During a 2023 survey, the average net trust in brands among U.S. adults stood at 20 percent. However, among Gen Z adults, that average was lower, at 11.26 percent, about half that of Gen Xers and Baby Boomers, with 22.41 and 22.23 percent, respectively.
Net trust in brands among adults in the United States as of 2023, by generation
Share of respondents who trust each measured brand to do the right thing “a lot” and “some” were subtracted by the share who said “not much” and “not at all,” and then averaged across all brands measured.
Supplementary notes
Survey type not specified.
Brands in the aerospace and defense, chemicals, energy, health, medical devices, military, nonprofit, pharmaceutical and semiconductor sectors were excluded from the analysis; service-based children brands were also excluded.
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MarketingCharts. (June 28, 2023). Net trust in brands among adults in the United States as of 2023, by generation [Graph]. In Statista. Retrieved September 19, 2024, from https://www-statista-com.ezproxy.canberra.edu.au/statistics/1411423/trust-brands-generations-us/
MarketingCharts. "Net trust in brands among adults in the United States as of 2023, by generation." Chart. June 28, 2023. Statista. Accessed September 19, 2024. https://www-statista-com.ezproxy.canberra.edu.au/statistics/1411423/trust-brands-generations-us/
MarketingCharts. (2023). Net trust in brands among adults in the United States as of 2023, by generation. Statista. Statista Inc.. Accessed: September 19, 2024. https://www-statista-com.ezproxy.canberra.edu.au/statistics/1411423/trust-brands-generations-us/
MarketingCharts. "Net Trust in Brands among Adults in The United States as of 2023, by Generation." Statista, Statista Inc., 28 Jun 2023, https://www-statista-com.ezproxy.canberra.edu.au/statistics/1411423/trust-brands-generations-us/
MarketingCharts, Net trust in brands among adults in the United States as of 2023, by generation Statista, https://www-statista-com.ezproxy.canberra.edu.au/statistics/1411423/trust-brands-generations-us/ (last visited September 19, 2024)
Net trust in brands among adults in the United States as of 2023, by generation [Graph], MarketingCharts, June 28, 2023. [Online]. Available: https://www-statista-com.ezproxy.canberra.edu.au/statistics/1411423/trust-brands-generations-us/