Study: Millennials trust their friends, not advertising

A McCarthy Group report found that people in their twenties and early thirties rate advertising and sales messages at a 2 out of a possible 5 on the trust barometer, with 84 percent of them not trusting ads at all.

You may say millennials are an entitled bunch, but it’s OK—they don’t trust your messaging anyway. A new study from the McCarthy Group finds that millennials don’t trust advertising and sales messages, giving this type of communication an average score of 2.2 out of 5. They trust company websites slightly more (2.7), but not nearly as much as they trust their closest friends (4). The study, “Engaging Millennials: Trust and Attention Survey,” also showed that 84 percent do not trust advertising, while nearly half (47%) say the one thing they could not live without is the Internet. Air? Water? Food? Nope. Internet. A meager nine percent of millennials rely on newspapers and magazines to keep up with current events. The McCarthy Group, which authored the study, had this insight to share: “Companies seeking to reach millennials with key brand messages should appeal to the sources that they trust the most: their closest friends, news sources and company websites.” (Image via)


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