Generation Z is rewriting the rules of digital trust, and this compels brands to change their approach. With projected spending of 12 billion dollars by 2030, no brand can afford to ignore this generation. A recent study, “Winning Gen Z: A Marketer’s Guide to Digital Trust”, conducted by Usercentrics, surveyed 10,000 consumers in the United States, United Kingdom, Germany, Spain, Italy, and the Netherlands to uncover the key changes in the approach to privacy that marketers must consider to foster business growth and establish lasting trust with their youngest customers.
Fifty-six percent of Generation Z is unaware of, or believes they do not have, data privacy rights; however, 14% are aware and exercise those rights more frequently than any other generation. In fact, the study reveals that this age group is raising the privacy standard for everyone. What does this mean for marketing? It means that brands must make privacy an accessible and appealing part of their identity.
In this context, brands should focus on being “trust builders,” using human language instead of legal jargon and interactive formats (such as short videos or micro-tutorials). In essence, it is about clearly explaining why data is being collected and what value the user receives by agreeing to it.
Forty-one percent of Generation Z states that online convenience outweighs privacy concerns, compared to 29% of boomers. For them, sharing data is a transactional agreement: they will do it if it improves their experience, but they demand transparency and security. Therefore, the study recommends that brands highlight visible signals (such as padlock icons or messages like “We will never sell your data”) and provide brief explanations regarding why data is being requested.
Forty-six percent of Generation Z report clicking “accept all” less often than three years ago. Indeed, every pop-up encountered while browsing has become a test of trust: a confusing or insistent request is perceived as a negative signal. The guiding principle is that online businesses should use short, clear banners… with easy-to-use preference controls.
Generation Z trusts sources different from those of previous generations: 38% trust the data they provide to social media, compared to 37% who trust governmental institutions (the lowest figure among all generations). In contrast, 71% of boomers trust the government and only 4% trust social media. A key takeaway for brands is the importance of maintaining a fluid culture, investing in creators, and making their values visible in every interaction.
The definition of what is considered private is changing: previous generations focus on protecting data such as phone numbers, medical records, and login credentials. However, Generation Z’s concerns go beyond passwords or medical records: they fear being profiled or stereotyped based on location, age, gender, AI history, or shopping cart contents.
In this scenario, brands need to explain which data are collected, for what purpose, and, most importantly, what benefits users will receive. Providing users with simple controls so that personalization becomes an empowering experience is an effective step in that direction.
Twenty-one percent of Generation Z feel comfortable with their data being used to train AI—almost twice the percentage of boomers (11%)—but only if they perceive value and transparency. In other words, Generation Z will drive innovation only if they trust the process. Clearly communicating the purpose and limitations of data usage is essential.
Full Study✏️
As you can see, Generation Z’s usage habits and mindset can serve as a “stress test” for the future of digital trust. As Adelina Peltea, CMO of Usercentrics, notes, “the next decade of growth will be driven by increased trust. Generation Z sets the pace, and the rest of the market will follow.”
Image: Gemini
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