Signal Gen Z trusts product-research sources less than boomers, including the channels it uses most

Summary

McKinsey finds that trust is a key factor shaping how quickly social media and generative AI take hold in shopping. Across most channels used to research products, Gen Z reports lower trust than baby boomers. Even though Gen Z has adopted social media and generative AI more widely than other groups, it remains sceptical of both. The report's survey of nearly 4,900 consumers in Brazil, France, Germany, the UK, and the US shows social media and AI responses trusted less than sources such as recommendations from friends, family, and professionals. This gap between use and trust suggests that the channels gaining the most influence are not necessarily the ones consumers believe most.