Net trust in brands among adults in the U.S. in 2023, by generation

Published by
Julia Faria,
Dec 6, 2024
During a 2023 survey, the average net trust in brands among U.S. adults stood at 20 percent. However, among Gen Z adults, that average was lower, at 11.26 percent, about half that of Gen Xers and Baby Boomers, with 22.41 and 22.23 percent, respectively.

Net trust in brands among adults in the United States as of 2023, by generation

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Release date

June 2023

Region

United States

Survey time period

March to April, 2023

Number of respondents

799 to 8,434

Age group

18 years and older

Special properties

Share of respondents who trust each measured brand to do the right thing “a lot” and “some” were subtracted by the share who said “not much” and “not at all,” and then averaged across all brands measured.

Supplementary notes

Survey type not specified.

Brands in the aerospace and defense, chemicals, energy, health, medical devices, military, nonprofit, pharmaceutical and semiconductor sectors were excluded from the analysis; service-based children brands were also excluded.

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