Evidence that older consumers are less trusting of advertising

While this is in no way a surprise, it’s good to see strong empirical evidence.

Nielsen polled more than 30,000 consumers in 60 countries globally to learn about trust in advertising.trust in ad

Older generations (50+) are consistently less trusting of advertising than their younger counterparts, across all measured formats including new (digital) and old (analogue) formats.

We believe this cynicism has grown as a result of the lifetime of experience they have a s consumers. Opinions about brands are shaped not by outside forces such as advertising but more based on their own, long cultivated intuitions and knowledge as consumers.

Again unsurprisingly, Millennials (age 21-34), who came of age with the Internet, have the highest levels of trust in online and mobile formats, followed closely by Generation X (age 35-49).