Who’s at The Bottom of the List of People Gen Z & Millennials Trust?

They’re known for not trusting institutions and not believing much of what they hear. Can you guess what public figures these skeptical generations trust most, and who they trust least? We have the ranking…

Last year, Oxford’s Word of the Year was “post-truth”—a telling decision for an era in which fake news abounds, skepticism rules, and Millennials and Gen Z are never quite sure what to believe. Their faith in large institutions, including banks and churches, has plummeted. A recent Forbes article even suggests that Millennials should be the guides in navigating the post-truth world, because it’s their “natural habitat.”

Our Age of Not Believing trend looked at this shift back in 2014, and found that for these young consumers, not believing what they see in front of them had already become an instinct: 89% of Millennials questioned whether what they read or see online is true, and 82% took everything they read or see “with a grain of salt.” These skeptical groups are on constant watch for signs of hoaxes, pranks, and cover-ups. In the current age of Photoshop abuse, Instagram filters, and catfishing, Millennials and Gen Z are hyperaware of the ways that they can be “fooled” by what is on their screens. With trust at an all-time low, it’s become a rare, and valuable commodity.

After growing up in a “post-truth” world, who can young consumers trust? In our recent Influencer Effect research, we looked at the trust levels that young consumers have in a range of public figures to see who they are listening to—if anyone. Here’s a look at that ranking, which shows who (outside of their own friends and family) Millennials and Gen Z trust the most—and who they trust the least:

Ok, so we're not too surprised that Millennials and Gen Z were overall most likely to say that they don't trust…


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The Newsfeed

“I move around every few years so it would be a huge hassle to have to buy and sell property so frequently.”—Female, 28, IN

Gen Z will spend the most on rent of any generation, but Millennials aren’t far behind. HotPads estimates that 2-20-year-olds will spend $226,000 on rent before they buy a home and 24-38-year-olds will ring in at $202,000. Despite the difference, Gen Z will own their first home one year earlier than Millennials because they’ll have “a stronger job market than [M]illennials”—but, despite the myths, they are buying homes in greater numbers. PS: Los Angeles tops the list of where young demos will spend the most on rent. (Business Insider)

What’s behind board games' popularity today? The NPD Group found that board games grew 8% compared to the toy industry’s overall growth of 8% in the past year and has “no signs of slowing down.” Digital detoxing plays a part, as more Millennial parents worry about their kids’ screen time and seek toys that foster face-to-face relationships. But despite the analog appeal, games are also getting high-tech and the word-of-mouth media they receive propels social media-friendly games like Pie Face to the top of toy charts. (Kidscreen)

Parents still have the most influence over kids today, but online celebrities are also top role models. Mintel research found that 86% of 6-17-year-olds say their parents are among their top role models, 62% say teachers, and 41% say siblings. But the top kind of celebrity that gets added to the category are social media celebrities at 35%, followed closely by musicians and athletes. Only 22% said actors were among their top role models and just 16% said the President. (MediaPost)

Disney has a new beverage to fill your Instagram feed: The Purple Wall Slushie. The Millennial & Gen Z-loved company has had no problem coming up with social media-friendly items, from Baby Groot bread to a viral Beauty and the Beast-inspired tumbler, and now they’ve rolled out a boba and taro beverage at Disney World. The Purple Wall is a famous destination to snap a pic for social media in the Magic Kingdom, and this slushy is made specifically to match up with the wall (and monetize on it). (POPSUGARInsider)

Speaking of Instagrammability, the Space Needle’s new, clear benches are sure to make for a thrilling photo op. The iconic viewing deck for the Seattle skyline has been in the midst of a makeover to create a better (and decidedly more social media-worthy) viewing experience. A metal base and caging has been replaced with a high glass wall from floor to sky, and so-called “skyrisers” will let visitors sit right on the edge of it all—and snap a selfie. (Curbed)

“People have been planning outfits since the start of the year [for prom].”—Male, 15, NC

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