Report Reveals How Brands Can Build Trust As Gen Z Turns To Social

Legal. Deadly. Twice as lethal as fentanyl. And still on shelves. This legal drug is killing more Americans than fentanyl. Still think it’s safe?.

AI was utilized for research, writing, citation management, and editing. Testing found elevated levels of a potential carcinogenic impurity in several lots of Prazosin Hydrochloride capsules. AI was utilized for research, writing, citation management, and editing. As winter settles in and furnaces roar back to life, experts warn of an invisible killer — carbon monoxide. The CDC reports that over 400 Americans could die in their sleep before spring. Here’s how to protect your home and family.

This “ghost skim” scam is hitting commuters, shoppers, airport travelers, and even people standing in line at coffee shops. And in a growing number of cases, criminals don’t need to steal or touch your card at all—they can siphon your information right through your wallet. They promise rest. Relief. AI was utilized for research, writing, citation management, and editing. The author has no affiliation with any companies mentioned.

They promise rest. Relief. A quick escape from insomnia. But millions of Americans are unknowingly taking over-the-counter sleep aids that may be quietly damaging their brains — or even increasing the risk of early death. Looking for work that matters? Explore careers at Edelman and join a global team committed to shaping conversations, building trust, and driving change.

Whether you're looking for strategic guidance or specific expertise, our team is ready to help. Contact us to explore how Edelman can partner with your business. Gen Z (aged 18-27) is opinionated and vocal, shaped by the seemingly unprecedented number of challenges facing the world today. This vocalness can intimidate companies; for some, communication paralysis manifests, making it difficult for companies to commit to actions that earn and maintain the generation’s trust. Yet, brands cannot afford to bury their heads in the sand. Gen Z makes up 40 percent of the consumer market worldwide, and wields tremendous influence over every other generation, across not just what we buy, but how we live and what we believe.

This relationship is bidirectional, with Gen Z trusting business more than any other institution. In fact, Gen Z looks to brands far beyond just a transactional purchase; they use brands to express who they are, connect with similar people, and determine who they don’t share values with. Brought to you by Alex Panas, global leader of industries, & Axel Karlsson, global leader of functional practices and growth platforms Welcome to the latest edition of Mind the Gap. We hope you find our perspectives useful. Let us know what you think at Alex_Panas@McKinsey.com and Axel_Karlsson@McKinsey.com.

In the United States, public trust in institutions, businesses, and brands has been low for at least the past decade. So it may come as no surprise that as Gen Zers come of age, they’ve got trust issues of their own. Recent surveys point to a broad distrust among Gen Zers in most big corporate, cultural, and governmental institutions in America. This matters for a bunch of reasons. For brands, there’s a clear business case for developing stronger trust with consumers: businesses that are considered “digital trust leaders” are 1.6 times more likely than the average business to see revenue and EBIT... And brands that foster trust with consumers are more likely than others to see higher loyalty rates—a real feat considering how fickle consumers are becoming.

Consumers are also more willing to pay for enhanced experiences and higher-quality products from trusted brands, notes McKinsey senior partner Sajal Kohli on a recent episode of The McKinsey Podcast. Given the stakes, businesses across sectors would be wise to prioritize building trust with Gen Z consumers.To get started, business leaders should first recalibrate their approach to corporate communications, adapting for the “profound value... Rather than always sharing “sunny stories about all the wonderful things companies are doing,” businesses might instead be “honest and focused about the challenges and the limitations of what you can do with your... But none of that matters if businesses aren’t nailing the fundamentals of digital trust, which McKinsey senior partners Alex Singla and Katie Smaje and coauthors say few companies are putting themselves in a position... Prioritizing digital trust means, for instance, putting in place policies for data storage and access, conducting thorough assessments of privacy risks when the business uses external data, adopting clear standards and thresholds for AI... Businesses that play fast and loose in the realm of digital trust run the risk of alienating their Gen Z customers, since digitally savvy generations are more likely than others to consider digital trust...

(BTW: this focus on digital trust extends to a range of consumer products and experiences.) In another McKinsey survey, 61 percent of all Internet of Things (IoT) buyers rank digital trust as a critical... “It’s almost impossible to imagine a company being … trusted by its customers if it’s not trusted by its employees,” Sandra Sucher, professor of management practice at Harvard Business School, says in this McKinsey... Gen Zers expect the companies they work for to reflect their values—and if they don’t, they’ll look elsewhere for work. Caveat, employer. Tailoring the employee experience for local aerospace and defense workers can help improve hiring efforts and reduce attrition rates. Putting potential to work.

