More than 7 in 10 American adults aged 18-34 agree that the number of visionary brands has increased, according to a recent study from PricewaterhouseCoopers (PwC), and a majority of adults aged 35-54 (64%) and 55-79 (57%) agree, according to the survey results.
However, there is less agreement with trustworthiness, as only a minority (42%) of adults aged 55-79 agree that the number of trustworthy brands has increased.
Still, a majority (56%) of 18-34-year-olds feel there are more trustworthy brands now, an important result given prior research indicating that trustworthiness is the brand attribute most important to Millennials around the world.
In fact, the word “trustworthy” was the one most associated with leader brands among U.S. respondents in PwC’s report.