A recent BrandSpark study of 796 brands found that household names generally associated with Boomer culture dominate the list of those trusted most by Gen Z . The surveying company compared the trust share of 18-34 year olds against the overall trust share across all age groups. A positive gap meant that the brand over indexed with younger generations while a negative score meant that the brand is more trusted by older consumers. Newsweek and BrandSpark co-present the annual ranking of The Most