How much could a digital and AI transformation be worth to CPG companies? A growing number of shoppers aren’t buying into traditional branding anymore. They’re buying into people. That’s the main takeaway from a new Adobe Express study that digs into how younger generations are reshaping trust in commerce. As the line between influencer and entrepreneur keeps blurring, creators are no longer just the face of a brand — they are the brand. Adobe’s People Trust People report explores how Gen Z and millennials are shifting loyalty away from legacy companies and toward creator-led businesses.

And it’s not a fringe trend. According to the survey, over half of U.S. consumers have already purchased from a creator-led brand. Among younger age groups, that number is even higher. There’s a big difference between a celebrity endorsement and a creator-led brand. This isn’t about a famous person slapping their name on a perfume bottle.

Creator-led brands are built on identity, transparency, and relationships. These creators aren’t just selling — they’re engaging, connecting, and showing their audience the “why” behind their products. They build trust slowly, through content. On YouTube, Instagram, and TikTok, creators talk directly to their followers. They review products, share routines, show behind-the-scenes footage, and invite fans into their lives. So when they launch a product, it doesn’t feel like a cash grab.

It feels personal. That personal connection is driving real purchases. Adobe’s study shows that 56% of U.S. consumers have bought from a creator-led brand. Among Gen Z, that number climbs to 66%. Millennials follow close behind at 61%.

These are the buyers setting trends and reshaping how people think about brand loyalty. In the quest to resonate with the socially savvy Gen Z audience, we’ve gathered insights from eight marketing and executive professionals. They share effective strategies ranging from communicating directly and authentically to showcasing values and engaging honestly. Dive into the collective wisdom of CEOs and Marketing Directors on how to build genuine trust with Gen Z consumers. Patrick Beltran, Marketing Director, emphasizes that Gen Z prefers direct, visual, and authentic communication in marketing. “In my experience, Gen Zers are straightforward, no-nonsense individuals.

We’ve learned to get straight to the point in all our communications and marketing efforts aimed at them. Most likely, a Gen Zer wouldn’t even read a lengthy article—they have an attention span of about 8 seconds. This means every moment counts in your marketing; you have just a few seconds to grab and hold their attention. That’s one reason why video and platforms like TikTok are so effective. Gen Zers are also extremely resourceful and efficient. For instance, when they visit healthcare providers, they come well-prepared with data, information, and knowledge, having done their research in advance.

They’re less likely to accept someone else’s opinion or advice without question. They appreciate providers who communicate clearly and directly. Instead of trying to fit Gen Z into a traditional mold, we need to rethink our approach. If you can meet them where they are, with a direct, visual, and authentic message, you have the opportunity to build a lasting relationship.” Elmo Taddeo is a CEO and he highlights Gen Z’s preference for honesty and authenticity in brands. “Gen Z values honesty and authenticity.

They want to know what a brand stands for and how it operates. At my company, we prioritize transparency in our communications and services. We provide clear and straightforward information about our IT solutions, ensuring our clients understand exactly what they are getting and how it benefits them. Connecting genuinely with Gen Z requires showing that you care about their concerns. For example, at my company, we focus on cybersecurity, which is a significant concern for many young consumers. We regularly share tips and insights on how to stay safe online.

People Also Search

• Report Reveals How Brands Can Build Trust as Gen Z Turns to Social Media
• Report Reveals How Brands Can Build Trust as Gen Z Turns to Social ...
• Winning with Gen Z: Embracing Intention and Values for Brand Success
• How to Build Lasting Brand Loyalty and Trust With Gen Z
• Mind the Gap: With Gen Z, is it a trust fall or a trust fail
• Are Creators the New Brands? How Gen Z and Millennials Are Rewriting ...
• How Can Brands Build Trust With Gen Z Consumers? - Nativa
• What Brands Do Gen Z Trust? 10 Game-Changers for 2025!
• How Can Brands Earn Gen Z's Attention and Keep It? | Duval Union
• How can brands build trust and authenticity with Gen Z consumers?