Faye Longega from Wavemaker presented research showing a significant trust gap between younger and older consumers in brands, with those under 35 trusting brands 12% more than those aged 35 to 78. The distinction lies not in an inherent trustworthiness among younger people but in how they define trust. The over-35 demographic tends to favor brands like the Royal National Lifeboat Institution and Macmillan Cancer Support, which reflect ethical trust. In contrast, under-35s prefer retail brands like Tesco and Prime, indicating a focus on reliability in delivering products. Elliott Millard from Thinkbox pointed out that for older consumers, trust acts as a barrier; brands must work harder to earn it. For younger shoppers, trust is merely a baseline requirement. This reflects a deeper misalignment in values. Older consumers prioritize ethical considerations, while younger ones focus more on a brand’s ability to fulfill promises. This difference complicates the approach to advertising. Millard suggests that targeting older consumers requires leveraging trusted channels like TV and audio, while under-35s respond better to creativity and distinct brand narratives. To better engage these different age groups, advertisers should adjust their strategies. For the over-35s, emphasizing brand values, customer-centric approaches, and social impact may resonate more. On the other hand, for under-35s, highlighting reliability, capacity, and customer service could prove more effective. Understanding these nuances in trust can help brands tailor their marketing to connect with each demographic on a more meaningful level.