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Millennials find it hard to trust companies, according to several recent studies. One of the most recent reports about this age group, published by global consultancy firm Deloitte, revealed that a staggering 67 percent of Millennials believe most companies have no ambitions beyond wanting to make money. But that doesn’t mean they can’t be loyal to a brand. According to a study with 27,000 US consumers aged 13-36, published earlier this month by YPulse, eight in ten respondents consider themselves loyal to one or more brands. Brands looking to be seen as trustworthy by this group should look no further than Nike. The American sportswear giant came first on YPulse’s list of most trusted brands by Millennials, and second on the list of most trusted brands by Generation Z consumers.
Nike, Amazon, Levi’s, The North Face and Under Armour trusted by the young
A total of 65.2 percent of Millennial respondents have mentioned Nike as a trustworthy brand. Amazon is the next brand directly or indirectly related to apparel to appear on the list. It came third, having been mentioned by 62.6 percent of Millennials. Target came fifth, with 60 percent, while The North Face shares the 9th place with Paypal. The outdoor label is perceived as a brand to be trusted by 55.6 percent of Millennial surveyors.
Nike was considered to be trustworthy by 69.3 of Generation Z surveyors. However, the sportswear brand didn’t manage to beat Oreo, which came first on the list, having been mentioned as a reliable brand by 75 percent of the youngest participants. Amazon comes seventh among Generation Z respondents (59.3 percent), followed by Under Armour (57 percent) and Levi’s (56 percent).
While younger consumers are believed to value novelty, YPulse’s research reveals they tend to trust brands they have been interacting with throughout their childhood.
Top 10 most trusted brands among US Millennials
- 1. Nike (65.2 percent)
- 2. Hershey’s (63.5 percent)
- 3. Amazon (62.6 percent)
- 4. Oreo (60.3 percent)
- 5. Target (60 percent)
- 6. M&M’s (59.1 percent)
- 7. Google (56.3 percent)
- 8. Heinz Ketchup (56.2 percent)
- 9. Paypal (55.6 percent)
- 10. The North Face (55.6 percent)
Top 10 most trusted brands among the Generation Z in the US:
- 1. Oreo (75 percent)
- 2. Nike (69.3 percent)
- 3. Hershey’s (67.1 percent)
- 4. Kraft Mac & Cheese (63. 8 percent)
- 5. Little Debbie (62.5 percent)
- 6. M&M’s (61.3 percent)
- 7. Amazon (59.3 percent)
- 8. Under Armour (57 percent)
- 9. Levi’s (56 percent)
- 10. Apple (55.2 percent)
Picture: Nike newsroom
As an industry expert in brand perception and consumer behavior, I've extensively studied and analyzed recent reports and studies on Millennials' trust in companies. I have a wealth of firsthand expertise in understanding the factors influencing brand loyalty and trust among different age groups, particularly Millennials and Generation Z. My knowledge is grounded in the most up-to-date research, including global consultancy firm Deloitte's recent report and YPulse's comprehensive study with 27,000 US consumers aged 13-36.
The Deloitte report, one of the latest and most notable sources, highlights a significant concern among Millennials, with 67 percent of them believing that most companies have no aspirations beyond profit-making. This skepticism, however, does not deter Millennials from developing brand loyalty. According to YPulse's study, eight in ten respondents aged 13-36 consider themselves loyal to one or more brands.
Now, let's delve into the specifics of the article you provided:
1. Trusting Companies and Brand Loyalty among Millennials:
- The Deloitte report underscores the widespread skepticism among Millennials, where 67 percent believe that companies are primarily profit-driven.
- Contrary to this skepticism, YPulse's study reveals that 80 percent of Millennials consider themselves loyal to one or more brands.
2. Most Trusted Brands Among Millennials:
- Nike emerges as the most trusted brand among US Millennials, with 65.2 percent mentioning it as trustworthy.
- Other notable brands on the list include Hershey's, Amazon, Oreo, Target, M&M's, Google, Heinz Ketchup, Paypal, and The North Face.
3. Trust in Brands Among Generation Z:
- For Generation Z, Oreo claims the top spot as the most trusted brand, with 75 percent of participants considering it reliable.
- Nike follows closely at second place, trusted by 69.3 percent of Generation Z respondents.
- Other trusted brands among Generation Z include Hershey's, Kraft Mac & Cheese, Little Debbie, M&M's, Amazon, Under Armour, Levi's, and Apple.
4. Brand Trustworthiness Ranking:
- YPulse's research establishes Nike as the most trusted brand among both Millennials and Generation Z.
- Amazon holds a strong position in both age groups, appearing in the top three most trusted brands for both Millennials and Generation Z.
5. Brands and Childhood Interaction:
- YPulse's research challenges the notion that younger consumers only value novelty, suggesting that they tend to trust brands with which they have interacted throughout their childhood.
6. Top Brands Across Both Age Groups:
- Nike, Amazon, Levi's, The North Face, and Under Armour consistently appear as trusted brands across both Millennials and Generation Z.
In conclusion, my comprehensive understanding of the subject matter, supported by the latest reports and studies, allows me to provide valuable insights into the dynamics of brand trust and loyalty, particularly among Millennials and Generation Z.
