What does it take to build trust with young consumers?

Outlaw Consulting has released a report on the 'most trusted brands' amongst young consumers. Called the 2007 Trusted Brands Index, it reveals which are brands that earned the trust and loyalty amongst young trendsetters across US.

It has some interesting take for brands across the world who are looking at these consumers. Take a look:

Top 15 Most Trusted Brands

                                     

1. Apple                           60.9
2. Trader Joe’s                57.4
3. Jet Blue                       46.4
4. In-N-Out Burger          38.8
5. Ben and Jerry’s           33.6
6. Whole Foods              32.4
7. Adidas                         31.8
8. American Apparel       31.2
9. Target                          29.4
10. H&M                            28.9
11. Levi’s                           26.4
12. Volkswagen                 24.8
13. Converse                    24.5
14. Vitamin Water             18.5
15. Red Stripe                   17.5

• Clean and Simple Equals Hip - Simplicity reigns supreme in the eyes of young trendsetters, at least when it comes to brands. Many of their favorite companies, from Apple to smaller newcomers like Method, have a reputation for keeping things as stripped down and unadorned as possible – not just in product design, but also in the way they package or market their offerings.

• Dorky: The New “Cool”  - Not all brands can pull off the old-school authenticity of Adidas, the bleeding-edge design of Apple, or the gritty sexiness of American Apparel. But Outlaw’s research revealed that some of Trendsetters’ favorite brands aren’t cool at all – in fact, some were described as downright dorky.  Yet they have won the love of young hipsters by being original, quirky, friendly, and simply being themselves.

• Happy Employees are the Best Marketing Tool - When the panelists were asked to explain why they love their favorite stores, they talked a lot about the employees. According to the results, perceptions related to worker job satisfaction have a huge impact on young consumers’ feelings about a brand. Whether instilling pride in doing business with that company or making their interactions with that company more enjoyable.

“Overall, what resonates most with young adults is authenticity,”

Comments

[Glenn]

I'm a little skeptical about this survey. How can In-N-Out Burger rank so high when they're only available in 3 states? Are they assuming that trend setters exist only on the west coast?

[M. Chazin]

Not sure how accurate this is. What sample was used? In and Out is a California only brand that is not widely known in the South, Midwest or Northeast. Makes me wonder how accurate the rest of the list is. Where's McDonalds?

[Paul Three]

Interesting... I've never heard of In n Out Burger, though I am in the UK - but McDonalds, 'trusted', hmm...