Google is one of the most trusted and respected brands among young people, a new survey has found.
McCann Worldgroup asked 15 and 16-year-olds which brands they would like to “hang out with” if they could be personified as a human being.
Google came top of the list, with 27 per cent saying they would spend time with the search engine giant.
Meanwhile, 23 per cent said they would hang out with Amazon and 22 per cent wished to spend time with Disney.
Young people were also asked which qualities they most want to see from brands.
Honesty was found to be critically important to 15 and 16-year-olds, along with loyalty and sincerity.
This could be a reflection of their own experiences of presenting their personal brand on social media, as many are wary of appearing fake.
Laura Simpson, Global Director at McCann Truth Central, commented: “They’re hyper-aware of the tools, tricks and over-editing that people can use online to make their lives look better and they want to show up in a way that seems ‘real’ to their friends.”
She went on to state that people’s unease about the “post-truth world” is actually quite justified.
This, she said, means young people need to have their faith in major institutions restored and be shown that “honesty is vital in the quest for progress.”
Young people demand honesty from online brands CampaignLive
