From Gen Z to Boomers: Who Consumers Trust Most When They Buy

With enough money, any brand can buy attention. Celebrity endorsements, billboards, cinematic Instagram posts –It’s all just a swipe of a credit card away. You can’t, however, purchase your customers’ trust. You have to earn it (and then keep it). 

This trust is the foundation of every purchase. Think about it from your customers’ perspective: Would you rather buy an expensive product from a brand that’s never failed you, or a slightly cheaper one from a competitor with bad reviews and a sketchy website? If you chose the first option, you’re part of the 87% of customers who are willing to pay more for products from trusted brands. 

Of course, this trust can look very different across generations. A recent Clutch survey of 277 consumers found that: 

• Gen Z, Millennials, and Gen X trust influencers more than brands, but baby boomers remain loyal to traditional brands.
• Except for Gen Z, every generation trusts recommendations from their friends and families more than those from influencers. 

By understanding who consumers trust most when they’re deciding on a purchase, you can choose the right marketing channels and influence buyer behavior — because you can’t buy trust, but you can earn it. 

Trust in the Age of Influencers

Social media is full of product recommendations. There's a deluge of influencers on everything from Facebook to YouTube. And sometimes, it feels like every other TikTok video displays that orange shopping cart, ready to whisk you away to the TikTok shop.

These recommendations don’t come directly from brands, but they can be powerful trust builders. Based on the Clutch survey, here’s a breakdown of that trust by generation: 

Gen Z 

Over half (55%) of Gen Z shoppers trust product recommendations from influencers more than traditional brands. They’re also more likely to discover products on social media. 

Given how much time Gen Z spends on social media, it’s no surprise that they’re the most influenced by it. Sixty percent say they spend at least four hours a day on social media — and a whopping 22% report spending seven or more hours daily (practically a full-time job). 

But it’s not purely about screen time. This generation deeply values authenticity and reality, often turning to influencers to help them fact-check content. That’s why influencers' personal experiences and opinions impact Gen Z buying behavior more than old-school advertisements. 

Millennials and Gen X

The following two generations fall somewhere in the middle—35% of millennials and 29% of Gen X trust product recommendations over brands. 
These generations have spent more years online than Gen Z, and they tend to be more skeptical of influencers. Maev founder Katie Spies observes, “Some millennial consumers care about formal authority sources, but many are skeptical as they are aware that some brands pay for those formal authority sources.” 

For example, a nurse influencer who promotes a specific supplement may influence millennial buying behavior by decreasing trust. After all, they may wonder, can they really believe a paid endorsement? 

Additionally, a 2022 study found that Gen X feels less loyal to social media influencers than Gen Z, who often form strong parasocial relationships with creators. This difference may partially explain why the older generation puts less stock in influencer recommendations. 

Baby Boomers 

On the other hand, 47% of baby boomers trust traditional brands more than influencers. They also tend to prefer recognizable brands — like Glad and Kellogg’s — over unfamiliar ones. 

You might assume it's because baby boomers aren’t as exposed to social media, but that’s not true. According to a McKinsey Health Institute survey, “baby boomers…report spending as much time on social media as Gen Zers.” That’s right — older folks are scrolling away, too. 

So, why do baby boomers still prefer traditional brands? For one, they’re less likely to make impulse purchases than younger shoppers. Only 20% of baby boomers said they planned to splurge in the next three months, compared to 53% of millennials and 35% of Gen X. When other generations are scrambling for the “Add to cart” button, baby boomers will probably just keep scrolling. 

Baby boomers also tend to prefer Facebook over other social media platforms, making up 29% of its weekly users. Facebook has the least amount of influence on purchasing decisions, with only 32% of users saying they’ve bought something they saw on the platform. In other words, baby boomer buying behavior is less swayed by social media because they’re not exposed to as many influencers on Facebook. 

The Role of Family & Friends

Of course, it’s not just the internet that affects the customer decision process. The opinions of loved ones matter, too — but not to the same extent for every generation. 

