August 13, 2025
Gen Z Puts Their Money Where Their Trust Is
Gen Z is redefining the role of trust in the digital marketplace, and they’re doing it faster than any other generation. According to Queue-it’s The Age of Online Trust Report, which surveyed more than 1,000 consumers worldwide, trust isn’t just a “nice to have” for this group; it’s a dealmaker.
When Gen Z trusts an online business, 70% say they’re likely to spend more (compared to 60% of Millennials and Gen X), 69% are more loyal (vs. 63%), and 76% are more likely to recommend the brand to others (vs. 71%).
Loyalty programs also get a boost, with 68% willing to join when trust is high (vs. 64%), and a striking 90% say they’d still buy from the brand even if prices were 10% higher (vs. 88%).
“Trust has been important to every generation, but Gen Z has made it clear trust isn’t optional,” said Jesper Essendrop, CEO of Queue-it. “If businesses want to earn Gen Z’s trust, they need to deliver fair, reliable experiences that work when it matters most. Controlled traffic management is an important tool in making that happen.”
And expectations are only climbing. Most (68%) of Gen Z consumers say they expect more from their online experiences today than they did just a year ago. This rising bar means brands can’t rely on flashy design alone; reliability, transparency, and fairness are the real trust builders.
In high-demand online situations, such as limited-edition drops, ticket releases, or product launches, Gen Z stands out in how they define fairness. Almost 90% prefer being placed in an online queue rather than facing an error page or a crashed website (vs. 84% of older generations). Moreover, 73% would trust a company that actively blocks bots (vs. 67%), and 65% are more likely to trust businesses that ensure fair access when there is limited supply (vs. 54%).
For Gen Z, trust isn’t just part of the transaction, but the currency that drives it. Brands that prove they’re reliable, transparent, and fair will find that this generation doesn’t just buy, they stick around, spend more, and bring their friends along.
