WHY DO THE YOUNG TRUST BRANDS MORE THAN THE OLD?

Summary from the TLDR Marketing newsletter

Research shows that younger people report trusting brands more than older people. The difference reflects how each group defines trust. Over-35s tend to trust charities, financial services, and healthcare providers, valuing ethics and safety. Meanwhile, under-35s trust everyday retailers and online services for reliability and performance. For older consumers, trust is a filter that must be earned through values and customer care. For younger consumers, trust is a baseline, and marketing should demonstrate consistent service and reliability.