Young consumers live in the Age of Not Believing, and have a reputation for not trusting large institutions. But according to Gallup, they are actually more likely than older generations to trust that brands keep their personal data private. 44% of 18-34-year-olds believe their personal information is kept private “all” or “most of the time” by the companies they do business with, compared to 32% of Xers and Boomers. One theory suggests that their relative lack of life experience could be behind the trust. (Gallup)
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