GEN Z TRUST & ATTENTION REPORT
Capturing Gen Z's attention (and earning their trust)
Our new Gen Z Trust & Attention report explores where young Americans point their attention and what actually earns their trust when discovering and evaluating brands.
Based on a survey of 2,000 Gen Z Americans, the findings reveal a generation that overwhelmingly turns to social platforms for discovery while still placing the highest trust in peer validation, data, and independent reviews.
The results highlight a growing shift away from traditional search toward social and AI-powered discovery — while also revealing what types of information make Gen Z more likely to engage with or trust a brand.
What's inside the report?
- Where Gen Z spends their time online
- How Gen Z discovers products
- Most trusted sources when learning about a brand
- How Gen Z searches for information
- Gen Z perception of AI search summaries
- What makes Gen Z more likely to engage with a brand
- What most influences whether Gen Z will try or buy a product
- Impact of brands sharing insights or information
Brand credibility
70% say brands sharing useful content or insights makes them more credible. 67% say seeing data or statistics makes them feel more confident in a brand.
Spending time online
THE ATTENTION SHIFT
For brands, winning Gen Z’s attention now depends not just on showing up where they already are, but earning their trust through authenticity, substance, transparency, and proof.
Gen Z perception of AI search summaries
BRAND ENGAGEMENT
