Trust is tough. There are no tax brackets on it, it’s not for sale and it’s like the fountain of youth for some brands. If they have it — they’re golden. If they don’t — goose egg. If they’re looking for it — they might be looking a while. Especially in looking to acquire the trust of Gen Z, who tends not to trust average American companies at a rate higher than that of older generations…

More on that later as I’ve got to explain this first. This is the Black Collar Club. And in it I’ll address relevant marketing, advertising, social and cultural “news” in a condensed format sourced from hours of early morning time spent scouring the internet in hopes of finding out what’s REALLY going on in our industry.

Yes, Black Collar Crue, you read that right: “Gen Zers tend not to trust the average American company at a rate (42%) higher than that of millennials (30%), Gen Xers (28%) and baby boomers (26%), per [a Forrester study emailed to Marketing Dive.]” (Marketing Dive)

Forrester’s study intends to explore “how a ‘post-truth climate’ is affecting Gen Z’s behaviors and what brands can do to meet their expectations, which are different from those of prior generations.” (Marketing Dive)

Expectations that are understandably different. It’s a different world. But at a certain point it’s important to ask what companies caused the distrust… Because while the language points to “average American companies,” I think it’s probably the above average ones operating in intangibles, responsible…

Anyways, the study also found that “more than half (51%) of Gen Z respondents aged 18 to 23 years will always research a company to ensure it aligns with their position on corporate social responsibility before making a purchase.” (Marketing Dive)

Further, “the percentage of that same age cohort that said it’s ‘cool’ to be associated with a brand on social media fell to 46% in 2020 from 52% in 2019.” (Marketing Dive)

It seems the distrust is strong in Gen Z.

BUT, “56% agree that ads are a good way to learn about products.” (Marketing Dive)

So, even if they’re skipping them… They’re still absorbing them. And it’s our job to make sure what’s absorbed begets trust.


Because Gen Z is our future. And they “have an estimated buying power of $143 billion in the U.S.” (Marketing Dive) Meaning, if brands want to drink from the fountain of youth they better earn this demo’s trust.


Tell the truth. Hire a good copywriter to write it how you’d tell it. Then put that sh!t on everything.

Like Peyton’s brother…

Your Huckleberry,
Jimmy Boy

SOURCE: Marketing Dive