When asked if they agreed with the statement that they trust product recommendations from influencers more than those from family and friends, 42% of Gen Z agreed. 

This finding suggests that younger shoppers prefer online voices over more familiar ones. They might assume that influencers know more about products and services, especially niche ones. For example, a Gen Z buyer choosing a kibble brand might trust a dog trainer influencer over a relative who hasn’t owned a dog since 2005. 

On the other hand, these generations disagreed that they trust influencers more than loved ones: 

• Millennials - 38% disagreed
• Gen X - 55% disagreed
• Baby Boomers - 69% disagreed

This trend may be part of a larger mistrust of advertising among older generations. An Advertising Association study found that people aged 18 to 34 were the most trusting of all forms of advertising, while those aged 55 and older were the least. This trust gap, the author speculates, may be caused by technology: “the young, who have been socialized with digital technologies, feel comfortable, while older age-groups do not.” 

Gen Z has practically grown up with algorithms and sponsored posts. But for older people — especially baby boomers — these technologies may seem strange or even suspicious. As a result, a personal recommendation from a friend may feel much more reliable than one from a random influencer. 
Plus, mature customers (aged 50 to 70) are more risk-averse. Spending their hard-earned money on something they saw on Instagram — “check out this awesome tent!” — might feel downright scary. 

For these shoppers, the Boston Consulting Group reports, “Messages that come directly from their networks or from accredited or recognizable brands help build trust.” For example, a Gen Xer might never even think to input “best vacuum” in TikTok, but they won’t hesitate to ask a colleague about their brand. 

Strategic Implications for Brands 

A one-size-fits-all approach just won’t cut it when working with different generations. Go all-in with influencer marketing; your older customers might never see it. But keep it too old-school, and your Gen Z audience will suddenly evaporate. 

Adjusting your message for each group is the most effective way to build and maintain trust. Here’s how. 

Gen Z: 

• Collaborate with influencers and encourage them to share authentic content. A heartfelt testimonial or a video of them using your products can help win over your audience.
• Gen Z loves videos, so focus on short-form content like TikTok and YouTube Shorts. For example, you might film a day-in-the-life or behind-the-scenes video. Don’t script any of these materials — authenticity is everything for Gen Z, even if it's a bit messy.
• If it’s in your budget, consider experimenting with new technologies like augmented reality and virtual reality. These tools can increase trust by allowing customers to “interact” with your products in new ways. 

Millennials: 

• Showcase your real results by sharing case studies and customer testimonials.
• Look for opportunities to build community. A user-generated content contest, for instance, could entice millennials to engage with your brand. 

Gen X: 

• Encourage your existing customers to leave reviews and include their quotes in your content to influence Gen X buying behavior.
• Partner with Gen X influencers, who will seem much more relatable than teens and 20-somethings. 

Baby Boomers: 

• Create a referral program with enticing incentives — such as great discounts or cash — to encourage word-of-mouth recommendations.
• Focus on sharing organic content on Facebook.
• Respond to customer comments and messages on social media to strengthen your relationships. 

Of course, you should also track your performance to ensure you’re reaching your audience. Use engagement metrics (comments, likes, etc.), revenue, and other data to track your results. 

Earning Trust Across Generations 

Trust is an incredibly valuable resource for every business, but it doesn’t look the same for everyone. A short TikTok video from a credible influencer might be all you need to attract Gen Z customers. Meanwhile, Gen X and Baby Boomers often prefer word-of-mouth. 

Use these findings to meet your customers where they’re at, whether scrolling endlessly through TikTok or chatting with a neighbor. And remember that trust is dynamic, so never take it for granted. With consistency, you can build a loyal following. 

About the Author

Anna Peck Content Marketing Manager at Clutch

Anna Peck is a content marketing manager at Clutch, where she crafts content on digital marketing, SEO, and public relations. In addition to editing and producing engaging B2B content, she plays a key role in Clutch’s awards program and contributed content efforts. Originally joining Clutch as part of the reviews team, she now focuses on developing SEO-driven content strategies that offer valuable insights to B2B buyers seeking the best service providers.

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