Building Trust With the Most Distrustful Generation
June 13, 2022
June 13, 2022
Gen Z has grown up in an era of “fake news,” political and economic uncertainty, and the highlight reels of social media. So it’s no surprise this generation is predisposed to skepticism and distrust. In our modern, data-driven world, we focus on clicks, follows, and engagement rates while ignoring harder-to-measure metrics, like trust. New data suggests, however, that building trust with Gen Z will be as crucial as it is challenging.
Edelman has found that 70% of Gen Zers will fact-check claims made by businesses and that, unlike previous generations, they place more trust in “user generated information” than information provided by brands.
Recent data is helping marketers see the generational differences of trust. According to Salesforce, trust in business has fallen from 50% for millennials to 42% for Gen Z. Forbes goes even further, claiming the cohort to be less trusting of institutions, more skeptical of what they read and less likely to believe what products claim.
While earlier generations looked to companies for information about their products and services, Gen Z questions a brand’s motivations. Edelman has found that 70% of Gen Zers will fact-check claims made by businesses and that, unlike previous generations, they place more trust in “user generated information” than information provided by brands.
In a world that Gen Z views as unstable and untrustworthy, they crave a stable and high-trust environment. Seven out of ten Gen Z respondents place “safety and security” as their top priority in life.
This all leads to an important question: how do we build trust with a generation that is inherently distrustful?
The key to building trust is to understand that Gen Z places more faith in people than it does in institutions. This, of course, has always been true to an extent, but both the data and sociological models suggest that this preference is far stronger in Gen Z than previous generations.
Market research has found that traditional social media marketing commands the least trust of any form of advertising. A decade of deceptive and gimmicky tactics has made consumers far more skeptical of what anyone has to say, thereby undermining everyone’s ability to effectively communicate their value.
When countries transition from high- to low-trust societies, there are characteristic changes in worldview. People tend to lose faith in impersonal institutions, which they fear are pursuing their own self-interests with little regard to their personal needs, and rely instead on community networks built around interpersonal relationships, perceived authenticity, and transparent and corresponding interests.
Fortunately, when it comes to higher education, Gen Z has a ready, trustworthy source to validate their beliefs—current students. According to Campus Sonar, 85% of students felt that other students who attended a university were trustworthy sources of information while only 15% of students trusted college advertisements.
Colleges and universities have traditionally done a great job of putting students front and center in their admission process. Campus tours, overnight visits, and sitting in on classes are great ways for students to gain information from people they trust. In a world that increasingly relies on online marketing and virtual interaction, it is important to translate proven methods of creating interpersonal connections when reaching out to prospective students online.
Social media held great promise to build community networks and foster connections over great distances by facilitating interpersonal communication. This promise was squandered, however, by an algorithm that has put engagement before more important values like credibility, authenticity, and transparency. This has not only been disastrous for society, it is also a terrible approach to outreach.
Market research has found that traditional social media marketing commands the least trust of any form of advertising. A decade of deceptive and gimmicky tactics has made consumers far more skeptical of what anyone has to say, thereby undermining everyone’s ability to effectively communicate their value.
“Gen Z is more likely to respond favorably to advertising and marketing that shows real customers representing diverse audiences—and to identify with content that’s realistic and doesn’t appear overly polished.”
While belief in a product may be somewhat important on a purchase of a few hundred dollars, it is essential in convincing a prospective student to invest tens of thousands of dollars in their education. Prospective students (or at least their parents) are generally high-information consumers who want to understand if a college provides better educational value than other opportunities they may have and whether they will feel happy and at home in that community. Luckily, schools have the perfect source of wisdom to help them make their decision: the stories of other students, coaches, and professors.
We know that students place considerable trust in the personal perspective of their peers and professors. We also know, to quote a Salesforce study, that, “Gen Z is more likely to respond favorably to advertising and marketing that shows real customers representing diverse audiences—and to identify with content that’s realistic and doesn’t appear overly polished.” By putting personal perspectives front and center in recruitment efforts, we can bring a personal approach to the often impersonal world of online engagement.
We believe stories are the perfect medium for effective indirect communication because they have the ability to be both engaging and authentic. A good story can transport a reader, answer unasked questions, and assuage doubt. And by using Mythos to collect and share these stories, you allow prospective students and their parents to hear directly from the people they trust most.
By putting personal perspectives front and center in recruitment efforts, we can bring a personal approach to the often impersonal world of online engagement.
* Mythos blog writer, Jack Budington, contributed to this post
About the Author
Jon Budington
Jon Budington is the CEO of Mythos as well as our Chief Storyteller. He’s a voracious reader, fascinated by words and the power they wield in creating belief, empathy, and connection.
