The ideal brand for Gen Z is not a brand

One chooses their favorite brand based on the product and how it is communicated. What makes a brand more respected or less by a group of consumers are the values it defends, whether aesthetic or ethical. We know that Gen Z is one of the most attentive and committed generations ever, so it is easy to understand that the demographic group born between 1997 and 2012 has very high expectations when it comes to brands. According to a new study by Morning Consult, in America, the most respected companies continue to be giants like Google and UPS, but this year some new entries have joined the mix, especially regarding younger consumers. The Morning Consult survey, Most Trusted Brands, asked participants, "How much do you trust this brand to do what is right?" to compile a new ranking of the most beloved companies by generation, and found that Millennials are still fans of Bitcoin, and Gen Z has a high regard for TikTok - more than expected.

Without the need to pretend to be surprised, social media is hugely popular among Gen Z. The generation "born with a phone in hand" tends to trust social network companies much more than the average adult, the report says. TikTok has a "trust score" of 20.5 (more than 3 points higher than the adults surveyed), a high score along with Snapchat, Spotify, Twitch and Discord. Instagram continues to be appreciated, while other names on the list include Fenty Beauty, Crocs and ChatGPT. There is no mention of Meta. Compared to Millennials, it is evident that Gen Z has a particular regard for online companies. Among those over 27, Bitcoin, the cryptocurrency platform, still thrives, as well as Meta, World Wrestling Entertainment, Red Bull, and Philip Morris, the company that owns a famous cigarette brand.