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INTERACTIVE RESEARCH REPORT

The Gen Z Trust Paradox

Gen Z relies most on the platforms and technologies they trust least. See where your category really stands with them, across 14 organization types, two countries, and three age groups.

903 participants15-minute read

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Getting in front of Gen Z is no longer the challenge.

Getting them to believe you is the hard part.

icon Reach without trust

62% of Gen Z rely on social media for news, but only 33% trust social media platforms.

icon The AI trust gap

73% of Gen Z distrust AI companies, impacting sentiment on data centers and AI-generated marketing.

icon Two different markets

Canadian and American Gen Z trust brands, platforms, and institutions at very different levels.

A must-read for organizations that want to earn long-term Gen Z loyalty

1

Where does your category stand?

See trust levels for 14 organization types — from healthcare to AI companies and legacy news media.

2

Where do Gen Z get their news?

Learn the top channels they use — and who they believe.

3

How different are Canadian and American Gen Z?

The short answer: a lot. The longer one: they trust different institutions, but distrust the same ones: AI, influencers, and social media.

4

How do young Canadians rate their government?

As a bonus, we asked Canadian Gen Z how their provincial government communicates, what's missing, and how it could earn back their attention.

5

How can brands research Gen Z without losing their trust?

Learn 5 practical tips on reaching young consumers and getting the ongoing insights you need to build trust over time.

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10-minute read. Instant access.

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