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’).
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.”
