just more of the same!), and they reject the notion that big data defines them. So where are young people turning to learn about brands and products?
60% of Americans say they trust their own personal experiences to inform purchasing, while 61% say they trust a “person like me.” Meanwhile, Gen Zs are three times more likely to trust a product recommendation from a friend or family member than a traditional ad. For brands, trust is one of the most important factors impacting the bottom line.