More 18-24 year olds claim to trust brands than trust the Government, the media, the church or influencers, signalling a potential opportunity for marketers to connect with younger audiences.
According to a survey of 2,000 Brits – conducted by media agency UM as part of a series exploring stereotyping in media and advertising – 25% of 18-24 year olds agreed that they trust brands, second only to the police.
However, young Brits reported feeling that the media represents them as ‘self-obsessed’, ‘lazy’ and ‘irresponsible’, and are most offended by stereotypes implying that they are ‘unintelligent’ or ‘unambitious’.
Instead, 18-24 year olds rated themselves as more ‘adventurous’, ‘tenacious’ and ‘imaginative’ than the national representative figure (though they also rated themselves as significantly less ‘dependable’).
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At the same time, young people are experiencing higher levels of anxiety than those aged over 25, with 75% agreeing that they feel under a lot of psychological pressure as a result of the digital age.
Furthermore, 65% of young people worry about their mental health, compared to 46% of those aged 25+, and 68% worry about being good enough, compared to 39%.
“In a ‘post-truth’ society, it’s hard for young adults to anchor themselves to the narratives of politics, nation, or even faith. Our research suggests many turn to brands as potent symbols of identity – they know what they stand for and they trust them,” said Sophia Durrani, managing partner, strategy at UM.
“This means there’s a very real opportunity for marketers to empathise with younger audiences, to help them to manage the pressures and connect with them – but only as long as they do so in an authentic way.”
