As fame and credibility continue to fragment across platforms, understanding who young consumers trust has never been more crucial for brands looking to build real connections. YPulse’s Celebrities and Influencers report shows that while music artists and mega-influencers continue to top Gen Z’s list of favorite celebs, not all public figures wield the same level of trust. Whether that’s for recommendations, as a source of reputable information, or simply as a person they can look up to, you might be shocked to find who Gen Z trusts more than anyone else. For brands to get a better understanding of who young people trust, we asked 13-39-year-olds directly, “Which of the following public figures do you trust?” From a list of 20 options, including the police and news anchors to celebrities, athletes, and TikTokers, the results reveal a clear trend for teens and young adults: Gen Z trusts YouTubers and TikTokers more than anyone else For both teens and young adults, content creators on YouTube and TikTok are trustworthy...
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