Introduction
Trust is the currency of marketing: hard to earn, easy to lose, and worth every penny. In today’s digital landscape, this adage holds more truth than ever, especially when it comes to Gen Z. This generation, aged 18-27, is reshaping the marketing landscape with their distinct approach to trust and brand loyalty. Understanding and leveraging this shift is crucial for brands aiming to stay relevant and influential.
The Deep Connection Between Values and Trust
Trust in a brand often stems from shared values. Globally, 84% of people need to share values with a brand to support it. For Gen Z, this connection is even more pronounced. Nearly 60% of Gen Z feel a bond with others who use the same brands, reflecting a deeper level of engagement and identification.
Gen Z is shaping the future in a social media-driven world. Their brand choices are a reflection of their identity and values, setting high standards for companies. Brands must not only act but also clearly communicate their values and intentions to earn Gen Z’s trust. Authenticity and alignment with Gen Z’s beliefs are crucial, as failure to meet these expectations can quickly lead to a loss of trust.
Gen Z’s Favourite Brands
Social Media: The Battleground for Trust
For Gen Z, social media is the primary battleground for trust. This generation is most likely to learn about a brand’s missteps on social media, where bad news spreads rapidly. Therefore, brands need to be proactive in sharing and amplifying their positive actions. Influencer marketing has emerged as a powerful tool in this context. Influencers don’t just promote products; they share stories and values that resonate with their followers. According to recent data, 32% of Gen Z have increased their trust in a brand based on an influencer’s endorsement. This highlights the importance of choosing influencers who genuinely align with the brand’s values and can authentically communicate its message.
The Data Speaks
Recent data from Morning Consult underscores the importance of understanding and adapting to Gen Z’s trust dynamics. For instance, TikTok scores a +20.5 trust rating with Gen Z, while it scores -3.3 with other adults. Social media platforms like TikTok and Snapchat, gaming companies such as Xbox and PlayStation, and beauty brands like Fenty Beauty and Anastasia Beverly Hills are all earning Gen Z’s trust through authenticity, community, and shared experiences.
Traditional marketing approaches are struggling to connect with this generation. P&G’s recent investment in TikTok’s top creator underscores the shift towards platforms and influencers that resonate with Gen Z. This strategic move highlights the need for brands to adapt and engage with Gen Z where they spend their time and attention.
Leveraging Influencers to Win Gen Z's Trust
Influencers bridge the gap between brands and Gen Z by translating corporate values into relatable narratives. Authenticity is key—when influencers genuinely support a brand, their endorsements carry more weight and significantly boost trust among Gen Z consumers.
Key elements that win Gen Z’s trust include authenticity, community, and shared experiences. Influencer partnerships are crucial, as they align with Gen Z’s values and create compelling, community-driven stories. By carefully choosing influencers who resonate with Gen Z, brands can build trust and ensure long-term loyalty and advocacy.
