Research Shows How Brands Build Trust With Gen Z Online

You might be using an unsupported or outdated browser. To get the best possible experience please use the latest version of Chrome, Firefox, Safari, or Microsoft Edge to view this website. The relationship between generations and brands reveals diverse preferences and values. Anchored in a study by Forbes Advisor and OnePoll, this exploration digs into how each age group, from Gen Z to Boomers, uniquely engages with brands. The December 2023 survey covers 2,000 Americans and provides a nuanced view of consumer behavior and brand perception across the various age groups. For additional context on managing these evolving relationships, explore the best CRM software options brands use to nurture customer connections.

Forbes Advisor commissioned this survey through the market research company OnePoll. The study followed ethical guidelines set forth by the Market Research Society’s (MRS) code of conduct. The study polled 2,000 U.S. participants equally split by generation and holds an accuracy variance of +/- 2.2 percentage points, validated with 95% statistical certainty. Oversight for the research was provided by the OnePoll team, who are members of recognized market research and public opinion associations. The ways consumers stumble upon new favorite brands reflect their generational identities.

The results display a telling cross-section of discovery channels, with traditional in-store experiences still holding sway, particularly for the 60% of Boomers who report preferring in-store shopping. Meanwhile, Gen Z shows a marked preference for the digital sphere, with 51% finding new brands through TikTok, stressing the platform’s influence among the youngest consumers. Search engines maintain a strong foothold across the board, suggesting that no matter the generation, the pursuit of something new often begins with a query. Yet, the personal touch remains influential, as recommendations from friends or family resonate significantly across generational lines, with nearly half of Boomers valuing this personal connection. 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. 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. This educates our audience and shows that we prioritize their safety and well-being.” Arturo Gutierrez, Director of Merchandising, underscores the pivotal role of user-generated content in building trust with Gen Z through its authenticity and transparency.“To gain Gen Z’s trust, you’ve got to see customer feedback and... Building credibility with a Gen Z audience hinges on authenticity and transparency. To establish trust with this discerning group, leveraging UGC is key. User-generated content offers a genuine, unfiltered view through a community-driven approach to social content.

By incorporating UGC into their strategy, brands can better align with Gen Z’s preference for authentic, relatable content. COPENHAGEN, Denmark, Aug. 12, 2025 /PRNewswire/ -- A new global survey from Queue-it reveals that trust influences Gen Z consumer behavior more than any other generation. Gen Z consumers are significantly more likely to stay loyal, spend more, recommend, and join the loyalty programs of online businesses they trust. Queue-it's The Age of Online Trust Report surveyed more than 1,000 consumers globally to understand the digital experiences that build and break trust. Gen Z's expectations for online experiences are increasing fast—with 68% saying they expect more than they did last year.

But Gen Z doesn't just expect more, they also place more value on trust in online businesses. When Gen Z trusts a business: Reliability & fairness are key to winning Gen Z's trust When asked about what drives trust in online businesses, Gen Z responses largely aligned with that of the broader sample—valuing reliability and transparency. 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. Look, we all know the stat by now - Gen Z supposedly has an 8-second attention span (shorter than Millennials' 12 seconds). But that's only half the story.

As the first fully digital-native generation, they’re reshaping how attention is earned, how influence is built, and how decisions are made. Traditional marketing models are proving ineffective. The funnel as we know it, awareness, consideration, action, is no longer linear or reliable. To reach Gen Z, brands must rethink their approach. This generation is social-first, video-first, and increasingly audio-oriented. Their media consumption is fragmented, fast, and mobile.

They engage with content in formats they choose, on platforms they trust, at the pace they control. When something actually matters to them, these digital natives dive deep. They're not distracted, they're selective. For brands, this changes everything. The old marketing playbook? Pretty much obsolete.

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