![Julia Faria](https://cdn.statcdn.com/static/../CMS/contactperson/ERI2636_1625225121.png)
Net trust in brands among adults in the U.S. in 2023, by generation
During a 2023 survey, the average net trust in brands among U.S. adults stood at 20 percent. However, among Gen Z adults, that average was lower, at 11.26 percent, about half that of Gen Xers and Baby Boomers, with 22.41 and 22.23 percent, respectively.