Percent who agree TRUST AND BRAND ACTION MORE LIKELY TO COMMAND A PREMIUM THAN BRAND IMAGE Even if two products are almost identical when it comes to their features, results, and customer service, there are still some brands worth paying more for because... Global 14 Age 18 - 26 27 - 41 42 - 55 56+ they have earned my trust 65 65 58 50 of the good they do in the world 59 61 54 45 of their cachet or image they convey 54 56 47 34 47 55 59 Gen Z and Millennials most likely to reward brands with a trust premium 29 2022 Edelm an Trust Barometer Special Report: The New Cascade of Influence. BRD_OP. Please indicate how much you agree or disagree w ith the f ollow ing statements. 9 - point scale; top 4 box, agree. Attribute s show n to half of the sample. General population, 14 - mkt avg., and by age.