Brand Trust and the Future Consumer

This IDC Market Perspective looks at consumer brand sentiment in the United States. It ranks the key attributes of consumer brands that influence sentiment, highlights how U.S. consumers view leading technology brands, and assesses the impact of generational differences on sentiment."Generational differences are a key component of brand sentiment," said Greg Ireland, research director, Future Consumer Agenda at IDC. "Younger adult consumers, particularly within the Gen Z cohort, have dramatically different opinions of leading digital native, social media, and legacy brands."