Gen Z’s trust in influencers stays strong from discovery to action

People assume that younger Americans are more likely than older generations to be informed about social issues via social media, but is that where they invest their trust? In conducting research for the Ad Council Research Institute’s 2022 Trusted Messenger Study, we found that young Americans, particularly Gen Z, are much more likely to trust broader influencers (celebrities, athletes, podcast hosts, social media influencers, etc.) not only when becoming aware of an issue, but also as they gather more information, stay informed and eventually take action. Across all age groups, politics, geography, religion and age influence an American’s decision on who to trust about social issues. 

Read: Executive Summary - Americans' Trust in Messengers Varies Widely by Age, Political Views, Geography