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The 10 Brands Generation Z Trust Most

Generation Z’s most-trusted brand is likely going to surprise you.

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BY Ryan Jenkins - 10 Oct 2018

The 10 Brands Generation Z Trust Most

PHOTO CREDIT: Getty Images

"Generation Z are not brand loyal."


I hear this false statement a lot in my line of work as a Millennial and Generation Z keynote speaker and trainer. Typically this statement is uttered by an individual or group who doesn't understand Generation Z and/or who hasn't done the hard work to earn the loyalty of Generation Z.


Young consumers have different buying behaviors and elevated expectations, the brands that understand their behaviors and exceed expectations will win the loyalty of Generation Z.


One integral part of earning the loyalty of Generation Z, is building trust.


Recently, 27,000 13-36-year-old consumers were surveyed about their perceptions of and relationships with over 200 brands. In addition, respondents were asked the questions, "Which of the following [brands] are trustworthy?"


Top 10 Brands Generation Z Trust Most

  1. Oreo

  2. Nike
  3. Hershey's
  4. Kraft Mac & Cheese
  5. Little Debbie
  6. M&M's
  7. Amazon
  8. Under Armor
  9. Levi's
  10. Apple


Many of Generation Z's most trusted brands are the treats and favorites that they've grown up with--Kraft Mac & Cheese and Little Debbie--and have positive memories of these brands satisfying their literal cravings. In fact, 80 percent of 13-34-year-olds say they are most trusting of brands that have existed for a long time.


Three in five 13-34-year-olds say that they trust a brand more when they have reliable customer service. Which makes Amazon an easy brand choice for Generation Z considering the e-commerce giant has made customer service a high priority.


In fact, trust in Amazon is so high that 38 percent of Amazon customers say that they would trust the company with their finances as much as they would a traditional bank.


Nike, Oreo, Hershey's, M&M's, and Amazon also ranked in the top 10 for brands that Millennials' trust most.


Top 10 Brands Millennials Trust Most

  1. Nike

  2. Hershey's
  3. Amazon
  4. Oreo
  5. Target
  6. M&M's
  7. Google
  8. Heinz Ketchup
  9. Paypal
  10. The North Face
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