Mind the Gap: A Revealing Report on Advertising Trust across Generations
Generational trust in advertising is shifting, as the influence of media exposure during upbringing becomes more apparent A recent report highlights the widening gap in attitudes towards advertising among different age groups
A recent study has revealed the varying levels of trust in advertising among different generations. While there are common concerns, the evolving media landscape that different generations are exposed to has contributed to an increasing divide.
Research conducted by Credos, a UK industry thinktank for advertising, in collaboration with the research agency Craft, found that individuals aged between 35 and 54 show a higher level of concern regarding data privacy compared to both younger and older audiences. The report's authors highlight that older people were raised in a relatively static media environment, whereas younger individuals have grown up surrounded by ever-changing online media.
Younger individuals are more aware and informed about the usage of their data, but they do not feel more in control of the situation compared to the middle age group. However, they are less bothered by it. On the other hand, older individuals (55+) are least concerned about their data because they are less active on relevant media platforms and therefore do not have a strong need to understand the issue.
Moreover, brands targeting new audiences should note that even younger individuals accept that not all advertising will be relevant to them. Credos also points out that consumers across all age groups, although varying in their understanding of data collection and processing, are increasingly willing to accept some level of irrelevance in order to protect their privacy.
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In addition to differences between generations, audiences in general still consider the overwhelming presence of advertising as a major reason for distrust. This concern is especially heightened among younger audiences, as the proportion of people who view it as the primary cause has increased from 19% to 32% between the 2021 research and the latest study.
Founder of Craft, Konrad Callao, commented, "This research clearly highlights how attitudes towards advertising are influenced by an individual's broader perspective on topics such as privacy, sustainability, and consumption, just to name a few. Understanding a person's overall beliefs and attitudes regarding these issues appears to be crucial in comprehending their view on and trust in advertising."
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Credit: Credos”
The advertising preferences, tolerances, and concerns of the youngest and oldest adults are diverging more and more.
The researchers acknowledge that the advertising industry can take steps to address the ongoing trust crisis. They suggest that educating individuals about the role of regulators such as the Advertising Standards Authority (ASA) can combat the perception that false claims go unchallenged in the industry.
Stephen Woodford, the Advertising Association's CEO, hosted the LEAD event where the research findings were announced. He stated that the ASA's advertising campaign, which promotes its activities, can play a crucial role in challenging this perception. Woodford explained that the campaign's results indicate that relevant action can have an impact, as individuals who are aware of the ASA's comprehensive regulation of advertising content through this campaign have a 50% higher level of trust compared to those who are unaware.
The research also highlights additional ways in which advertisers can help improve public perceptions of advertising. Creativity and consumer enjoyment are the primary factors that contribute to trust in advertising. Although the Credos report does not specifically examine the impact on individual brands, it does suggest that traditional above-the-line (ATL) campaigns are more likely to be trusted. However, this does not mean that below-the-line (BTL) campaigns with innovative creativity or humor cannot achieve the same level of trust.
The ability of entertainment in advertising to build trust has always been considered a significant advantage. The Works, a collaborative project by the Advertising Association, Kantar, and Our Website, seeks to emphasize this crucial advantage. Creativity has been proven to differentiate brands, and entertainment can further enhance the effectiveness of advertising as a whole.
Advertising’s social contribution was the second most significant driver of trust with an importance score of 10% according to the research.
Credit: Credos
Bombardment still holds great significance for consumers, indicating that although progress is being made in addressing consumer concerns regarding advertising, there is still a considerable distance to cover. The UK marketing industry faces the challenge of recognizing that the global nature of digital advertising necessitates holistic change from the entire advertising industry, rather than relying solely on the efforts of the UK.
