Who Do Millennials Trust?


Despite evidence that Millennials overall trust less than previous generations, “trust no one” hasn’t quite become their mantra. When we asked Millennials ages 14-32 if there are any brands that they can really trust, 73% said yes—an unexpected majority of brand trusters in a group that has become known for their skepticism of institutions.
 
Interestingly, some of the differences between younger and older Millennials might be affecting their trust levels, as 75% of Millennials over 18-year-old said there was a brand they could trust, compared to 68% of Millennials under 18. As younger Millennials were raised during the recession, they tend to be more pragmatic and less optimistic than older Millennials, and this lower trust level could stem from that background.
 
Of course, the fact that they say there is a brand they can trust does not mean that their trust isn’t tough to earn and easy to lose. They are still a group that is quick to react when they learn a brand is not meeting their expectations, and are often suspicious of the motives of companies. Meanwhile, a brand’s reputation can be contentious: even those brands that have earned the trust of some made the list of untrusted brands. 

So who do they trust? When we asked that 73% to tell us the brand they trust the most, tech brands dominated the top of the list:  

Apple, Samsung, Google, and Nike (which for many is a blend of an attire and tech brand thanks to their pioneering fitness tracking technology) all rose to the top of the list of 20 most trusted brands. 12% of respondents who say there is a brand they can trust named Apple as that brand, double the amount of Nike, which was the second most trusted brand at 6%. Tech brands’ dominance of the most trusted list aligns with the generation’s reliance on their devices, but…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

“The wedding trend I have noticed is the white wedding dress being phased out and an array of colors and styles being used.”

—Female, 32, FL

Millennials are about to receive “one of the largest intergenerational wealth transfers in history,” according to UBS. This comes right as they reach peak earning age, making Millennials a powerful spending force—so how can Wall Street pull their purse strings? Besides transparent business practices, they’re expecting on-demand everything across all channels. Easily-navigable banking apps and mobile-first financial advice services are must-haves to impress them. (Business Insider)

Today’s teens are having safer sex, according to a CDC report. Not only are fewer teens having sex, but those that are, are more likely to be using contraceptive methods. Compared to 1988, 9% fewer 15-19-year-old females and 16% fewer males have had sex. The teen pregnancy rate in the U.S. also hit a historic low, with 99.4% of female teens who have had sex using contraception at least once, compared to 97.7% in 2002. (CBS)

Most young consumers use ad blockers, but they don’t always mind seeing ads online—as long as their “space” is respected. Defy Media and TMI Strategy found that 13-25-year-olds were open to seeing ads that are contextually relevant and informative, and don’t interrupt their experience. Anything that “clogs their feed” is off the table, but they’re not averse to all ad placements: 78% don’t consider product placement offensive, 62% follow at least one branded account, and 44% are subscribed to a branded newsletter. (Adweek)

The future of Facebook is going to be a bit more private. Mark Zuckerberg recently announced that the platform’s new mission is to “give people the power to build community and bring the world closer together.” Connecting with friends and family will come back to the forefront, with Groups as a “lynchpin” of this “next era” to make smaller communities and more closed-circle communication a focus, instead of the cluttered public feed. (NYMag)

Japan’s Millennials would stay at one company for life, defying the job-hopping stereotype in favor of job security. From 2001-2015, the percentage of Japan’s Millennials who supported lifelong employment and one-company careers skyrocketed from 64% and 40% to 87% and 55%, respectively. In fact, last year, less than 7% of 25-34-year-olds switched jobs at all. Overall, Japanese employees leave jobs at less than half the rate of Americans, and younger Japanese workers are “even more risk averse.” (Bloomberg)

“I love reality TV shows. It's always fun to watch average people make themselves look foolish just for a shot at fame.”

—Female, 17, CA

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies