Percent who agree IF THEY DON’T TRUST THE COMPANY BEHIND THE BRAND, THEY WILL STOP BUYING 60 64 57 54 Age 18-26 27-41 42-55 56+ A good reputation may get me to try a product; but unless I come to trust the company behind the product, I will soon stop buying it Gen Z and Millennials most likely to agree 27 59 % Global 14 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.